But what happens when a seemingly transparent company known for producing a premium product becomes the subject of scrutiny in the court of public opinion over claims of greenwashing and prioritizing profit over staying true to its better-for-you roots? Well, it looks like Vital Farms is about to find out. To give you a little bit of context, Vital Farms is known for producing pasture-raised eggs with rich golden yolks that you can trace right on the carton. Its tag line, “Keeping it Bullsh*t-Free,” should give you some idea of how it operates.
Vital Farms is also a certified B Corp, which means it has been recognized for its high standards in social responsibility and environmental impact. Sounds great, right? Sure, on its surface, but a recent third-party lab test has consumers questioning if Vital Farms is who they say they are at all. The lab test conducted in collaboration with Michigan State University revealed that about 2 Vital Farms eggs contain the same amount of linoleic acid as 1 tablespoon of canola oil.
Linoleic acid is an essential omega-6 fatty acid for bodily functions; however, modern diets have been shown to contain excessive amounts that may pose long-term health risks. The reason for the higher amount of linoleic acid has to do with what Vital Farms feeds its chickens. According to its website, in addition to letting its hens forage for natural grasses and bugs, Vital Farms supplements their feed with a mix of corn and soybean meal infused with paprika or marigold to help them produce those rich golden yolks.
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Think of it like how annato is used to color cheese, or farm-raised salmon is fed astaxanthin—a natural pigment found in microalgae—to mimic the color of wild salmon. While none of this is decidedly nefarious, the findings have prompted swift backlash on social media, with several people accusing the company of greenwashing. From TikTok to Instagram, several armchair experts and health influencers have made videos deriding the company for using misleading marketing tactics to get people to pay more for their eggs. On average, a carton of Vital Farms eggs costs between $7 and $14.
Vital Farms Responds to Greenwashing Claims
The visceral reaction prompted Vital Farms to create a video of their own addressing the claims, and let’s just say things got pretty egg-citing in the comments. Among the minefield of questions were several complaints from people who professed to be loyal fans, but after learning of the feed practices, have decided to seek an alternative. “Bye, Vital Farms. Thanks for ripping us all off,” said one comment, which racked up over 1,000 likes. “BOYCOTT VITAL FARMS,” chimed in someone else.
View this post on InstagramAlthough, objectively, this isn’t a failure on Vital Farm’s part, it does expose how little information we can glean from a quick browse at the grocery store, and puts a spotlight on how effective marketing can impact what we mindlessly buy without context. To be completely honest, most of the eggs sold at the grocery store use similar feed regardless of how they're labeled due to murky regulations and complicated legalese. That includes other premium brands like Happy Egg Co., Nellie’s, and Pete & Gerry’s.
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