FAST COMPANY 1-06-2020
Terms such as cage-free, free-range, and pasture-raised turn up a lot when you’re shopping for eggs. But do you really know what they mean? What does a pasture-raised chicken have that a free-range one does not? Vital Farms now has the answer. The company is letting customers take a 360-degree look at the specific farm their eggs came from, as part of what it’s calling its Traceability program.
When you buy a carton of Vital Farms eggs, you’ll see the name of the specific small family farm those eggs are from (Vital Farms works with more than 200 farms across the country) on that carton. Now, you can visit the Vital Farms website, enter the name of that farm, and see a video on which you can click and drag to get a 360-degree view of the hens grazing.
“What we asked our people to do was take footage [of] the best representation of that farm, in the area of that farm that best represents the environment of that farm,” says Russell Diez-Canseco, Vital Farms president and CEO. “That will include being able to see the barn where the chickens go at night . . . it’ll include some sense of the pasture where those birds will spend their days. Some videos might show trees on some farms, some videos will show less trees.” Ultimately, customers will get the chance to “see and hear the hens that lay the eggs that they’re enjoying.”