Richmond, VA – At the Virginia Beef Expo, a new branding initiative, Virginia Verified Meat, was introduced to guide consumers in finding meat products produced entirely within the state. The “Virginia Verified Beef” label is part of this effort, indicating that the product was bred, born, raised, and processed in Virginia.
Governor Glenn Youngkin expressed his support, saying, “From farms across Virginia, our cattle farmers and other livestock farmers deliver high-quality products to kitchen tables around the world. 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.”
Matthew Lohr, the Secretary of Agriculture and Forestry, highlighted the significance of the beef industry to the state economy: “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. 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.”
Delegate Michael Webert, a supporter of the legislation, also shared his views. “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,” he remarked. “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.”
Brandon Reeves, Executive Director of the Virginia Cattlemen’s Association, reflected the association’s enthusiasm: “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. 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.”
Joseph Guthrie, Commissioner of the Virginia Department of Agriculture and Consumer Services, voiced support for the initiative, saying, “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. Consumers can be confident when they buy these products that the meat was bred, born, raised, and processed here in the Commonwealth.”
The Virginia General Assembly passed the Virginia Verified Meat certification in 2024. The new Virginia Verified Beef logo, part of this branding initiative, was revealed at the Virginia Beef Expo in Harrisonburg, Virginia, with participation from Secretary Matthew Lohr and Commissioner Joe Guthrie, along with recorded comments from Governor Glenn Youngkin.
Administered by the Virginia Department of Agriculture and Consumer Services with partners like the Virginia Cattlemen’s Association, the Virginia Verified Meat program covers qualifying cattle, goats, sheep, or swine.
