This egg can teach you a lot about marketing your business

At $5.99 a carton, Vital Farms eggs have a specific consumer in mind. That's why their marketing inside the colorful carton is a real home run. This company is taking no customer for granted. 

We love this brand. Vital Farms, based in Austin, Texas, is all about ethically-produced food. What makes them even cooler (yes, ethical companies are very cool), is that they're so committed to their mission (you can read it here) that they've outgrown many of the buzzwords crowding out food packaging and labels.

These eggs aren't just "certified organic," they're "pasture-raised;" not just "free-range," but "made with fresh air and sunshine."

The marketing is brilliant, not for its simplicity alone, but because it's a winking nod to the fact that those USDA-regulated terms don't necessarily mean the eggs you're buying come from hens that were treated with kindness.

Which brings us to the part we like best. Inside every carton, customers will find a copy of "Vital Times," a two page newsletter printed on a tidy, 3x4 inch card. 

Yes, it's self-promoting. But take a closer look and you'll find information about the ethical egg industry that's useful, especially for people that care about how their eggs get from farm to plate. 

Page 2 includes some more trivia, a playful "Bird of the Month" feature and a cute call to action, "Squawk to Us!"

The takeaway here is that this type of marketing accomplishes two very clear objectives. It educates, amuses, and entertains customers while promoting the brand.

That's a sweet spot that's tricky to find. But trust your mission statement, and it'll be a lot easier to discover.