As a part of celebrating National Agriculture Day, U.S. Secretary of Agriculture Brooke L. Rollins announced the launch of a national public awareness campaign to inform meat, poultry, and egg producers of the “Product of USA” voluntary labeling standard that went into effect on Jan. 1.
“Our great patriot ranchers and producers grow, raise, and harvest the world’s safest, most affordable, and abundant food supply. American consumers want to support America by buying American and this label will strengthen our food supply chain through transparency, fairness, and trust,” said Rollins. “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.”
Under this standard, the “Product of USA” label is reserved exclusively for meat, poultry, and egg products from animals that were born, raised, harvested, and processed in the United States. The claim is voluntary, but companies using it must meet this transparent and verifiable requirement. This ends the prior practice which allowed imported products to carry the claim after minimal processing and strengthens consumer confidence by aligning with what Americans expect and demand.
SBA administrator Kelly Loeffler said the Trump administration has been working to end years of unfair competition and eliminate the massive red tape that has crushed domestic agriculture.
“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,” said SBA Administrator Loeffler. “Made in America is finally making a comeback.”
HHS Secretary Robert Kennedy Jr. said farmers and ranchers are essential to putting real food back at the center of the American plate and delivering Dietary guidelines for Americans.
“‘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,” said Kennedy.
EPA administrator Lee Zeldin said, “America’s farmers and ranchers are key to our national security, sustaining rural communities and keeping our food supply resilient. 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. The USDA is streamlining processes and delivering solutions that strengthen agricultural productivity, rural prosperity, and the health of our environment.”
Since 2017, the United States has lost over 17% of family farms, more than 100,000 operations over the last decade. The national herd is at a 75-year low while consumer demand for beef has grown 9% over the past decade.
In October 2025, Secretary Rollins released the USDA Plan to Fortify the American Beef Industry that focuses on rebuilding domestic capacity, improving transparency across the supply chain, and ensuring U.S. ranchers can compete on a level playing field.