How to Get CARE Certified: What It Means and Why It Matters
- darren wong
- May 14
- 7 min read
Updated: May 20

Your Guide to Animal Husbandry and Sustainability Claims That Consumers Trust
As consumers become more conscious of how and where their proteins are produced, they’re also becoming more selective about the labels they trust. One protein certification they can trust is CARE Certified, a third-party verification on-farm program that covers animal care, environmental stewardship, and support of their people and community.
With more than 1,200 American ranchers certified across 35 states and over 42 million acres of CARE Certified grazing land, are you ready to join this growing movement to verify your responsible ranching practices?

If you’re a farmer or rancher thinking about adding CARE Certified to your operation, this guide answers your biggest questions. And if you’re a food brand, retailer or consumer, this will give you some insight into what CARE Certified is and what a farmer or rancher must do to earn CARE Certified status.
Q: What is CARE Certified?
A: CARE Certified is a third-party verification program that ensures farms and ranches follow rigorous standards for animal care, environmental stewardship, and supporting their people and rural communities. It’s more than just an animal well-being claim; it’s a holistic certification covering every part of your operation.
Community of Agriculturalists who Respect the Earth
✓ Animal Care: Verified standards for humane treatment, housing, and health of animals
✓ Environmental Responsibility: Verified land and water management practices that conserve resources and protect the environment
✓ Community Commitment: Verified programs that encourage the support of the people behind the farm, including workers and family members, as well as supporting the surrounding rural communities
Products with the CARE Certified label offer transparency and assurance that every claim is backed by third-party on-site reviews performed by independent contractors to Where Food Comes From.
Q: Why Do Consumers Want CARE Certified Products?
A: Today’s consumers want proof, not just promises. Shoppers are looking for animal welfare claims, and sustainability claims they can trust. They want claims that are backed by independent third-party verification, not self-reported.
Top reasons consumers seek out CARE Certified products:
✓ They care about animal care and humane treatment
✓ They want to support farms and brands that prioritize sustainability
✓ They look for verified labels that mean something, not marketing buzzwords
✓ They trust third-party certification more than unverified claims
✓ They want to support companies that treat workers and communities with respect
Ranchers adding CARE Certified help brands be able to meet the demands of consumers. Brands are increasingly aware of this and are looking to communicate their commitment to doing the right thing, but also yours. And being able to communicate this with a program that is verified is incredibly important.
“I think the CARE Certified logo—and the actual process of going out to farms and adding real accountability to what we’re claiming and producing—is incredibly important. It matters for retailers to have third-party verification programs. They help build trust in the market. We must keep asking ourselves: where are the opportunities to differentiate? How do we stand apart from imported products or commodities? Programs like CARE help us do that. Working with partners that add trust to the process—that’s how we stay competitive.” Jim Simpson, Simpson Farms
Q: What Does It Take to Become CARE Certified?
A: Achieving CARE Certified status involves a few clear steps, with support along the way for farms and ranches of all sizes.
Step 1: Initial Application
Submit your information to Where Food Comes From, the certification body behind CARE Certified, to get started.
Step 2: Phone Interview With Your Account Manager
Once your application is in, you’ll have an in-depth phone interview with a CARE Certified Account Manager, also known as Verification Specialist. This is your chance to walk through the details of your operation: how you care for your animals, your sustainability practices, and the ways you support your people and community.
Why it matters: Your initial phone interview is the most thorough because you’re building your program manual. Think of it as laying the groundwork for your certification journey. The more detail you provide now, the easier the next steps become.
What happens next: After your phone interview, you will schedule an onsite review with an independent auditor, and then your Account Manager will review their report and either issue corrective actions or issue final approval.
Step 3: On-Farm Evaluation
An independent, third-party auditor visits your farm or ranch. They review your animal care and environmental stewardship practices as well as how you support your people and community.
Step 4: Certification Approval
Once you’ve met all the standards, and fixed any corrective actions, you’ll earn your CARE Certified approval status. Since sustainability is always evolving, CARE Certified follows a graded system, not a simple pass/fail. This approach encourages continuous improvement year after year, which helps you build on your progress.
With CARE Certified, if you sell direct-to-consumer or to local restaurants and retailers, you can market your products as verified for animal husbandry, environmental sustainability, and community support. You’ll have the ability to use the CARE logo on packaging, restaurant menus, websites and other marketing materials. This is intended to help you stand out, reach more consumers, and increase the value of your products in the marketplace.
If a retailer or brand wants to source CARE Certified proteins, this also means they’re able to label product or use on marketing collateral or menus. The ability to communicate sustainable efforts throughout the supply chain is priceless.
Sharing the story of your operation with consumers because…
Your Story Matters.

Step 5: Annual Renewal Audit
To maintain your CARE Certified approval status, you’ll continue to be reviewed on an annual basis. You will update your Account Manager about your operation and any changes that have occurred over the last year. Details on your story, animal feed, updated training courses, land changes due to weather. After your over the phone updates to your CARE manual and onsite audit will be scheduled.
Q: What Standards Does CARE Certified Cover?
While specific criteria can vary depending on the species or protein, here are some overarching attributes.
A:
Animal Care Standards
Animal care and wellbeing policies and practices
Access to clean water and nutritious feed
Regular health monitoring and veterinary care
Housing that encourages natural behaviors
Employee animal care training
Safe transportation of animals
Environmental Stewardship Standards
Soil health management
Water conservation practices
Biodiversity protection
Carbon footprint reduction efforts
Grazing management plan
Waste management
People & Community Standards
Fair and safe working conditions for employees
Positive contributions to local communities
Training, education, and well-being programs for farm staff
Legacy and succession planning
Growth and development opportunities
These standards make CARE Certified a comprehensive sustainability claim, not just an animal care claim.
Q: How Does CARE Certified Benefit My Operation?
A: Adding the CARE Certified certification program does more than make you feel good about your practices; it creates real market opportunities for you.
✓ Build Trust
Consumers trust third-party verified animal raising and sustainability claims. CARE Certified gives your cattle an edge and true credibility when buyers are looking to make claims on end beef products.
✓ Expand Market Access
Many retailers and food service buyers prefer or require verified sustainability claims and animal care certifications. CARE Certified can help you access premium markets, both domestic and international. In a recent survey conducted at an independent grocery chain, 71% of consumers said that CARE Certified products positively influenced their meat purchases and 4 out of 5 shoppers stated that “CARE Certified certification is important to me.”
✓ Earn Premium Pricing
Products with CARE Certified labeling can command a higher price because they appeal to value-driven consumers who are willing to pay more for verified ethical products.
✓ Meet Regulatory Expectations
Many buyers are anticipating more regulations and consumer pressure around animal well-being and sustainability claims. CARE Certified gets you, and them, ahead of the curve.
“An old guy once told me, ‘I farmed every year so I could farm the next year.’ That’s really what it comes down to—we just want to be here tomorrow. We raise everything from birth to finish, but it’s also about honesty. When we say we’re doing something, that’s exactly what we’re doing. What we’re proud of is offering a product that’s domestic, first and foremost, and consistent. It’s about creating something real—something that tells the story of what we’ve done—while aiming to stay profitable in the long run.” – Doug Lathem, Ribbonwire Ranch
Q: What’s the Forecast for Market Access With CARE Certified Products?
A: The market demand for verified sustainability and animal welfare claims is skyrocketing. More grocery chains, food service providers, and international buyers are requiring certified products with the number one attribute of animal welfare. According to the Power of Meat report, 47% of shoppers say animal welfare influences their purchasing decisions.
By 2030:
Global demand for animal welfare certified products is expected to grow 8-10% annually
Retailers will place more emphasis on transparency and verified sourcing
Consumers will expect proof of ethical and sustainable practices on their products they are purchasing
Choosing CARE Certified for your operation will position you as a trusted source of ethical, sustainable food, giving you an edge in an increasingly competitive and regulated market.
“Verification programs give consumers confidence in where their food comes from. It means someone with no stake in the company has gone onsite to see how things are being done. So, when a shopper picks something up at the grocery store and sees that label, they know a third party has reviewed that rancher’s practices. It gives them peace of mind that the food they’re feeding their family aligns with their values.” - Mary Moore, Cattlemen’s Choice Feedyard
Ready to Start Your CARE Certified Journey?
If you’re looking to prove your animal raising and sustainability claims while expanding your market opportunities, take your next step with CARE Certification.
CARE Certified producers are real families whose livelihoods depend on the health and well-being of their animals every single day. These farmers and ranchers are on call 24/7, managing everything from unpredictable weather and predators to disease outbreaks and volatile markets. By choosing CARE Certified certification, they voluntarily open their gates to trained third-party auditors who evaluate every aspect of their operation from animal care and handling to environmental sustainability practices and community impact.
These producers have nothing to hide. They're proud of how they care for their animals and are committed to telling their story with honesty and transparency.
CARE Certified certification is more than a label, it’s a living, evolving holistic standard. It stays rooted in its core values while growing alongside industry advancements and shifting societal expectations. For consumers, that means the CARE Certified seal ensures the highest possible standards are being maintained, adapted to the environment, upheld with integrity, and verified with care.