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(Washington, D.C., March 24, 2026) – Today, on National Agriculture Day, U.S. Secretary of Agriculture Brooke L. Rollins announced the launch of a national public awareness campaign to inform meat, poultry, and egg producers of the “Product of USA” voluntary labeling standard which went into effect on January 1, 2026, and increases consumer understanding of what the label means.
“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.”
“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. “Amid President Trump’s work to end years of unfair competition and eliminate the massive red tape that has crushed domestic agriculture, Made in America is finally making a comeback. 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.”
“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.”
“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. We appreciate Secretary Rollins and the Trump administration for their efforts to support our farmers, ranchers and rural communities.”
Under this standard, the “Product of USA” label is reserved exclusively for meat, poultry, and egg products from animals that were born, raised, harvested, and processed in the United States. The claim is voluntary, but companies using it must meet this transparent and verifiable requirement. This ends the prior practice which allowed imported products to carry the claim after minimal processing and strengthens consumer confidence by aligning with what Americans expect and demand.
Since 2017, the United States has lost over 17% of family farms, more than 100,000 operations over the last decade. The national herd is at a 75-year low while consumer demand for beef has grown 9% over the past decade. In October 2025, Secretary Rollins released the USDA Plan to Fortify the American Beef Industry that focuses on rebuilding domestic capacity, improving transparency across the supply chain, and ensuring U.S. ranchers can compete on a level playing field.
Today’s announcement on enforcement and promotion of the strengthened “Product of USA” label is a key deliverable under this initiative, advancing the Trump Administration’s priorities of fairness, competition, and consumer trust.
Learn more at productofusa.gov.
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