U.S. Secretary of Agriculture Brooke Rollins announced a national campaign to promote the updated “Product of USA” voluntary labeling standard for meat, poultry and egg products. The standard, which took effect Jan. 1, requires that animals be born, raised, harvested and processed in the United States for a product to carry the label.

Rollins said the change is designed to provide transparency for consumers and ensure that farmers committed to a fully domestic supply chain can compete fairly.

Administration officials noted that the update comes as the U.S. continues to lose family farms and faces a 75-year-low national cattle herd, even as consumer demand for beef has grown.

The updated definition ends the previous practice of allowing imported meat to qualify as domestic after minimal processing. Companies choosing to use the label must meet the fully U.S.-sourced requirement.

Virginia agriculture leaders say the shift aligns closely with state efforts to strengthen local beef production. The Virginia Verified Meat program, launched in 2025, certifies beef born, raised and processed within the commonwealth. Created through 2024 legislation, the program aims to support local producers, ensure truth in labeling, and increase consumer trust in Virginia-sourced meat. It also complements recent state legislation requiring lab grown or cell-cultivated proteins to be clearly labeled to prevent misleading marketing.

Jake Tabor, Virginia Farm Bureau legislative specialist for livestock issues, said the federal and state standards work hand in hand.

“Virginia’s livestock producers take pride in raising a high-quality product from start to finish, and both the ‘Product of USA’ and Virginia Verified Meat standards help ensure that commitment is recognized,” Tabor said. “Clear labeling gives Virginia farmers the fairness they deserve and gives consumers confidence that choosing local truly supports our communities.”

The announcement is part of USDA’s broader effort to strengthen domestic processing capacity and support American farmers.