I’ve felt the pain personally.
As an organic girly through and through, I’m no stranger to sticker shock at the grocery store. If it’s ethically sourced, sustainably farmed, or even remotely pasture-adjacent, I’ve probably paid double for it.
Then there were weeks when even the non-organic versions were costing an arm and a leg.
Related: When you’ll see empty retail store shelves due to tariffs
And just when it seemed like things might finally settle down, a new global pressure is about to shake up an already fragile market.
💵💰Don’t miss the move: Subscribe to TheStreet’s free daily newsletter💰💵
This time, it’s tariffs — and they’re coming for one of the most basic (and beloved) staples in the grocery store.
Vital Farms says tariffs are forcing a price increase.
Image source: Shutterstock
Vital Farms raises prices, blaming tariffs and trade pressure
Vital Farms ( (VITL) ), the leading U.S. brand of pasture-raised eggs, said it will raise prices on its shell-egg products starting this month.
The announcement came during its recent earnings call, where CEO Russell Diez-Canseco cited rising costs tied to new tariffs announced by the Trump administration. The tariffs, which will impact key materials like steel, are expected to drive up commodity and operational expenses across the board.
Related: Birkin bag maker faces major problem
“While consumer demand for our products remains strong, we are mindful of potential headwinds from global trade tensions and broader economic uncertainties,” the company stated in its quarterly filing.
The brand has already notified major retail partners — including Target, Whole Foods (AMZN), Kroger, and Sprouts — of the price increase, which it described as a “modest, low-double-digit” jump.
But with limited control over how retailers price their products, shoppers may ultimately feel an even bigger squeeze.
Rising costs and tariff tension shake up egg industry
This new increase comes after more than a year of volatility in the egg market, driven largely by supply shortages from the avian flu outbreak.
Vital Farms saw its stock drop 8.9% following the news and is down more than 13% for the year. Rivals like Cal-Maine Foods (CALM) haven’t fared much better, with a 10.9% dip in 2025 to date.
The company reported Q1 revenue of $162.2 million — just under expectations — and net income of $16.9 million, a year-over-year drop of 11.2%. Despite the price hike, the brand is still holding to its full-year revenue guidance of at least $740 million.
But the message behind the numbers is loud and clear: the egg aisle isn’t catching a break anytime soon. If prices were painful before, what’s coming next could really crack your grocery budget.
Related: Veteran fund manager unveils eye-popping S&P 500 forecast
