1. Country of Origin Labeling Agricultural Marketing Service

2. Scope of COOL Purpose The intent of the law is to provide consumers with additional information on which they base their purchasing decisions. To ensure the public receives credible and accurate information on country of origin of covered commodities. Agricultural Marketing Service

3. Delegation of Authority Secretary of Agriculture USDA Marketing & Regulatory Programs MRP Agricultural Marketing Service AMS Agricultural Marketing Service

4. The COOL Program State Cooperation Retail Surveillance Training Retail Reviews Supplier Audits Education and Outreach Agricultural Marketing Service AMS

5. Outreach Efforts Informational Sessions Texas Minnesota California Teleconferences Guidance Materials: www.ams.usda.gov/coolwww.ams.usda.gov/cool Talking Points Questions and Answers Brochures Etc. Agricultural Marketing Service

6. Legislation and Related Activities Agricultural Marketing Service 2002 2002 Farm Bill – Enacted Mandatory COOL 2004 IFR published for Fish and Shellfish Only – 7 CFR Part 60 Implementation for remaining covered commodities delayed 2008 2008 Farm Bill Amended COOL Provisions IFR published for remaining covered commodities: 7 CFR Part 65 Implementation September 30, 2008 2009 Final Rule published for all covered commodities combined 7 CFR Part 60 7 CFR Part 65 Implementation – March 16, 2009

7. Components of the Regulations Who Must Label What Must be Labeled Determining Origin Notification & Labeling Recordkeeping Compliance and Enforcement Agricultural Marketing Service

8. Who Must Label? Retailers Person licensed as a retailer under the Perishable Agricultural Marketing Act (PACA) retailers handling fresh and frozen fruits and vegetables with an invoice value of at least $230,000 annually Agricultural Marketing Service

9. Exemptions Food Service Establishments –Restaurants, –Cafeterias, –Lunch Rooms, –Food Stands, –Salad bars, –Delicatessens, and –Other food enterprises including those located within retail establishments that provide ready-to- eat foods Agricultural Marketing Service

10. What Must be Labeled? Initial Covered Commodities Muscle Cuts of Beef (including Veal)Ground Beef and Ground Veal Muscle Cuts of LambGround Lamb Muscle Cuts of PorkGround Pork Fish and Shellfish (wild & farm-raised) Perishable Agricultural Commodities (fruits & vegetables) Peanuts Additional Covered Commodities Muscle Cuts of ChickenGround Chicken Muscle Cuts of GoatGround Goat Pecans & Macadamia NutsGinseng Agricultural Marketing Service

11. Processed Food Item The law excludes processed food items: Processed Food Item 1.Change of Character Cooking (frying, broiling, steaming, baking, roasting) Curing (salt curing, sugar curing, drying) Smoking (hot or cold) Restructuring (emulsifying and extruding) 2. Combined with Another Food Component Agricultural Marketing Service

12. Processed Food Item Processed Food Items are NOT Covered Commodities Agricultural Marketing Service Examples of Processed Food Items Fish SticksTeriyaki Flavored Pork Loin SushiRoasted Peanuts Canned TunaBreaded Chicken Tenders Corned Beef BrisketFruit Medley

13. Determining Origin Exclusive U.S. Origin “Product of the U.S.(A.)” Meat –From animals born, raised, and slaughtered in the U.S. –From animals present in the U.S. on July 15, 2008 Fish and Shellfish –Farm Raised: Hatched, raised, harvested, and processed in the U.S. –Wild: Harvested and processed – U.S. waters or by U.S. flagged vessel, and –No substantial transformation outside the U.S. PAC, Nuts and Ginseng –Harvested in the U.S. Agricultural Marketing Service

14. Determining Origin Multiple Country Origins Commingling –Covered commodities of the same type presented for retail sale to consumers that are from raw materials sources having different origins. Muscle Cuts of Meat –Example: Package of rib eye steaks from “U.S., Canada, & Mexico” –Origin declaration takes into consideration the production steps of animals from which the meat is derived. Ground Meat –Example: Package of hamburger from “U.S., New Zealand, Argentina, & Brazil” –Origin declaration takes into consideration all countries contained or reasonably contained therein. PAC, Nuts, and Ginseng –Example: Display of tomatoes from “U.S. and Mexico” Agricultural Marketing Service

15. Determining Origin Multiple Country Origins Imported for Immediate Slaughter –Meat derived from animals born and raised in Country X that have been imported into the U.S. for direct slaughter. Example: Pork roasts from “Canada and the U.S.” Country X is always listed first in the origin declaration string of countries. Agricultural Marketing Service

16. Determining Origin Foreign Origin Covered commodities imported into the U.S. shall have the origin as declared by U.S. Customs and Border Protection (CBP). –Example: Lamb chops from “Australia” –Example: Macadamia nuts from “The Republic of South Africa” Commingling –Example: Raw shrimp from “Thailand and China” Agricultural Marketing Service

17. Notification and Labeling Country of Origin Declarations can be made on… PlacardSign LabelSticker BandTwist Tie Pin TagOr other display Bulk containers may contain covered commodities from multiple origins and must be labeled accordingly Agricultural Marketing Service

18. Notification and Labeling Legible Conspicuous Location Limited Acceptable Abbreviations Symbols and Flags Alone - NOT Acceptable Agricultural Marketing Service

19. Notification and Labeling Agricultural Marketing Service

20. Notification and Labeling Agricultural Marketing Service

21. Notification and Labeling Agricultural Marketing Service

22. Recordkeeping Records must be legible Maintained either electronic or hard copy format Various forms of documents acceptable May be maintained in any location Retained for 1 year Agricultural Marketing Service

23. Transferring Origin Information Any person engaged in the business of supplying a covered commodity to a retailer, directly or indirectly Information can be provided… –On the product itself; –On the master shipping container or; –In a document associated with the transaction Agricultural Marketing Service

24. Compliance and Enforcement Retail Surveillance Activities 1. Cooperative Agreements 2. Retail Reviews 3. Supplier Audits Only USDA can initiate enforcement actions. Agricultural Marketing Service

25. Compliance and Enforcement Retail Reviews 2006-2008 (fish and shellfish only) 4,816 retail reviews have been conducted in the last 3 years –Developing a report to categorize non-compliances effectively to provide appropriate outreach efforts to industry. Agricultural Marketing Service

26. Compliance and Enforcement 2008 Retail Reviews (fish and shellfish only) 2,000 retail reviews conducted 71% of retail stores in compliance 7% of reviews rated “Critical” –>70% not labeled; no records 8% of reviews rated “Major” –31-69% not labeled; issues with records 14% of reviews rated “Minor” –<30% not labeled Agricultural Marketing Service

27. Compliance and Enforcement 2008 Supplier Audits (fish and shellfish only) Supply chain information –Country of Origin and Method of Production Initiator of the claim through to retail –Conducted by USDA auditors –2% of Retail Reviews 40 audits in 2008 Agricultural Marketing Service

28. Going Forward… Retail Surveillance Training for State Cooperators COOL Enforcement –Retail Reviews –Supplier Audits Agricultural Marketing Service

29. Additional Information Agricultural Marketing Service Visit www.ams.usda.gov/COOL Submit questions To: cool@ams.usda.gov