Vital Farms Announces Expanded Roles for Two Senior Leaders
Vital Farms (VITL) has announced expanded roles for two senior leaders as part of its strategy to reach $1 billion in annual net revenue by 2027. Pete Pappas, currently Chief Sales Officer, will become Chief Sales Officer and President, Eggs, overseeing the company's network of more than 425 family farms. Kathryn McKeon's role will expand from Chief Marketing Officer to include General Manager, Butter.
Pappas, who joined in 2020 with over 30 years of industry experience, has been instrumental in scaling the sales team and ensuring product availability across approximately 24,000 stores nationwide. McKeon, the company's longest-serving marketing leader since 2016, has been important in brand evolution and household retention since her promotion to CMO in 2022.
Vital Farms (VITL) ha annunciato un ampliamento dei ruoli per due dirigenti senior come parte della sua strategia per raggiungere 1 miliardo di dollari di fatturato netto annuale entro il 2027. Pete Pappas, attualmente Chief Sales Officer, diventerà Chief Sales Officer e Presidente, Uova, supervisionando la rete aziendale di oltre 425 fattorie familiari. Il ruolo di Kathryn McKeon si espanderà da Chief Marketing Officer a includere Direttore Generale, Burro.
Pappas, che è entrato in azienda nel 2020 con oltre 30 anni di esperienza nel settore, è stato fondamentale per la crescita del team di vendita e per garantire la disponibilità dei prodotti in circa 24.000 negozi a livello nazionale. McKeon, la leader di marketing in carica da più tempo dal 2016, è stata importante per l'evoluzione del marchio e la fidelizzazione dei clienti dalla sua promozione a CMO nel 2022.
Vital Farms (VITL) ha anunciado roles ampliados para dos líderes senior como parte de su estrategia para alcanzar 1 mil millones de dólares en ingresos netos anuales para 2027. Pete Pappas, actualmente Director de Ventas, pasará a ser Director de Ventas y Presidente, Huevos, supervisando la red de la empresa de más de 425 granjas familiares. El rol de Kathryn McKeon se ampliará de Directora de Marketing a incluir Gerente General, Mantequilla.
Pappas, que se unió en 2020 con más de 30 años de experiencia en la industria, ha sido fundamental para escalar el equipo de ventas y garantizar la disponibilidad de productos en aproximadamente 24,000 tiendas a nivel nacional. McKeon, la líder de marketing que ha estado en la empresa desde 2016, ha sido importante en la evolución de la marca y la retención de hogares desde su promoción a CMO en 2022.
Vital Farms (VITL)는 2027년까지 10억 달러의 연간 순매출을 달성하기 위한 전략의 일환으로 두 명의 수석 리더의 역할을 확대한다고 발표했습니다. 현재 영업 최고 책임자인 Pete Pappas는 영업 최고 책임자 겸 달걀 부문 대표로 임명되어 425개 이상의 가족 농장 네트워크를 관장하게 됩니다. Kathryn McKeon의 역할은 마케팅 최고 책임자에서 버터 총괄 매니저로 확대됩니다.
2020년에 합류하여 30년 이상의 산업 경험을 가진 Pappas는 영업 팀을 확장하고 전국 약 24,000개 매장에 제품을 확보하는 데 중요한 역할을 해왔습니다. 2016년부터 회사에서 가장 오랜 경력을 가진 마케팅 리더인 McKeon은 2022년 CMO로 승진한 이후 브랜드 발전 및 가정 고객 유치에 중요한 기여를 해왔습니다.
Vital Farms (VITL) a annoncé l'élargissement des rôles de deux dirigeants seniors dans le cadre de sa stratégie visant à atteindre 1 milliard de dollars de revenus nets annuels d'ici 2027. Pete Pappas, actuellement directeur des ventes, deviendra directeur des ventes et président, Œufs, supervisant le réseau de l'entreprise de plus de 425 exploitations familiales. Le rôle de Kathryn McKeon s'étendra de directrice marketing à inclure directrice générale, Beurre.
Pappas, qui a rejoint l'entreprise en 2020 avec plus de 30 ans d'expérience dans l'industrie, a été instrumental dans l'échelle de l'équipe de vente et la garantie de la disponibilité des produits dans environ 24 000 magasins à l'échelle nationale. McKeon, la responsable marketing en poste depuis 2016, a été importante dans l'évolution de la marque et la fidélisation des ménages depuis sa promotion au poste de CMO en 2022.
Vital Farms (VITL) hat die erweiterten Rollen von zwei leitenden Führungskräften als Teil seiner Strategie zur Erreichung von 1 Milliarde US-Dollar jährlichem Nettoumsatz bis 2027 angekündigt. Pete Pappas, derzeit Chief Sales Officer, wird Chief Sales Officer und Präsident, Eier, und wird das Netzwerk des Unternehmens von mehr als 425 Familienbetrieben leiten. Kathryn McKeons Rolle wird sich von Chief Marketing Officer auf General Manager, Butter, erweitern.
Pappas, der 2020 mit über 30 Jahren Branchenerfahrung in das Unternehmen eintrat, war maßgeblich daran beteiligt, das Vertriebsteam auszubauen und die Produktverfügbarkeit in ungefähr 24.000 Geschäften im ganzen Land sicherzustellen. McKeon, die seit 2016 am längsten dienende Marketingleiterin des Unternehmens, war seit ihrer Ernennung zur CMO im Jahr 2022 entscheidend für die Markenentwicklung und Kundenbindung.
- Clear strategic focus on reaching $1B annual revenue target by 2027
- Strong retail presence in approximately 24,000 stores nationwide
- Extensive network of over 425 family farms supporting production capacity
- None.
Insights
The expansion of senior leadership roles at Vital Farms represents a strategic realignment focused on achieving their ambitious
The appointment of Pete Pappas to oversee the eggs business, including the 425+ family farm network, points to a vertical integration strategy that could optimize supply chain efficiency and potentially improve margins. Meanwhile, Kathryn McKeon's expanded role in the butter segment signals an intent to accelerate growth in this secondary product line, diversifying revenue streams beyond their core eggs business.
The organizational changes reflect Vital Farms' 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. Their track record in scaling operations and building consumer brands suggests this restructuring is less about fixing problems and more about accelerating existing momentum in both product categories. The emphasis on household retention in McKeon's background is particularly relevant given the current inflationary environment where maintaining premium product market share requires strong brand loyalty.
Pete Pappas will serve as Chief Sales Officer and President, Eggs; Kathryn McKeon will serve as Chief Marketing Officer and General Manager, Butter
AUSTIN, Texas, Jan. 16, 2025 (GLOBE NEWSWIRE) -- Vital Farms (Nasdaq: VITL), a Certified B Corporation that offers a range of ethically produced foods nationwide, today announced expanded roles for two members of its Senior Leadership Team. Pete Pappas, Vital Farms’ Chief Sales Officer, will expand his role to Chief Sales Officer and President, Eggs. Kathryn McKeon, Vital Farms’ Chief Marketing Officer, will serve as Chief Marketing Officer and General Manager, Butter. Both appointments support the continued growth of Vital Farms’ eggs and butter businesses as the company pursues its target of
In his expanded role, Pappas will assume leadership over Vital Farms’ eggs business while retaining leadership of Vital Farms’ sales organization. This expanded role includes direct oversight of Vital Farms’ robust farm network of more than 425 family farms. Pappas joined Vital Farms in 2020, bringing more than 30 years of experience working with consumer brands, grocery retailers, and food manufacturers. He has been a key leader in scaling Vital Farms’ sales team and ensuring consumers are able to find Vital Farms eggs and butter on the shelves at approximately 24,000 stores nationwide.
McKeon will assume leadership over Vital Farms’ growing butter business in addition to her leadership of the marketing organization. McKeon is Vital Farms’ most tenured marketing leader and joined the company in 2016, bringing more than 15 years of experience building global and emerging consumer food brands. She was promoted to the Chief Marketing Officer role in 2022 and has played an instrumental role in evolving the Vital Farms brand, building a world-class marketing team, and attracting and retaining new households.
“Vital Farms is well-positioned to continue delivering strong growth against our goal to achieve at least
ABOUT VITAL FARMS
Vital Farms (Nasdaq: VITL) is a Certified B Corporation that offers a range of ethically produced foods nationwide. Started on a single farm in Austin, Texas in 2007, Vital Farms is now a national consumer brand that works with over 425 family farms and is the leading U.S. brand of pasture-raised eggs by retail dollar sales. Vital Farms’ ethics are exemplified by its focus on the humane treatment of farm animals and sustainable farming practices. In addition, as a Delaware public benefit corporation, Vital Farms prioritizes the long-term benefits of each of its stakeholders, including farmers and suppliers, customers and consumers, communities and the environment, and crew members and stockholders. Vital Farms’ products, including shell eggs, butter, hard-boiled eggs, and liquid whole eggs, are sold in approximately 24,000 stores nationwide. Vital Farms pasture-raised eggs can also be found on menus at hundreds of foodservice operators across the country. For more information, visit https://vitalfarms.com/.
Media:
Rob Discher
Rob.Discher@vitalfarms.com
Investors:
Anthony Bucalo
Anthony.Bucalo@vitalfarms.com
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