Bipartisan legislation to support Colorado farmers and agriculture by strengthening consumer protections and safeguarding agricultural products grown in Colorado was signed into law on April 13.
HB26-1031 prohibits identifying an agricultural product as being produced in Colorado when selling, marketing, advertising or distributing the product unless the product is grown in the state. The measure protects the integrity of Colorado-made products and ensures Colorado producers aren’t undercut by mislabeled products imported from out of state.
“From Trump’s tariffs to imported Argentinian beef, Colorado farmers are already facing considerable headwinds. This new law will help ensure that outsiders who falsely label their produce as Colorado-grown are held accountable for driving business away from hardworking Colorado farmers,” says Rep. Matthew Martinez, D-Monte Vista. “Pueblo green chile and San Luis Valley potatoes are renowned Colorado agricultural products, and it is important that we prevent bad actors from slapping ‘Colorado-grown’ labels on out-of-state goods. Our new bipartisan law makes false use of Colorado-grown marketing a deceptive trade practice to support local farmers and give consumers peace of mind.”
“Colorado is known for its delicious and high-quality agricultural products like Palisade peaches, Pueblo green chiles and San Luis Valley potatoes — to name a few,” says Senator Dylan Roberts, D-Frisco. “Consumers want to purchase made-in-Colorado products and should be able to trust the Colorado Proud label. This new law is about supporting Colorado farmers and businesses who make the real deal, right here at home.”
Also sponsored by Representative Matt Soper, R-Delta, and Senator Marc Catlin, R-Montrose, the law boosts consumer protections by reassuring Coloradans that their dollars are getting them the local products they expect.