COOL Labeling

COOL Labeling

1. consumer desires

   • Locally Grown:
     • "being transported less than 400 miles, or from within the state in which it is produced" The Food Conservation and Energy Act of 2008 (H.R.2419, 2008)
       • Farmers markets, state and other organization can use their own definition
     • no defined guideline when purchasing "locally grown"
       • Knowledge Gap; give defined guidelines of what is considered locally grown to an individuals location
         • Solution: use local news and social media to highlight the definition of locally grown for consumers in both grocery stores and local markets
     • Class Discussion: locally grown decreases food deserts within areas
   • Transparancy
     • Informed decisions based on clear labeling on where products are from
       • Ex: "products, as Made in USA, must meet the “all or virtually all” standard" (Vendova, 2023)
         • Can sometimes be misleading like made in the USA can just be partially made in the USA
     • knowledge Gap: Consumers not informed about the actual labels meaning
       • Solution: Signs in grocery stores to explain different label meaning to aid in informed decisions

2. economic

   • High price to pay for label
     • the USDA estimated it would cost approximately $2.6 billion for the livestock and meat industry to comply with COOL rules. (FY, 2015)
       • knowledge Gap: (see other knowledge gap)
   • Purchasing
     • Consumers were found to be either unaffected by the label or unwilling to pay for the higher price (Maria L., 2007)
       • Knowledge Gap: Consumers placing increased expectations onto the label as being a food safety along with view of improved quality
         • Solution: More information and awareness of consumers on what the label actually informs for the product along with understanding the products are already going through USDA-FSIS inspections for product safety. Could use social media or store signs
     • Those who purchased the meat had an "opportunistic behavior" toward the label (Maria L., 2007)
     • "perceived safety and quality of US meat versus meat imported from other countries may play a crucial role" (Maria L., 2007)
       • Stigma toward meat quality of imported versus "home grown" meat

3. Guidelines

   • Labeling is not required when serving products within an establishment (restaurant)
     • "exempted food service establishments, such as restaurants, cafeterias, and bars engaged in selling prepared food to the public" (Country, 2021)
     • knowledge Gap: no knowledge-based decisions due to lack of information about products served at resturants
       • Solution: restaurants either track information on all products or buy from a certain source to know where their products are being produced, raised, slaughtered
   • Meat
     • Class Discussion: Many animals are "lost" during transit from birth, growth, and slaughter making meat tracking more complicated
     • Cattle are used in various products making tracking the animal more difficult
       • "USDA found that the lack of voluntary country of origin labeling programs, including labeling for beef and pork products, was evidence that consumers did not have strong enough preferences to support price premiums sufficient for firms in the supply chain to recoup the costs of labeling." (Removal, 2016)
         • Knowledge Gap: Ability to track animals and then the end products properly allowing for meat to be followed through to the grocery store placement along with how to label mix meat products
           • Solution: improved tracking of products going through meat facilities along with animal tracking from birth to slaughter. Give consumers more information on the raising and development of animals and how various husbandry tactics improve meat quality and flavor along with animal health

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