The veal industry was a major sponsor of last week’s Ivy Awards ceremony in Chicago. The Ivy Awards honor excellence achieved in several segments of the foodservice industry, explains Michael Mosner, a veal packer from the Bronx, NY, who chairs the Joint Veal Committee.

Cut #1     :12        Outcue: "...preparation or presentation."

Mosner says the event allowed veal industry leaders to discuss the attributes of veal with culinary professionals and foodservice industry leaders.

Cut #2     :17        Outcue: "...already on their menu."

Mosner listed the Ivy Award winners in each category (also listed below).

Cut #3     :26        Outcue: "...in New York City."

One of the goals of the Beef Checkoff Program is to increase veal demand by placing veal on the menu in more venues, especially casual theme restaurants. Mosner said this is exactly the type of event that can help the industry achieve that goal.

Cut #4     :26        Outcue: "...significant industry people."

IVY WINNERS:   Babbo Ristorante e Enoteca, New York City

                Blackbird, Chicago

                Café L’Europe, Palm Beach, Fla.

                Hotel Jerome, Aspen, Colo.

                University of Missouri, Columbia, Mo.

                Via Christi Regional Medical Center, Wichita, Kan.

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.

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For additional information or access to previous NCBA audio reports, official statements, news releases, contacts, and general information, please go to the beef industry's Web site at www.beef.org.