Veal Industry Public Relations Campaign Wins Top Award

The veal industry has captured a top regional award for a recent, beef checkoff-funded public relations campaign that positioned veal as a versatile and consumer-friendly entrée, with celebrity chefs and other culinary experts highlighting these attributes of veal. Reinventing Veal’s Image won first place in the category of Overall Public Relations at the National Agri-Marketing Association’s (NAMA) Region II “Best of NAMA” banquet Jan. 6 in Kansas City, Mo. 

Increasing consumer awareness of veal is an important goal of the Beef Checkoff Program. Veal industry programs are coordinated on behalf of the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA).  The NCBA serves as one of the Beef Board’s contractors for checkoff-funded programs.

“The checkoff program did a great job of stretching very limited resources to create a targeted public relations campaign to promote and highlight veal as nutritious, delicious and easy to prepare.” said Michael Mosner, a veal packer from the Bronx, N.Y., and chair of the Joint Veal Committee. “I am pleased to see these efforts honored by NAMA, and the recognition is well-deserved.”

Having received a first place award at the regional level, Reinventing Veal’s Image is now eligible to advance to judging for NAMA’s national awards given later this year.