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Colorado law targets false Colorado Proud labeling to protect local producers
ColoradoBiz Staff //April 9, 2026//
Courtesy of Colorado Proud.
Courtesy of Colorado Proud.
Colorado law targets false Colorado Proud labeling to protect local producers
ColoradoBiz Staff //April 9, 2026//
DENVER — Gov. Jared Polis has signed House Bill 26-1031, a measure aimed at ensuring products labeled “Colorado Proud” are grown, raised or made in the state.
In Brief:
- Gov. Jared Polis signs House Bill 26-1031
- Law defines false Colorado Proud labeling as deceptive trade practice
- Rep. Matt Soper supports protecting Coloradans from out-of-state produce
- Sen. Marc Catlin emphasizes preserving Colorado Proud brand trust
The law, sponsored by state lawmakers from both parties, establishes protections against misleading labeling and designates false use of Colorado-grown marketing as a deceptive trade practice.
“HB26-1031 is a major step in protecting Coloradans from out-of-state produce being deceptively sold as ‘grown in Colorado’,” said Rep. Matt Soper.
Supporters said the law is intended to protect both consumers and local producers by reinforcing trust in the Colorado Proud label, which identifies goods produced within the state.
“It is about us making sure the consumer is buying the product that is famous for, not an imitation,” said Sen. Marc Catlin. “Otherwise, it hurts our brand, and they turn away from what we are raising.”
The measure comes as Colorado farmers face increased competition from out-of-state and imported products. Lawmakers said the policy will help prevent mislabeling that could divert sales away from local agriculture.
Colorado Proud is a state program that connects consumers with Colorado-grown, raised and made products and helps producers market their goods.
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