The Joint Veal Committee met last week to review recent industry results and set a path for the future of the veal industry, explains Michael Mosner, a veal packer from the Bronx, NY, who chairs the committee.

Cut #1     :29        Outcue: "...industry should take."

Mosner says that consumers of veal are an aging demographic, and that appealing to young families is a struggle. But this may have less to do with taste, and more to do with the venues in which veal is being offered.

Cut #2     :21        Outcue: "...families are going."

He explained that checkoff support is critical to the veal industry’s efforts to penetrate the casual dining restaurant, and appeal to new audiences.

Cut #3     :22        Outcue: "...they aren’t in now."

The national Beef Checkoff Program is administered by the Cattlemen’s Beef 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.

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