Better late than never, right? Actually, no. This is something that has been so long overdue that the potential move is an insult to both health-conscious Americans and the beef industry itself… at least those in it who believe in this nation.
For generations, American beef has been more than just a product — it’s been a symbol of who we are as a people. From the ranchers who rise before dawn to the family grilling burgers on a Sunday afternoon, beef represents the heart of American industry and tradition. Yet for years, Americans haven’t been told the full truth about where much of that beef actually comes from. And now, with a rare bipartisan push in Congress, there’s a growing chance that may finally change.
At the center of the debate is something called “Country of Origin Labeling,” or COOL. Once upon a time, it was standard practice for Americans to know where their beef originated. Consumers could read the label and see whether their steak came from a U.S. ranch or a foreign supplier. That transparency gave Americans confidence and helped support domestic cattle producers. But under relentless pressure from international trade groups and multinational meatpackers, Congress repealed mandatory COOL for beef in 2015 after the World Trade Organization ruled it was a “barrier to trade.”
In the years since, the meat industry has become increasingly consolidated, with just four companies — Cargill, Tyson Foods, JBS, and National Beef — controlling roughly 85 percent of U.S. beef processing. Two of those giants, JBS and National Beef, are foreign-owned. They work day and night trying to bring any independent ranchers under their wing and thereby under their thumbs.
Their global reach means that beef processed in an American facility may have originated in Brazil, Australia, or Uruguay — and yet still be labeled “Product of the USA” as long as it was repackaged or minimally processed here. That legal loophole has misled consumers and undercut domestic ranchers for nearly a decade.
American ranchers have paid the price. While consumers assume “Made in the USA” means homegrown, domestic producers have been forced to compete with cheaper, lower quality imported beef that benefits from lower environmental and labor standards abroad.