By Julie Tomascik
Editor

The U.S. Department of Agriculture (USDA) launched a national public awareness campaign to help consumers better understand the voluntary “Product of USA” label and what it means for the food they purchase.

The campaign comes as new labeling standards took effect Jan. 1, establishing stricter criteria for when meat, poultry and egg products can carry the claim.

Products labeled “Product of USA” must come from animals that were born, raised, harvested, and processed in the United States. The label is voluntary, but companies using it must meet this transparent and verifiable requirement, according to USDA.

Agency officials said the outreach effort is designed to improve transparency and ensure consumers have confidence in U.S.-origin claims at the grocery store.

“American consumers want to support America by buying American, and this label will strengthen our food supply chain through transparency, fairness and trust,” U.S. Secretary of Agriculture Brooke Rollins said.

The revised standard closes a longstanding gap that previously allowed imported meat to carry the label if it was processed or packaged in the United States.

USDA’s campaign will include outreach through digital platforms, retail partnerships and industry engagement to increase awareness of the label and its meaning.

Texas Farm Bureau President Russell Boening said the organization supports the initiative and the clarity it brings for both consumers and farmers.

“We appreciate USDA and Secretary Rollins creating awareness of the ‘Product of USA’ label,” Boening said. “We welcome the opportunity to promote high-quality U.S. agricultural products to consumers.”

USDA’s Food Safety and Inspection Service (FSIS) oversees labeling and will continue to verify compliance and ensure claims are truthful and not misleading.

More information is available at productofusa.gov.