AUSTIN, TEXAS — Vital Farms debuted True Blues, an heirloom egg marked by its blue shell, which will be available at select Whole Foods Markets locations.
The eggs are produced by heirloom breeds of hens, including Azur hens, which generate a pigment that naturally colors their eggs blue. Family farmers raise the hens in pastures, which allow the chickens outdoor access to roam and forage on land that is herbicide and pesticide-free, according to the company.
True Blues are currently available at Whole Foods Market locations in the Southern Pacific region, including southern California, southern Nevada and Arizona, as well as in the Northeast region, which includes New York, New Jersey and western Connecticut. The company says plans to expand will follow. The eggs carry a suggested retail price of $9.99 for a one dozen carton.
“People are looking for new ways to bring novelty to their everyday, and eggs as a cooking staple are no exception,” said Heather Mace, director of brand management at Vital Farms. “We hope these festive pastel blue eggs spark excitement in our community, whether they are hard-boiled for Easter brunches and egg hunts, or simply used to brighten up a weekday breakfast.”