WASHINGTON – A bipartisan group of US senators, including Senate Majority Leader John Thune (R-SD) and Senator Cory Booker (D-NJ), decided to reintroduce the American Beef Labeling Act on Feb. 5 that looks to reinstate mandatory country of origin labeling (MCOOL) for beef.

“South Dakota ranchers – who work tirelessly to produce some of the highest quality beef in the world – deserve a fair labeling system that provides consumers with basic information on the origin of their beef,” Thune said. “As a longtime supporter of MCOOL, I’m proud to reintroduce this legislation that would promote the viability of cattle ranching across our country and provide full transparency for American consumers.”

In order for legislation to work, it needs assistance from the US Trade Representative and the Secretary of Agriculture to determine a means of reinstating MCOOL for beef while officials work within World Trade Organization compliance during the first year of enactment. 

Thune and Booker’s latest announcement said that the USTR would have six months to develop a reinstatement plan, followed by a six-month window for implementation. If USTR does not reinstate MCOOL for beef within that first year, it will automatically be reinstated for beef only.

“This bipartisan legislation will help Americans know exactly where their beef is coming from,” Booker said. “For too long, the big meatpackers have been misleading people with deceptive labeling. More transparency will enable consumers to support local family farmers and ranchers, and I look forward to working with Senator Thune to get this bill enacted into law as quickly as possible.”

Associations working with ranchers applauded the legislation efforts, hoping it could finally be put through Congress.

“America’s cattle producers are grateful for Senate Majority Leader John Thune’s steadfast support for mandatory country of origin labeling for beef,” said Bill Bullard, chief executive officer of R-CALF USA. “Our cattle and beef markets cannot function properly when consumers are denied basic market information, such as where the beef they purchase for their families was produced, under which country’s food production and food safety regime it was produced, and whether their purchase will help strengthen our domestic food supply chains. The American Beef Labeling Act will remedy this situation and bring needed transparency to the marketplace for producers and consumers alike.”

With the recent legislation proposition, the Meat Institute provided its latest assessment on MCOOL.

“The Meat Institute and its members support voluntary country of origin labeling (COOL)," said Sarah Little, vice president of communications at the Meat Institute to MEAT+POULTRY. "Previous attempts to mandate COOL were found to be trade distorting and to have violated the United States’ World Trade Organization obligations. USDA studies have shown mandatory COOL drives up prices for consumers, with no identifiable benefits, and adversely affects producers.”

The National Farmers Union also showed its support for the bill. 

“America’s family farmers and ranchers produce the best agricultural products in the world, and consumers have the right to know where their products come from,” said Rob Larew, president of NFU. “I’m very grateful to Senators Thune and Booker for listening to Farmers Union members across the country who have been calling for mandatory country-of-origin labeling legislation for decades. The passage of the American Beef Labeling Act will help create greater transparency for consumers and a more competitive market for cattle farmers and ranchers.”

In March 2024, the USDA finalized the rule for voluntary ‘Product of USA’ labels on various items for meat, poultry and eggs.

Senator Mike Rounds (R-SD) also pushed for MCOOL being included in the latest version of the farm bill last year.