For U.S. cattle producers, the concept of country-of-origin labeling seemed simple: Require all muscle cuts of beef to be labeled with their countries of origin, much like the labels affixed to televisions and furniture. That way, U.S. consumers could easily identify U.S. beef products, and buy them because of their reputation for safety and quality.

As it turned out, it wasn’t that simple. Although country-of-origin labeling (COOL) for beef products was originally written into the 2002 Farm Bill, its implementation has been delayed six years because of continued arguments between ranchers and meat packers over how to interpret the law. Labeling for beef finally became “mandatory” last Sept. 30, and the Agriculture Department will begin enforcing its regulations beginning April 30. Yet the battle over country-of-origin labeling still rages.

Bill Bullard, chief executive of the Ranchers-Cattlemen Action Legal Fund, United Stockgrowers of America (R-CALF USA), said he is “definitely looking forward to the full implementation” of the labeling regulations, as spelled out, once again, in the 2008 Farm Bill. But he added that the USDA, under pressure from politically powerful meat packers, has undermined the intentions of Congress by writing interim rules that restrict the scope and power of the country-of-origin labeling.

For example, Bullard said the USDA’s interim final rule for the labeling, issued Aug. 1, excludes any beef products that are cooked, smoked or cured. “The USDA is engaged in mischief in the rule-writing process. We are prepared to go back to Congress if they don’t do it properly,” Bullard said. “We’d ask Congress to amend the law to remove any discretion on the part of the USDA.”

Exploiting wiggle room in the USDA’s interpretation of the labeling law, Bullard said meat packers have refused to provide “Made in USA” labels for products exclusively born, raised and slaughtered in the United States. Instead, some meat packers are labeling them “Product of U.S., Canada and Mexico.” Bullard said, “They don’t want consumers to distinguish the domestic product. They objected to the bill, and they are trying to undermine it. This shows how powerful the meat packers are.”

The balance of power between ranchers and meat packers could soon change under the Obama administration. Bullard said ranchers are looking forward to working with incoming Agriculture Secretary Tom Vilsack, former governor of Iowa. “He fully understands the importance of implementing COOL properly,” Bullard said. “The last three agriculture secretaries have done everything to undermine COOL.”

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