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These days, it’s adamantine to acquisition a restaurant or bazaar not hawking cage-free eggs. But cage-free doesn’t go far enough, according to Vital Farms, which says its eggs are from pasture-raised hens.

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The cage-free process, in which hens are said to accept allowance to airing about (but how abundant varies), is believed to be added accommodating for hens than accepted egg production. But Vital Farms calls the cage-free trend “bullsh*t” in a 2:19 video and added agreeable that break Tuesday.

It’s the company’s better business advance in its 10-year history, and comes afterwards added than 200 companies, including McDonald’s and Walmart, set affairs in motion to about-face to cage-free eggs from accepted ones.

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Such pledges to change to cage-free, which accept appear from added companies as well, “created added abashing for consumers,” says Dan Brooks, administrator of cast communications at Vital Farms. Its latest survey, he says, begin 92 percent of consumers didn’t accept a acumen amid cage-free and pasture-raised eggs.

In the “Bullsh*t Free” campaign, a farmer, a grandmother, a woman out for brunch and a chef alarm out the cage-free abstraction as b.s., with allotment of the b-word bleeped out. The chef says it in French, “connerie.”

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The online campaign, including beneath spots, is from Preacher, the Austin, Texas-based bureau Vital Farms afresh began alive with. Women’s Business handles media.

Neither “cage-free” nor “pasture-raised” eggs, explains Modern Farmer, accept a acknowledged definition, “and no bureau authoritative abiding that those application it attach to any accurate standard.” A consumer, it credibility out, could appear abroad from the attack cerebration “pasture-raised is good, cage-free is bad,” which it says is an oversimplification: “The accuracy is, ‘cage-free is bad, but pasture-raised additional a little adumbration that reads ‘Certified Accommodating Raised and Handled’ is good.” Vital Farms, it notes, is certified humane.

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Hens that lay eggs for Vital Farms get 108 square-feet of alfresco amplitude per hen, according to the company, which sells eggs at chains including Walmart, Whole Foods, Publix and Target, and at about 8,000

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