Veal Public Relations Efforts Recognized

Veal dishes have received significant coverage recently as a result of checkoff-funded public relations to food publications.  The publicity was coordinated on behalf of the Cattlemen’s Beef Board and state beef councils by the Joint Veal Committee and the National Cattlemen’s Beef Association (NCBA).

Public relations has been the top priority of the Joint Veal Committee the past three months.  As a result, magazine placements valued at more than $600,000 have been generated in key food and industry publications. 

“We are aggressively positioning veal as a versatile and delicious product for both in-home and restaurant usage,” says Ohio veal producer Betty McCullough, Joint Veal Committee chairman.  “As a result, magazine editors are discovering the benefits of the product, both as a change of pace and a real customer pleaser.  Our committee will continue to explore those opportunities for bringing the appeal of veal to the American consumer.

In the month of December, Food and Wine magazine covered veal extensively, and Nation’s Restaurant News covered veal with a 1 1/2–page story on Dec. 2, according to Dean H. Conklin, NCBA executive director of veal.  “We see a lot more interest in publicizing veal, with our success in foodservice laying the groundwork,” Conklin says

Conklin says the public relations effort fits well with the overall checkoff strategy of creating top of mind awareness for veal among consumers.  Another of the veal public relations programs was held in Santa Fe in November 2002, when the Joint Veal Committee served veal tacos at the International Foodservice Editorial Council conference on behalf the Cattlemen’s Beef Board and NCBA.  Representatives of more than 25 national publications were served veal in a Mexican cuisine that showcased veal’s versatility.