NFU Urges FTC, USDA to Strengthen Meat Labeling Standards

Sep 16, 2020

For years, beef and pork that was born, raised, and slaughtered in another country but processed in the United States has legally been labeled as a “Product of the U.S.A.,” a claim that misleads consumers and puts American ranchers at a disadvantage.

National Farmers Union (NFU) has long advocated clear and accurate labeling, for the sake of farmers and consumers alike. As part of those efforts, the organization supports a rule proposed by the Federal Trade Commission (FTC) that would strengthen voluntary U.S. origin claims on labels and penalize those who incorrectly label products. In comments submitted today and in a subsequent statement, NFU President Rob Larew urged the FTC to swiftly finalize the rule and “vigorously enforce it.”

“American consumers want to know where their food comes from – and farmers want to tell them. When mandatory Country-of-Origin Labeling (COOL) was the law of the land, it was easy to determine where meat had been born, raised, and processed, to the benefit of both parties. But since it was unjustifiably reversed five years ago and replaced with these deceptive “Product of the USA” labels, it’s become nearly impossible for consumers to determine the origin of the meat they’re eating or for ranchers to differentiate their products.

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Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.