WASHINGTON, D.C. – Today, the U.S. Department of Agriculture launched a national awareness campaign promoting the voluntary “Product of USA” label, encouraging use of its updated standard that took effect earlier this year. Under the revised definition, the label applies only to beef derived from animals that were born, raised, slaughtered and processed entirely in the United States.
R-CALF USA emphasized that while the program remains voluntary, USDA’s action reinforces a clear, enforceable standard for the label when it is used, and it closes a longstanding loophole that allowed imported beef to be labeled as a U.S. product.
R-CALF USA CEO Bill Bullard and Property Rights Chair Shad Sullivan were present in Washington, D.C., for the rollout.
“We’re pleased with the secretary’s support of this new standard for this voluntary label,” Bullard said. “Today, when consumers see the ‘Product of USA’ label, they can be assured that the beef is entirely a USA product produced entirely by domestic farmers and ranchers and by beef packers operating in the United States. This is a positive step in advancing our goal of empowering consumers to support America’s beef supply chain through their purchasing decisions.”
Bullard stated that Congress should now follow up by passing mandatory country-of-origin labeling (MCOOL) to require the application of this same labeling standard on all domestic and imported beef sold in America’s grocery stores.
“Simply put, consumers deserve to know where the beef they purchase is produced and by whom, and Secretary Rollins is helping to provide them with that important information,” he said.
