On National Agriculture Day, March 24, U.S. Secretary of Agriculture Brooke L. Rollins announced the launch of a national public awareness campaign to promote the newly enforced “Product of USA” voluntary labelling standard. Effective January 1, 2026, the label now applies exclusively to meat, poultry, and egg products from animals born, raised, harvested, and processed in the United States.
“Our great patriot ranchers and producers grow, raise, and harvest the world’s safest, most affordable, and abundant food supply,” said Secretary Rollins. “This label strengthens our food supply chain through transparency, fairness, and trust.”
The announcement drew praise from U.S. officials across departments, including the Small Business Administration, the Department of Health and Human Services, and the Environmental Protection Agency, all emphasizing the label’s role in supporting domestic agriculture and consumer confidence.
But for Canadian hog exporters, the new standard raises red flags.
Manitoba’s Pork Pipeline at Risk
Cam Dahl, general manager of Manitoba Pork, says the change could disrupt a vital export stream. “This is a problem for Manitoba, given that we ship over three million live pigs into the U.S. every year,” Dahl said. “We’ve received reports from U.S. producers that some processors are indicating they will not take Canadian-born pigs.”
Dahl noted that the largest purchaser of food in the U.S. is the federal government, which will follow the new labelling requirements. While current disease pressures in the U.S. sow herd – particularly PRRS and PED – are keeping demand for Canadian isoweans strong, Dahl warns that could change. “There will be discrimination against Canadian-born pigs if those disease concerns are brought under control.”
Labelling and Livelihoods
Under the new policy, companies using the “Product of USA” label must meet a transparent and verifiable requirement: animals must be born, raised, and processed entirely within the United States. This ends the previous practice of allowing imported animals to qualify after minimal processing.
The USDA says the change is part of a broader effort to rebuild domestic capacity and ensure fair competition. Since 2017, the U.S. has lost over 17 percent of its family farms, and the national herd is at a 75-year low. Meanwhile, consumer demand for beef has grown nine percent over the past decade.
In October 2025, Secretary Rollins released the USDA Plan to Fortify the American Beef Industry, which includes today’s labelling enforcement as a key deliverable.
Canadian Perspective: Supply and Demand Still Rule
Bill Alford, general manager of H@ms Marketing Services in Winnipeg, takes a pragmatic view. “Supply and demand at the end of the day,” he said. “Put it in a box and you can ship anywhere in the world. Live hogs crossing the border is an inherent risk.”
Alford’s comment underscores the tension between policy and market forces. While labelling may influence procurement decisions, the fundamentals of disease pressure, production capacity, and consumer demand still drive trade.
Looking Ahead
As the U.S. tightens its definition of domestic product, Canadian exporters will need to monitor processor policies and market signals closely. The “Product of USA” label may be voluntary, but its implications are real — especially when government purchasing and consumer sentiment align.
For Manitoba’s pork industry, the challenge will be navigating a shifting landscape while maintaining strong demand and trusted relationships with U.S. partners. •
— By Harry Siemens