Country Natural Beef, the nation’s largest rancher-owned beef cooperative, will adopt a new animal welfare verification standard across its product portfolio. Beginning October 2026, all Country Natural Beef and Oregon Country Beef products will be RaiseWell Certified for animal welfare. The shift is the latest step in the co-op's longstanding commitment to stringent animal welfare standards.

RaiseWell Certified is a comprehensive third-party animal welfare verification program by Where Food Comes From. Designed to meet or exceed current animal welfare standards, the RaiseWell Certified standard also streamlines the annual audit process, making it an attractive option for ranchers who want to align with a growing consumer base seeking greater transparency in the meat they buy. Through a single annual audit, RaiseWell provides clearly defined, third-party verified animal care and handling claims, traceability to the farm of origin, and on-pack seals that align with USDA FSIS requirements. This approach supports operational efficiency for ranchers while responding to growing demand from retailers and consumers for transparent, verifiable claims.

“Our members are committed to continuous improvement while upholding the high standards the cooperative is known for,” said C. Tylor Braden, CEO of Country Natural Beef. “This approach, verified by Where Food Comes From, allows us to continue delivering all-natural, premium beef while supporting our ranchers and meeting evolving retail expectations. We believe ranchers, shoppers and retailers alike will embrace this evolution.”

Through a single annual audit, Where Food Comes From substantiates key Country Natural Beef and Oregon Country Beef claims and product attributes, including:

• Verified natural beef (No antibiotics, no added hormones and no animal byproducts in feed.)
• 100% vegetarian fed
• Non-GMO
• Pasture raised
• Fully traceable to ranch of origin

“RaiseWell is already resonating with both producers and buyers who are looking for credible, transparent assurances around animal care and natural practices,” says Leann Saunders, president and COO of Where Food Comes From. “Seeing early demand for RaiseWell cattle reinforces that the market is ready for this level of transparency, and we’re proud that Country Natural Beef was first to bring RaiseWell to market.”

While Country Natural Beef has a longstanding commitment to stringent animal welfare, consumers are increasingly thoughtful about their food purchases. According to the 2026 Power of Meat report, two-thirds of consumers indicated they want to know where their food comes from. Animal handling and raising considerations influenced 40% of shoppers surveyed.

Source: Country Natural Beef