Colorado shoppers will soon have stronger protections against misleading food labels after Gov. Jared Polis signed a bipartisan bill outlawing the sale of “counterfeit produce.”

Under House Bill 1031, advertising an agricultural product as produced in Colorado if it was grown elsewhere or using the Colorado Proud logo without authorization from the Department of Agriculture would be illegal.

The bill was passed unanimously in both the state House and Senate.

In signing the bill into law, Polis said, “Colorado has a rich agricultural history producing the best fruits, vegetables, salsas, breads, and meats in the nation. Colorado’s farmers and ranchers work hard to put food on our tables, are stewards of our waters and lands, and represent who we are as a state. Thank you to the sponsors of this bill for protecting what it means to be Colorado Proud, and keeping our food communities connected and true to our roots.”

In the Senate, the bipartisan bill was sponsored by Sen. Marc Catlin, R-Montrose, and Sen. Dylan Roberts, D-Frisco.

“Colorado is known for its delicious and high-quality agricultural products like Palisade peaches, Pueblo green chiles, and San Luis Valley potatoes – to name a few,” said Roberts. “Consumers want to purchase made-in-Colorado products and should be able to trust the Colorado Proud label. This new law is about supporting Colorado farmers and businesses who make the real deal, right here at home.” 

The bill’s House sponsors, Reps. Matt Soper, R‑Delta, and Matthew Martinez, D‑Monte Vista, said many sellers falsely claim their produce is Colorado‑grown because they know shoppers will pay more for locally sourced goods.