Commodity Prices Are at Record Highs, So Does Participation in Third-Party Verification Programs Pay Off?
- darren wong
- Nov 12
- 5 min read
Updated: Nov 17
As cattle prices soar, many beef producers are asking: Is it still worth investing in third-party verification programs?
The answer is a resounding yes. Even in a strong market, third-party verification programs deliver measurable financial benefits, long-term stability, and a stronger position in an increasingly transparent beef industry.
1. Verified Cattle Continue to Earn Premium Prices
Despite historic prices, verified cattle continue to command strong premiums in comparison to commodity cattle. One of the most compelling reasons to maintain your enrollment in third-party verification programs is the financial benefit they provide.
As of the 2025 summer sales, WFCF data shows producers earning an average of $88 more per head¹ for verified cattle compared to non-verified counterparts. This can translate to substantial financial gains, particularly in a robust market where producers can capitalize on these premiums. These premiums aren’t just a short-term win; they represent real, ongoing profitability.
Participating in verification programs is about more than just immediate financial rewards; it’s also about positioning yourself for future success. As market conditions can fluctuate, remaining enrolled in these programs helps ensure access to premium buyers.
By maintaining your Source & Age Verified, Verified Natural, or CARE Certified status, you position your operation to consistently capture top dollar and access high-value buyers who prioritize verified cattle. Buyers actively seek out program cattle and are willing to pay more for them, which means that without verification, you could be leaving money on the table, even in a market where commodity cattle are incredibly strong.
2. Protecting Market Access and Buyer Relationships
Verification isn’t only about the premium; it’s about market access.
Value-added programs are crucial for building market resilience. They provide traceability and quality assurance that buyers demand, which can be a significant advantage, especially in times of crisis. When market conditions eventually shift (and they always do), producers enrolled in third-party verification programs retain access to premium buyers and marketing opportunities that others may lose.
Buyers actively seek verified cattle and are willing to pay more for them. Exiting a program can limit your access to these buyers and weaken the reputation and trust you’ve built over time. As Leann Saunders, COO of WFCF, explains:
“In every part of the beef industry, from ranch to retail, we spend a lot of time trying to control costs - but not nearly enough time focusing on how to grow value and revenue.”
Staying verified is not an expense; it’s an investment in your operation and future marketability.
3. Building Market Resilience Through Traceability
Value-added programs don’t just help you today; the infrastructure behind the scenes can protect your operation for the future. Innovative technology like Beef Passport and partnerships like U.S. Cattle Trace enhance traceability and provide critical data to protect your herd and the larger beef supply chain.
In times of crisis, these tools allow for rapid contact tracing, minimizing disruption, and maintaining buyer confidence. Verification strengthens your biosecurity, reinforces your credibility, and demonstrates your commitment to responsible beef production. By adhering to these verification standards, you’re not only safeguarding your business but also enhancing your credibility with buyers who appreciate the added layer of assurance.
4. Aligning with Consumer Demand and Industry Trends
Today’s consumers demand more transparency than ever. They want to know where their food comes from, how it’s raised, and whether it’s sustainable. Consumer demand plays a vital role in the landscape of beef production. Programs like CARE Certified and AngusVerified are meeting that demand, and buyers are paying a premium for cattle that meets that criteria. By aligning your operation with sustainability, animal welfare, and traceability standards, you appeal to consumers and packers who value responsible sourcing. Verification helps you meet these expectations and future-proof your operation as market preferences evolve.
5. Streamlining Verification with Where Food Comes From
At Where Food Comes From (WFCF), we’re helping producers simplify and strengthen the verification process. Through bundled audits and user-friendly confidential platforms like Beef Passport, you can manage multiple programs under one audit - saving time, reducing costs, and staying connected to valuable market insights.
Where Food Comes From’s integrated verification services make it easier than ever to stay compliant, competitive, and connected to the markets that matter most.
6. The Bottom Line: Verification Pays Off...Even in a Strong Market
If you’re considering exiting a verification program, it’s crucial to think through the potential implications.
While record-high cattle prices may tempt some to cut back on verification costs, the long-term benefits far outweigh the savings.
By remaining enrolled in third-party verification programs, producers can:
Earn consistent premiums for verified cattle
Maintain access to premium buyers
Strengthen market resilience and biosecurity
Align with consumer demand for transparency and sustainability
Simplify compliance through bundled audits and digital, confidential platforms
The benefits of continuing participation in third-party verification programs are manifold, even in a thriving cattle market. By staying engaged with these valuable initiatives, producers can unlock their full potential and secure their business’s future, ensuring they thrive in an ever-evolving marketplace.
In short, staying verified isn’t just a smart business decision; it’s a strategic advantage for your operation’s future.
Ready to Stay Verified and Strengthen Your Market Position?
Learn more about third-party verification programs and how WFCF can help your operation increase profitability, build trust, and stay competitive.
Contact Where Food Comes From to explore bundled audits, verification options, and premium marketing opportunities today.
¹ In fact, in Q1 we reported a premium of $74/head (based on a 550 lb animal), which was calculated from 54,000 head across 427 verified lots, representing $4M+ in total producer premiums. Now, after the summer sale season has concluded, we are excited to announce that premiums rose to $88/head for 2025. We were able to calculate these numbers from 275,000 head across 2,200 lots, representing $24.2M+ in total producer premiums. What does this mean? It means that even in a historic market, premiums were positively impacted in a significant way, proving verification and value-added programs continue to pay off.
Meet Our Experts
Jennifer Moore
Jennifer Moore-Stover is an Oklahoma native who proudly supports her family’s beef operation, where she helped build their direct-to-consumer beef brand from the ground up. She has a passion for connecting consumers to high-quality beef and believes that consumers should intimately understand where their food comes from, which is why she's our creator and Storybit video series producer! Jennifer understands how consumer demand impacts ranchers on a day-to-day basis.
As the Animal Protein Marketing Manager at Where Food Comes From, she leverages her production background and marketing expertise to help producers navigate an ever-evolving marketplace. Jennifer is committed to empowering ranchers and beef brands with the tools, insights, and strategies they need to tell their story, build trust, and capture value in today’s growing demand for verified, transparent food systems.
Leann Saunders
Leann Saunders is Co-founder, President, and COO of Where Food Comes From, a leading U.S. provider of agricultural certification and sustainability solutions. With over 30 years of experience and a strong background in beef agriculture, Leann focuses on driving innovation to enhance market access, transparency, and trust for more than 12,000 members across the food supply chain. Leann serves on multiple advisory councils at Colorado State University and boards including the University of Nebraska’s Engler Entrepreneurship Program and the International Stockman’s Education Foundation. She is a 2024 CSU Hall of Fame recipient and actively involved in her family’s ranching operations in New Mexico.