Opinion -- USDA to Review “Product of the USA” Label

By the Missouri Cattlemen’s Association

The U.S. Department of Agriculture (USDA) announced a top-to-bottom review of the "Product of the USA" (POTUSA) label, which will inform a forthcoming rulemaking on this topic. Missouri Cattlemen's Association has long advocated for voluntary labels that meet consumer demand and allow producers to distinguish their products in the marketplace.

The National Cattlemen's Beef Association recently filed a petition with USDA's Food Safety and Inspection Service (USDA-FSIS) to eliminate the use of POTUSA and other broad U.S. origin labeling claims for beef products. NCBA commends USDA for the prompt action to address industry concerns regarding the misleading nature of this generic label.

"The 'Product of the USA' label is not subject to source verification, is not tied to any kind of food safety standard, and is applied by packers and retailers in a manner that does not deliver value back to the cattle producer. This label not only misleads consumers, it is yet another barrier to producers gaining leverage and distinguishing their product in the marketplace," said NCBA President Jerry Bohn.

Local leadership reflects that perspective.

"Missouri cattle producers have spoken out against misleading labels and source labeling mandates for years," said MCA President Patty Wood. "We believe in honest and transparent labeling and look forward to finding solutions that are fair to both producers and consumers."

USDA's announcement came after the Federal Trade Commission (FTC) held a public hearing on FTC-2020-0056, Made in USA Rulemaking, Matter No. P074204. The Commission voted 3-2 in favor of the final rule, to take effect 30 days after publication in the Federal Register. The new rule will strengthen FTC’s authority to enforce “Made in USA” labels. NCBA submitted comments on the proposed rule in 2020. NCBA's comments reminded the FTC that USDA has primary jurisdiction over all meat food product oversight activities, including the approval and verification of geographic and origin labeling claims.