Understanding the Transition: IMI Global is Now Where Food Comes From
- Jennifer Moore
- 7 days ago
- 5 min read
In the ever-evolving landscape of the food industry, clarity and consistency in branding are paramount. As part of our commitment to transparency and authenticity, we want to take this opportunity to communicate an important transition in our company’s identity. For those familiar with our journey, you know us as IMI Global. And now, we are excited to share the story of how IMI Global and all other Where Food Comes From divisions will officially transition to a unified brand identity: Where Food Comes From.
A Legacy of Passion and Purpose
The story of IMI Global, and now Where Food Comes From (Nasdaq: WFCF), has been and always will be rooted in a profound respect for agriculture and the individuals behind it. Our founders, John and Leann Saunders, have dedicated their lives to enhancing transparency and traceability while adding value for producers in all types of food production through verification, auditing and certification solutions.
Leann, who grew up on a ranch in Southwestern Colorado and Southwestern New Mexico, learned early on about the hard work and dedication required to sustain a ranching lifestyle. Her experiences shaped her understanding of ranchers as the original environmental stewards, individuals whose livelihoods depend on the land's health and sustainability, and consumers whose connection to food relies on them, whether they realize it or not.
John, with his entrepreneurial spirit, complemented Leann’s passion by developing innovative solutions in traceability. Their journey began in 1995 in a one-bedroom apartment in Kansas City, where John launched IMI Global, driven by a desire to implement traceability and transparency for consumers while adding value to the beef industry. At the time, the catalyst of growth came from creating a platform that allowed the U.S. to begin exporting beef back to Japan, and key and high valued export market for USA Beef, after BSE was identified in The USA in 2003.
The Birth of Where Food Comes From and the Role of IMI Global
In 2011, Leann and John began acquiring other like-minded businesses to add to the IMI Global family. They soon realized that “IMI Global” didn’t exactly do a great job of telling the world what the company did or what its mission was, and in 2011, the Where Food Comes From name and vision came to life. It was at this time that IMI Global became a division focused on beef while the other acquired companies along the way retained their established focus and brand identities.
Over the years, IMI Global has continued expanding its reach, integrating technology platforms and more value-added programs centered around transparency, verification, certification and traceability. Today, approximately 15% of the entire beef supply chain participates in these programs, which include Source and Age Verification, Non-Hormone Treated Cattle (NHTC), Verified Natural Beef, CARE Certified, Organic, Grassfed, High Quality Beef, Breed Verification Programs, and numerous export and feed verifications and most recently our new Animal Welfare + Natural program: RaiseWell. Each of these programs are designed to meet the ever-evolving demands of consumers while adding value back to the ranchers that are transparently communicating their efforts.
Why We’re Unifying Under One Name
The decision to transition each of our divisions to a single brand identity, Where Food Comes From, is driven by our desire to simplify our messaging and strengthen our connection with customers and consumers alike. We believe that recognizing a unified name will enhance awareness and trust in our brand, enabling us to better serve our partners across all sectors of the agriculture and food industries.
What This Means for Producers, Brands, and Consumers
By consolidating our identity, we are making it easier for everyone—farmers, ranchers, brands, retailers and consumers alike—to engage with us. We want our customers to feel confident that whether they are interacting with our beef division or any other aspect of our business, they are receiving the same level of integrity, innovation, and commitment to sustainability that Where Food Comes From stands for. The same commitment that IMI Global had when we were founded.
A Continued Commitment to Trust, Transparency and Storytelling
At the heart of Where Food Comes From is a team dedicated to supporting farmers, ranchers, and brands. Our mission has always been clear: to provide the tools and resources necessary for producers to thrive while fostering consumer trust through traceability, transparency and authenticity. This transition is not just about solidifying our brand; it is about reaffirming our commitment to our customers and ensuring a lasting connection to our great team.
John and Leann’s passion for agriculture, combined with their entrepreneurial spirit, continue to guide our mission. We are proud of the relationships we have built over the last 30 years and are committed to maintaining and strengthening these connections as we move forward under the Where Food Comes From name as ONE.
As Where Food Comes From has grown, so has our commitment to sharing the transparency and care behind the food supply chain. Through years of listening to and working alongside ranchers and farmers across the country, one simple truth kept rising to the surface: knowing where your food comes from truly matters. Today’s consumers don’t just want to understand where the product they’re purchasing comes from, they want to know the people, values, and stories behind it.
That belief inspired the creation of our Storybit video series, which has now highlighted more than 45 agricultural families and reached millions of viewers on social media, proving that consumers care deeply about knowing where, and who, their food comes from. They want to support transparent and sustainable practices, and labeling claims give them the confidence to do exactly that, allowing them to vote with their dollar for the food system they believe in.
Looking Ahead: United by One Name, One Mission
As we embrace this new chapter, we invite you to continue this journey with us. Together, we can enhance the understanding of food production, celebrate the stories behind the meals we share, and add value to the agricultural community we cherish.
To our customers, shareholders and consumers that trust our labels, thank you for supporting Where Food Comes From. Your trust and support mean the world to us as we move forward, united under one name, with a shared vision for a sustainable food future.
