If you haven't noticed, the new country-of-origin labeling, called COOL, does not always provide consumers with helpful information about the food they buy.

During a recent trip to the grocery store, I found little blue stickers on all the beef roasts and steaks that read “product of U.S./Canada/Mexico.”

Thanks?! But can you be more specific?

I'm not the only one who believes there is room to improve the labels, which I thought were required on all fresh and frozen produce, fresh meat, poultry and fish.

Food & Water Watch along with 33 other consumer groups, farm coalitions and associations aren't pleased either. They have sent a letter to 50 top retailers and/or grocery businesses (including Kroger, Albertson's, Costco and Sam's) asking them to beyond the U.S. Department of Agriculture' minimum standards and correct major loopholes in the law.

The first loophole is allowing meat packers to label muscle cuts with the mixed U.S./Canada/Mexico.

"This does a major disservice to consumers who are looking for meat products produced in the United States and U.S. producers who are looking for ways to differentiate their products in an increasingly globalized marketplace," according to the Nov. 5 letter. Here is the full text.

The other loophole is the USDA's broad definition of a “processed” food product, which makes 95 percent of nuts, the majority of pork, and large quantities of frozen vegetables exempt from the labeling program.

"Consumers want to know where their food is from, regardless of whether it is fresh or smoked and whether it is a single commodity or is mixed with another commodity, " the letter states.

Today, more than ever, consumers are interested in knowing the origin of their food. Whether concise labeling is required by federal law, or not, it just seems like good business to give it to us.