USDA has released its final rule to strengthen its requirements for the use of voluntary “Product of the USA” or “Made in the USA” labels on meat, poultry and eggs.

Those labels can now only be used on products from animals that were born, raised, slaughtered and processed in the U.S.

The previous rule allowed the use of those labels on imported animals slaughtered in the U.S. and imported products repackaged or further processed in the U.S.

Producer groups have called for tighter restrictions for years.

The rule will prohibit misleading U.S. origin labeling in the market, and help ensure the information consumers receive about where their food comes from is truthful.

Cattle producer support

“We’re very pleased to see USDA come down with this final rule, said Justin Tupper, U.S. Cattlemen’s Association president.

It’s something USCA has been working on for a long time, he said.

“That’s definitely a good thing for us. Truth in labeling is huge, it’s a win for consumers as well,” he said.

The labels have been abused by the Big 4 packers, which can bring in foreign beef, change the box and label it product of the USA, he said.

The rule will give USDA teeth to follow through on misleading claims and make sure the labels are being used properly.

But there’s still the issue of foreign meat carrying the USDA inspected or USDA grade label, leading consumers to think it is a U.S. product.

That’s something USCA is still working on and why USCA continues to push for mandatory country-of-origin labeling, or MCOOL, he said.

The product of the USA label created too many uncertainties and didn’t create differentiation in the marketplace, said Kent Bacus, National Cattlemen’s Beef Association executive director of government affairs.

“The final rule is an attempt to close that loophole,” he said.

But how it’s implemented and what effects it might have up and down the diverse beef and cattle supply chain remains to be seen.

It’s a lot of information to take in, and NCBA will be looking for opportunities for producer profitability or issues that need to be addressed, he said.

The rule does not include third-party verification, but companies will have to have documentation in place. The cost of compliance might go back down the supply chain all the way to the cow-calf producer.

One thing NCBA does know is that it’s important the rule remain trade compliant. The initial reaction from Canada and Mexico is it may not be. It’s too early to tell, but those trading partners will take action if they perceive discrimination, he said.

R-CALF USA, which also continues to advocate for MCOOL, welcomes the rule.

“No longer will multinational meatpackers be allowed to trick consumers into believing that foreign beef was produced by United States cattle farmers and ranchers,” Bill Bullard, R-CALF CEO said in a statement.

But while USDA’s final rule ends the voluntary mislabeling of beef, it doesn’t require anyone to label anything, he said.

Farm Action and American Grassfed Association, which also pushed for labeling reform, support the rule.