In this paper, we assess consumer willingness to pay for a mandatorycountry-of-origin labeling (COOL) program applied to beef ribeye steaks,chicken breasts, and pork chops, all labeled as “Certified U.S.” products. Aconsumer survey was mailed in spring and early summer 2003 to households inthe continental United States. Results indicate that consumers are ingeneral very concerned about food safety issues, viewing U.S. meat as thesafest among the selection of countries considered. Nevertheless, consumerwillingness to pay for Certified U.S. products is relatively small, althoughabove the expected implementation costs associated with a mandatory labelingprogram. This finding coincides with the fact that only 36% of the samplefavored consumers paying directly for the costs related to a mandatory COOLprogram.