USDA promotes ‘Product of USA’ label to boost domestic agriculture
WASHINGTON, D.C. (KTVZ) -- U.S. Secretary of Agriculture Brooke L. Rollins launched a national public awareness campaign on Tuesday, which is National Agriculture Day, to promote the new "Product of USA" voluntary labeling standard.
The standard, which went into effect on January 1st, 2026, ensures that meat, poultry, and egg products carrying the label come from animals born, raised, harvested, and processed entirely within the United States.
The initiative aims to increase transparency and support American ranchers following significant losses in the domestic agricultural sector. Since 2017, the United States has lost more than 100,000 family farms, representing a 17% decline in operations. The new standard ends the prior practice of allowing imported products to use the label after only minimal processing.
The new policy requires that companies using the voluntary claim meet verifiable requirements for their entire supply chain. Agriculture Secretary Rollins said the goal is to provide a fair environment for domestic producers who invest in American operations.
"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," Rollins said. “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.”
The awareness campaign comes at a time of shifting market conditions for the livestock industry. The national cattle herd has reached a 75-year low, even as consumer demand for beef increased 9% over the last decade. In October 2025, Rollins released the USDA Plan to Fortify the American Beef Industry, which focuses on rebuilding domestic capacity and improving transparency.
Small Business Administration Administrator Loeffler said the label helps sustain family-run businesses by ending unfair competition. Loeffler credited recent efforts to reduce the "massive red tape" that she said has previously burdened the agricultural sector.
“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,” Loeffler said.
Health and Human Services Secretary Kennedy noted that the labeling also supports national health goals. Kennedy said the program helps families follow dietary guidelines by providing honest information about where their food is sourced.
"'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,” Kennedy said.
