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WHAT IS THE HOMEGROWN BY HEROES LABEL? Homegrown By Heroes (HBH) is the official farmer veteran branding program of America, administered nationally by FVC. It certifies ranchers, farmers, and fisherman of all military eras to sell their product as veteran owned and produced. The label informs consumers that agricultural products donning the logo were produced by U.S. military veterans, and it allows veterans to differentiate their farm and ranch products in the marketplace.