Last updated on December 12th, 2024
Global private equity firm Manna Tree has taken a controlling interest in Verde Farms, a brand of organic, 100 percent grass-fed and pasture-raised beef.
The investment aims to accelerate Verde’s growth in the rapidly expanding better-for-you (BFY) beef category, which is currently outpacing conventional beef by nearly three times. Manna Tree first invested in Verde Farms in January 2020.
“At Manna Tree, we believe that by investing in the next generation of health and wellness focused companies, we will empower consumers to live better, longer lives, and Verde perfectly delivers that vision,” said Steve Young, managing partner at Manna Tree and Verde Farms board member.
“Through its organic, grass-fed, regeneratively-farmed beef, Verde offers consumers a more nutrient-dense protein option, and we believe the company is well positioned to serve the growing demand for cleaner, more sustainable food choices by today’s consumer.”
Recent Nielsen data shows a 14 percent year-over-year increase in the BFY beef segment. Organic beef, in particular, is growing at over 22 percent annually. The BFY beef market is currently valued at $4.4 billion, with a 15 percent growth rate over the last five years.
“Our commitment to providing the purest form of beef aligns perfectly with consumer demand for healthier, more sustainable protein options. With Manna Tree’s strategic support, we’re well-positioned to scale our operations, innovate our product offerings, and expand our market reach,” said Brad Johnson, CEO of Verde Farms.
“I’m particularly excited about building on our recent successes, including our strong velocities and significant increases in store count and distribution points. As we move forward, we’ll continue to prioritize our mission of delivering high-quality, ethically sourced beef while driving positive change in the food industry.”
Since 2005, Verde has been delivering premium beef sourced from cattle that freely graze in pastures throughout the year – never exposed to antibiotics or added hormones. In 2023, Verde underscored its dedication to environmental stewardship by achieving Land to Market’s regenerative agriculture verification.
The company has seen an 83 percent increase in overall distribution points since 2022, a 51 percent increase in dollar sales year-over-year, and has had velocities at the top of the category since the launch of its first consumer-facing campaign “Beef From A Better Place” in 2023.
Verde has a number of routes to market, through both its own Verde brand (available at retailers such as Amazon Fresh, Target, Harris Teeter and Albertsons banners), as well as via strategic co-manufacturing partnerships with other leading brands and retailers.
[RELATED: Verde Farms Partners, Expands Distribution With Harris Teeter]
Dana Ehrlich, who founded Massachusetts-based Verde Farms in 2005, will transition from day-to-day operations but remains a shareholder. Johnson and the rest of the Verde leadership team are committed to realizing Ehrlich’s vision for the company and uphold his legacy of innovation and sustainability.
