RaiseWell: New Beef Certification Aims for Unprecedented Transparency

CASTLE ROCK, CO – January 06, 2026 – In a significant move to address growing consumer demand for ethically produced and transparently sourced meat, Where Food Comes From, Inc. (WFCF) today launched its RaiseWell® Certified standard. The inaugural group of cattle bearing the new certification was sold at a live public auction in Oklahoma City, with the company providing video links for investors and media to witness the market’s first reception of the new standard.

The launch represents a calculated response to a market where shoppers are increasingly scrutinizing food labels for assurances on animal welfare, antibiotic use, and traceability. “RaiseWell Certified is a groundbreaking new standard in cattle production and we’re excited to offer our constituents the opportunity to view the inaugural auction live via video link,” said Leann Saunders, President and COO of Where Food Comes From.

Developed to provide clear, third-party verified claims, the standard aims to give brands, retailers, and foodservice operators a new tool to differentiate their products based on integrity and certified production practices in a crowded marketplace.

Decoding the RaiseWell Standard

At its core, RaiseWell® Certified is a multi-faceted verification program that bundles several key attributes into a single, audited standard. To earn the certification, producers must adhere to a strict set of criteria covering the animal's entire life.

The standard mandates rigorous animal care requirements, including low-stress handling techniques, consistent access to clean water and nutritious feed, and facilities designed to support natural movement. Crucially, it enforces a strict “No Antibiotics Ever” and “No Added Growth Hormones” policy, two of the most sought-after claims by health-conscious consumers. Furthermore, the animal’s diet must be free of any animal by-products.

Perhaps its most significant feature is the emphasis on full traceability. Each animal is tracked using electronic ID tags and comprehensive records that preserve its identity from its ranch of origin through every stage of the supply chain to harvest. This process, aligned with USDA Food Safety and Inspection Service (FSIS) guidance, provides a verifiable link between on-pack claims and the animal's actual history, a level of transparency designed to build retailer and consumer confidence.

For producers, the program is designed for efficiency. The RaiseWell audit can be bundled with WFCF’s other verification programs, such as CARE Certified, which covers broader sustainability metrics like environmental stewardship and community engagement. This streamlined approach aims to reduce the burden on farmers and ranchers while delivering a robust set of verified claims.

Navigating a Crowded Field of Certifications

The RaiseWell standard enters a complex and often confusing landscape of food labeling. Consumers navigating the meat aisle are already faced with a dizzying array of certifications, including well-established programs like Certified Humane, Global Animal Partnership (GAP), and Animal Welfare Approved (AWA) by A Greener World.

Each of these programs offers a different set of assurances. For instance, Animal Welfare Approved focuses exclusively on pasture-raised animals and prohibits feedlots, while the GAP program, heavily promoted by Whole Foods Market, uses a multi-tiered rating system to signal varying levels of animal welfare. Certified Humane also has stringent requirements but may permit feedlots for limited periods under specific conditions.

This variety, while offering choice, has led to significant consumer confusion. Studies show that while shoppers value certifications, many do not understand the specific standards behind each label. Unregulated terms like “natural” can further muddy the waters, making it difficult to distinguish between marketing fluff and genuinely rigorous verification.

RaiseWell seeks to cut through this noise by combining traceability, animal welfare, and production practice claims (like no antibiotics or hormones) under one verifiable umbrella. By leveraging WFCF's established reputation as a leading third-party verifier in North America—supporting over 17,500 clients—the company is betting that its brand of trust can provide the clarity the market is seeking.

The Economic Equation for Producers and Retailers

For any new certification to succeed, it must offer a clear economic advantage. The launch of RaiseWell is predicated on a strong market trend: consumers are not only demanding ethically produced beef but are also willing to pay for it. The global beef market is projected to grow to over $880 billion by 2035, with a significant portion of that growth driven by premium, certified, and sustainably sourced products.

Research indicates a substantial consumer willingness to pay a premium for specific claims. Beef labeled with “no hormones administered,” for example, has been shown to command a higher price. With conventional beef production expected to decrease in 2026, keeping prices firm, the premium segment of the market represents a vital opportunity for producers to increase profitability.

By achieving RaiseWell certification, ranchers gain a powerful tool for market differentiation. The inaugural sale at the Superior Livestock Auction serves as the first real-world test of this value proposition. Early adopters, such as Hillwood Land & Cattle, are banking on the standard to build trust with buyers and strengthen their operation's long-term reputation. This verified approach can help secure access to high-end retailers and foodservice operators who are themselves competing for discerning customers.

Ultimately, the program offers a symbiotic relationship: producers gain access to premium markets, and retailers get a defensible, high-integrity product to put on their shelves, backed by a verification system that connects the final product all the way back to the source of origin.