New Year Kicks Off New Checkoff-funded Veal Promotion
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Veal industry leaders met in San Antonio today as part of the annual 2010 Cattle Industry Annual Convention. Ray Krones, chairman of the Joint Veal Committee, updated the group about an exciting new checkoff-funded promotion to leverage the healthy eating mindset of consumers.
“The veal industry leaders completely endorsed the new retail initiative,” says Krones. “They are excited by the potential sales increases that will result from the promotion.”
The program features a signature recipe, Fast Veal Parmigiana, which has just 268 calories and can be prepared in less than 15 minutes. A recipe contest, with a $500 grocery gift card prize, will encourage home cooks to create new veal dishes. A new television commercial also was developed for this promotion. The TV spot followed a home cook as she shops for veal at her local market and then prepares the Fast Veal Parmigiana recipe found on VealMadeEasy.com for dinner in her kitchen. This ad aired on the Rachael Ray Show during the week of Jan. 18 in six major markets: New York, Philadelphia, Boston, Washington, D.C., Miami and Orlando. Online ads ran on rachaelray.com, and Web buttons plus banner ads were featured on local TV station Web sites, which linked to VealMadeEasy.com.
Retailers jumped on board to support the promotion. Fourteen retailers, with 1,600 stores, received on-pack recipe labels that featured the signature recipe and included details about the consumer recipe contest. Artwork with high-impact visuals were also being created for ad slicks and other in-store advertising. Retailers’ Web sites linked to VealMadeEasy.com to continue to drive traffic to the site.
For more information about beef checkoff-funded veal initiatives, visit MyBeefCheckoff.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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