Manna Tree, a global private-equity firm committed to enhancing human health, has acquired a controlling stake in Verde Farms, a brand that specializes in organic, 100% grass-fed, and pasture-raised beef. This initiative is set to propel Verde’s expansion in the rapidly growing better-for-you (BFY) beef sector, which is currently on a remarkable growth trajectory, reportedly tripling the growth rate of conventional beef.

Verde Farms, established in 2005, prides itself on delivering premium beef sourced from cattle that graze freely in pastures year-round. The company has recently experienced an 83% growth in distribution points since 2022 and enjoys a 51% year-on-year increase in sales. Products are widely available through major retailers, including Amazon Fresh, Target, and Harris Teeter, and through strategic collaborations with other brands.

Brad Johnson, CEO of Verde Farms, expressed optimism about leveraging Manna Tree’s strategic support to scale operations, innovate product lines, and reach more customers. With regenerative agriculture certification under Land to Market achieved in 2023, the company aligns well with the increasing consumer demand for sustainable and healthy protein options. The BFY beef market, with a current valuation of $4.4 billion, is projected to grow by 15% annually, while organic beef alone is expected to see a 22% jump in growth.

Manna Tree sees Verde’s focus on sustainability as a vital factor in meeting emerging consumer preferences, making this partnership timely and strategic. With approximately $567 million in assets, Manna Tree aims to nurture Verde’s growth further, underscoring the evolving landscape of the food industry where ethical sourcing and health-focused products take center stage. The future looks promising for Verde Farms as they continue to innovate and expand in a thriving market.