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A Decade of Fresh Beginnings

In 2026, Versova celebrates its 10 year anniversary. It’s a milestone that invites reflection on a decade of growth, innovation, and an unwavering commitment to quality. But to truly understand Versova, you must go further back than 2016.

The story begins much earlier, with a group of farming families in Iowa who saw an industry transforming and decided to transform with it.

These families came from different corners of agriculture and egg production, but shared common ground: Dutch-American roots, a commitment to hard work, and a belief that they could accomplish more together than apart.

Those shared values and a willingness to take bold risks together became the earliest foundation of what Versova is today: a family-led egg production company that has grown with the times.

Roots in the Heartland

In the 1970s, the egg industry was evolving. In-line farms with production and processing on the same site were becoming standard. Farm sizes were growing. For small producers, the message was clear: it was time to do things differently.

For Jim Dean, Versova’s CEO, these changes were part of his world growing up. Nearly 60 years ago, a young Jim spent his days packing eggs into cartons and cleaning plants. It was an education in the fundamentals that would later define his career.

During that era, many of the other founding families, including the Dooyema, Boomsma and Henning families, were charting individual paths. They were involved in egg marketing, dairy operations, agricultural construction, feed and grain, and other diversified farm operations.

These families and others who joined in the collaboration had a shared vision to build and grow egg production through new, modern farms in Iowa. With the high cost of building new farms, they banded together to invest in state-of-the-art production. That collaboration in the mid-1990s became Center Fresh Egg Farm–the first of many family partnerships that shaped what Versova is today.

"I needed to find partners who had the same philosophy and beliefs as I did,” Dean recalls. “We couldn't move forward if we weren't like-minded and really treated this like a large family company."

A historical photo showing how significantly egg production has changed over the past few decades.

A Bold Decision to Grow

Center Fresh demonstrated that partnerships with multiple families worked. Over two decades, the founding families grew together building efficient operations, long-term customer relationships, and shared values.

In 2011, a new opportunity emerged. Egg farms in Iowa and Ohio had grown rapidly and needed new leadership. Members of the founding families were ready to make a pivotal choice – one that would transform their operation almost overnight.

"Probably 90% of the industry thought I was crazy,” Dean recalls. “They thought there was no way that we could get this done. But I was confident in our own ability and our own management team."

The families saw a chance to expand while preserving what they’d built. Rather than merge the farms and lose their individual identities, they created a management structure rooted in shared values and long-term stewardship.

While the farms operated together under this new structure for several years, it was not until 2015 that farm leaders would move toward a unified identity. And that started with finding the right name.

The Versova Name: Fresh Roots, Modern Vision

The founders wanted a name that honored where they came from while signaling where they were headed. They decided on something that reflected their Dutch-American farming roots while showcasing a modern, innovative approach to the industry.

“Versova” combines the Dutch word vers (“fresh”) with the Latin term ova (“egg”). Together, the name captures both the literal and symbolic mission of the company—providing fresh, high-quality eggs while honoring the heritage and innovation that make the company unique.

The name was more than branding. It was a statement of intent about the kind of company they wanted to build.

Growing with Values

What makes the next chapter of Versova's story unique isn't just its growth. It's how the company chose to grow. Versova’s family partners together made intentional choices about how to scale while preserving what mattered most, starting with people.

"It’s the team that's more important to me," Dean reflects. "I look at all of these team members almost as my kids, as my family. And that's just the way I've treated people."

With the right team of leaders in place, Versova felt emboldened to innovate. They built new types of barns, improved facility designs, and accelerated expansion into cage-free and specialty production. They expanded both in and beyond Iowa and Ohio while maintaining operational integrity. And their commitment to treating people the right way grew with the company.

The result is a company that now welcomes more than two thousand employees across multiple farms and locations while still operating with a family mindset at every level.

Jim Dean, Versova CEO, reflects on a photo with his son, JT Dean, Versova President, at the Center Fresh Breaking Plant 20 years ago.

The Next Generation in the Field

Perhaps the clearest sign of Versova’s success is who is stepping up to lead – and why they want to be there.

Across the company, a new generation is taking on leadership roles. Team members who grew up around the business are now helping guide its future. And employees at every level are encouraging their families to join them at work.

Bruce Dooyema, Versova's director of special projects, has been part of that story from the beginning. He started doing chores on the family farm as a child and was working alongside his father and brothers when Center Fresh was formed.

"When I think about the many families behind who we are today, everybody had a strength they brought to the table," says Dooyema. "I see that in how we operate now, with this next generation coming to work here.”

In an era when many agricultural businesses are losing their intergenerational roots, Versova stands apart. It’s a place where young leaders see genuine opportunity and a future worth building.

“We’re always looking to improve the way we do things,” Dooyema shares. “At the end of the day, we’re still farm families producing food for other families.”

Looking Ahead

Versova today is more than a management company. It is a family of companies and a company of families – multiple farms and businesses united by shared history and purpose.

Throughout 2026, Versova will celebrate its 10 year anniversary by sharing stories from across the organization: the farms, the people, the innovations, and the milestones that have defined the last decade.

It's an opportunity to recognize the families, employees, and communities who have been part of this journey.

"I'm so proud of what we've done and what we've been able to accomplish," Jim Dean reflects. “We'll continue to grow. Not to be the biggest, but always to be the best."

While the Versova name may be just 10 years old, the story stretches back generations, across multiple families and continues to unfold – one egg at a time.