Up to this point, casual theme restaurants have not featured a lot of veal.  That’s about to change, thanks to efforts of the checkoff-funded Joint Veal Committee.  Michael Mosner, chairman of the committee, says a new “Go to Market” strategy will help take their program to the next stage. 

Cut #1         :16          Outcue: "...not currently being used."

Mosner, a veal packer from New York, says the Committee has been successfully conducting public relations campaigns, which have helped prepare for this change.

Cut #2         :26          Outcue: "...great PR into sales."

Mosner and checkoff-funded veal executive director Dean Conklin have made many calls on restaurant chains over the past year.  Schaefer, a graduate of the Culinary Institute of America, has established a background that can open many doors.

Cut #3         :24          Outcue: "...and not run out."

The “Go to Market” strategy was discussed recently at the Veal Committee meeting during the 2006 Cattle Industry Convention in Denver.  This veal promotion program is funded by the National Beef Checkoff, which is administered by the Cattlemen’s Beef Board.  Oversight of the program is provided by the U.S. Department of Agriculture.

The national Beef Checkoff Program is administered by the Cattlemen’s Beef Promotion and Research Board, a group of 108 beef producers appointed by the Secretary of Agriculture.  They represent producers from coast-to-coast and volunteer their time to help identify programs that can help increase beef demand.  The checkoff was created in the 1985 Farm Bill, with oversight provided by the U.S. Department of Agriculture. The checkoff assesses $1 per head on the sale of live domestic and imported cattle and a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents to the Cattlemen’s Beef Board, which administers the national checkoff program, subject to USDA approval.