USDA Proposes New Rule For 'Product Of USA' Labeling

USDA is proposing a new rule with regulatory requirements it says will better align the voluntary “Product of USA” label claim with consumer understanding of what the claim means.

The proposed rule allows the voluntary “Product of USA” or “Made in the USA” label claim to be used on meat, poultry and egg products only when they are derived from animals born, raised, slaughtered and processed in the United States.

“American consumers expect that when they buy a meat product at the grocery store, the claims they see on the label mean what they say,” said Ag Secretary Tom Vilsack.

“These proposed changes are intended to provide consumers with accurate information to make informed purchasing decisions. Our action today affirms USDA’s commitment to ensuring accurate and truthful product labeling.”

USDA said its proposed rulemaking is supported by petitions, thousands of comments from stakeholders, and data.

In July 2021, USDA initiated a “comprehensive review” to understand what the “Product of USA” claim means to consumers and inform planned rulemaking to define the requirements for making such a claim.

As part of its review, USDA commissioned a nationwide consumer survey which it said revealed that the current “Product of USA” labeling claim is misleading to a majority of consumers surveyed, with a significant portion believing the claim means that the product was made from animals born, raised, slaughtered and processed in the United States.

USDA said the survey shows a “clear need” to revise the current “Product of USA” label claim so that it more accurately conveys U.S. origin information.

MFB Senior Industry Relations Specialist Ernie Birchmeier said the proposal seems to hit the mark.

“Farm Bureau supports voluntary Country of Origin labeling that conforms with World Trade Organization requirements with USDA administering rules and regulations for certification,” Birchmeier said.

“For animal products to receive a Product of the USA label, the animals must be born, raised and processed in the USA. Developing a voluntary program with strict standards will allow the marketplace and consumers to decide the value of this marketing opportunity.”

Source: michiganfarmnews.com