Demand for grass-fed beef at retail grocery is very strong, said Kirstyn Lipson, marketing director for Verde Farms.

Grass-fed beef has grown +18% YOY in dollar sales, outpacing overall better-for-you (BFY) beef growth (+14% YOY) and significantly outpacing conventional beef category growth (+3% YOY), according to Nielsen data cited by Verde.

That growth, Lipson said, has been driven by an increase in velocity, meaning customers are buying grass-fed beef products faster than they have in the past.

Throughout its nearly 20-year history of providing high quality grass-fed products, Verde also prioritizes staying connected to what’s important to our consumers to deliver the purest and most nourishing beef possible, Lipson said.

Through its own research, for instance, Verde has learned that over two-thirds of better-for-you (BFY) consumers prioritize maximizing the health benefits of their beef.

That research also found that roughly a third of consumers also prioritize animal welfare and minimizing environmental impact when making their beef purchasing decisions.

Verde’s response, Lipson said, has been to double down on its commitment to provide all the BFY attributes consumers demand across its portfolio of beef products: 100% grass-fed and finished, USDA organic, verified regenerative, non-GMO, always free range and pasture raised, and no antibiotics or added growth hormones.

Verde, she said, is the only brand that has everything consumers want in their BFY Beef.

“Verde products meet the growing list of consumers’ needs with the highest attribute stack in the category.” 

“Our beef goes beyond just 100% grass-fed and finished: we’re also USDA organic certified, humanely-raised, verified regenerative, and taste delicious.”

BFY consumers have a message for producers and retailers, Lipson said: “more is better.”

While grass-fed beef is growing at +18% YOY in dollar sales and organic beef is growing +19% YOY, beef that’s both grass-fed and organic is growing even faster, at +20% YOY.

“Consumers want beef that is better for them, better for the animals, and better for the environment.”