What they don't mention is that the EU is all about protectionism and one of the main sticking points is the US' refusing to go along with the provisions forcing "provincial labeling" on products. The EU wants to force producers in the US to relabel products that use regional labels (prevalent in cheese and wine) such as "Parmesan" cheese, "Greek" yogurt, "Champagne" (wine originally made in a particular region of France), etc.

The US trade officials have received VERY strong backing from US food manufacturers rejecting these monopolistic demands and have refused to give in, knowing that it is the EU producers who face smaller markets - not US producers.