Checkoff-Funded Veal Program Targets Retail Consumers
Contact: , 402-856-2097;
Contact: Lynn Heinze, 303-867-6319; lheinze@beefboard.org
Suggested Lead: A new veal promotion being funded by the Beef Checkoff Program is focusing on consumers in the supermarket. The effort began in October and is intended to encourage more retailers to highlight veal in their stores.
Dean Conklin manages veal programs on behalf of the beef checkoff. He says the broad backing of this initiative is creating tremendous enthusiasm in the industry…
Cut #1 :14 O.C...”easy at home.”
Conklin says there were several reasons veal program leaders decided to broaden their promotions beyond the restaurant trade to include the retail market…
Cut #2 :13 O.C...”to serve at home.”
Producers who oversee the checkoff-funded program were the ones to direct this change in program direction…
Cut #3 :18 O.C...”channel as well.”
According to Conklin, the checkoff will fund retail veal featuring veal marketing assistance, including materials to assist the retailer in giving special attention to veal…
Cut #4 :22 O.C...”more visible in the store.”
Conklin says veal packers and processors have been a critical element of this effort, helping extend checkoff dollars with their own participation in the promotion…
Cut #5 :16 O.C...”the retail home consumer.”
Phase one of the veal retail effort began October 1, and a second phase, to begin in February, will run throughout 2009. For more information about the beef checkoff-funded veal marketing program, visit www dot my beef checkoff dot com (www.MyBeefCheckoff.com) or www dot vealstore dot com (www.vealstore.com).
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Funded by the Beef Checkoff.
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