Agriculture Secretary Brooke Rollins announced a public awareness campaign on March 24, 2026, for the USDA’s stricter voluntary “Product of USA” label, Successful Farming reported.
The label
The standard took effect January 1, 2026. It reserves the “Product of USA” and “Made in the USA” claims on meat, poultry and egg products for animals born, raised, harvested and processed in the USA. The old practice let imported meat carry the claim after minimal processing in a USA plant.
“Consumers deserve clear, truthful labels. American ranchers deserve a level playing field, and that’s what we are delivering.”
Agriculture Secretary Brooke Rollins
Industry reaction
Kent Bacus of the National Cattlemen’s Beef Association told Successful Farming the rule has “closed the loophole” for imported products. He said its voluntary nature is key: producers can opt in and use the label to market their beef. RFD-TV reported that the U.S. Cattlemen’s Association also praised the campaign.
Why it matters for Made in USA
The label is voluntary, so many fully domestic products will still not carry it. The campaign aims to make consumers understand what the label means and look for it. RFD-TV noted USDA’s figures that the country has lost more than 100,000 farms since 2017 and the cattle herd is at a 75-year low.
Related: FSIS updates its Product of USA labeling guideline.
FAQ
What does the Product of USA label mean for meat?
The animal was born, raised, harvested and processed in the USA.
Is the label required?
No. It is voluntary, but any company that uses it must meet the standard.
When did the standard take effect?
January 1, 2026.
Source & credit
Originally reported by Successful Farming (Mariah Squire), March 24, 2026: Product of USA Label Closes Import Loophole, Opens Door for Ranchers. Additional reporting by RFD-TV.