Don't Drink The COOL-Aid

June 23, 2017 02:25 PM
COOL Beef Label

Mandatory Country Of Origin Labeling (COOL) is back in the news. Dropped after WTO rulings and predictions of financial losses, the controversial labeling issue has resurfaced in a lawsuit against the USDA.

Supporters of COOL say USDA went too far when they stopped the program and went against the intent of Congress in doing so.

Along with the lawsuit, COOL is also expected to be part of NAFTA renegotiations and proposed legislation in Congress. Supporters believe they now have an advocate in the White House as President Trump pushes his pro-America agenda.

Will this three prong strategy bring back COOL? There are still some big hurdles to overcome. Finding a way to get WTO approval will be critical.

Whether you believe we should be a part of the WTO or not, as long as we are we should abide by their rules. Critics often overlook the WTO cases that are decided in our favor. Also, who really knows the intent of Congress?

I’m not sure even they know. And then there are the consumers. I understand how passionate COOL supporters are, but I don’t think that passion is shared by a majority of consumers who tend to look at the price tag more than a label of origin.

If companies felt there was an economic benefit to be gained from COOL, they would do it voluntarily. While the concept of COOL is appealing, that’s not enough to warrant bringing it back.

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Spell Check

Lima, OH
6/26/2017 06:41 AM

  As a farmer and producer of my own family's beef, I am appalled that COOL is even questioned. Why is it that implanting this would be so "detrimental" to the beef industry, when it has been in place for years in so many other areas of food production? I think we all know the answer to that, follow the money!

Ft Thompson , SD
6/27/2017 12:40 AM

  If your argument is that consumers dont care about where beef comes from and only price matters. Then why would they buy beef in the first place since pork and chicken are less expensive Consumers buy beef for the favor that is lacking in the two previously mentioned meats. Why then not let the consumer choose which country there meat comes from. My beef may be more expensive but it is because of quality. If the consumer wants a cheaper Brazilian hunk of gristle, let them choose that. But dont let the meat packers pass that piece of leather off as American Beef and ruin my reputation.

Chad Green
Roanoke , AL
6/27/2017 02:25 PM

  The problems with Brazil beef being in the news headlines now is right time revisit COOL. GET IT DONE


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