(WDBJ) - When you see Virginia Verified Beef on the package, you’ll know it’s been bred, born, raised and processed in the Commonwealth. The logo was recently unveiled at the Virginia Beef Expo.

“One of our biggest priorities with Virginia Cattlemen’s Association is making sure that there’s truth in labeling throughout the supply chain. We want consumers to be able to trust that what they see on the label at the grocery store is what they think it means," said Brandon Reeves, executive director of the Virginia Cattlemen’s Association.

The idea came about in 2023.

“Oklahoma has a similar program that they had started several years ago that we were looking at with Oklahoma Certified Beef. That intrigued us and we looked into it and developed our own take on that,” Reeves explained.

Legislation was passed that Governor Glenn Youngkin signed into law in 2024. The hope is this new label will help cattle producers achieve greater profit and create a more sustainable and resilient supply chain in Virginia.

“If we’re able to help, hopefully, create more of an opportunity to have cattle fed out and processed here in Virginia, I think it would be great for the Virginia economy, it would be great for our producers,” Reeves said.

The new logo is expected to roll out this summer.