Vital Farms focuses on producing ethically sourced eggs and dairy products by partnering with around 200 family farms. Each farm prioritizes the welfare of their hens, providing them with ample pasture space, fresh air, and sunshine throughout the year. This commitment to animal welfare distinguishes Vital Farms from other food producers in the market. The company targets consumers who care about ethical food production and environmental sustainability, offering a transparent experience through initiatives like the "Pasture Passport," which allows customers to virtually visit the farms. Vital Farms operates on a business model that emphasizes high ethical standards, appealing to consumers willing to pay more for quality products. The goal of Vital Farms is to provide ethically produced food while promoting animal welfare and sustainability.