USDA promotes updated voluntary Product of USA label

On March 24, National Agriculture Day, U.S. Secretary of Agriculture Brooke Rollins announced a renewed push by the U.S. Department of Agriculture (USDA) to promote its updated, voluntary “Product of USA” labeling standard.

The rule, which officially took effect on Jan. 1, strictly requires any meat, poultry or egg products bearing the Product of USA label must come from animals born, raised, harvested and processed in the U.S.

“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,” states Rollins in the corresponding press release. 

“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,” she continues.

Closing longstanding loopholes

USDA’s updated guidance marks a significant shift from previous labeling practices overseen by the agency’s Food Safety and Inspection Service (FSIS), which allowed the Product of USA label to be applied to meat processed in the U.S., even if the animal itself was born and raised in another country.

For years, industry stakeholders like the National Cattlemen’s Beef Association (NCBA) pushed back against this system, believing it confused and misled consumers.

In fact, a nationwide survey issued by USDA in 2022 found nearly one-half of consumers misunderstood the Product of USA label to mean the animal was born, raised and processed domestically. The survey also found consumers were willing to pay more for products that meet those expectations.

At a March 31 event in Nevada, Iowa, NCBA Senior Vice President of Government Affairs Ethan Lane reiterated this sentiment.

“Previous packages with the Product of USA label could be from another country because the label is an FSIS label, which, for the last 35 years, has only gone to signify it has passed a USDA inspection process – that’s all it meant,” he explains.

But, under the new rule, this ambiguity is eliminated. Meat, poultry and egg products can only carry the label is they meet the full standard, and companies must be able to verify these claims.

“The only way you can use a born, raised and harvested label under the new rule is if you actually have a U.S. product and can demonstrate it with an affidavit or some kind of proof. It is the packers’ responsibility to put that it was born, raised and harvested in the USA on the package,” Lane says.

The rule also includes state-based labeling, so products which meet the requirements can be labeled as born, raised and harvested in Wyoming, for instance, without undergoing an additional approval process beyond the standard USDA inspection.

Additionally, the updated guidance requires all regulated ingredients in multi-ingredient products must be of U.S. origin and all processing must occur domestically – with limited exceptions for spices and flavorings – in order to qualify for a Product of USA label.

Garnering strong support 

Ag organizations and industry stakeholders have welcomed the updated rule, calling it a long-overdue step toward leveling the playing field for U.S. producers.

U.S. Cattlemen’s Association President Justin Tupper says he appreciates how the update closes loopholes that were previously allowed.

“The updated Product of USA label finally means what folks always assumed other inspection labels meant – the animal was born, raised, harvested and processed here at home,” Tupper says. “We look forward to partnering with USDA on this effort and ensuring consumers across the country understand exactly what this label means.”

R-CALF USA Chief Executive Officer Bill Bullard mirrors this perspective, emphasizing the importance of giving consumers accurate information.

“Today, when consumers see the Product of USA label, they can be assured beef is entirely a USA product produced by domestic farmers and ranchers and by beef packers operating in the U.S.,” Bullard says. “This is a positive step in advancing our goal of empowering consumers to support America’s beef supply chain through their purchasing decisions.”

Environmental Protection Agency Administrator Lee Zeldin comments, “America’s farmers and ranchers are key to our national security, sustaining rural communities and keeping our food supply resilient. The Product of the USA label rewards American farmers and ranchers who grow, raise and process their products in the U.S., while giving consumers confidence they are supporting American agriculture.”

Small Business Administration Administrator Kelly Loeffler further states, “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. Amid President Donald Trump’s work to end years of unfair competition and eliminate the massive red tape which has crushed domestic agriculture, Made in America is finally making a comeback.”

Hannah Bugas is the managing editor of the Wyoming Livestock Roundup. Send comments on this article to roundup@wylr.net.