News Releases

News Release - Manitoba

November 1, 2013


Agriculture, Food and Rural Development Minister Ron Kostyshyn will meet with delegates at the North American Meat Association (NAMA) Outlook conference to raise continued awareness of the negative impacts county of origin labelling (COOL) is having on economic growth and good jobs in Manitoba.

“COOL is putting limits on the livestock industry and costing everyone far too much in our province and country,” said the minister.  “Manitoba’s steady growth and good jobs in the agriculture industry are being harmed by this policy.  We need to work together to fix this and get back on the right track.”

Introduced in 2008 by the United States Department of Agriculture, COOL has been the subject of numerous World Trade Organization (WTO) challenges.  In June 2012, the WTO ruled COOL discriminates against Canadian livestock exports.  Since then, the U.S. modified its labelling provisions of COOL to include information about each production step (born in, raised in and slaughtered in) and removed the ability to comingle animals.  The new COOL rule will increase the discrimination against exports of Canadian livestock to the U.S.  This is why Canada initiated a WTO compliance panel in August.

"The livestock industry provides good jobs to Manitobans and is a driver of rural development,” said the minister.  “The burden COOL has created must be removed and we need a permanent solution so producers can keep doing the excellent jobs they do in feeding the world.  Producers, meat processors and consumers on both sides of the border benefit from the integrated nature of our pork and beef meat processing industries.”

There are an estimated 23,500 jobs in Manitoba’s hog and beef sectors.

The second annual NAMA conference is being held in Chicago, Ill., Nov. 2 to 6.

NAMA has representatives in the United States, Canada and Mexico, and a community of more than 600 companies.  Among other things, it provides its members with regulatory, advocacy and educational opportunities.


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