COOL costs greater than benefits

The costs associated with Country of Origin Labeling (COOL) for meats are greater than the benefits, says a report to federal politicians in the United States.

Canada and Mexico object to the COOL regulations and are awaiting a report from the World Trade Organization which they expect will condemn the U.S. for breaking trading rules.

The study team consisted of Glynn Tonsor and Ted Schroeder at Kansas State University and Joe Parcell at the University of Missouri. Their study considered both the 2009 and 2013 USDA final labeling rules on the U.S. beef, pork and poultry markets, as required by the 2014 Farm Bill directive.

The mandatory report to Congress, delivered Friday by the USDA’s Office of the Chief Economist, concluded although there is evidence of consumer interest in COOL information, measurable economic benefits from mandatory COOL would be small.