Just a thought, but would COOL not have more of an impact if it was voluntary.

Once Government makes it mandatory, what marketing advantage is left for those who choose to label?  For those who provide records of production etc.?

OT, says that the customer should have the choice.  Well they do, they can buy a Branded beef product of known source, and are willing to pay a premium for that product.  Ask if in doubt, I always ask where my beef comes from when out in a restaraunt, if the waiter doesn't know, I ask for the manager.

If you homogenize the industry, you are right back where you started to some degree, where the individual producer is paid on average!

Just some thoughts!