The Agricultural Marketing Service (AMS) arm of the United States Department of Agriculture (USDA) is responsible for the implementation of the mandatory Country of Origin Labeling (COOL) Program, which is a provision of the 2002 Farm Bill. The COOL Program will permit consumers to make informed decisions on country of origin and method of production for their fish and shellfish purchases.

Effective April 4, 2005, COOL requirements mandate designated retailers to label fish and shellfish covered commodities for country or origin and method of production (i.e., wild or farm raised). Six months subsequent to the effective date of these requirements, AMS will focus its resources on industry education and outreach.