Reviving the “Product of the USA” Badge: Why Farmer‑Rancher Unity Is a Must‑Do
When ZeroHedge pulled out a line‑up of MAHA Ag Movement heavy‑hitters and asked what the Trump team could do to back United States farmers and ranchers, the answer was unmistakable: Country‑of‑Origin Labeling (COOL) is the single most important issue on the docket.
From Trust to Trouble: The USDA’s Original Role
- Pre‑2015 USDA was the conscience of the meat industry, stamping genuine, locally raised beef with the coveted “Product of the USA.”
- 1990s‑early 2000s saw beef prices climb to historic highs, giving cattle producers a real profit‑pull.
- Bill Bullard, CEO of R‑CALF USA, argues that those gains prove consumers love transparency.
Corporate Giants vs. The Common Good
Not long after those sweet prices, the “Big‑4” meat packers – who own a whopping 85% of livestock sales – teamed up with Mexico and Canada to file a WTO trade‑barrier complaint. This, in effect, eroded consumer confidence and opened the door for cheap imports that could be stamped as “U.S. products” even though they were transformed outside our borders.
Why the “Plagiarism” Is Devastating
- Imported or frozen meats that undergo processing in the U.S. still earn the official stamp.
- Result: American cattle volumes hit a 70‑year low; farms are disappearing at a shocking rate—77 lost per hour.
Policy Cross‑Roads in 2022 & 2025
The American Beef Labeling Act, introduced by Senate Majority Leader John Thune, made a half‑measure. It still affords a huge loophole that favors the Big‑4. Fast‑forward to May 2025: President Trump’s “Make America Healthy Again” chatter made COOL the centerpiece at a Senate Agriculture Committee press conference.
Chairman Boozman’s Take
Former optometrist John Boozman admitted he’s not entirely on board with restoring COOL. “It’s a controversial issue,” he said. “We need to explore ramifications—sometimes actions produce unintended consequences.” The call is for hearings and a deep dive before the Farm Bill gets all inked.
What’s Next?
The MAHA report is slated for an August release, and the Agriculture Committees plan to draft a revised Farm Bill by September. Keep your eyes on supermarket shelves: if transparency lapses, consumers will shift to cleaner beef alternatives, and the U.S. could lose its last hold on the “Product of the USA” badge.