Sustainability, animal welfare, and transparency—are they just buzzwords, or true commitments?

This week we sit down with Sandra Vijn, Managing Director of Kipster USA, to explore how the company is rethinking the entire system—from upcycled feed to carbon-neutral farming. Kipster is aiming to redefine what ethical egg farming looks like.

Sandra shares how Kipster’s model challenges conventional agriculture, why transparency matters (even when it’s not pretty), and the complex question of who really pays for sustainability. She explains how Kipster was designed around the needs of chickens rather than regulations, the challenges of bringing a European egg model to the U.S., and why regenerative and circular farming need to be part of the same conversation. 

Can Kipster carve out a new space in the American egg market? And will American consumers buy into their vision?

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