The 30-second spot, part of a six-figure TV and digital public relations campaign in the Washington, D.C., market, comes after polling from Fabrizio Ward last week found that 87% of voters in swing congressional districts support a national standard for ingredient regulation and labelling as opposed to state-based counterparts.

“Americans are sending a clear message: We want a healthier nation. But right now, ingredient and labeling rules can look different in every state,” the narrator of the ad says. “This patchwork of state laws creates confusion for consumers, and it limits our choices. It drives up our costs at the grocery store and hurts our small businesses. It’s time to fix the patchwork. It’s time to pass a national uniform standard.”

Andy Koenig, an AFIT senior adviser and policy special assistant to Trump during his first administration, emphasized to the Washington Examiner that “Republicans are unified in our desire to help improve public health outcomes in America by bringing consumers more transparency about what is in our food, beverages, and personal care products.” 

“The best way to provide clear information to American families is a consistent nationwide transparency standard,” he said. “We are eager to work with anyone to achieve a lasting, comprehensive solution that works for all Americans.”

The Fabrizio Ward polling firm, which is also connected to the president through his 2016 and 2024 campaign pollster, Tony Fabrizio, polled 1,000 voters in the country’s 28 most competitive House districts in September and found 54% consider having one, clear national standard for ingredient regulation to be “very important.” That sentiment increases to almost 60% among Trump voters.

“Voters across the political spectrum are broadly supportive of new MAHA food and beverage initiatives that tighten the regulation of ingredients and mandate more label transparency,” Tony Fabrizio and Bob Ward wrote in a memo. “There is also a political boost for Republican Congressional candidates in supporting one nationwide regulatory standard inclusive of MAHA ingredient and transparency policies. GOP candidates in these highly competitive districts that will decide the outcome of the 2026 midterms can turn around a modest 2-point deficit into a 17-point advantage by supporting a national, MAHA-aligned regulatory framework for ingredients and labeling.”

AFIT’s mere existence, not to mention its alignment with Trump, demonstrates the political power the MAHA movement has amassed in recent years when, traditionally, most conservatives have opposed more government regulation.

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For example, under former President Joe Biden, the Food and Drug Administration proposed a federal government rule requiring front-of-package nutrition labels on most packaged food or “accessible, at-a-glance information to help consumers quickly and easily identify how foods can be part of a healthy diet.” The Trump administration extended the public comment period for the rule from May to July.

AFIT is a 501(c)(4) advocacy coalition of concerned Americans, policy experts, farmers, and business leaders that is calling for a national standard for ingredient regulation, “applying consistent, science- and risk-based principles” so Americans can have “confidence” in the “safety of food, beverage and personal care products,” according to an AFIT spokeswoman.