Across the country, the Homegrown By Heroes (HBH) label connects consumers with the men and women who continue to serve their communities—this time through agriculture. Created by the Farmer Veteran Coalition, it’s the only official farmer veteran branding program in the United States, certifying farm, ranch, and fishery products as veteran-owned and produced. When a shopper sees the HBH label, they can trust that the product was made by someone who has worn our nation’s uniform and now cultivates the land with the same commitment and honor.

In Wisconsin, this effort takes on a unique form through a partnership between the Wisconsin Department of Agriculture, Trade and Consumer Protection (DATCP) and the Wisconsin Department of Veterans Affairs (DVA). Together, they have combined the nationally recognized HBH label with the state’s Something Special from Wisconsin brand—creating an exclusive logo that distinguishes Wisconsin veteran-made agricultural products.

To qualify for this joint label, veteran producers must complete HBH certification, hold an active membership with Something Special from Wisconsin, and register through the Wisconsin DVA’s Veteran Farmer Program. Once approved, participants receive access to official digital logo files and marketing resources to help promote their products across the state.