March 2, 2023

By Lynda Kiernan-Stone, Global AgInvesting Media

Verde Farms, a pioneer of organic, 100 percent grass-fed and pasture-raised beef for nearly 20 years, announced a relaunch focused on regenerative agriculture including verification with Land to Market. 

Backed by Manna Tree Partners, Johnsonville Holdings, NHL player Alex Biega, and others, Verde Farms prioritizes animal welfare, sustainability, and the production of high-quality beef without feedlots or the use of growth hormones, while focusing on traceability in its supply chain, and potential benefits to society and the environment. Today, Verde Farms is supporting 47 verified regenerative land bases, including more than 100,000 hectares (247,105 acres). 

“Since our inception in 2005, Verde has always been committed to sustainability, transparency, and animal welfare,” said Dana Ehrlich, CEO and co-founder, Verde Farms. “We believe this new look and feel better communicates our dedication to these values.”

“After months of extensive consumer research, we’re excited to showcase this new branding that better highlights our core beliefs. Our new packaging will hit shelves in late Spring, just in time for the grilling season. Consumers can also purchase nationwide with our long-term partner, Amazon Fresh, and have it on their doorstep in no time.”

The overall global beef market is expected to reach a value of $383 billion by 2025, according to data from Grand View Research. And drilling down a bit further, the global grass-fed beef market is expected to see growth of approximately 4.4 percent between 2021-2025 to reach a value of $13.3 billion, or an expansion of 12x, according to Fairfield Consultancy Services. 

When Colorado-based Manna Tree Partners announced their investment of $15 million in Verde Farms in exchange for a minority stake in the company in February 2020, Brent Drever COO, Manna Tree Partners, stated, “Consumers today are more keenly attuned to the impacts of their purchase decisions from a health and sustainability standpoint.”

“We believe Verde is well-positioned to become the brand of choice for these consumers based on their sustainability and animal welfare standards, superior-quality products, traceable supply chain, and a proven, sustainable business model.”

Adding deeper meaning to this Verde Farms relaunch is the connection to Land to Market, the world’s first outcomes-based verified regenerative sourcing platform that verified that farmers and ranchers are realizing real positive outcomes to land health using Savory Institute’s Ecological Outcome Verification (EOV).  

Born of the Savory Institute, the Land to Market uses a science-based approach in direct contact with raw material producers to increase transparency and transparency mechanisms throughout the entire value chain. With a current base of 80 brand members, the platform has verified more than 1,000 products and has measured over 3.5 million acres worldwide.

“Not all beef is the same when it comes to environmental impact,” said Felipe Urioste, global network coordinator, Land to Market. “Verde is bringing visibility into why improving land health is critical, signaling to the meat industry and consumers, to think about where meat products, like beef, come from and what impact it has on the planet. This is a big cue to other leading meat companies that they can do business differently, knowing that livestock can be a part of the climate solution.”

~ Lynda Kiernan-Stone is editor in chief with GAI Media, and is managing editor and daily contributor for Global AgInvesting’s AgInvesting Weekly News and  Agtech Intel News, as well as HighQuest Group’s Unconventional Ag. She can be reached at lkiernan-stone@globalaginvesting.com.

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