On this episode, we have Dana Ehrlich who is the Founder of Verde Farms.

Verde Farms is supporting regenerative agriculture with its lineup of 100% USDA organic and grass-fed and grass-finished beef products. They have recently begun working with Land to Market to transition their supply to fully regenerative and have begun certifying certain SKUs.

In this episode, Dana shares the health and tourism journey that led him to South American grass-fed beef plus how they’ve grown the brand over time very unconventionally through private label business and branded sales to conventional and mass retailers.

Verde Farms is growing 50% year over year with category-leading velocities and recently took on its first major investment while also transitioning to self-manufacturing.

Tons of fun topics in this one on all things CPG plus Dana shares the behind-the-scenes look at getting their farmers to adopt more regenerative practices. Here’s a hint - the incentives have to do with boosting on-farm profitability.

Episode Highlights:

🔌 Going from semiconductors to CPG

🌍 How health and travel inspired the brand

🏗️ Building supply chain before brand

🤯 Landing their big break with Wegman’s & Costco

🥩 Moving all of their volume over to branded sales

🧑‍🌾 Transitioning their supply chain to regenerative

🤠 Why quicker time to slaughter weight is key for rancher adoption

🎯 Consumer first > Customer first

😯 Pivoting to self-manufacturing right before COVID

🚀 Partnering with Manna Tree to fuel future growth

Links:

Verde Farms

The End of Craving

Land to Market™

Pasturebird

Manna Tree Partners

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