By Nancy Wiedmann


Georgia Beef Board

Groups representing America’s cattle ranchers, pork producers,
seafood producers and produce grower-shippers are supporting a
proposed plan to label domestic produced fruits, vegetables,
beef, pork and seafood with labels displaying their U.S. origin.

Country-of-origin labels

This new voluntary market-based program could offer consumers
additional choices and information about agriculture products’
origins as well as benefit U.S. producers by promoting
American-grown foods.

Announced by House Agriculture Committee Chairman Bob
Goodlatte (R-VA) and Ranking Minority Member Charles Stenholm
(D-TX), the
proposed “Food Promotion Act of 2004,” will amend the
Agricultural Marketing Act of 1946 to direct the Secretary of
Agriculture to establish the voluntary labeling of produce, meat
(including beef, pork, veal, lamb) and seafood with
country-of-origin information. The labels are aimed at encouraging
consumers to choose American products at their supermarkets.

The National Cattlemen’s Beef Association (NCBA), National Pork
Producers Council (NPPC), National Fisheries Institute (NFI),
United Fresh Fruit and Vegetable Association (UFFVA) and Produce
Marketing Association (PMA) voiced strong support and gave thanks
to Representatives Goodlatte and Stenholm for spearheading the
bipartisan effort aimed at giving both consumers and producers a
market-driven, cost-effective labeling program.

Informs consumers, doesn’t burden producers

“Cattle producers have been working for years in support of a
labeling program that promotes U.S. beef without overburdening
producers,” said Jan Lyons, NCBA president and a Kansas cattle
producer. “The initiative put forth by Representatives Goodlatte
and Stenholm represents a market-based solution which promotes
American beef, without the costs and liabilities of a government
mandated program.”

America’s pork producers have long supported a workable,
voluntary country-of-origin labeling program that may add value
to America’s pork products.

“The proposed voluntary country-of-origin labeling system is

designed to inform consumers without unduly burdening producers,”
said Joy Philippi, NPPC vice president and a pork producer from
Bruning, Neb. “We’ve long supported producers, packers and
processors who choose to explore alternative markets to build
demand for their products.”

“The current regulation, as written, is unworkable, especially in
the context of wild-caught seafood,” said Justin LeBlanc, vice
president of government relations at NFI. “A voluntary program
achieves a marketing advantage for seafood producers without the
cost and confusion of the mandatory rule.”

Some produce already labeled

The fresh produce industry supports the program as well.

“The fruit and vegetable industry is committed to providing
consumers country-of-origin information on our products,” said
UFFVA President Tom Stenzel. “This legislation provides the
framework for the produce industry to implement our commitment to
widespread origin labeling, with strong oversight by the
Department of Agriculture to measure our results, and
comprehensive reporting back to the Congress.”

Today, more than 75 percent of produce offered for sale in U.S.
retail stores carries some labeling mechanism such as a sticker
or package, which can be adapted to include origin labeling.

“We (producer groups) all agree that the goal is to give
consumers useful information about where their food comes from,”
said Kathy Means, vice president of government relations at PMA.
“This legislation puts the labeling responsibility in the hands
of marketers and the decision-making in the hands of consumers.”