Answered by Carolyn Carey
Born & Raised in the USA®

There seem to be several labels and definitions for U.S. meat – can you explain that?

"Product of USA" is the label used on meat we export - And, "Domestic Origin" is seen on meat for the school lunch program or for military procurement. They both have trace-back systems monitored by USDA, but they only go back as far as the packer. "Product of USA" or "Domestic Origin" only means the meat was PREPARED in the United States ... not necessarily born or raised here.

How are the requirements for labeling meat under the born, raised and processed definition of U.S. meat different from those for "Product of USA" and "Domestic Origin?"

Any label claiming "USA Beef" or "USA Lamb," for example ... right now ... must substantiated all the way from "gate to plate," so to speak. Existing USDA regulations are quite clear, and the new COOL law doesn't change that - in fact it reinforces the fact that a "USA Meat" label can only go on meat from animals born, raised, and processed exclusively in the United States ... which is not the case with "Product of USA" and "Domestic Origin" labels.

Why would anyone want to use the Born & Raised in the USA® label?

I would say because it has USDA approval for ALL U.S. Beef, Pork and Lamb (along with poultry, fish and game, too) ... the meat from any animal that's spent its entire life in the United States qualifies to wear this label ... and the required "trace-back" is provided for the retailer and the rancher by Born & Raised. Neither the rancher nor the retailer needs to worry ab out how to be in compliance ... Born & Raised takes care of it.

Aren't there other approved source verification systems and labels out there?

Yes, but so far they're all associated with branded programs - Certified Angus Beef and Laura's Lean are two examples. Born & Raised in the USA® is a USDA approved label and verification system for all the meat that meets the born, raised, and processed definition of "U.S. Meat."

How is your Born & Raised label different from labels on branded products?

It makes no management or quality claim. The Born & Raised in the USA® label claims just that ... that the animal was born and raised in the United States. It is only a Geographic claim ... subject to all those USDA regulations ... and isn't "country of origin labeling" the biggest geographic claim of all?

So what does Born & Raised do for the retailer?

The flag logo, which is also the meat label, is trademarked ... so essentially Born & Raised in licensing use of the logo for advertising, labels, store signs ... anything ... AND at the same time, providing USDA compliance so the retailer can legally place a "US Meat" label on US source verified product.

It's been said by retailers that the cost of COOL compliance would be astronomical - What's the cost under your program?

Starting from scratch, I suppose it could be quite costly. With Born & Raised ... for USDA compliance, which includes the required trace-back and source verification system ... the cost is 2/10ths of a cent per pound. And remember, rights to use the flag logo and label come with that.

Just what is the Born and Raised source verification system for livestock?

It's a paper trail. A certificate follows the animals from birth to final processing. There are procedures in place to track split bunches and changes in ownership. At final processing, the animals are inspected by USDA, the certificates collected, and sent back to Born & Raised for filing with USDA.

How do producers sign up? ... and when should they?

They can call Born & Raised direct ... it's toll free: 1-866-564-2370. Or, as auction yards and buyers become agents (and that's happening every day), certification forms are becoming available through them. There's no need to sign up until the animals are going to leave the control of the original producer, but any time before that is fine. If there's any question just call ... someone will get back to you.

What kind of records have to accompany the Born & Raised in the USA® certificate?

The short answer is "None." But, no matter what source-verification system is used, some kind of production records have to be kept by the producer ... just like for income tax ... but they do not have to be bundled up and shipped with the cattle! I've seen some confusion about that ... They just need to be available in the event USDA wants to check. For example, if you have a vet bill for preg checking 500 cows and you said you shipped 600 U.S. calves, you can be sure USDA will dig a little deeper!

I could just lie on the Born & Raised form - What's to keep me from cheating?

Someone always asks me that! My answer has gotten to be, "Are you going to?" The response is always, "Well, no not me! ... but someone will!" Maybe someone will ... if he wants to run the risk of tangling with the USDA ... but I wouldn't want to get caught ... the penalty can be jail time! I know the whole systems seems too simple ... but there are a couple of safeguards in place I don't mention!

Since foreign cattle coming into this country are already identified, why do we have to source verify our U.S. cattle?

Simple answer? Because it's the law. I don't mean to sound flippant, but there's a huge misunderstanding about that. Because the new COOL law mandates the labeling of U.S. meat, not just foreign, all the requirements to do that must be met ... including source verification, trace-back compliance, and so forth. Those requirements pre-date COOL and are not going to go away.