In today’s Beef Buzz, senior farm and ranch broadcaster Ron Hays speaks with Kent Bacus of the National Cattlemen’s Beef Association, who shares why cattle producers are encouraged by USDA’s renewed push behind the voluntary “Product of the USA” label.
A Long-Awaited Fix to Labeling Loopholes
Bacus says the updated rule represents years of industry work to correct misleading labeling practices. “We are excited to see USDA really stepping up efforts to promote the Product of USA label,” he said. “It was NCBA that really initiated changes with USDA, because we had concerns about imported products being able to carry that Product of USA designation.”
He emphasized the significance of closing that gap: “Now they’ve closed that loophole that allowed imported beef from carrying that designation and now it’s an opportunity for U.S. producers, for U.S processors, to really promote that U.S. product.”
A Voluntary Tool with Marketing Power
Rather than a mandate, Bacus highlights that the label is strictly optional—but powerful for those who choose to use it. “The key thing there is this is voluntary, so you can opt in to do that,” he explained. “If a retailer or a packer wants to use that designation… they have to be able to justify and verify that that is from an animal that was born, raised, harvested, and processed.” Here in the states.
He added that the rule creates new opportunities: “We think that it’s going to be an opportunity to differentiate our products in the marketplace and hopefully capture some of that demand.”
Building Consumer Trust and Market Opportunities
Bacus stressed that the label is not about food safety, but about connecting with consumers and adding value.
“This is not a food safety or a health label. This is a marketing label,” he said. “It creates some incentive to capture some of that demand and brings more integrity into the marketplace.”
He noted that it also fits into growing consumer trends: “Consumers want that high-quality product. They want to know it’s safe, they want to be connected to that producer. They want to be part of that story.”
Flexibility Without Government Overreach
While the rule requires verification, Bacus says it still preserves producer independence. “You’ve got to be able to show your receipts, you’ve got to be able to prove it,” he said, acknowledging the documentation involved. But he quickly added, “There are other ways you can market your product; they are free to do that.”
He underscored the broader philosophy: “One thing the cattle industry thrives on is independence and the ability to market our product… the last thing you need is really the heavy hand of the federal government telling you how you have to market every single thing that you do.”
A Positive Step for the Industry
Overall, Bacus believes the updated “Product of the USA” label strikes the right balance between clarity and flexibility.
“What this does is it creates opportunities and some integrity,” he said. “This Product of USA label is going to be a good opportunity all around—we’re excited to see USDA stepping up the efforts to promote it.”
OCA Appreciates USDA’s Work on the Voluntary Label
The state affiliate of the NCBA in Oklahoma, the Oklahoma Cattlemen’s Association, is in full agreement with NCBA. Their Executive Vice President, Michael Kelsey, offered this statement supporting the plan- “OCA member based policy has long supported the common sense announcement made by USDA regarding the Product of US label. Simply, if a label is to be applied then it must match what the label says. In this case, a Product of US label can only be applied to beef that originates from cattle born, raised and processed in the US. We greatly appreciate Secretary Rollins leadership to solidify this appropriate application. “
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR above for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
