RaiseWell® Certified: A New Standard for Verified Natural, Humane, and Traceable Beef
- Feb 24
- 4 min read
Updated: 4 days ago
RaiseWell® Certified: a third-party verification standard for beef cattle production that emphasizes humane treatment, verified natural raising practices, and full traceability back to the source of origin.
This certification ensures cattle are raised according to strict animal care requirements, with no antibiotics, added hormones or growth promotants at any stage of life, while providing documented proof of responsible production practices from birth through harvest.
Why RaiseWell Certified Was Created
The RaiseWell Certified program was developed in response to growing consumer demand for premium protein brands and natural retailers seeking verified sourcing claims.
Today’s shoppers increasingly want proof behind labels like “natural,” “humanely raised,” and “traceable.” RaiseWell was designed to close the trust gap by providing a clear, credible, third-party verified standard that reflects responsible animal care and sourcing integrity.
With the 2026 adoption of RaiseWell Certified for beef by Whole Foods Market, the program marks a significant shift toward stronger verification expectations in the natural protein space.
According to Leann Saunders, President and COO of Where Food Comes From:
“RaiseWell Certified reflects what today’s conscious consumers expect and what leading natural retailers are demanding.”
The company continues working with brands and retailers to implement RaiseWell alongside CARE Certified to provide transparent, verified practices throughout the food supply chain.
The Three Core Pillars of RaiseWell Certification
1. Animal Care Requirements
RaiseWell Certified ensures cattle are raised under strict humane care standards, including proper handling practices, access to quality feed and water, and conditions that support natural behaviors.
2. Verified Natural Practices
The program verifies production claims that matter most to consumers, including:
No antibiotics ever
No added hormones or growth promotants
No animal by-products in feed
This independent verification protects label integrity and builds consumer trust.
3. Full Traceability From Birth to Harvest
RaiseWell Certified provides documented traceability that connects livestock back to the farm or ranch of origin, offering transparency and accountability across the supply chain.
Why Third-Party Verification Standards Matter for Brands, Retailers, and Producers
For Brands and Retailers
Adopting third-party verification standards strengthens credibility, supports premium positioning, and helps meet rising consumer expectations for ethical sourcing.
For Producers
RaiseWell Certified can open doors to premium markets while recognizing producers’ commitment to responsible practices. As demand grows for verified natural meat claims, this certification enhances both market access and consumer confidence.
Many operations benefit by bundling RaiseWell Certified with CARE Certified.
One verification partner. One streamlined audit.
The launch of RaiseWell marks a major step forward in verified protein claims. Read the full announcement to learn how the program came to life.
Why Now? Industry Leaders Weigh In
To explore the program’s impact, Where Food Comes From hosted a live panel at NCBA CattleCon to discuss the evolving needs of the beef industry.
Key questions addressed included:
What is RaiseWell and how does it relate to other verification programs?
How does RaiseWell help defend sourcing claims?
Why are animal care and traceability increasingly linked?
The panel featured insights from Country Natural Beef, the first supply chain to implement RaiseWell Certified to meet sourcing requirements for Whole Foods Market.
How RaiseWell Works Alongside Other Certifications - The Perfect Bundle
The timing of the RaiseWell Certified program is critical. As consumers become more informed and selective about how their food is produced, expectations now extend beyond animal welfare and natural practices to include broader sustainability commitments.
This is where CARE Certified complements the RaiseWell program.
RaiseWell Certified focuses specifically on animal care and verified natural production practices, while complementary standards like CARE Certified address broader sustainability goals.
CARE Certified includes three pillars:
Animal Care
Environmental Stewardship
People and Community Support
Together, these programs allow brands and retailers to communicate a comprehensive, third-party verified commitment to responsible food production, combining trusted animal care standards with broader sustainability assurance.
Who Should Consider RaiseWell Certification?
RaiseWell Certified is ideal for:
Premium brands
Natural and specialty retailers
Export programs
Producers seeking verified natural claims
Supply chains wanting stronger traceability
RaiseWell in Action: A Rancher's Perspective
With its adoption by Whole Foods Market, RaiseWell Certified is already gaining recognition as a leading standard for premium natural beef.
For ranchers, the certification provides:
Additional marketing opportunities
Verified proof of responsible practices
Access to value-added markets
LiveAg representative Dennis Metzger and his customers recently marketed cattle carrying the RaiseWell Certified claim, describing the experience as more than a success:
“One of the things I’m most excited about with the RaiseWell program is the efficiency it brings. A few years ago, we had to work with two different auditors. Now, having one auditor who can handle everything and truly understands ranching makes a huge difference. From a logistics standpoint and a value standpoint, that’s incredibly important.”
Ready to Raise Your Standards?
Are you a retailer, brand, or producer interested in elevating your practices and communicating those to consumers? Learn more about the RaiseWell Certified program and how it can benefit you today.
Meet Our Expert
Jennifer Moore-Stover
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.