SCOTTSDALE, Ariz. – The USDA has finalized its new ‘Product of the USA’ labeling rule for meat, poultry and eggs, which restricts the voluntary retail label only to products from animals born, raised, slaughtered and processed in the United States.

“This final rule will ensure that when consumers see ‘Product of USA,’ they can trust the authenticity of that label and know that every step involved, from birth to processing, was done here in America,” USDA Secretary Tom Vilsack said at the National Farmers Union annual convention, March 12, in Scottsdale, where he announced the final rule.

The USDA added the rule prohibits misleading U.S. origin labeling in the market, and helps ensure the information consumers receive about where their food comes from is truthful.

The USDA said the “Product of USA” or “Made in the USA” label claim will continue to be voluntary, and remain eligible for generic label approval, meaning it would not need to be pre-approved by the USDA’s Food Safety and Inspection Service before it can be used on regulated product. But it would require the meatpacker to maintain documentation on file to support the claim.

Under the rule, meatpackers would not be required to label their product, but if they voluntarily use ‘Product of USA’ or ‘Made in USA’ or an American flag, they must be able to provide proof of the claim.

The rule also only applies to domestic U.S. sales; all exports will continue to follow the labeling rules of the country of destination. If a product includes multiple ingredients, all must comply with the rule’s criteria, except for spices and flavorings in processed products.

Andrew P. Griffith, University of Tennessee professor of agricultural and resource economics, told Farm World the purpose of the rule is to bring transparency to the consumer.

“Nothing has ever prohibited the voluntary use of this labeling, but mandating it always results in pushback,” he said. “Now, the USDA has found a way to mandate that ‘Product of USA’ or ‘Made in the USA’ is not used in such a manner to be deceptive.

“Thus, the advantage to consumers is knowing the label with ‘Product of USA’ or ‘Made in the USA’ is from animals solely originating from the USA,” he added.

Kent Bacus, National Cattlemen’s Beef Association (NCBA) executive director of government affairs, said, “The NCBA has been committed to finding solutions to this problem ever since a producer-led NCBA working group raised the alarm, years ago, that imported beef could be mislabeled as a ‘Product of the USA’ incorrectly at the end of the supply chain. We appreciate the USDA’s effort to address this loophole.”

The National Pork Producers Council, however, said it is concerned the regulation will strain the relationships between the United States and its trading partners, particularly Canada and Mexico, and could result in disputes being filed with the World Trade Organization or under the U.S.-Mexico-Canada Agreement against the United States.

The organization added this could likely result in tariff retaliation against U.S. agricultural products.

“Again, this is not a mandatory labeling,” Griffith said. “The rule simply says this label cannot be used if the meat product does not meet the certain standards. Given that this is a voluntary label with a restriction, the government is not mandating anything, which would not overstep or be in opposition to established trade agreements.”

The USDA said meatpackers voluntarily using a claim subject to the final rule will need to comply with the new regulatory requirements by Jan. 1, 2026, and are encouraged to do so as soon as they are able to be used after the publication of this final rule.