Committee advances bill to strengthen 'Colorado Proud' and protect regional produce branding

The Senate Agriculture and Natural Resources Committee on Thursday voted to advance House Bill 10‑31, a bill sponsors said will protect Colorado producers and consumers by strengthening enforcement around origin labeling and regional product names such as Palisade peaches, Olathe sweet corn and San Luis Valley potatoes.

Sponsor remarks said the bill grew from work by the interim Water Resources and Agriculture Review Committee and aims to create an enforcement mechanism — through the attorney general and local district attorneys — to stop intentional mislabeling that dilutes regional reputations and harms local growers.

Brandon Melnikov, testifying for the Colorado Farm Bureau, told the committee that consumers purchasing produce at farmers markets and roadside stands deserve to know whether items are truly Colorado‑grown and that the bill helps level the playing field for in‑state producers facing out‑of‑state sellers. Madeline Robertson, director of state government relations for Rocky Mountain Farmers Union, echoed that the legislation preserves the integrity of Colorado’s agricultural regions.

Diana Orf of the Associated Governments of Northwest Colorado said the Colorado brand carries a quality expectation and should not be intentionally misrepresented. Ian Johnson, a college senior who testified in a neutral/oppose position, argued that deceptive trade practices are already prohibited under the Colorado Consumer Protection Act and that the practical challenge is enforcing origin claims through a complex supply chain; he urged the committee to consider whether the bill meaningfully strengthens enforcement or mostly clarifies existing law.

Senators asked no follow‑up questions of the panel. A motion to advance the bill to the Committee of the Whole with a favorable recommendation passed on a 5‑0 vote and the bill was placed on the consent calendar.

Supporters said the bill is a first step to protect the Colorado Proud label and to give producers legal tools where misrepresentation is intentional; a student witness and others cautioned about enforcement practicalities and the need for resources to verify origin claims.

The bill will proceed to the Committee of the Whole for further consideration.