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

With a new administration taking office this January, some are hopeful that COOL might be brought back to life in a potential renegotiation of the North American Free Trade Agreement (NAFTA). The Rancher’s-Cattlemen Action Legal Fund (R-CALF), for example, has already called on the new administration  to restore and preserve U.S. ranchers’ ability to compete in the market by using mandatory country-of-origin labeling (i.e., COOL).  At the same time, members of the new administration’s Agricultural Advisory Committee have reportedly hinted that COOL stands no chance of being reinstated.

Considering the trade implications associated with reinstating COOL, it remains to be seen how COOL will fare going forward.