Matt O’Hayer
Serial entrepreneur and founder of Vital Farms, the pasture-raised egg company that grew into the leading producer in its category in the United States. Previously built businesses in carpet cleaning, barter exchanges, travel, and charter boating before launching Vital Farms in his 50s.
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Mar 23, 2026 • 1h 8min
Vital Farms: Matt O’Hayer. How a serial entrepreneur re-branded the egg
Matt O’Hayer, serial entrepreneur and founder of Vital Farms, shares how he turned pasture-raised eggs into a premium brand. He revisits carpet cleaning, barter, travel, and charter boats. He talks about 9/11 wiping out his business, how Whole Foods became a crucial early partner, and why packaging, farmer partnerships, and customer buzz helped eggs stand out.
