Jasen Urena serves as Executive Vice President of NestFresh, a division of Hidden Villa Ranch, where he leads national operations, sales, and strategic growth. With more than 20 years in the egg industry, he brings a ground-up perspective shaped by experience across marketing, live production, plant operations, and national sales. He began his career as an intern while earning a degree in Business Management and Marketing from California State University - Fullerton.
Jasen is recognized for advancing innovation within the specialty egg sector. He has led major brand transformations and helped introduce industry milestones, including Non-GMO Project Verified eggs, Regenerative Organic Certified® eggs, and Humanely Hatched (in-ovo sexed) chicks in the U.S. His work has expanded NestFresh’s national presence, strengthened partnerships with family farms, and supported scalable, responsible production.
Beyond his executive role, Jasen is deeply engaged in leadership within the egg industry. He serves on the Hidden Villa Ranch Executive Committee and serves on the American Egg Board, where he chairs the Scientific Research Committee. His focus remains on advancing animal welfare, sustainability, and transparency to support the long-term strength and credibility of the egg industry.
