PE Firm Takes Controlling Interest of Verde Farms
Private-equity firm Manna Tree has taken a controlling interest in Verde Farms, an organic, 100% grass-fed, 100% pasture-raised beef brand, according to a release distributed by the firm today.
Terms of the deal were not disclosed; Manna Tree first invested in Verde Farms in 2020, and this new investment is expected to accelerate Verde’s growth in the category. Manna Tree targets companies focused on health and wellness, and believes Verde’s better-for-you beef product claims deliver on that promise.
The better-for-you beef segment, which is currently valued at $4.4 billion, is experiencing significant growth — up 14% year-over-year, according to Nielsen data shared in the release.
“With Manna Tree’s strategic support, we’re well-positioned to scale our operations, innovate our product offerings, and expand our market reach,” Brad Johnson, CEO of Verde Farms, explained in the release. Verde was founded in 2005 by Dana Ehrlich, who will transition out of day-to-day operations but remain a shareholder. Johnson and the rest of the leadership team are committed to continuing the founder’s mission.
Verde is on a successful run in recent years, having seen an 83% increase in overall distribution points since 2022 and a 51% increase in dollar sales year-over-year.