Montanans are demanding fairness from the farm to their forks, members of the Montana Country-of-Origin Labeling Coalition said during a press conference Tuesday, Jan. 27, at the Yellowstone Valley Food Hub in Billings.
“Mandatory country-of-origin labeling is now more important than ever as the United States imports more beef than at any other time in our history to meet this strong demand. Yet, the American beef herd is at its lowest numbers in more than 70 years, largely because of anti-competitive practices and deceptive labeling by the Big 4 multinational beef packers. When 30 percent of America’s beef supply is imported, mandatory country-of-origin labeling is crucial to maintaining truth and transparency for our consumers and fair markets for ranchers,” said Trent Stoltz, a rancher from Pompeys Pillar and Montana Farmers Union board member.
The Montana COOL Coalition is fighting for fairness and transparency in the beef market. Its members represent the majority of Montana cattle producers and aim to restore integrity to America’s food systems by demanding the reinstatement of mandatory country of-origin-labeling (MCOOL).
By reinstating MCOOL, Congress will stop undercutting American ranchers and create a more food-secure America.
The newly implemented Product of USA Labeling rule by the USDA, which took effect Jan. 1 of this year, does close a few loopholes that had previously been exploited by the meat packing industry, but does not go far enough and continues to weaken the integrity of the US food supply. Leaving COOL voluntary continues to harm the American consumer, who has no idea where their beef is born, raised, or harvested, and leaves room for vague labels that are not an indication of the true origin of the meat itself.
That beef and pork are the only items not labeled with an origin in the grocery store is no mistake and benefits the Big 4 meatpacking companies at the expense of ranchers and consumers.
“MCOOL gives producers deliverable credit for their product, and gives consumers answers to their questions,” said Samantha Ferrat, a rancher from Toston who also serves as Montana Director for the United States Cattlemen’s Association. “We’ve heard a lot lately about holding the big four meatpackers accountable. You can’t do that with hearings and headlines alone. You do it with policy that restores basic fairness and transparency to the marketplace. MCOOL is how you connect the dots from outrage to outcomes.”
Two current bills would reinstate mandatory COOL at the federal level: the American Beef Labeling Act in the Senate and the Country of Origin Labeling Enforcement Act of 2025 in the House.
Rep. Ryan Zinke has already signed onto the House bill, but his cohorts have failed to stand with Montana families and ranchers.
Members of the Montana COOL Coalition have been and will continue delivering letters of support for mandatory COOL to congressional delegate offices, sharing the importance of mandatory COOL for re-establishing fair markets and restoring the integrity of the food supply chain for consumers.
“Across this great state, family farming and ranching are under more pressure than ever. As operations go out of business, our rural places suffer economic ripple effects that lead to shuttered main streets and hollowed-out communities, all while corporate meatpackers reap record-breaking profits,” said Bruce Shultz, a rancher, Northern Plains Resource Council member, and National Farmers Organization member. “But the solution is a simple one. We must reinstate mandatory country-of-origin labeling and restore the decision-making power to our consumers.”
