R-CALF USA CEO Bill Bullard is calling for Congress to reinstate mandatory country of origin labeling (COOL) for beef, arguing it would provide consumers with clearer information and help U.S. cattle producers compete. Bullard says growing beef imports, especially from Argentina, highlight the need for labeling reforms and tariff tools to protect domestic ranchers. He contends that the 2015 repeal of COOL misleads consumers and weakens both market transparency and national food security.