Back in 2007, when Matt and Catherine O’Hayer started pasture-raising hens, their thoughts were never just on the birds in their care, but in using whatever means at their disposal to affect lasting change. Directly, that meant challenging long-held assumptions in the food business – that sustainable could not mean scalable, and vice versa. That challenged Matt to pioneer an entirely new on-shelf category in the egg set – pasture-raised – and disrupt an industry that had become moribund and commoditized.
