USDA has finalized its rulemaking process to better align the voluntary “Product of USA” label claim with consumer understanding.
The department has spent the last year developing a voluntary label claim to be used on meat, poultry and egg products that are derived from animals born, raised, slaughtered and processed in the U.S. Officials say the rule will prohibit misleading U.S. origin labeling in the market, and ensure truthful labeling information for consumers about where their food comes from.
“This final rule will ensure that when consumers see ‘Product of USA’ they can trust the authenticity of that label and know that every step involved, from birth to processing, was done here in America,” said USDA Secretary Tom Vilsack in a statement.
In addition to the final rule, USDA will be funding $9.5 million to 42 projects through the Local Meat Capacity grant program to help expand meat processing facilities, as well as “new actions to ensure transparency and a fair and competitive market in the U.S. seed industry.”
Final label rule
The new labeling rule is strictly voluntary. It allows for the use of the “Product of USA” or “Made in the USA” labels on products from animals that are in the U.S. entirely from birth to processing.
The label claim will remain eligible for generic label approval, which means the Food Safety and Inspection Service does not need to pre-approve it before its use. However, establishments do need to maintain documentation on file to support the claim. If the claim is used, packaging will need to include a description of the preparation and processing steps that took place in the U.S.
Establishments voluntarily using the USA product claim will need to comply with new regulatory requirements by Jan. 1, 2026. USDA has published new guidance online to provide examples of claims and types of documents to support claims. The guidance will be open for a public comment period for 60 days upon its posting in the Federal Register.
Grant program
USDA has announced its first set of awards for simplified equipment only projects through the Local Meat Capacity grant program.
Awards will be given to establishments in 27 states and Puerto Rico, ranging from $10,000-250,000 to purchase processing equipment. For example, Five Marys Custom Meat Co. in Northern California will receive $250,000 to support the purchase of equipment to compost animal carcass waste and increase value-added processing.
USDA will also launch a Website Monitoring Program focused on Federal Seed Act brand and variety name compliance. The department said the program will boost transparency to the farmer at the point of sale from seed companies.
Industry reactions
Ag groups were pleased to see the rule’s finalization, although some argued the rule doesn’t go far enough.
The National Cattlemen’s Beef Association (NCBA) said it appreciates USDA’s effort to address the loophole in labeling imported beef as being a product of the U.S.
“During the implementation period, NCBA’s focus will remain on ensuring that these changes result in the opportunity for producer premiums while remaining trade compliant,” said NCBA Executive Director of Government Affairs Kent Bacus in a statement.
The U.S. Cattlemen’s Association (USCA) said it has been working for years to clarify confusion at the consumer level regarding beef product labeling.
“If it says ‘Made in the USA,’ then it should be from cattle that have only known USA soil. Consumers have the right to know where their food comes from, full stop,” said USCA President Justin Tupper
Ranchers-Cattlemen Action Legal Fund, United Stockgrowers of America (R-CALF) welcomed the new rule but called on Congress to pass mandatory country-of-origin labeling (MCOOL).
“No longer will multinational meatpackers be allowed to trick consumers into believing that foreign beef was produced by United States cattle farmers and ranchers,” said R-CALF USA CEO Bill Bullard. However, he added, MCOOL needs to be passed to require all beef sold in grocery stores to be labeled as to where the animal was born, raised and slaughtered.
“Only then will consumers be informed as to which beef was produced by American cattle farmers and ranchers and which beef was produced under some foreign country’s food safety regime,” he said.
The American Farm Bureau Federation (AFBF) expressed their support for the rule. “America’s families have taken a greater interest in where their food comes from, and this voluntary rule provides the flexibility to farmers and ranchers who choose to highlight the state, region or country where their poultry and livestock were raised,” said AFBF President Zippy Duvall in a statement. — Anna Miller, WLJ managing editor
