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New Product of the USA label strengthens transparency

The president of the National Cattlemen’s Beef Association says the new Product of the USA label is one that works for producers.  Gene Copenhaver says the updated label requires that products will be born, raised, and harvested in the United States.

He says the previous labeling system was misleading. “It was really not always a product of the USA,” he says.  “If it was processed in a USDA facility, then they could put the Product of the USA stamp on it.”

Under the new rule, if the product is labeled Product of the USA records are required to show where the animals were born, raised, slaughtered, and processed. 

The new rule is voluntary, which keeps the rule WTO compliant.

He tells Brownfield it’s important to protect the trade relationships with Canada and Mexico. “Not only with beef, with all ag products,” he says.  “We sell seven times more ag products to them then they do to us.”

Copenhaver says the industry has been working on the updated rule for several years.  And served as the chair of the Association’s task force in 2019.  He says the updates to the label are a result of the grassroots policy development that is crucial to setting policy at NCBA.

AUDIO: Gene Copenhaver, NCBA president