Robert Moskow's questions to Vital Farms Inc (VITL) leadership • Q2 2025
Question
Robert Moskow questioned the company's price gaps relative to other pasture-raised competitors following the recent price increase. He also asked for clarification on how potential tariffs might influence promotional plans in the second half.
Answer
CEO Russell Diez-Canseco expressed comfort with current pricing, stating the brand's strength allows it to resonate beyond being a commodity. CFO Thilo Wrede clarified that pricing was taken to protect gross margin from anticipated costs, including tariffs. If tariffs are less impactful than expected, it could create flexibility to increase promotional spending beyond current plans.