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'We're going to do it' "We're going to do it," said Bill Bullard of R-CALF USA, an American cattle trade association representing about 5,500 farmers and ranchers across 44 states. The Canadian cattle industry pegs the annual value of its exports of beef and live cattle to the U.S. at between $2.5 billion and $3 billion. The regulation set mandatory labelling for packaged steaks and other cuts of meat, requiring grocery stickers explaining where livestock was born, raised and slaughtered. Bill Bullard, CEO of R-CALF USA, an American cattle trade association, believes it's what's needed to protect his country's beef industry. But he hopes efforts to bring back mandatory COOL won't progress that far.