How will new ‘Product of U.S.A.’ label rule benefit South Dakota ranchers?

Saturday, May 18th, 2024

In a significant victory for ranchers in South Dakota and nationwide, Secretary of Agriculture Tom Vilsack announced a new rule at the National Farmer’s Union National Convention in Arizona, tightening the definition of what can be labeled “Product of the U.S.A.”

Under the previous definition, animals raised outside the U.S. but sent here for processing could carry the “Product of the U.S.A.” label. The final rule, issued on Monday, mandates that any beef labeled “Product of the U.S.A.” must come from animals born, raised, slaughtered, and processed in the United States.

Tom Vilsack, the U.S. Secretary of Agriculture, had strong words about the label’s new requirements.

“We are now on record as being for the utilization of that label, but only when the animal is born, raised, slaughtered, and processed in the U.S. We were also basically saying, now you can’t get by with slapping an American flag on the package unless the animal was born, raised, slaughtered, and processed in the U.S.”

Vilsack highlighted that his department surveyed consumers, discovering a high value placed on the “Product of the U.S.A.” label. He emphasized that the definition needed to align with consumers’ expectations to honor that perception.

The new labeling rule, while voluntary, introduces a requirement that, by the end of next year, anyone using the label must prove that the animal from which the meat was harvested met the criteria of being born, raised, slaughtered, and processed in the U.S.

“Then we asked the question, do you place a value on that? I mean, in other words, are you willing to pay a nickel or two more if that is on the label? Well, absolutely. We want to help our farmers.” Vilsack said. “So in order for that value proposition to be respected, in order for there to be fairness and honesty and proper representation in the marketplace, it’s important to have rules like this.”

It’s important to note that this new labeling rule is not the same as mandatory country-of-origin labeling; it remains a voluntary initiative. However, the rule sets a standard that, by the end of the next year, those using the “Product of the U.S.A.” label must prove that the animal was born, raised, slaughtered and processed in the U.S.A.

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