Courtesy of Verde Farms
image_verdefarms_ribeye_with_flavor_cue

PE Firm Takes Controlling Interest of Verde Farms

July 23, 2024
Better-for-you beef brand looks to capitalize on added investment to continue its recent run at success and grow further.

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.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.

Sponsored Recommendations

Refrigerated transport services you can count on

Ensure product quality from origin to final destination with refrigerated shipping solutions from Schneider.

4 shipping challenges that a dedicated carrier can solve

Navigating the logistics industry is challenging. Find out how a dedicated transportation solution can solve some of the most common shipping challenges.

Dedicated lightweight solution maximizes bottled water payload

A leading bottled water company needed a carrier to transport water from 29 plants to retailers. The challenge? Handling over 46,000 pounds. Read the study.

Recipe for successful growth: Schneider’s dedicated fleet services helps bakery rise

Learn how a large bakery company complimented their private fleet with Schneider Dedicated freight services to increase freight capacity, amplify visibility & reduce costs.