New beef branding program launched in Virginia

Richmond, VA - New branding unveiled today at the Virginia Beef Expo will help connect Virginia consumers with meat products that have been produced solely in the Commonwealth. "Virginia Verified Beef" will be part of a Virginia Verified Meat brand that demonstrates to consumers that the product was bred, born, raised, and processed in the state.

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"From farms across Virginia, our cattle farmers and other livestock farmers deliver high-quality products to kitchen tables around the world," said Governor Glenn Youngkin. "I am honored to promote this new brand that will help consumers identify those meats produced to the highest standards by our farmers throughout the Commonwealth. Our communities are financially stronger and physically healthier when they have access to the best quality food from within our great state."

"Virginia’s beef industry helps the Commonwealth thrive, with more than 574,000 head of cattle contributing over $524 million to the state’s economy," said Secretary of Agriculture and Forestry Matthew Lohr. "Beef cattle and calves are Virginia’s second-largest agricultural commodity, and we are pleased to recognize that impact as we unveil the new Virginia Verified Beef logo and Virginia Verified Meat brand."

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"As a beef farmer myself, I’m proud to see Virginia stand with its farmers and commit to making it easier and more appealing for consumers to find the products that have been made on their doorstep." said Delegate Michael Webert, patron of the legislation. "We have beef and other meats of the highest quality bred here in the Commonwealth, born here, raised here, and processed all right here. Now consumers will have a distinct logo that will help them find that high-quality, wholesome food when they’re shopping for their families."

"We’re delighted to see Virginia legislators support Virginia’s beef and livestock farmers with the passage of this new Virginia Verified meat certification, and the Virginia Cattlemen’s Association is proud to be authorized to certify Virginia Verified Beef products," said Brandon Reeves, Executive Director of the Virginia Cattlemen’s Association. “Virginia farmers work hard to produce quality meats in the Commonwealth, and we’re excited to have this new tool to certify these meat products and draw consumers to buy products that support their local farmers."

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"It’s always a great day to support Virginia farmers and consumers, and we think Virginia Verified Meat branding will help shoppers find the best local products to feed their families," said Virginia Department of Agriculture and Consumer Services Commissioner Joseph Guthrie. "Consumers can be confident when they buy these products that the meat was bred, born, raised, and processed here in the Commonwealth."

The creation of Virginia Verified Meat certification was passed by the Virginia General Assembly in 2024. The Virginia Verified Beef logo was the first of this branding line to be unveiled, during a presentation at the Virginia Beef Expo in Harrisonburg, Va. Secretary Matthew Lohr and Commissioner Joe Guthrie were in attendance, with recorded remarks by Governor Glenn Youngkin.

The Virginia Department of Agriculture and Consumer Services will administer the Virginia Verified Meat program working with authorized industry partners like the Virginia Cattlemen’s Association to provide certification. Virginia Verified Meat includes qualifying cattle, goats, sheep or swine.