Agriculture Secretary Tom Vilsack announced July 1 the USDA would be conducting a “top-to-bottom” review of the “Product of the USA” voluntary label. Last year, the department announced it would be conducting a rulemaking to address concerns that the label was misleading to consumers.
After receiving public input, including comments from the National Cattlemen’s Beef Association (NCBA), the department will now review the labeling program before initiating a rulemaking.
Vilsack said USDA will be asking questions, collecting data and requesting comments during the rulemaking process.
“We will be considering all ideas suggested by the whole range of stakeholders, including our trading partners with whom we will engage, to ensure that this labeling initiative is implemented in a way that fulfills our commitment to working cooperatively with our trade partners and meeting our international trade obligations,” Vilsack said in a statement.
In an NCBA press call shortly after the announcement was made, Danielle Beck, NCBA senior executive director of government affairs, called it an important step in the right direction.
“The current label is a disservice to American producers and consumers alike,” Beck said. “Instead of focusing on unsuccessful ideas of the past, we need to approach this issue through reforms that ultimately enable producers to capitalize on consumer demand by strengthening voluntary labels that are source verified, and also educating consumers in a meaningful way.”
Beck said the current label does not deliver premiums back to the producers. — Anna Miller, WLJ managing editor
