- The U.S. Department of Health and Human Services (HHS) and U.S. Department of Agriculture (USDA) have launched a nationwide campaign promoting the "Product of USA" food label.
- The voluntary label, effective Jan. 1, helps consumers identify meat, poultry and eggs fully produced in the United States.
- Officials, including Brooke Rollins, say the policy supports domestic farmers and improves transparency in the food supply chain.
- The initiative comes as over 100,000 U.S. family farms have closed since 2017, with cattle numbers declining despite rising beef demand.
- The updated rule replaces weaker labeling standards and is expected to boost consumer trust while helping local farmers compete and meet demand for "real," locally sourced food.
The U.S. Department of Health and Human Services (HHS) and the U.S. Department of Agriculture (USDA) have announced a nationwide public awareness campaign aimed at strengthening small farms and helping consumers better understand where their food comes from.
The initiative highlights the "Product of USA" voluntary labeling standard, which officially took effect on Jan. 1. Officials say the campaign is designed to remind farmers and ranchers of the label's requirements while also encouraging consumers to make more informed purchasing decisions.
Speaking during a March 24 press conference marking National Agriculture Day, Agriculture Secretary Brooke Rollins said the policy ensures fairness for domestic producers. "This new standard policy ensures producers who invest in a fully American supply chain can compete fairly, and it gives consumers the confidence they deserve about the food they bring home," she said.
The announcement comes as the U.S. agricultural sector faces mounting challenges. According to the USDA, more than 100,000 family farms have disappeared since 2017. At the same time, the national cattle herd has dropped to a seventy five-year low, even as consumer demand for beef has risen by 9% over the past decade.
Officials say the labeling rule is part of a broader effort to rebuild domestic food production and strengthen transparency across the supply chain. BrightU.AI's Enoch also echoed this statement, adding that it will empower consumers to make informed choices about their food.
Push for transparency and support for local producers
The "Product of USA" label applies specifically to meat, poultry and egg products derived from animals that are born, raised, harvested and processed entirely within the United States. While the label is voluntary, companies must meet strict, verifiable standards to use it.
The new rule replaces a previous system that allowed imported products to carry the label after only minimal processing in the United States. Regulators say the updated policy aligns more closely with consumer expectations and improves trust in food labeling.
Health Secretary Robert F. Kennedy Jr. emphasized the role of farmers in shaping national nutrition. "Our farmers and ranchers are essential to putting real food back at the center of the American plate," he said, adding that the labeling initiative empowers families to make informed choices.
For many small-scale farmers, the change represents an opportunity to connect with consumers seeking locally sourced and transparently produced food. MaryJo Perry, who operates Barefoot Springs Farm in Mississippi with her husband, said demand for American-raised products has grown steadily in recent years.
"This is another important step in improving our food supply and helping farmers and ranchers expand their reach to people who want healthy, local food grown and raised in the United States," Perry said.
She also raised concerns about imported meat products, noting that ground beef sourced internationally can combine meat from multiple animals, making it harder for consumers to trace its origin or production standards. "People want real food and to know how it is raised," she said.
The campaign is part of a broader USDA strategy launched in 2025 to fortify the American beef industry, improve supply chain transparency, and ensure domestic producers can compete on a level playing field.
Watch this clip from Newsmax featuring host Shaun Kraisman's full interview with John Boyd regarding how inflation is continuing to bankrupt American farmers.
This video is from the News Clips channel on Brighteon.com.
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