Manufacturing News
MCOOL

Report: Mandatory country-of-origin labeling has not increased demand for US meat

The 2009 regulations have not significantly impacted demand.

Report: Mandatory country-of-origin labeling has not increased demand for US meat

A report from the Kansas State University Department of Agricultural Economics found that 2009 mandatory country-of-origin labeling (MCOOL) legislation has not significantly impacted demand but has increased costs for producers.  

MCOOL requires retail grocers to provide country-of-origin labeling for products including fresh beef, pork, lamb, chicken, goat, wild and farm-raised fish and shellfish, peanuts, pecans, ginseng and macadamia nuts.

Proponents of the regulation argue that consumers want origin information, and have a right to know the provenance of meat products they purchase. Opponents hold that given the benefits, the cost of compliance is too high for producers, processors and retailers.

Trading partners led by Mexico and Canada brought a successful challenge to MCOOL before the World Trade Organization, alleging the meat labeling law violates US trade obligations under the WTO agreement on technical barriers to trade. The US is in the process of responding.

The study utilized retail grocery scanner data, an online survey and in-person interviews to arrive at the following conclusions:

-          Demand for covered meat products has not been impacted by MCOOL legislation.

-          Typical US residents are unaware of MCOOL and do not look for meat origin information.

-          Consumers regularly indicate they prefer meat products carrying origin information. However, consumers reveal similar valuations of alternative origin labels   such as “Product of North America.”

-          Conclusions held across species and product evaluated.

 Only 23 percent of online survey respondents were aware of MCOOL, 12 percent incorrectly believed MCOOL is not law, and nearly two-thirds did not know if MCOOL is a law. Given the lack of impact on demand and the significant cost of compliance, the report suggests, there has been an aggregate economic loss for the US meat and livestock supply chain. Read the full report here.

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

Recent Articles by Shane O'Halloran

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

IPPE 2015

The 2015 International Production and Processing Expo (IPPE) was held in Atlanta at the Georgia World Congress Center, Jan. 27-29. More than 30,000 poultry, meat and feed industry representatives attended the event to interact with the 1,288 exhibitors on the show floor that covered more than 490,000 net square feet. At the show exhibitors demonstrated innovations in equipment, supplies and services utilized by firm in the production and processing of meat, poultry, eggs and feed products.

Podcasts

Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

Food Engineering

Food Engineering February 2015 Cover

2015 February

In this February 2015 issue of Food Engineering, we explore how energy waste caused by leaks in compressed air, steam and water or faulty building insulation/seals can be reduced with the right equipment and knowledge.

Table Of Contents Subscribe

FSMA Audit

What is the is most important step you have taken to become ready for a FSMA audit?
View Results Poll Archive

THE FOOD ENGINEERING STORE

Food-Authentication-Flyer-(.gif
Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

STAY CONNECTED

FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +

Food Master

Food Engineering Food Master 2015Food Master 2015 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit www.foodmaster.com to learn more.