U.S. finalizes country-of-origin labelling rule

The United States Department of Agriculture (UDSA) has officially changed its voluntary “Product of the USA” labeling regulations, as of March 11, 2024.

The rule states that to qualify for the label meat must be derived from animals born, raised, slaughtered and processed in the U.S.

The Canadian Cattle Association (CCA) says they are disappointed in the ruling. The integration of the North American live cattle and beef supply chain is unlike anywhere else in the world, contributing to both food security and local and regional food systems rely on Canadian cattle to thrive and stay in business.

“It is crucial to address any issues that threaten or diminish cattle and beef trade between Canada and the U.S.,” says Nathan Phinney, President of CCA. “We are very concerned that the rule will lead to discrimination against live cattle imports and undermine the beneficial integration of the North American supply chain.”

The National Cattle Feeders’ Association (NCFA) released a statement that they are also disappointed. Janice Tranberg, President of the NCFA says, “our meat and livestock industries share common interests, objectives, and high standards. We respect similar animal health, food safety, and environmental standards that allow us to produce high-quality products on a level playing field.”

Tranberg emphasizes in the face of these challenges, the resilience and strength of the partnership between Canada and the United States. “Together, we are stronger and more resilient,” she says.

The CCA submitted extensive comments to USDA and expressed their concerns when the rule was proposed, suggesting an alternative that would be consistent with international practice.

“It’s concerning to see the changes to voluntary ‘Product of the USA’ labeling regulations. This will require significant monitoring to determine if there are any negative impacts to the Alberta cattle industry,” says Brad Dubeau, General Manager, ABP.

“Alberta Beef Producers will work with our colleagues in the cattle industry to monitor the situation, continue to advocate for unified beef and cattle trade between the U.S. and Canada, and ensure cattle producers are informed as we move forward.”

The rule is set to come into effect January, 2026 and the CCA says it will be monitoring closely for any
segregation of cattle, which would impact beef producers on both sides of the border. CCA will also be working with stakeholders on potential impacts; the voluntary measure could be determined by Canada and/or Mexico to contravene the World Trade Organization (WTO)’s finding in the mandatory Country of Origin Labelling (mCOOL) case.

Canada and Mexico have retained the WTO’s 2015 authorization to retaliate against an origin labelling measure that would unfairly discriminate against imports of live cattle and pigs.