Interest in mandatory country-of-origin labeling of fresh meats exists at both the state and national levels. A sample of beef handling firms in Louisiana (processors, retailers and restaurants) was surveyed by telephone to identify the characteristics of these firms that would help explain their decision to support or reject the law. A factor supporting the label use was a belief that the label is valuable to buyers. Negative factors were that the firm is a restaurant, is part of a chain or franchise, or has experience handling imported beef, and the belief that labeling merely reflects more government interference in free trade.