The Department of Agriculture launched a new publicity campaign on Tuesday, National Agriculture Day, to promote the “Product of USA” label reserved for American meat, poultry, and egg products.
USDA finalized a rule establishing the “voluntary” label in the spring of 2024, and the Trump administration ramped up efforts to both promote the label and enforce eligibility requirements for companies that put it on their products earlier this year.
“Agriculture is back at the center of policymaking in Washington, D.C.,” USDA Secretary Brooke Rollins said in a statement. “It is amazing to have [President Donald Trump] fight for our farmers and ranchers across America every single day. Their hard work keeps the flame of American greatness alive, and they are finally getting the recognition they deserve.”
USDA launched a new website on Tuesday to let companies download the label if they meet specific requirements: the food products must come from animals “born, raised, harvested, and processed entirely within the United States,” and not use any “imported ingredients.”
USDA will conduct oversight of self-certifying companies that choose to use the label, though neither the White House nor USDA answered questions regarding penalties for eligibility violations.
The administration also released a new advertisement featuring Rollins, Health and Human Services Secretary Robert F. Kennedy Jr., Small Business Administrator Kelly Loeffler, and a host of farmers, ranchers, and professional bull riders touting the label.
“Born here. Raised here. Harvested here. Processed here,” the group says in the ad. “The TRUE American standard. Because when you see that label, it means exactly what it says: PRODUCT OF USA!”
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You can watch the ad in full below.
This is what we are fighting for.
Driven by American grit.
Defined by the American spirit.
Born here. Raised here. Harvested here. Processed here.
The TRUE American standard.Because when you see that label, it means exactly what it says: PRODUCT OF USA!… pic.twitter.com/Xpivylikpj
— Secretary Brooke Rollins (@SecRollins) March 24, 2026
