USDA’s Voluntary USA Label Aimed at “Fairness and Honesty” in the Marketplace

The USDA announced its “Product of the USA Label” rule. According to Ag Secretary Tom Vilsack, the finalized rule is designed with consumer understanding in mind. Vilsack made the announcement during an address at the National Farmers Union’s annual convention. He says the rulemaking process began a year ago.

“We're encouraging the adoption of that rule as quickly as possible. There's an extended period before formal implementation, but we are now on record as being for the utilization of that label only when the animal is born, raised, slaughtered, and processed in the U.S.”

“We surveyed consumers. We asked them the question, ‘When you see this label, what do you think it means?’ They said it means everything was done in the United States. Well, that's not been the case. Then we asked the question, ‘Do you place a value on that? 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. So, for that value proposition to be respected, for there to be fairness and honesty and proper representation in the marketplace, it's important to have rules like this.”

Under the final rule, the “Product of the USA” or “Made in the USA” label claim will continue to be voluntary. It will also remain eligible for generic label approval, meaning it won’t need to be pre-approved by USDA’s Food Safety and Inspection Service before it can get used on regulated products. However, the establishment would be required to maintain documentation on file to support the claim.