LUBBOCK, Texas (RFD News) — The National Cattlemen’s Beef Association (NCBA) remains opposed to mandatory country-of-origin labeling (MCOOL) for beef, arguing that a new federal mandate could again expose U.S. agriculture to trade retaliation without delivering enough additional value to consumers.
NCBA CEO Colin Woodall said the issue has returned after decades of division within the cattle industry.
Woodall said previous efforts failed to produce a mandatory system that satisfied World Trade Organization requirements. Canada and Mexico successfully challenged the earlier U.S. program, creating the threat of retaliatory tariffs.
NCBA instead supports the voluntary Product of USA labeling framework. Woodall said voluntary labels allow retailers and beef companies to develop marketing claims that can better attract consumers seeking U.S.-origin products.
He also criticized the coverage of the former mandatory program, noting that restaurants, hotels, food service and processed beef were exempt. That limited how much of the beef market was subject to the labeling requirement.
For cattle producers, Woodall argues the trade risk remains the central concern. NCBA believes voluntary labeling can differentiate domestic beef without reopening a dispute that could jeopardize exports or other agricultural trade.
