Vital Farms Expands Leadership Roles to Fuel Growth

Vital Farms, a Certified B Corporation known for its ethically produced foods, has announced expanded roles for two senior leaders to support the company's continued growth. Pete Pappas, currently serving as Chief Sales Officer, will now also assume the role of President, Eggs. Kathryn McKeon, the company's Chief Marketing Officer, will add the title of General Manager, Butter to her responsibilities. These changes aim to provide additional dedicated leadership to Vital Farms' growing eggs and butter businesses as the company pursues its goal of achieving at least $1 billion in annual net revenue by 2027.

Pappas, who joined Vital Farms in 2020 with over 30 years of experience in the consumer brands, grocery retailers, and food manufacturers sectors, has been instrumental in scaling the company's sales team and ensuring product availability across approximately 24,000 stores nationwide. In his expanded role, Pappas will oversee Vital Farms' eggs business while retaining his leadership of the sales organization. This includes direct oversight of the company's robust farm network of more than 425 family farms. McKeon, Vital Farms' most tenured marketing leader, will assume leadership over the growing butter business in addition to her role as Chief Marketing Officer. She joined the company in 2016 and has played a crucial role in evolving the Vital Farms brand, building a world-class marketing team, and attracting and retaining new households.

These key scope expansions will provide additional dedicated leadership in service of the strong demand Vital Farms has created in its growing eggs and butter business. The company is well-positioned to continue delivering strong growth against its goal of achieving at least $1 billion in annual net revenue by 2027. Pappas and McKeon are trusted leaders of the business and the brand, and their expanded roles will help Vital Farms capture the tremendous growth opportunities ahead of it.



Vital Farms' organizational changes reflect its response to shifting consumer preferences in the ethical food segment. With both eggs and butter being staple dairy products experiencing premiumization trends, the dedicated leadership approach could help capture higher-value market segments. The company's B certification and ethical production emphasis align with growing consumer demand for sustainably sourced products. The retention of seasoned executives with extensive industry experience (Pappas with 30+ years and McKeon with 15+ years) provides stability during this growth phase and suggests that this restructuring is less about fixing problems and more about accelerating existing momentum in both product categories.

In conclusion, Vital Farms' expanded roles for Pete Pappas and Kathryn McKeon are expected to have a positive impact on the company's growth trajectory by providing dedicated leadership to the eggs and butter businesses, optimizing the supply chain, and capturing higher-value market segments. These strategic moves align with the company's goal of achieving at least $1 billion in annual net revenue by 2027 and reflect Vital Farms' commitment to optimizing its supply chain, accelerating growth, and maintaining market share in the face of inflation and shifting consumer preferences.