In previous campaigns, Austin-headquartered Vital Farms and its agency Preacher have called B.S. on other companies’ questionable claims of “free-range” eggs. Now, they’re turning the camera on the brand’s own family of small farm providers to show you exactly where the Vital Farms eggs in your fridge were laid.

The company today has debuted a food “traceability” program, and all cartons of Vital Farms eggs will now have the name of a farm printed on them. If customers go to the site vitalfarms.com/farm and input that name, they’ll be able to see a 360-degee video of the very farm and hens that produced those eggs. While the videos aren’t live feeds, Vital Farms will be updating them twice a year to ensure consumers have a current view of the egg layers' homes. 

Vital Farms partners are made up of about 200 small family farms that commit to the welfare of their animals, which includes year-round access to pastures. "Each partner farm is unique, but they all offer abundant outdoor space that meets our leading standards for the hens, all year-round,” said Becca Simmonds, associate brand manager and traceability project lead for Vital Farms in a statement.