SAN ANTONIO (DTN) -- Country-of-origin labeling, a subject that has divided the cattle world more than anything this side of a Ford-Chevy-RAM debate, could be back in play during the current Congressional session.

The American Beef Labeling Act, which would reinstate mandatory country-of-origin labeling (MCOOL) for beef, was introduced Feb. 5 by Senate Majority Leader John Thune, R-S.D., and Sen. Cory Booker, D-N.J.

According to a press statement released jointly by the two senators, the legislation would require the U.S. Trade Representative and the Department of Agriculture, to "develop a World Trade Organization-compliant means of reinstating MCOOL for beef within one year of enactment. USTR would have six months to develop a reinstatement plan followed by a six-month window to implement it. If USTR fails to reinstate MCOOL for beef within one year of enactment, it would automatically be reinstated for beef only."

The effort will once again pit label-supporting groups in the livestock sector against meatpackers and other cattle interests that have long held such labeling will be counterproductive in world trade.

The debate will also pit the free-market GOP, which typically treats business regulation like a momma cow facing off against a pack of coyotes, with its own "America First" mantra that has guided so much government action in the past few weeks.

"South Dakota ranchers -- who work tirelessly to produce some of the highest-quality beef in the world -- deserve a fair labeling system that provides consumers with basic information on the origin of their beef," Thune said in the statement.

"This bipartisan legislation will help Americans know exactly where their beef is coming from," Booker said. "For too long, the big meatpackers have been misleading people with deceptive labeling. More transparency will enable consumers to support local family farmers and ranchers, and I look forward to working with Senator Thune to get this bill enacted into law as quickly as possible."

The action was met with familiar commentary from the various cattle and meat-producing circles.

"MCOOL is necessary for consumers who need to know where their food comes from," said Doug Sombke, president of the South Dakota Farmers Union, in the Thune-Booker release. "MCOOL is necessary for cattle producers who invest heavily in practices that produce the safest and highest quality meat in the world."

Bill Bullard, chief executive officer of R-CALF USA, praised Thune for his "steadfast support for mandatory country-of-origin labeling for beef. Our cattle and beef markets cannot function properly when consumers are denied basic market information, such as where the beef they purchase for their families was produced, under which country's food production and food safety regime it was produced, and whether their purchase will help strengthen our domestic food supply chains.

"The American Beef Labeling Act will remedy this situation and bring needed transparency to the marketplace for producers and consumers alike."

"United States Cattlemen's Association commends Majority Leader Thune for introducing the American Beef Labeling Act," said Justin Tupper, USCA president. "This legislation puts U.S. producers first, and we look forward to collaborating with Senator Thune and lawmakers on both sides of the aisle to uphold integrity in the domestic beef market."

The Wednesday announcement fell smack in the middle of the annual CattleCon convention of the National Cattlemen's Beef Association, which has historically sided with the packing industry in opposition to MCOOL.

There was no immediate comment from the NCBA, according to a spokesperson at CattleCon. In congressional testimony and elsewhere, NCBA representatives have said country-of-origin labels did not change consumer buying habits and only resulted in additional paperwork and processing costs for the industry. The organization often points to a 2012 Kansas State University study that showed consumers saw little difference in a "Product of the United States" label versus one stating "Product of North America."

Previous efforts to reenact MCOOL rules have failed multiple times. This particular legislation does potentially carry more weight as it was introduced by the new majority leader.

Sens. Mike Rounds, R-S.D.; Martin Heinrich, D-N.M.; Cynthia Lummis, R-Wyo.; John Fetterman, D-Pa.; and John Hoeven, R-N.D., were cosigners to the labeling act, according to the news release.

Greg Horstmeier can be reached at greg.horstmeier@dtn.com

(c) Copyright 2025 DTN, LLC. All rights reserved.