Brand Spotlight: Where Food Comes From

Consumers understandably want transparency in the products they buy—but whether it’s an organic sticker on a banana or an “upcycled” tag on a bag of chips, it can be hard to know if the label is truthful.

That’s where brands like Where Food Comes From come in—third-party certification and verification systems that elevate brand transparency and trust. 

Where Food Comes From (WFCF) is an independent, third-party verification and certification company that provides transparency in the food industry, specializing in verifying claims about how food is grown, raised, and produced.

WFCF works directly with farmers, ranchers, food brands, and retailers to help consumers trust the food they buy. By verifying and certifying various aspects of food production—like organic, non-GMO, upcycled, sustainable, humane, and more—Where Food Comes From helps you better understand just that: where your food comes from. 

Our team was lucky enough to speak with Director of Innovation Kathryn Britton at Newtopia Now 2024, where we learned more about WFCF’s mission and how they’re combining their optimistic and positive view of the food system with transparent storytelling. 

Kathryn tells us, “We believe that there’s so much good going on in food production, but today, so much of it is lost by the time that product gets to the consumer. By using verification and certification, we’re able to solidify that trust and tell the stories about how food is produced without overcomplicating the message to consumers.”

Ultimately, the story about food is where it’s coming from—the traceability of food that starts with a farmer and ends on your plate. 

But stories aren’t all that we need. When we combine certification and verification into the mix, we get stories with reassurance. Reassurance that a food product is what it says it is and is grown how it’s said it was grown. 

Organizations like WFCF help brands and food producers certify their products at a reduced cost and in a streamlined manner, as many certifications (like USDA Organic) are incredibly difficult and expensive to achieve and maintain.

(By the way, if you’re curious if organic food is actually healthier, we’ve got a great article here for you.)

Consumers are looking for a wide variety of things when it comes to their food labels, whether it’s a lower price, a health claim (like gluten-free or vegan), or sustainable practices like organic, regenerative, non-GMO, upcycled, or more. 

But Kathryn and the WFCF are not put off by this—they are encouraged. Kathryn says, “The diverse food landscape is actually something we believe needs to be celebrated. There are so many stories about food.”

The main objective of Where Food Comes From is truly transparent storytelling, understanding where food comes from (had to), and breaking down the food supply chain so you, as a consumer, know exactly what you’re getting. 

But companies like WFCF don’t just benefit the consumer—they also give so much value back to the food producer through this transparent and thoughtful storytelling. 

As Kathryn puts it, “The thing to know about Where Food Comes From is how steeped we are in food production. Our team, our focus, and our heart are really based on those people producing food every day, going out on the farms and ranches and growing that crop or raising that animal and how impactful and valuable and critical they are to the supply chain. And that’s why we are Where Food Comes From.”