{"podcast":{"title":"How I Built This with Guy Raz","slug":"how-i-built-this-with-guy-raz-714258","podcast_index_feed_id":714258,"rss_url":"https://rss.art19.com/how-i-built-this","website_url":"https://wondery.com/shows/how-i-built-this/?utm_source=rss","image_url":"https://content.production.cdn.art19.com/images/56/ae/46/57/56ae4657-2aa7-4cfc-8ddf-9be24410d5ed/a42755c24a721ea0aaed99c400150d8e67da266430f4bf312684a4bd64e5a1b2f4be14f56746ce0633855e356d7a41a0973d96be2dd0f1d4a174bbe7f456aa4e.jpeg","author":"Guy Raz | Wondery","episode_count":842,"summary":"Guy Raz interviews the world’s best-known entrepreneurs to learn how they built their iconic brands. In each episode, founders reveal deep, intimate moments of doubt and failure, and share insights on their eventual success. How I Built This is a master-class on innovation, creativity, leadership and how to navigate challenges of all kinds. New episodes release on Mondays and Thursdays.","last_synced_at":"2026-06-15T16:17:51.485190+00:00","page_url":"https://stenobird.com/podcast/how-i-built-this-with-guy-raz-714258"},"episode":{"title":"Vital Farms: Matt O’Hayer. How a serial entrepreneur re-branded the egg","slug":"vital-farms-matt-o-hayer-how-a-serial-entrepreneur-re-branded-the-egg","published_at":"2026-03-23T07:10:00+00:00","page_url":"https://stenobird.com/podcast/how-i-built-this-with-guy-raz-714258/vital-farms-matt-o-hayer-how-a-serial-entrepreneur-re-branded-the-egg","show_page_url":"https://stenobird.com/podcast/how-i-built-this-with-guy-raz-714258","url":"https://rss.art19.com/episodes/5ab8f37a-6adc-49bc-8bf7-8c479364a912.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0","audio_url":"https://rss.art19.com/episodes/5ab8f37a-6adc-49bc-8bf7-8c479364a912.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0","summary":"For decades, a dozen eggs was just… a dozen eggs. No story. No real branding. No reason to care who produced them. Then Matt O’Hayer came along and asked a question almost nobody in America was asking: what if store-bought eggs could be different? What if they tasted better, looked better, and came from hens raised in a much more humane way?  The business he launched– with 20 hens and some used trailers– is now the number-one pasture-raised egg producer in the US, with a network of 600 farms, and a projected revenue of nearly $1B this year.   When he started Vital Farms, Matt was in his 50s, living in an RV on the farm, and trying to convince people to pay premium prices for eggs.  Before that, his passion for business drove him to pursue an astonishing range of ideas: carpet-cleaning, a barter-exchange franchise, a stint as a charter-boat captain and broker. One of his businesses left him nearly broke after 9-11, and there were many other hard lessons along the way.  This is a story about metabolizing failure into success, and turning one of the most overlooked shelves in the grocery store… into a billion dollar opportunity.   What you’ll learn:  The hard lessons Matt learned from 3 (+) decades of founding businesses How 9/11 changed his life What 4 years as a boat captain taught him about leading–and serving How “conscious capitalism” became the blueprint for Vital Farms Why pasture-raised eggs were a branding opportunity hiding in plain sight How Whole Foods became an early and critical partner Why great products grow faster when customers do your work for you Timestamps:  07:48 – “I didn’t have 300 dollars.” Matt starts a carpet-cleaning company with no real plan 11:31 – The barter business that taught Matt how…","meta_description":"For decades, a dozen eggs was just… a dozen eggs. No story. No real branding. No reason to care who produced them. Then Matt O’Hayer came along and asked…","key_points":[],"chapters":[],"topics":[],"duration_seconds":4095,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/how-i-built-this-with-guy-raz-714258/episodes/vital-farms-matt-o-hayer-how-a-serial-entrepreneur-re-branded-the-egg/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/how-i-built-this-with-guy-raz-714258/vital-farms-matt-o-hayer-how-a-serial-entrepreneur-re-branded-the-egg.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}