When Matt O’Hayer founded Vital Farms in 2007, he wasn’t trying to disrupt the egg industry. He was trying to build something meaningful—a company grounded in conscious capitalism that valued every stakeholder, from hens to humans. As founder and early CEO, O’Hayer didn’t just launch a business—he cultivated a culture rooted in trust, transparency, and love-powered leadership.
Today, Vital Farms is a $600 million brand, B Corp-certified, and publicly traded, with a clear path to achieving $1 billion in revenue. But the foundation Matt laid—his philosophy, practices, and people-first mindset—still shapes the company’s success.
Start with Stakeholders, Not Spreadsheets
O’Hayer’s founding leadership was built on relationships, not transactions. Vendors weren’t beaten down on price; they were treated as key allies. Truckers had a thoughtfully designed lounge to rest and recharge—which, it turned out, improved delivery performance. Family farmers were selected as much for character as for capacity, and were supported generously when they faced hardship.
These practices weren’t tactics—they were principles. O’Hayer believed that if the company honored all stakeholders, the business would thrive. “All we have to do is the right thing, and the results will follow,” he often said.
And they did. Vital Farms became the top U.S. brand of pasture-raised eggs not by cutting corners, but by doing what was right—again and again.
Ask Yourself:
- Do you genuinely treat your vendors, partners, and employees as long-term allies?
- Where have you sacrificed empathy for efficiency—and what did it cost you?
- How can you better embody your company’s values in everyday operations?
5 Amare-Inspired Action Steps for Scaling Love
1. Start every meeting with purpose. Begin your next team meeting by reflecting on your mission and core values. Don’t skip it. Don’t rush it. It sets the tone for decisions that align with your culture.
2. Audit your vendor relationships. Identify three vendors you rely on most. Schedule a conversation with each to understand what they need to succeed and how you can better support them.
3. Build dignified experiences into your operations. Whether it’s a trucker’s lounge or a more humane employee feedback system, find a place in your workflow to build in dignity and care.
4. Balance outcomes and empathy. Think of one recent tough decision. How could it have been more humane without compromising business results? Document what you’d do differently next time.
5. Reinforce your values with real stories. At your next company meeting, share a concrete example of how your team lived one of your values. Stories make values stick.
Love as Legacy
Matt O’Hayer built a scalable framework for stakeholder-driven success, demonstrating that love-powered leadership is not a feel-good philosophy—it’s a disciplined, strategic choice.
When you embed your organization’s values into systems, relationships, and daily decisions, you will build more than a company—you will create an impact that lasts long after you step away.
In a world tempted by shortcuts, choose the long game. Build relationships. Work on your values. Lead with love. And know that the results will follow.
You’ve got this.
Moshe
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Today’s Amare Wave Wednesday Quote
“Profit is not the purpose of a business, but rather the consequence of a business well-run.”
— Henry Ford
Click here and read more Amare Wave Wednesday newsletters on related topics:
Align Your Words, Actions, and Values: The Amare Leader’s Imperative
Stand by Your Values—How to Meet Today’s Chaos with Clarity
How Chewy Turns Empathy into Profit: A Masterclass in Leading with Love
The Power of Both: How Efficiency Plus Connection Drives Leadership Success
Be the Same in Success and Defeat: Timeless Advice for Great Leaders
Original article published on Inc.com.
