California Ag Network

Tag: Product of USA label

  • The Meat Institute Issues Statement on Executive Order

    The Meat Institute issued the following statement regarding President Trump’s Executive Order to explore implementing Mandatory Country-of-Origin-Labeling (mCOOL) for beef products.

    “The Meat Institute appreciates the Administration’s continued focus on strengthening the U.S. beef supply chain and exploring ways to bring beef prices down for consumers.  However, the President’s Executive Order to explore implementation of mCOOL raises concerns about revisiting a failed policy that the United States has already tried and that Congress ultimately repealed in 2015. We should allow the free market to work, rather than have the government mandate how beef must be marketed to consumers.

    “Mandatory COOL is all cost, with no demonstrated increase in demand or added value. USDA’s own Chief Economist reached that conclusion in 2015 after the previous mCOOL program imposed roughly $1.5 billion in implementation costs and $200 million in annual ongoing costs.

    “The Meat Institute’s recent economic analysis shows the same concerns remain today. Reinstating mCOOL for beef would cost $721 million in first-year implementation costs and add an estimated $835 million annually to consumers’ beef purchases.

    “With beef supplies at a 75-year low and demand strong, now is not the time to add unnecessary costs and complexity to the beef supply chain or risk putting further upward pressure on prices.  Additional consumer costs could jeopardize the strong beef demand the industry has enjoyed. The U.S. Department of Agriculture has implemented a robust voluntary ‘Product of USA’ label that identifies beef from animals born, raised and processed in the United States. The voluntary label should be given a chance to succeed before Congress repeats a burdensome and costly regulatory mistake.”

    — Story contributed by The Meat Institute

  • USDA Promotes New, Voluntary ‘Product of USA’ Label

    U.S. Secretary of Agriculture Brooke L. Rollins announced the launch of a national public awareness campaign to inform meat, poultry, and egg producers of the “Product of USA” voluntary labeling standard which went into effect on January 1, 2026, and increases consumer understanding of what the label means.

    “Our great patriot ranchers and producers grow, raise, and harvest the world’s safest, most affordable, and abundant food supply. American consumers want to support America by buying American and this label will strengthen our food supply chain through transparency, fairness, and trust,” said USDA Secretary Rollins. “This new standard policy ensures producers who invest in a fully American supply chain can compete fairly, and it gives consumers the confidence they deserve about the food they bring home.”

    “When we choose to purchase from American producers, we get a superior product while supporting the hardworking family farms who put it all on the line every day to feed, clothe, and fuel our nation,” said SBA Administrator Loeffler. “Amid President Trump’s work to end years of unfair competition and eliminate the massive red tape that has crushed domestic agriculture, Made in America is finally making a comeback. Today, on National Agriculture Day, I urge all Americans to join me in support of the hardworking farmers and ranchers who anchor the U.S. food supply chain that is so vital to keeping our nation strong, safe, and healthy.”

    “Our farmers and ranchers are essential to putting real food back at the center of the American plate and delivering on the Dietary Guidelines for Americans,” said HHS Secretary Kennedy. “‘Product of the USA’ labeling puts American producers first, gives families clear, honest information, and empowers them to choose food raised right here at home.”

    “U.S. producers are the best in the world, and produce the highest-quality products,” said North Dakota Senator Hoeven. “A ‘Product of USA’ label benefits our ranchers and provides transparency and confidence for consumers. We appreciate Secretary Rollins and the Trump administration for their efforts to support our farmers, ranchers and rural communities.”

    Under this standard, the “Product of USA” label is reserved exclusively for meat, poultry, and egg products from animals that were born, raised, harvested, and processed in the United States. The claim is voluntary, but companies using it must meet this transparent and verifiable requirement. This ends the prior practice which allowed imported products to carry the claim after minimal processing and strengthens consumer confidence by aligning with what Americans expect and demand.

    Since 2017, the United States has lost over 17% of family farms, more than 100,000 operations over the last decade. The national herd is at a 75-year low while consumer demand for beef has grown 9% over the past decade. In October 2025, Secretary Rollins released the USDA Plan to Fortify the American Beef Industry that focuses on rebuilding domestic capacity, improving transparency across the supply chain, and ensuring U.S. ranchers can compete on a level playing field.

    Today’s announcement on enforcement and promotion of the strengthened “Product of USA” label is a key deliverable under this initiative, advancing the Trump Administration’s priorities of fairness, competition, and consumer trust.

    Learn more at productofusa.gov. — By the U.S. Department of Agriculture