New national campaign promotes American meat poultry and eggs
On National Agriculture Day 2026, U.S. Secretary of Agriculture Brooke L. Rollins announced a national campaign promoting the voluntary “Product of USA” label for meat, poultry, and egg products. The label, effective January 1, 2026, ensures products are born, raised, harvested, and processed entirely in the United States.
“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,” said Rollins.
“When we choose to purchase from American producers, we get a superior product while supporting the hardworking family farms who put it all on the line every day to feed, clothe, and fuel our nation,” said SBA Administrator Loeffler.
“Today, on National Agriculture Day, I urge all Americans to join me in support of the hardworking farmers and ranchers who anchor the U.S. food supply chain that is so vital to keeping our nation strong, safe, and healthy,” said Loeffler.
“U.S. producers are the best in the world, and produce the highest-quality products,” said North Dakota Senator Hoeven. “A ‘Product of USA’ label benefits our ranchers and provides transparency and confidence for consumers.”
Previously, imported products could carry the claim after minimal processing, but the new standard ends this practice. The label is voluntary but requires strict verification to ensure its authenticity.
Since 2017, the U.S. has lost over 17% of family farms, and the national herd is at a 75-year low, even as consumer demand for beef has grown. The USDA Plan to Fortify the American Beef Industry, released in 2025, focuses on rebuilding domestic capacity, improving supply chain transparency, and supporting ranchers to compete fairly.
The Product of USA label is a key part of these efforts, reinforcing fairness, competition, and trust in the U.S. food system. It gives consumers clear information and supports the revival of domestic agriculture.
"We’re pleased with the secretary’s support of this new standard for this voluntary label,” said R-CALF United Stockgrowers of America CEO Bill Bullard said. “Today, when consumers see the ‘Product of USA’ label, they can be assured that the beef is entirely a USA product produced entirely by domestic farmers and ranchers and by beef packers operating in the United States. This is a positive step in advancing our goal of empowering consumers to support America’s beef supply chain through their purchasing decisions.”
Bullard asserted that Congress should follow through by enacting mandatory country-of-origin labeling (MCOOL) to apply a uniform labeling standard to all domestic and imported beef sold in American grocery stores.
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