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USTR highlights geographical indications as a key priority, dairy groups hope for movement with EU

The National Milk Producers Federation says the U.S. Trade Representative prioritizing geographical indicators could expand dairy access in key markets.

Shawna Morris tells Brownfield the European Union has a more than $2 billion dairy trade deficit with the U.S., in part because of what she says are protectionist policies on common food names.

“What we’d like to see is some real fundamental changes made to level that playing field so consumers can make their own choices,” she says. “And, we’re pretty confident that European consumers would recognize the quality of U.S. dairy products too if they had the chance.”

The USTR’s 2026 Special 301 Report has added the EU to its Watch List, saying it’s concerned GI policies undermine U.S. trademarks and restrict the use of common names, like Parmesan and feta.

The report also highlights agreements with countries including Argentina, Bangladesh, Cambodia, Ecuador, El Salvador, Guatemala, Indonesia, Malaysia, and Taiwan aimed at protecting U.S. producers’ ability to use common names.

Brownfield’s Larry Lee interviews Shawna Morris.