May 2025 marks the 40th anniversary of the Laura's Lean Beef brand. Farmer Laura Freedman founded the business May 21, 1985. When Freeman took the reins of her family's farm in Winchester, Ky., she asked the question: What if beef could be both better for you and better for the animal?

Freeman then built a brand that never used added hormones or antibiotics, long before clean eating became a cultural movement.

"Laura wasn't just ahead of her time, she redefined it," said Charity Bradley, director of marketing and brands for Laura's Lean Beef. "She created a new standard for the industry and gave shoppers something they could trust at a time when beef was being pushed out of health-conscious diets."

Driven by the health trends of the 1980s and a growing consumer focus on low-fat, heart-healthy options, Freeman developed beef that met strict USDA standards for lean and extra lean, with a mission to prove that beef could be both flavorful and fit into a healthy lifestyle.

Laura's Lean remains committed to no added hormones or antibiotics ever, and products made with just one ingredient: beef.

To honor 40 years of loyalty from customers who have brought Laura's Lean to the dinner table for generations, the brand is launching a national giveaway. Ten winners will receive free Laura's Lean Beef for a year, a prize awarded as a year's worth of vouchers to use at their local retailer throughout 2026. The giveaway runs May 21 through Sept. 1, 2025, covering the full summer grilling season. Entries can be submitted at laurasleanbeef.com.

Laura's Lean Beef 40th anniversary giveaway. Photo courtesy of Laura's Lean Beef

"This milestone is a celebration of the people who believe in honest food, clean labels, and products they can feel good feeding their families," Bradley said. "In an industry where brands have come and gone, Laura's Lean has stood the test of time, and we're just getting started."

With an especially strong following among Boomers and Gen X, the brand is now attracting a new generation of Millennial and Gen Z shoppers who prioritize simple ingredients and meaningful values in the food they buy.

Source: Laura's Lean Beef