USDA launches national campaign to promote updated “Product of USA” label

Source: USDA News Release

WASHINGTON, D.C. — On National Agriculture Day, the U.S. Department of Agriculture announced a nationwide public awareness campaign to educate meat, poultry, and egg producers about the updated “Product of USA” voluntary labeling standard that took effect January 1, 2026. The rule reserves the label exclusively for products from animals “born, raised, harvested, and processed in the United States,” ending the long‑standing practice that allowed imported meat to qualify for the label after minimal processing.

The USDA hopes to provide the public with clear standards for origin claims on meat, poultry, and egg products. Image credit - USDA

"Our great patriot ranchers and producers grow, raise, and harvest the world's safest, most affordable, and abundant food supply. American consumers want to support America by buying American, and this label will strengthen our food supply chain through transparency, fairness, and trust," said USDA Secretary Rollins. "This new standard policy ensures producers who invest in a fully American supply chain can compete fairly, and it gives consumers the confidence they deserve about the food they bring home."

"Our farmers and ranchers are essential to putting real food back at the center of the American plate and delivering on the Dietary Guidelines for Americans," said HHS Secretary Kennedy. "'Product of the USA' labeling puts American producers first, gives families clear, honest information, and empowers them to choose food raised right here at home."

The announcement comes amid broader concerns about the state of U.S. livestock agriculture. Since 2017, the nation has lost more than 17 percent of its family farms, and the cattle herd has fallen to its lowest level in 75 years, even as consumer demand for beef continues to rise. USDA officials say the new labeling effort is part of a larger initiative to rebuild domestic capacity and bolster confidence in American‑raised products.

Learn more at www.productofusa.gov.