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equired country of origin information is currently conveyed<br />

along the supply chain.<br />

Benefits<br />

Summary of Comments: Some commenters expressed their<br />

support for the proposed rule on the grounds that the proposed<br />

labeling requirements provide consumers with information they<br />

need to make informed choices about the source of food and how<br />

it was raised. The commenters stated that there is increased<br />

consumer demand to know where and how food is produced.<br />

Some commenters stated that consumer confidence benefits<br />

can accrue just as a result of having the information available,<br />

even if the consumers do not read the labels’ information.<br />

In the opinion of some commenters, mandatory labels address<br />

concerns of market failure and fraudulent labeling and help<br />

investigators trace-back foodborne illness outbreaks. A<br />

commenter referenced a 2005 survey that found that nearly two-<br />

thirds of consumers (60 percent) preferred country of origin<br />

labeling to be administered by a government policy rather than<br />

by companies marketing the meat.<br />

Some commenters stated their belief that consumers can<br />

differentiate various attributes of competing products and will<br />

increase demand, and price, for those attributes they view<br />

favorably, including the perceived higher quality of meat<br />

46

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