Product of USA Label: USDA Launches Campaign for Meat, Poultry & Eggs

WASHINGTON, D.C. – U.S. Secretary of Agriculture Brooke L. Rollins today announced a national public awareness campaign to promote a voluntary labeling standard for meat, poultry, and egg products, designating those produced entirely within the United States as “Product of USA.” The announcement, made on National Agriculture Day, aims to increase consumer understanding of the label, which went into effect on January 1, 2026.

“Our great patriot ranchers and producers grow, raise, and harvest the world’s safest, most affordable, and abundant food supply. American consumers seek to support America by buying American and this label will strengthen our food supply chain through transparency, fairness, and trust,” Secretary Rollins stated. The modern standard allows producers who maintain a fully American supply chain to differentiate their products and assures consumers of the origin of their food.

The “Product of USA” label applies exclusively to products derived from animals born, raised, harvested, and processed within the United States. While voluntary, companies utilizing the label must meet this verifiable requirement, ending a previous practice that permitted imported products to carry the claim after minimal processing.

Administrator of the Tiny Business Administration, Loeffler, emphasized the label’s role in reversing trends impacting American farmers. “When we choose to purchase from American producers, we get a superior product while supporting the hardworking family farms who put it all on the line every day to feed, clothe, and fuel our nation,” she said. “Amid President Trump’s operate to end years of unfair competition and eliminate the massive red tape that has crushed domestic agriculture, Made in America is finally making a comeback.”

Health and Human Services Secretary Kennedy highlighted the label’s contribution to dietary guidelines. “’Product of the USA’ labeling puts American producers first, gives families clear, honest information, and empowers them to choose food raised right here at home,” she stated.

Environmental Protection Agency Administrator Zeldin underscored the label’s broader implications for national security and rural economies. “America’s farmers and ranchers are key to our national security, sustaining rural communities and keeping our food supply resilient,” Zeldin said. “The ‘Product of the USA’ label rewards American farmers and ranchers who grow, raise, and process their products in the U.S., while giving consumers confidence they are supporting American agriculture.”

North Dakota Senator Hoeven echoed these sentiments, stating, “U.S. Producers are the best in the world, and produce the highest-quality products. A ‘Product of USA’ label benefits our ranchers and provides transparency and confidence for consumers. We appreciate Secretary Rollins and the Trump administration for their efforts to support our farmers, ranchers and rural communities.”

The initiative comes as the United States has experienced a decline in family farms – losing over 17% since 2017, representing more than 100,000 operations in the last decade. Simultaneously, consumer demand for beef has increased by 9% over the same period, while the national herd has fallen to a 75-year low. In October 2025, Secretary Rollins unveiled the USDA Plan to Fortify the American Beef Industry, focusing on rebuilding domestic capacity, improving supply chain transparency, and ensuring a level playing field for U.S. Ranchers.

The promotion of the “Product of USA” label is presented as a key component of this broader plan, aligning with the administration’s stated priorities of fairness, competition, and consumer trust. Further information is available at productofusa.gov.