Mandatory country of origin labeling (COOL) rules for beef products have long been the subject of controversy and challenge, culminating in: (1) a World Trade Organization (WTO) ruling that the COOL requirements violate U.S. trade obligations to Canada and Mexico and (2) Congress repealing COOL as of December 21, 2015.

Later today, the Colorado General Assembly’s House Agriculture, Livestock & Natural Resources Committee is slated to consider reinstating COOL for beef products sold at retail stores in that state. The Beef Country of Origin Retail Placard bill, HB17-1234 (introduced by State Representative Kimmi Lewis and State Senator Vicki Marble) would reinstate country of origin information for beef sold in Colorado by requiring a placard to be placed next to beef sold in retail stores.  The placard would be required to denote “U.S.A. Beef” when the beef is exclusively from animals born, raised and slaughtered in the United States.  If the beef is of foreign origin, the placard must state the name of the foreign country or countries from where it originated.

Colorado’s COOL efforts follows on the heels of failed state-level efforts in South Dakota and Wyoming to reinstate COOL.  It remains to be seen how Colorado’s COOL efforts will fare.