COOL takes effect today, supposedly
The long awaited and much postponed Country of Origin Labeling (COOL) finally takes effect today, despite massive efforts by the beef industry to make it go away. It is interesting to see what meat producer groups object to: too expensive, too difficult, it’s really just another trade barrier, and – my favorite – consumers don’t care where their meat comes from. As of today, COOL is law. Will anyone pay attention? Or will the law be as widely ignored by meat sellers as it is for fish sellers? But don’t you care where your food is produced? I do.