NOBULL: R-CALF USA Urges Consumers to Use New COOL Labels to Show Thanks to U.S. Farmers and Ranchers

R-CALF USA Urges Consumers to Use New COOL Labels to Show Thanks to U.S. Farmers and Ranchers

Billings, Mont. – After tomorrow, the new U.S. Department of Agriculture (USDA) rules that require more accurate origin labels on muscle cuts of beef, pork, lamb, chicken and goat meat will be in full force and effect. The new country-of-origin labeling (COOL) rules will require food retailers to label meat as to where the animal from which the meat was derived was born, where it was raised, and where it was slaughtered.

For example, meat from animals produced exclusively in the United States by United States farmers and ranchers will be labeled "Born, Raised and Slaughtered in the U.S."

"That means that just in time for Thanksgiving, U.S. consumers can use the new COOL rules to show their support and gratitude to U.S. farmers and ranchers by seeking out U.S.-produced meat at their local grocery stores," said R-CALF USA CEO Bill Bullard.

The new COOL rules replace previous regulations that allowed retailers to label meat from animals born, raised, and slaughtered in the U.S. with a mixed-country label such as "Product of U.S., Canada, and Mexico."

"The old labeling regulations were terribly misleading and were a disservice to U.S. livestock producers," Bullard said.

"We are very pleased with the new COOL regulations and we hope consumers will appreciate knowing from which country the food they are buying for their families was produced," he added.

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R-CALF USA (Ranchers-Cattlemen Action Legal Fund, United Stockgrowers of America) is the largest producer-only cattle trade association in the United States. It is a national, nonprofit organization dedicated to ensuring the continued profitability and viability of the U.S. cattle industry. For more information, visit or, call 406-252-2516.