How Pete & Gerry's Built a Resilient Egg Empire on Ethical Farming

SALEM, NH – December 03, 2025 – In a year marked by persistent supply chain disruptions and economic uncertainty, Inc. magazine has spotlighted a different kind of business success. Pete & Gerry's Organics, a New Hampshire-based pioneer in humane egg farming, was recently named to the publication's 2025 Best in Business List, securing a top spot in the “Best Social Good” category. The recognition goes beyond a simple accolade; it serves as a powerful validation for a business model that has systematically woven ethics, transparency, and sustainability into its operational DNA, proving that purpose can be a formidable competitive advantage.

For nearly three decades, the company has operated on the principle that doing good is good for business. This latest honor, which also named them a “Food Company We Love,” places them alongside other innovators like Sedron, a waste-upcycling technology firm, who are being celebrated not for growth at any cost, but for their measurable, positive impact on society. It suggests a market shift where resilience is increasingly defined by a company’s values and its relationship with consumers, not just its balance sheet.

Navigating Crisis with Transparency

The egg industry has been a case study in volatility. The ongoing threat of Highly Pathogenic Avian Influenza (HPAI) has continued to decimate flocks globally, leading to mass culls, severe supply shortages, and wildly fluctuating prices on supermarket shelves. While many large-scale conventional producers struggled to manage the fallout, often behind a wall of silence, Pete & Gerry's adopted a radically different strategy: proactive transparency.

Instead of shying away from the crisis, the company launched a comprehensive consumer education campaign, including a dedicated microsite, to explain the epidemic's impact. They clarified why their prices remained more stable than conventional eggs, attributing it to their unique operational structure—a dispersed network of small-to-midsize family farms. This model, which inherently reduces the risk of a single outbreak crippling their entire supply, proved to be a critical innovation in risk management. By communicating openly, Pete & Gerry's reached millions of consumers, building trust at a time when confusion and anxiety were high.

This approach stands in stark contrast to the conventional industry's reliance on massive, concentrated factory farms, which are highly efficient in stable conditions but dangerously vulnerable to systemic shocks like HPAI. The distributed network not only enhances biosecurity but also supports the livelihoods of independent farmers, creating a more resilient and equitable food system from the ground up.

The Architecture of an Ethical Brand

At the core of Pete & Gerry's success is a framework of rigorous, third-party certifications that translate abstract values into verifiable practices. The company became the nation's first Certified Humane® egg producer in 2003 and, a decade later, the first egg producer to achieve B Corporation certification. These are not merely marketing labels; they represent a deep-seated operational commitment.

The Certified Humane® standard, for instance, requires annual independent inspections to ensure farms meet over 200 specific requirements for animal welfare, covering everything from space and air quality to outdoor access. This goes far beyond the often-misleading “cage-free” label, which typically still means hens are confined indoors for their entire lives. B Corp certification is even broader, holding the company legally accountable to balance profit with its impact on workers, the community, and the environment. This commitment is audited and re-verified every three years, ensuring the company's mission remains embedded in its governance.

This dedication to verifiable standards has positioned Pete & Gerry's alongside other premium ethical brands like Vital Farms, which is also a Certified B Corporation. Together, they are creating a new top tier in the market, proving that consumers are increasingly willing to pay a premium for products backed by authentic social and environmental credentials. This moves the competitive landscape beyond price and towards a more holistic definition of value.

Consumer Education as a Market Disruptor

Understanding that the most critical purchasing decision happens in the few seconds a shopper spends in the grocery aisle, Pete & Gerry's has invested heavily in clarifying the complex and often confusing world of egg labels. Through in-store signage, digital content, and advertising campaigns, the company has worked to educate consumers on the meaningful differences between “cage-free,” “free-range,” and “pasture-raised” standards.

This educational push is a strategic act of market disruption. By empowering consumers with knowledge, the brand fosters a more discerning customer base that actively seeks out higher-welfare products. This, in turn, creates a virtuous cycle: increased demand for ethical eggs justifies the higher costs of humane farming and enables the company to expand its offerings. The 2025 launch of their Organic Pasture Raised Eggs, the pinnacle of their product line, is a direct response to this educated consumer demand for the highest possible standards in animal welfare and sustainability.

“At Pete & Gerry’s, we’ve always believed that business can be a force for good,” stated Tom Flocco, the company’s Chief Executive Officer. “This recognition from Inc. affirms that purpose and profit can go hand in hand.” His sentiment is echoed by Inc.'s editorial director, Bonny Ghosh, who noted that Best in Business honorees are recognized for projects and initiatives that have “a sizable impact on their company and even on their industry at large.” For Pete & Gerry's, that impact has been to demonstrate that an ethical foundation is not a constraint, but a powerful engine for innovation and long-term success.