WASHINGTON, D.C. — United States Cattlemen’s Association (USCA) President Justin Tupper appeared before policymakers at the joint review of the United States-Mexico-Canada Agreement (USMCA), urging for stronger labeling standards and continued support for American beef producers.
In his testimony, Tupper stressed the importance of updating USMCA rules to ensure that only beef from animals born, raised, and harvested in the United States can be labeled as a truly American product. Tupper emphasized the need for mandatory Country-of-Origin Labeling (COOL), calling it an America-First priority. “Mandatory COOL is necessary to protect U.S. cattle producers and ensure consumers are informed when they buy beef, especially American beef,” he explained. Citing both survey data and USDA research, he pointed out that the overwhelming majority of consumers want transparency in the food supply chain and are willing to pay more for beef that is authentically American.
While acknowledging the USDA’s voluntary initiative on labeling, which goes into effect January 1st, Tupper described it as insufficient, warning that voluntary standards “are vulnerable to abuse and can mislead consumers, who believe they are purchasing truly domestic beef when they see the USDA inspection label.” He called for the USMCA review to transform the “Product of USA” label into a mandatory, enforceable, and auditable standard.
Tupper concluded with specific policy recommendations to affirm the country’s right to truthful labeling and modernize rules of origin, preventing repackaged imports from being labeled as domestic. “Transparent labeling secures a future for the next generation of ranchers, by offering U.S. producers competitive advantage in their home market and making trade deals work for the United States,” he said.
He closed with a clear ask: “We ask you to make truthful labeling available. It must be the non-negotiable standard in all trade agreements.”
-U.S. Cattlemen’s Association
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