Vital Farms Organic Restorative Eggs
This was the company’s first regenerative product, so I worked with third-party consultants, verifiers, and farm partners to implement regenerative practices on the farms supplying these eggs. We also created a new packaging design that reflected regenerative principles. We worked closely with Whole Foods, which accepted it as an exclusive item for launch and has strict standards surrounding regenerative practices and associated package copy.
Vital Farms True Blues Heirloom Eggs
These eggs were launched after assessing the best opportunities for shell eggs in the marketplace and uncovering consumers were seeking more variety in everyday staples. I spent time with operations and on farms to identify and then introduce a new heirloom hen to supply these eggs. This required working closely with the supply and demand planning teams, as this breed had a different production rate and cycle than our other hens. This item was accepted at Whole Foods for launch.
EPIC Bone Broth Renovation
The bone broth category was rapidly changing, so we updated our existing line to keep up with the biggest opportunities in the category. This included new formulas that were more aligned with consumers’ taste and flavor preferences as well as new packaging that clarified usage and benefits.
EPIC Chicken Crisps
I led the launch of the first-ever chicken crackers, created to fill a need in the growing keto snack category. We did extensive consumer testing, secured new packaging, and got acceptance by Whole Foods and Walmart for launch.