Agriculture Secretary Tom Vilsack announced last week that Country of Origin Labeling (COOL) will go into effect March 16 as written. He also encouraged additional voluntary labeling practices.
COOL has been a heated issue in the beef industry for many years. It is strongly supported by R-CALF who says it will increase demand for U.S. beef. However, others claim if there would be a significant financial benefit for labeling U.S.-produced beef companies would already be doing it under the free market.