Matt O'Hayer, founder of Vital Farms, discusses how consumer demand and pasture-raised farming have shifted broader US egg production away from battery cages.
Assertion Not publicly verifiable
O'Hayer laid off 140 employees on 9/11 before the second tower fell
“So I got on the phone right before the second tower came down, Got on phone with London and Austin and laid off a 140 people.”
Insight
O'Hayer: Scalable pasture-raised eggs require a franchise contract model
“Farmers aren't going to give you the consistency you want. You need to have consistent rules, and you need to create what I would call like a franchise model. An upside-down franchise, and I had the experience in franchise, like, how would you do it? And I sai…”
Assertion Not checkable as stated
O'Hayer: Big meat and egg companies routinely break farmer contracts
“Routinely all the big chicken companies, egg companies, beef companies, they would always break their contracts when it was economically favorable for the big producer to do so, or the big brands.”
Insight
O'Hayer: Founders must hire people ten times smarter to run operations
“I hadn't really learned lessons that I learned later in life, which is always hire people that are 10 times smarter than you and 10 times better than you to run every aspect of the business.”
Assertion Supported
O'Hayer: 95% to 98% of US egg-laying hens lived in cages around 2004
“What I found is that the three hundred million chickens that are out there, three hundred and thirty million chickens, even at that time, 95, 98% of them were living in cages. Four, five, six, seven, eight birds to a cage, unable to stand up, unable to turn ar…”
Disclosure
O'Hayer: Vital Farms stopped making nutritional claims on pasture eggs
“We don't make any claims in my company because every chicken on pasture can eat whatever he wants, or she wants. And so, I mean, and the yolk color can change because some chickens You know, decide to stay in all day. You know, I'm just gonna stay home and eat…”