COOL bumped back two years, PMA proposes voluntary solution to USDA
COOL bumped back two years, PMA proposes voluntary solution to USDA
ATLANTA -- With President Bush's signature, which is expected shortly, the start date of mandatory country-of- origin labeling for produce will be officially extended to Sept. 30, 2008.
In the meantime, the Produce Marketing Association has undertaken an effort to propose a monitored voluntary program to the U.S. Department of Agriculture to satisfy the COOL concerns based on the established efforts of retailers such as Save Mart Supermarkets of Modesto, CA, to promote the origin of the produce on its shelves, it was related in a session, here, at the PMA annual convention.
PMA, working with the United Fresh Fruit & Vegetable Association and 11 other groups, undertook a research effort to establish the level of country-of-origin labeling already practiced at retail today. The study found that about 60 percent to 65 percent of the top 20 fruits and the top 20 vegetables are already properly labeled with country of origin. Indications such as Jersey Fresh, California Grown or Pride of New York are common in produce departments throughout the United States.
The group's proposition to USDA is for a voluntary program that will maintain a labeling-compliant level of 70 percent, according to Kathy Means, PMA's vice president of government relations. She said that 80 percent of produce has some already-accepted mechanism in place through which country-of-origin labeling can be provided such as bag closures, twist ties and PLU stickers.
The plan proposes that after two years, a resurvey be conducted to ensure the 70 percent compliance is being met. Should there be a failure to meet the required level, another resurvey would be conducted. If that were to also fail to pass muster, the industry would relent to a mandatory program.
The plan would require the full support of the industry, Ms. Means said, noting that those produce companies committed to a mandatory program have "come a long way" and made a lot of concessions and compromises. This plan, she said, would allow marketers to determine how to deliver the country-of-origin information rather than regulators, referring to the USDA. She also added that because the industry is already within 5-10 percent of the plan's required 70 percent, it should not be a difficult proposition.
At this point, however, the plan is still only a proposition.
Robert C. Keeney, deputy administrator of fruit and vegetable programs for USDA's Agricultural Marketing Service, was quite restricted in his time at the podium regarding country-of-origin labeling applied to produce as the issue is ongoing and he is not permitted to comment. However, a mandatory country-of-origin labeling program has been put into place in the seafood industry, and Mr. Keeney spoke on that program, which has many parallels to the produce industry. He said that if a bagged medley of shrimp (read: fruit) is imported, the name of each country from which contents of the bag were caught (grown) must be listed. He did say, however, "If we do [get to the point of a mandatory country-of-origin labeling program for produce], it may or may not be similar" to the one in place for seafood.
"We believe we are strong enough to really govern ourselves" through a voluntary program, Rick Smith, director of produce and floral for Save Mart Supermarkets, said from the podium. "At least 95 percent of the product in the stores, particularly the key items, is labeled. We believe that we are well on our way to making a voluntary system that we think USDA is going to be happy with."
In the meantime, the Produce Marketing Association has undertaken an effort to propose a monitored voluntary program to the U.S. Department of Agriculture to satisfy the COOL concerns based on the established efforts of retailers such as Save Mart Supermarkets of Modesto, CA, to promote the origin of the produce on its shelves, it was related in a session, here, at the PMA annual convention.
PMA, working with the United Fresh Fruit & Vegetable Association and 11 other groups, undertook a research effort to establish the level of country-of-origin labeling already practiced at retail today. The study found that about 60 percent to 65 percent of the top 20 fruits and the top 20 vegetables are already properly labeled with country of origin. Indications such as Jersey Fresh, California Grown or Pride of New York are common in produce departments throughout the United States.
The group's proposition to USDA is for a voluntary program that will maintain a labeling-compliant level of 70 percent, according to Kathy Means, PMA's vice president of government relations. She said that 80 percent of produce has some already-accepted mechanism in place through which country-of-origin labeling can be provided such as bag closures, twist ties and PLU stickers.
The plan proposes that after two years, a resurvey be conducted to ensure the 70 percent compliance is being met. Should there be a failure to meet the required level, another resurvey would be conducted. If that were to also fail to pass muster, the industry would relent to a mandatory program.
The plan would require the full support of the industry, Ms. Means said, noting that those produce companies committed to a mandatory program have "come a long way" and made a lot of concessions and compromises. This plan, she said, would allow marketers to determine how to deliver the country-of-origin information rather than regulators, referring to the USDA. She also added that because the industry is already within 5-10 percent of the plan's required 70 percent, it should not be a difficult proposition.
At this point, however, the plan is still only a proposition.
Robert C. Keeney, deputy administrator of fruit and vegetable programs for USDA's Agricultural Marketing Service, was quite restricted in his time at the podium regarding country-of-origin labeling applied to produce as the issue is ongoing and he is not permitted to comment. However, a mandatory country-of-origin labeling program has been put into place in the seafood industry, and Mr. Keeney spoke on that program, which has many parallels to the produce industry. He said that if a bagged medley of shrimp (read: fruit) is imported, the name of each country from which contents of the bag were caught (grown) must be listed. He did say, however, "If we do [get to the point of a mandatory country-of-origin labeling program for produce], it may or may not be similar" to the one in place for seafood.
"We believe we are strong enough to really govern ourselves" through a voluntary program, Rick Smith, director of produce and floral for Save Mart Supermarkets, said from the podium. "At least 95 percent of the product in the stores, particularly the key items, is labeled. We believe that we are well on our way to making a voluntary system that we think USDA is going to be happy with."
