It was supposed to be patriotic. In 2020, President Trump invoked the Defense Production Act to keep meat plants running during COVID, casting himself as a defender of the American food supply. In 2024, he doubled down, reviving his “Made in the USA” directive to restore consumer trust in U.S. goods—including meat.
But there’s one problem.
The label doesn’t mean what you think it means.
And the reason has nothing to do with American law.
The WTO Runs Your Butcher Counter
Under current USDA policy, beef from cattle born and raised overseas—say, Brazil or Mexico—can still carry a “Product of USA” label if it’s merely processed in an American facility.
It’s not a loophole. It’s the rule. And it’s backed by the World Trade Organization, not the U.S. Congress.
“Product of USA” today means:
Foreign cattle, foreign feed, foreign labor—just slaughtered here.
How did this happen? Simple: the WTO told us to stop labeling. And we obeyed.
COOL Wasn’t Repealed. It Was Surrendered.
In 2002, Congress passed Mandatory Country of Origin Labeling (MCOOL) to give consumers transparency and protect U.S. ranchers. By 2008, it was fully implemented.
But Canada and Mexico objected. They filed a WTO complaint, alleging COOL unfairly discriminated against their livestock. After years of litigation, the WTO ruled repeatedly (2011–2015) that COOL violated the Technical Barriers to Trade (TBT) Agreement.
“COOL accorded less favorable treatment to imported livestock than to like domestic livestock,” the WTO said in its final Appellate Body decision in May 2015.
— WTO DS384, CRS RS22955 (Warning: Link is a download of a WTO-sourced PDF)
Then came the hammer: in 2015, the WTO authorized $1.1 billion in retaliatory tariffs by Canada and Mexico. Congress repealed MCOOL for beef and pork immediately—not because it was unpopular, but because a foreign tribunal threatened our economy.
No public vote. No national security review. Just capitulation.
Trump’s “Made in the USA” Directive Can’t Touch Meat
In his 2024 return to the White House, Trump renewed calls to expand domestic labeling standards. The Federal Trade Commission (FTC) has pushed for tighter “Made in USA” enforcement—but food, and especially meat, is governed by the USDA and USTR.
And those agencies? Still operating under WTO threat.
Lawmakers have conceded that reinstating mandatory COOL would require either WTO approval—or a deliberate act of defiance that could trigger international tariffs. Unless Congress is willing to challenge the WTO outright, ‘Made in the USA’ remains a marketing slogan. Not a legal standard.
Meanwhile, actual legislation—like the American Beef Labeling Act (S.421)—sits in committee, because it would force USDA to do the one thing it hasn’t done in a decade: stand up to Geneva.
Who Wins from Label Fraud?
Not you.
Foreign exporters benefit. Global meatpackers like JBS and Tyson benefit. Fast-food chains and industrial school lunch programs benefit.
But independent American ranchers lose.
They’re being undercut by cheaper imports that are legally labeled as U.S. beef. According to USDA ERS data, the U.S. imported over 3.4 billion pounds of beef and 2 million head of cattle in 2023 alone.
Ranchers can’t compete against a lie.
“We’re being forced to compete against foreign beef disguised as domestic,” said R-CALF USA CEO Bill Bullard, who continues to lead the fight to Label Our Beef.
Consumers Want It. Congress Won’t Deliver It.
A survey by the Consumer Federation of America found 90% of Americans want country-of-origin labeling for meat. Even the USDA admits the current system causes “consumer confusion.”
And yet, no action. Because behind the curtain, Congress already gave away the power.
COOL wasn’t killed by public debate—it was executed by a trade court in Geneva. And now, even a president can’t bring it back without risking global backlash.
The Label Is a Lie. The Fight Isn’t Over.
“Product of USA” is the food industry’s most effective act of consumer fraud. And everyone in Washington knows it.
The USDA allows it. The WTO demands it. Congress surrendered to it. And the White House—past or present—refuses to confront it.
This isn’t just about meat. It’s about who controls your food system.
Find real American beef that doesn’t need a foreign court’s permission: BeefMaps.com
How Consumers Can Fight Back:
1. Call Your Senators:
Demand immediate action on the American Beef Labeling Act (S.421). Tell them you want mandatory Country-of-Origin Labeling (COOL) restored—for beef, pork, and food sovereignty. No more fake “Product of USA” labels.
2. Say This Clearly:
“Support S.421 and reinstate mandatory COOL. I want to know where my beef comes from—and I don’t want the WTO deciding our food laws.”
3. Name the Real Barrier:
Remind them: Congress killed COOL in 2015 not because it failed Americans, but because the WTO threatened $1.1 billion in tariffs. That’s not democracy—that’s foreign pressure.
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