When Matt O’Hayer founded Vital Farms in 2007, he wasn’t trying to disrupt the egg industry. He was trying to build something meaningful—a company grounded in conscious capitalism that valued every stakeholder , from hens to humans. As founder and early CEO, O’Hayer didn’t just launch a business. He cultivated a culture rooted in trust, transparency, and love-powered leadership .

Today, Vital Farms is a $600-million brand, B Corp-certified, and publicly traded, with a clear path to achieving $1 billion in revenue. However, the foundation Matt laid—his philosophy, practices, and people-first mindset—created a lasting legacy that still shapes the company’s success.

Start with stakeholders, not spreadsheets

O’Hayer’s founding leadership was built on relationships, not transactions. Vendors weren’t beaten down on price. They were treated as key allies. Truckers had a thoughtfully designed lounge to rest and recharge—which, it turned out, improved delivery performance. Family farmers were selected as much for character as for capacity, and the company supported them generously when they faced hardship.

These practices weren’t tactics; they were principles. O’Hayer believed that if the company honored all stakeholders, the business would thrive. “All we have to do is the right thing, and the results will follow,” he often said.