Contact:           Polly Ruhland               303/850-3394      pruhland@beef.org

                        Diane Henderson          303/850-3465      dhenderson@beef.org 

CHECKOFF-FUNDED VEAL PROGRAMS ADDRESSED

DURING CATTLE INDUSTRY CONVENTION 

CENTENNIAL, Colo. (February 24, 2006) – Veal producers and other industry supporters came from all over the country to review current checkoff-funded programs and future plans at the Joint Veal Committee Feb. 3.  The meeting was held in conjunction with the 2006 Cattle Industry Convention & Trade Show in Denver Feb. 1-4.  

The checkoff’s “Go-to-Market” veal strategy, as well as program results in veal promotion and information, were the primary topics for the more than 30 committee members and guests in attendance. Participants also discussed future research that could help identify underutilized veal cuts that could increase the value of the entire veal carcass.  

“Our public relations efforts and marketing strategies are on track, and we’ve established some excellent foundation for our checkoff-funded program,” according to Michael Mosner, a New York veal packer and chairman of the Joint Veal Committee.  “Still, we had great dialogue between members, guests and staff, and were able to provide additional direction in terms of where we would recommend the program go from here.”  Mosner says the committee believes that turning the public relations into sales is the next step in the process. 

Among topics of discussion were public relations successes for veal in consumer and foodservice trade magazines, as well as on television.  Research to “optimize veal muscles” was also presented. This research addresses undervalued cuts of veal from the carcass and works to increase their value. 

New advertising concepts to increase veal use in casual theme restaurants were presented, as were promotions by state beef councils to introduce more consumers in their regions to veal. 

Introduced to the committee was foodservice industry veteran and new veal program menu development specialist Bob Schafer, who Mosner says will be an important addition to the “Go-to-Market” strategy team. 

“The Beef Checkoff Program is funding a wide variety of programs that are helping our industry increase consumer acceptance and foodservice usage,” says Mosner.  “The portion of the $1-per-head that veal, beef and dairy producers spend on them is making a difference.”

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The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

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