In order to capture more veal meal sales, the checkoff-funded veal program has initiated a “Go to Market” strategy that will take advantage of research by various sources on different types of restaurants.  Michael Mosner, a New York veal packer and chairman of the Joint Veal Committee, says the research has pointed the program in a particular direction. 

Cut #1         :16          Outcue: "...going through retail."

According to Mosner, previous checkoff efforts have focused on generating public relations for the product.

Cut #2         :13          Outcue: "...back to the producer."

Working with this kind of marketing strategy will help link packers who sell the products with restaurants wanting to buy them.  Mosner says the Committee recognizes the potential challenges with dealing with specific suppliers and buyers.

Cut #3         :28          Outcue: "...in working together."

The truly important result, Mosner says, isn’t grounded in the packers at all.

Cut #4         :22          Outcue: "...all these programs."

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.