---
schema_version: "secwatch.filing_event.v1"
accession: "0000950170-25-006186"
form_type: "8-K"
ticker: "VITL"
cik: "0001579733"
company_name: "Vital Farms, Inc."
filed_at: "2025-01-16T23:59:59+00:00"
generated_at: "2026-05-28T00:00:34.804909+00:00"
event_type: "leadership"
sentiment: "neutral"
materiality_score: 0.55
calibrated_materiality_score: 0.55
confidence: "high"
source: SEC EDGAR
---

# Vital Farms expands roles: Pappas to President/Eggs, McKeon to GM/Butter

## Summary
- Pete Pappas named Chief Sales Officer and President, Eggs, effective Jan 1, 2025.
- Kathryn McKeon named Chief Marketing Officer and General Manager, Butter, effective Jan 1, 2025.
- Both retain current roles; oversight of eggs and butter businesses respectively.
- Expansions support Vital Farms' target of $1B annual net revenue by 2027.
- No compensation changes; no family relationships or related-party transactions reported.

## SEC filing metadata
- accession: 0000950170-25-006186
- form_type: 8-K
- ticker: VITL
- cik: 0001579733
- company_name: Vital Farms, Inc.
- filed_at: 2025-01-16T23:59:59+00:00
- event_type: leadership
- sentiment: neutral
- materiality_score: 0.55
- calibrated_materiality_score: 0.55
- confidence: high
- sec_items: 5.02, 7.01, 9.01
- EDGAR index: https://www.sec.gov/Archives/edgar/data/1579733/000095017025006186/0000950170-25-006186-index.htm
- EDGAR primary document: https://www.sec.gov/Archives/edgar/data/1579733/000095017025006186/vitl-20250116.htm

## Machine-readable alternates
- HTML: https://secwatch.observer/filing/0000950170-25-006186
- JSON: https://secwatch.observer/filing/0000950170-25-006186.json
- Plain text: https://secwatch.observer/filing/0000950170-25-006186.txt

## Key facts
- Executive change
  Peter Pappas was appointed as Chief Sales Officer and President, Eggs at Vital Farms, Inc..
  - Action: appointed
  - Role: Chief Sales Officer and President, Eggs
  source text: On January 16, 2025, Vital Farms, Inc. (the “ Company ”) announced the appointment of Peter Pappas, the Company’s current Chief Sales Officer, as Chief Sales Officer and President, Eggs and Kathryn McKeon, the Company’s current Chief Marketing Officer, as Chief Marketing Officer and General Manager, Butter, in each case effective as of January 1, 2025.
  evidence_url: https://www.sec.gov/Archives/edgar/data/1579733/000095017025006186/0000950170-25-006186-index.htm
- Executive change
  Kathryn McKeon was appointed as Chief Marketing Officer and General Manager, Butter at Vital Farms, Inc..
  - Action: appointed
  - Role: Chief Marketing Officer and General Manager, Butter
  source text: On January 16, 2025, Vital Farms, Inc. (the “ Company ”) announced the appointment of Peter Pappas, the Company’s current Chief Sales Officer, as Chief Sales Officer and President, Eggs and Kathryn McKeon, the Company’s current Chief Marketing Officer, as Chief Marketing Officer and General Manager, Butter, in each case effective as of January 1, 2025.
  evidence_url: https://www.sec.gov/Archives/edgar/data/1579733/000095017025006186/0000950170-25-006186-index.htm

This AI-assisted summary is a reading aid. Review the linked SEC EDGAR filing before relying on any specific claim.