Vital Farms (VITL) does not disclose a single customer carrying the whole cart. It discloses something more sprawling: four prominent grocery relationships, a distributor doing much of the work in the natural channel, several foodservice routes and one named large-egg competitor. The company’s map is broad at the shelf, but notably channel-driven behind it.
The grocery roster starts with Kroger (KR), Sprouts Farmers Market (SFM), Albertsons (ACI) and Walmart (WMT). Vital Farms says it has a strong presence at Kroger, Sprouts, Target and Whole Foods, and also sells its products at Albertsons and Walmart.
"We have a strong presence at The Kroger Co., or Kroger, Sprouts Farmers Market, Target Corporation and Whole Foods Market, Inc., or Whole Foods, and we also sell our products at Albertsons Companies, Inc., Publix Super Markets, Inc., Walmart, Inc. and other…"
Vital Farms / SEC filing / May 7, 2026
That is a customer map, not a concentration percentage. The disclosure says where Vital Farms is present, not how much revenue any one retailer contributes. Still, the named public-company shelf spans discount, conventional grocery and natural-focused retail, with Walmart sitting in the mix alongside Kroger, Sprouts and Albertsons.
The natural channel has a clearer intermediary. Vital Farms says most natural-channel customers are served through United Natural Foods (UNFI), which buys, stores, sells and delivers the products to retailers.
"We serve the majority of natural channel customers through food distributors, such as United Natural Foods, Inc., or UNFI, which purchase, store, sell and deliver our products to retailer customers."
Vital Farms / SEC filing / May 7, 2026
In plain English, the company’s natural-channel route is not simply farm to shelf. UNFI is disclosed as the logistics and distribution bridge for the majority of that customer group.
Foodservice adds another layer of intermediaries. Vital Farms identifies Sysco (SYY), US Foods (USFD) and Performance Food Group (PFGC) among relationships it expects to use as it expands foodservice distribution. It also names Dot Foods, Foodbuy and Buyer’s Edge in the same disclosure, though the filing excerpt does not quantify any of these relationships.
"We anticipate growing our foodservice distribution penetration through our relationships, for example, with Dot Foods, the largest redistribution company in the country, group purchasing organizations, including Foodbuy and Buyer’s Edge, and broad-line…"
Vital Farms / SEC filing / February 26, 2026
The distinction matters: UNFI is described as serving the majority of natural-channel customers, while the foodservice relationships are described as routes Vital Farms anticipates using to grow penetration. Both are disclosed channel ties, but the filing gives them different jobs.
Capital structure enters through JPMorgan Chase (JPM). Vital Farms reports $51.4 million in cash, cash equivalents and marketable securities, plus $60 million available under its credit facility with JPMorgan Chase Bank.
"As of March 29, 2026, we have cash, cash equivalents and marketable securities of $51.4 million and $60.0 million available under our credit facility agreement with JPMorgan Chase Bank, N.A., or the Credit Facility."
Vital Farms / SEC filing / May 7, 2026
And across the aisle, Vital Farms names Cal-Maine Foods (CALM) as a competitor, alongside the international food company Ornua, whose Kerrygold brand is better known than its corporate name.
"We compete with large egg companies such as Cal-Maine Foods, Inc. and large international food companies such as Ornua Co-operative Limited (Kerrygold)."
Vital Farms / SEC filing / May 7, 2026
So the disclosed relationship map is less a single-counterparty story than a channel architecture: grocery retailers on the front end, UNFI in the natural-channel middle, Sysco and other foodservice distributors behind another route, JPMorgan in the financing layer and Cal-Maine across the competitive aisle.