“Almost every single one of the farmers who started with us has stayed because we have the type of relationships where we get through both the tough times and the good times together,” Urena says. As a bonus, by supporting numerous farmers, NestFresh also indirectly helps diversify the national food supply chain, keeping the egg market free from the often unsavory practices that can occur in strictly monopolistic markets. At the end of the day, the biggest beneficiaries of all this are the consumers themselves, who NestFresh ensures receive nothing but the utmost transparency and consideration. Nest Fresh’s commitment to consumers also manifests in its pricing strategy. While it continuously pushes the forefront of animal welfare and environmental sustainability, it aims to be an affordable premium brand. Unlike some larger brands that charge significant premiums for similar ethical claims, NestFresh intentionally prices its items more affordably. “At NestFresh, we believe that doing the right thing 27 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 08 NESTFRESH
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