In today’s beef buzz, senior farm and ranch broadcaster Ron Hays speaks with Ethan Lane of the National Cattlemen’s Beef Association at the National Farm Broadcasters Convention in Kansas City. They discussed the ongoing debate over labeling in the beef industry. The conversation centered on tensions between mandatory Country of Origin Labeling (MCOOL) and voluntary labeling, a topic that continues to divide producers, policymakers, and industry groups. Lane was clear that he believes the industry must move forward based on evidence rather than nostalgia for policies that have struggled in the past.
Lane emphasized that MCOOL (mandatory country of origin labeling) simply did not achieve its intended goals. “MCOOL didn’t work. The numbers show that MCOOL didn’t work.” In contrast, Lane argued that voluntary labeling systems have shown measurable success with consumers, who increasingly respond to local, regional, and value-added labels that highlight specific production attributes.
From the producer’s perspective, Lane stressed that voluntary labeling delivers real value where it matters—at the ranch level. He explained that broad national origin claims don’t benefit cattle producers directly, saying, “A large, broad national origin claim… might give a little tiny kicker to the packers… they do absolutely nothing for the U.S. cattle producer that I work for.” Instead, he believes the U.S. beef industry should focus on leveraging its unmatched product quality and capturing premiums that reward producers for the superior beef they raise.
Lane also discussed the upcoming “Product of the USA” label changes that take effect January 1. He highlighted that this new voluntary model eliminates decades of confusion, stating, “For 35 years… Product of the USA… was any product that passed through a USDA inspected facility. This does away with that… if you want to use the label, you have to attest that that product was born, raised, and harvested in the United States.” He added that retailers and packers are currently evaluating how the new rules will affect sourcing and supply chains, especially since foreign beef—including Brazilian and Argentinian product—will no longer qualify for the label.
Lane described why NCBA encouraged USDA to take the lead on these changes and why he sees voluntary labeling as a win for producers. He explained that clearer, truth-in-labeling standards combined with marketing flexibility create new opportunities, especially for small and regional processors. As he put it, the new system will provide “true marketing options” and support business models that allow producers and emerging processors to earn premiums. Lane expressed optimism about the path ahead, calling the updated Product of the USA rule “a win for the U.S. cattle industry.”
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 for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
