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You asked for itBeware what you ask for, you just might get it. That is my warning for consumers and others who have demanded country-of-origin labeling (COOL). COOL is a costly regulation with very little, if any, tangible benefits for producers, processors, wholesalers, retailers, or consumers. USDA estimated that first-year implementation costs for affected firms ranged from $582 million to $3.9 billion. Estimated costs per firm ranged from $180 to $443 for producers, $4,048 to $50,086 for intermediaries and $49,581 to $396,089 for retailers. At a time when consumers are already struggling with increased gas prices, they will have to deal with rising food prices directly related to the costs associated with COOL. This same report stated that, "Available studies on potential benefits of mandatory COOL reviewed with conclusion that benefits likely will be small." Costs to the U.S. economy in terms of reduced purchasing power, resulting from a loss in productivity after a 10-year period of adjustment, were estimated by USDA to range from $138 million to $595 million. Today, without the assistance of COOL, I can buy meat, produce and vegetables, and know without a doubt that it is produced in the good old USA. All I have to do is go down to my local farmers' market and load up my truck with all the safe, nutritious food and baked goods I can carry out. Not only was this food produced in the USA, 99 percent of it was produced in the county where I live. Most of it within 30 minutes of my house. COOL has nothing to do with food safety and it is completely separate from the issue of animal identification. So who does benefit from COOL legislation? Only those people who want to keep imported products out of this country. I don't think COOL is worth the cost and I don't think it will keep as many imports out of this country as its proponents believe it will. If you really want to buy American and support local producers at the same time, head down to your local farmers' markets. Doug Rich can be reached by phone at 785-749-5304 or e-mail at richhpj@aol.com. 7/30/07
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