Do you know where your grass fed beef is coming from? It turns out that a majority of meat labeled “Product of the USA” is not, in fact, raised in the US. A loophole in U.S.D.A. regulations allows imports to legally mislabel and mislead American consumers into thinking they’re purchasing domestic meat. This means that 75-80% of the meat we’re consuming that’s labeled as US grass fed beef is actually from Uruguay, Brazil, Australia, and other foreign countries. Learn more about how the Country of Origin Labeling (COOL) loophole has fueled deceptive marketing in the meat industry and where to find meat raised in America by our hardworking domestic ranchers. 

How is US grass fed beef being mislabeled?

Non-processed beef sold in retail used to be required to say where it was born, raised, and slaughtered until 2015. That’s when the USDA Food and Safety Inspection Service (FSIS) repealed Country of Origin Labeling (COOL) regulations for beef and pork. Now, foreigners can slap a “Product of the U.S.A.” sticker on their product to make it seem like their product is US grass fed beef, even if it was raised overseas. The meat merely has to be cut or processed in the US for this loophole to work.

Although most consumers aren’t aware of this sneaky marketing tactic, ranchers are all too aware of its effects on their operations. After the COOL repeal, domestic ownership of the grass fed market dropped from 60% in 2014 to just 15% in 2018, and that number continues to shrink. This means our American ranchers don’t even own 1/5 of the us grass fed beef market today. 

Where can I find true American raised beef?

So, how can you truly find American raised beef? Read the fine print on the back of the meat and continue educating yourself on industry regulations and marketing tactics. You can also rest assured that Rancher’s Prime is committed to exclusively sourcing from American ranchers, unlike other meat subscription boxes. By building a network of some of the most esteemed ranchers in the U.S., we’re helping domestic ranchers bolster their presence in the marketplace and giving them the tools to expand their reach. With each Rancher’s Prime purchase, you’re also donating to the Farm Rescue Foundation whose mission is to help farmers and ranchers recover from crisis. Our ranchers work hard to provide for our country, and we’re dedicated to supporting their livelihoods.