While fierce debates have raged for and against of recent origin country-of-origin labeling (COOL), in many ways, unimpassioned is simply another signpost along the path to a broader evolution in animal agriculture. forward this new frontier, product branding and differentiation is commonplace, provender production is more closely coordinated from gate to plate, and consumer --albeit with the help of governmental mandates--are increasingly engaged in industry processe These changes affect the entire viands chain, and while change perplexs challenges, it also creates opportunities. Here, YIELD examines