LAWRENCE, Kan. (AP) _ An Ireland-based company that uses DNA technology to test and track meat to the original animal and prove that it's what the label promises is now targeting U.S. retailers.

IdentiGEN Ltd., which has opened U.S. operations in Lawrence, Kan., wants retailers here to use its DNA TraceBack technology on hamburger, steak, pork and other meats that end up in stores. The company says the technology can determine not only where the meat came from, but whether it's organic or Angus or whatever the label says.

IdentiGEN, which takes DNA samples at slaughterhouses and again in stores, has been using its technology since 2000 in Europe, where company officials say they've made a major impact improving customer trust since the mad cow outbreaks. Now, it has the approval of the U.S. Department of Agriculture.

``If you see DNA TraceBack label, believe it,'' said IdentiGEN Chief Executive Officer Don Marvin. ``It's true. It's DNA.''

Marvin said it's the first program successfully deployed for real-time DNA traceability of the entire supply chain. Bovigen LLC, a Louisiana-based company recently purchased by Pfizer Animal Health, also has Agriculture Department approval for its DNA collecting process, but the company plans to use it only to help livestock producers identify beef cattle for specific traits for breeding purposes, said spokesman Rick Goulart.

IdentiGEN has just entered the North American market, so it will have to convince some within the industry that the technology is needed. Dave Schafer, executive director of the Kansas Meat Processors Association, said he remains skeptical, because there is no proof of a lack of safety in the industry, which might not want to add even more costs to already high food prices.