This $400 Million Company Lied About Their “Healthy” Eggs
Vital Farms and the Reality of Greenwashed Marketing
I remember the first time I picked up a carton of Vital Farms eggs at Whole Foods. At $9.99 a dozen, they were among the most expensive options on the shelf. But the price seemed justified.
The packaging showcased idyllic images of hens roaming freely on green pastures under sunny skies. The company touted its commitment to ethical farming, transparency, and the humane treatment of animals.
Like many health-conscious consumers, I believed I was making the best choice for my family—supporting sustainable practices that provide high-quality nutrition.
But recent revelations have shattered that trust. Vital Farms, once heralded as a leader in ethical egg production, is now facing serious accusations of greenwashing and deceptive marketing practices. A lawsuit filed by the People for the Ethical Treatment of Animals (PETA) alleges that the company's pastoral imagery and claims of humane treatment starkly contrast with the reality of their operations.
This unsettling discovery has left many consumers, including myself, feeling betrayed. It raises critical questions about transparency in the food industry and the authenticity of labels like "pasture-raised" and "humane."
How much do we really know about the food we consume, and can we trust the companies that produce it?
In this article, we'll delve into the allegations against Vital Farms, explore the broader issue of greenwashing in the health food industry, and learn how to source higher-quality foods from farms that genuinely care.
The PETA Lawsuit Against Vital Farms
On May 20, 2021, the People for the Ethical Treatment of Animals (PETA) filed a lawsuit against Vital Farms in the District Court of Travis County, Texas.
The lawsuit accuses the company of deceptive trade practices, specifically:
Sourcing female chicks from hatcheries that kill male chicks, while Vital Farms continues to claim humane treatment of all animals.
Forcing hens to lay eggs daily, significantly shortening their lifespan by up to 85%, before selling them for inhumane slaughter when they can no longer produce eggs.
Allowing beak cutting, a painful practice used to prevent hens from pecking each other in confined spaces.
Vital Farms has denied the allegations, maintaining that they are committed to ethical farming and transparency. In a statement, the company emphasized its dedication to the humane treatment of animals and adherence to high welfare standards. As the lawsuit is ongoing, the outcome remains to be seen.
How Are People Reacting?
This scandal has led to a massive outcry, especially online.
On platforms like TikTok and Reddit, people are expressing their frustration over Vital Farms' marketing tactics.
One TikTok creator said, “The entire organic food industry is ‘greenwashing’ us.”
You can even see video where people are openly calling out Vital Farms for their deceptive practices.
In a Reddit thread, one user mentioned that Vital Farms hasn’t had chickens outdoors since 2020, citing avian flu as the reason for keeping the chickens indoors. Despite this, they continue to use the "pasture-raised" label.
The Percentage of Vital Farms Birds Housed Since 2020….. 90%.
It’s unsettling to think that we are paying extra for what we assume are happy, pasture-raised chickens when they are confined, caged birds.
“So now what? I thought I was eating clean eggs. Paying a fortune to feed a family of four!” exclaimed another disillusioned consumer.
The Bigger Picture: Greenwashing in the Health Food Industry
The allegations against Vital Farms highlight a broader issue: greenwashing.
Greenwashing occurs when companies use deceptive marketing to appear more environmentally friendly or ethical than they truly are.
A Widespread Issue
Vital Farms isn't alone in facing such accusations. Several other companies have been called out for similar practices:
Kashi, a brand owned by Kellogg's, settled a lawsuit alleging that it misled consumers by labeling its products as "All Natural" when they contained synthetic and genetically modified ingredients.
General Mills faced legal action over its Nature Valley granola bars, which were marketed as "100% Natural" despite containing traces of glyphosate, a synthetic herbicide.
Honest Tea, previously owned by The Coca-Cola Company, was criticized for promoting products as fair trade when only certain ingredients were certified, potentially misleading consumers about the ethical sourcing of all components.
A social media user lamented, "It's hard to know what's real anymore. You think you're making a good choice, but it's just clever marketing."
The Quality Difference: Why Ethical Farming Matters
Why does any of this matter? Why does the way an animal was raised even matter? It's just food after all, right?
Well, it's important to understand that the environment an animal is raised in has a direct connection to the nutrition it provides.
As the saying goes, "You are what your food eats."
If animals are raised in crowded feedlots with inhumane practices, and fed unnatural diets loaded with chemicals, their meat and eggs carry higher levels of inflammatory compounds and fewer beneficial nutrients.
There are numerous studies that highlight this theme.
For instance, a study published in the Nutrition Journal found that grass-fed beef contains higher levels of omega-3 fatty acids, conjugated linoleic acid (CLA), and antioxidants compared to grain-fed beef, which are beneficial for human health (Daley et al., 2010).
Similarly, research indicates that eggs from pasture-raised chickens have more vitamins A, E, and omega-3 fatty acids than those from hens raised in confinement. A survey by Mother Earth News analyzed eggs from pastured hens and found they contained:
Omega-3 fatty acids: Up to 20 times more than eggs from caged hens.
Vitamin E: Significantly higher levels.
Beta carotene: Seven times more, contributing to richer yolk color.
The nutrition from these animals is superior, and that's what we're paying for when we shell out $9.99 for eggs—we're investing in higher-quality nutrition for our families and supporting humane farming practices.
How Should We Look at Buying Healthy Foods?
So, how do we go forward from this? How do we avoid getting scammed by greenwashing again?
Look up the company before you buy. Do a bit of research to see if their practices align with their claims. Are there any lawsuits? Are people complaining about them online?
Shop at farmers’ markets. I’m a big believer in buying directly from the source. At a farmers’ market, you can talk to the people who actually raise the animals and grow the produce. It’s a great way to support local, small-scale farmers who care about their craft.
Trustworthy sources. I’ve found one brand that I trust: Frankie’s Free Range Meats. He has real pasture-raised eggs. His eggs even have dirt on them, which shows how fresh and natural they are. Another source is Rebel Pastures. They really give a damn.
Grow your own food, if possible, or support local farms that you can trust.
Final Thoughts
It’s time we start demanding transparency from the companies that provide our food.
We can no longer just trust labels or pretty packaging. We need to do our homework and hold these companies accountable. Together, we can push for a food system that truly respects the health of both people and animals.
Healthy food should be fresh and as close to nature as possible. The more we return to those roots, the healthier we’ll be.
Resources
I really love what this group is doing: Fair World Project
Organic Consumers Association: Same for these guys.
References
Daley, C. A., Abbott, A., Doyle, P. S., Nader, G. A., & Larson, S. (2010). A review of fatty acid profiles and antioxidant content in grass-fed and grain-fed beef. Nutrition Journal, 9(1), 10. https://doi.org/10.1186/1475-2891-9-10
Mother Earth News. (2007). Meet Real Free-Range Eggs. Retrieved from https://www.motherearthnews.com/real-food/free-range-eggs-zmaz07onzgoe
Thank you for this. I have been left trying to scrape my jaw off the floor over Vital Farms. I’ll buy those eggs when the farmers markets are out of eggs.
I think the EWG — or the Cornucopia Institute had a map tree showing the so-called smaller healthier companies and who owned them. Typically it was the main big conglomerate ultra Processed Foods company.
Wow! I’m still shocked.
You saw how they can generate a chicken breast? One day no more animal enslavement for slaughter, which has been the way since we added meat to our diet. Think about a gorilla diet. Not meat but if hungry may have to eat another living being. ,