Some U.S. processors shun Canadian pigs ahead of country of origin labelling enforcement

Nov 25, 2025

A Manitoba pork marketer says some U.S. processors have shut their doors to Canadian pigs as enforcement of U.S. voluntary country of origin labelling (vCOOL) looms.

“It’s very impactful,” said Lorne Voth, president of ProLine Pork Marketing.

“We get more and more guys that are saying, ‘I need Americans. I need American pigs.’ ”

U.S. voluntary country-of-origin labeling rules were passed in 2024 and take effect Jan. 1, 2026. They will restrict companies from adding “Product of USA” or “Made in the USA” labels to meat, poultry and egg products unless they come from animals born, raised, slaughtered and processed in the United States.

In 2024, the U.S. imported 6.8 million head of live pigs from Canada valued at $779 million, according to data from the Manitoba government.

The province sent 29 per cent of those imports, representing 27 per cent of pigs sold in the province. This included millions of weanlings that are raised and slaughtered south of the border.

Livestock and industry groups are concerned the new labelling rules will discriminate against Canadian animals due to a need to segregate them from American animals, which would be costly and inefficient.

Pigs are moving, but it’s not always easy, Voth said at a Manitoba Pork producers meeting earlier this month.

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