“Product of USA” Label Aims to Bolster American Ranchers and Transparency
(Washington, D.C., March 24, 2026) – On National Agriculture Day, U.S. Secretary of Agriculture Brooke L. Rollins announced a national public awareness campaign to inform meat, poultry, and egg producers about the “Product of USA” voluntary labeling standard, which went into effect on January 1, 2026. The initiative seeks to increase consumer understanding of the label’s meaning and support American producers.
Strengthening the Food Supply Chain
“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. The new standard ensures producers investing in a fully American supply chain can compete fairly and provides consumers with confidence in the origin of their food.
Support for American Producers
The “Product of USA” label is reserved exclusively for meat, poultry, and egg products from animals born, raised, harvested, and processed in the United States. Even as voluntary, companies using the label must meet this verifiable requirement, ending the previous practice that allowed imported products to carry the claim after minimal processing.
“When we choose to purchase from American producers, we acquire 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. She highlighted President Trump’s efforts to end unfair competition and reduce red tape in domestic agriculture, stating that “Made in America is finally making a comeback.”
Ensuring Food Security and Quality
HHS Secretary Kennedy emphasized the importance of American farmers and ranchers in delivering on the Dietary Guidelines for Americans, stating that “‘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.”
EPA Administrator Zeldin added that America’s farmers and ranchers are key to national security, sustaining rural communities, and maintaining a resilient food supply. The label rewards American producers who grow, raise, and process their products domestically, while giving consumers confidence in supporting American agriculture.
Addressing Industry Challenges
North Dakota Senator Hoeven noted that a “Product of USA” label benefits ranchers and provides transparency for consumers, praising Secretary Rollins and the Trump administration for supporting farmers, ranchers, and rural communities.
Since 2017, the United States has lost over 17% of family farms, exceeding 100,000 operations in the last decade. The national herd is at a 75-year low, while consumer demand for beef has increased by 9% over the past decade. In October 2025, Secretary Rollins released the USDA Plan to Fortify the American Beef Industry, focusing on rebuilding domestic capacity, improving supply chain transparency, and ensuring a level playing field for U.S. Ranchers.
The announcement regarding the enforcement and promotion of the strengthened “Product of USA” label is a key component of this initiative, advancing the Trump Administration’s priorities of fairness, competition, and consumer trust.
More information is available at productofusa.gov.