U.S. Secretary of the Department of Agriculture (USDA) Brooke L. Rollins announced the launch of a national public awareness campaign aimed at promoting “Product of USA” labels reserved exclusively for meat, poultry, and egg products produced from animals born, raised, harvested, and processed in the U.S.
“Our great patriot ranchers and producers grow, raise, and harvest the world’s safest, most affordable, and abundant food supply," Secretary Rollins said in a statement. "American consumers want to support America by buying American, and this label will strengthen our food supply chain through transparency, fairness, and trust.”
Secretary Rollins stated that the voluntary labeling standard, which went into effect on Jan. 1, 2026, allows producers who invest in U.S. supply chains to compete fairly. The standard follows a Mar. 2024 ruling that closed a loophole that allowed U.S. imports to receive the label if they were processed in the U.S.
U.S. Small Business (SBA) Administrator Kelly Loeffler praised the campaign, emphasizing its role in promoting American business.
“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,” Loeffler remarked. “Today, on National Agriculture Day, I urge all Americans to join me in support of the hardworking farmers and ranchers who anchor the U.S. food supply chain that is so vital to keeping our nation strong, safe, and healthy.”
Health and Human Services (HHS) Secretary Robert F. Kennedy Jr. also commended the campaign, recognizing the American agriculture industry’s significance in his agency’s efforts to promote healthy eating across the country.
“Our farmers and ranchers are essential to putting real food back at the center of the American plate and delivering on the Dietary Guidelines for Americans,” he commented.
USDA’s announcement of the campaign on Mar. 24, 2026, coincides with the U.S.’s National Agriculture Day.
