What's behind the soaring cost of eggs? (Vital Farms CEO Russell Diez-Canseco) | Rapid Response
About Russell
- President & CEO of Vital Farms, leading US pasture-raised egg brand (since 2017).
- Led Vital Farms through its successful IPO and B Corp certification in 2020.
- Built partnerships with over 425 small family farms by 2025.
- Defended and won dismissal of PETA's lawsuit in 2023, preserving brand credibility.
- Previously held roles at McKinsey, H-E-B Grocery, and the Central Intelligence Agency.
| 26:19
Feeling the impact of eggflation? Vital Farms’ CEO Russell Diez-Canseco joins Rapid Response to offer valuable context beyond the eye-popping price tags. As avian flu continues to wipe out millions of birds, many egg producers are struggling — but Vital Farms has managed to keep growing. Canseco shares how the brand’s relationship with farmers, transparency with customers, and unique business model has allowed the company to turn crisis into opportunity. He also explores why Vital Farms became a B Corp before its IPO, the company’s high-profile lawsuit with PETA, and what makes Vital Farms’ yolks so orange.
Chapters
00:00 Why the price of eggs are so high
02:59 How Vital Farms is supporting their partner farms
05:05 The eggs that Vital Farms sells
07:15 Inside Vital Farms’ pricing strategy
11:59 The power of building a brand around trust
13:55 Responding to PETA’s 2023 lawsuit
16:52 The benefits of being a B-Corp
19:56 Bringing family on farm visits
23:16 Why do Vital Farms eggs have a different color yolk?
24:30 What’s at stake for Vital Farms right now?
