Veal Public Relations Efforts Multiply to Create Market for Dairyman’s Male Calves

DENVER (February 12, 2004) – Veal has been receiving some great checkoff-funded public relations coverage, producers were told at the recent Joint Veal Committee meeting in Phoenix, Ariz.  This can translate into profitability for dairy producers because it increases demand for male calves. The reports were presented as part of the 2004 Cattle Industry Annual Convention and Trade Show January 28-31.

Strengthening veal demand is the mission of the Joint Veal Committee. On behalf of the Cattlemen’s Beef Board and state beef councils through the National Cattlemen’s Beef Association (NCBA), the committee said fiscal year 2003 public relations (PR) coverage would have cost nearly $2.4 million, had it been purchased as advertising.  The PR targeted foodservice (chefs and restaurant owners and operators) and consumers.

Efforts to promote veal consumption are a critical aspect of the checkoff program and have direct impact on dairy producers, according to Betty McCullough, Ohio veal producer and chairman of the Joint Veal Committee. Hundreds of thousands of formula-fed calves were purchased by veal producers from dairymen for feeding in 2003, resulting in millions of dollars of direct payments to dairy producers for animals.

In addition, the formula-fed veal industry pays the dairy industry millions for dairy ingredients to feed to their animals, helping support dairy prices.  They also purchase bob calves throughout the year.

One example of positive checkoff-initiated coverage for veal was in the August 2003 issue of The National Culinary Review. Included in this publication for chefs was a four-page article on veal titled “Veal for All Occasions,” with four large photos of veal applications and related recipes.

“This type of editorial publicity is valuable because it is seen as more credible than straight advertising,” says McCullough.  “Getting the exposure through public relations has been very cost effective for veal. It’s the top priority of our long-range plan and keeps veal top of mind with consumers and chefs. It has a snowball effect. Veal producers can look forward to an article on veal in the March issue of Gourmet magazine. We’ve also had coverage in numerous publications including Nation’s Restaurant News and Restaurant Hospitality due to our efforts through the checkoff.”

Consumer influencer public relations comprise more than 50 percent of the Joint Veal Committee’s budget.

In the September/October issue of Sante Magazine, editor Martha Vicas reported on the checkoff-funded 2003 Tableside Kitchen Visit held in April in New York City.  She described the event and highlighted all the veal dishes presented by the three different chefs.  The photo that accompanied the article was one of the veal dishes prepared by Chef Odette Fada of San Domenico.

“It’s important to keep veal in front of chefs’ and consumers’ eyes,” says McCullough. “It’s all about perception. It’s how trends are created. The veal industry is small but working hard to increase awareness and sales of our product.”

It’s not just veal promotion that benefits dairy producers, McCullough says. The response to the BSE crisis was coordinated using beef checkoff dollars.

“The damage control we did was worth every dollar we put into the beef checkoff,” says Vera Harrington, Texas dairy producer.  “In my opinion, every dairyman should feel the same way.”

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