Veal Industry Update – 11.12.2015

Veal Parmesan_lighter_smallThe Veal Columbus Day Promotion that began on September 21 with 1,000+ participating retailers representing 11 grocery store chains, ended on October 28, 2015.  This integrated program distributed 104,000 on-pack recipe labels and received 68,236 sweepstakes entries.

The winner of 0 in Free Groceries went to Jayne C from Pennsylvania.




Veal Lettuce Wraps 3REMINDER — In mid-January, The Beef Checkoff program will launch the annual “Eat Better. Eat Veal.” retail promotion. On-pack recipe labels featuring Veal Thai Yellow Curry and Asian Express Veal Lettuce Wraps, and a social media app, will drive shoppers to the website to enter a $500 free grocery sweepstakes. Web ads, ad slicks and a social media calendar will be available for in-store circulars, retailer/SBC websites and Facebook pages to amplify advertising efforts.  Sign-up by December 5, 2015.  Please email or call 203-341-8527 with questions.


The 2015 Fall veal social media calendar is now available on the VealMadeEasy website resource section.   Please use the posts and tweets for in-store circulars, retailer/SBC websites and Facebook pages to amplify advertising messages about veal.
If you have any questions regarding the use of the calendar, please feel free to contact



For animal care, food safety and veal quality assurance, please visit veal farm.



Veal Tour:
The NY Veal Culinary Tour 2015 (#NYVealTour2015) was October 29/30. This day and a half tour was a carbon copy of our Beef Culinary tour that NYBC conducts in April.

Competition Information »

NYBC took 30 students and chef instructors from six different culinary institutions (SUNY Cobleskill, SUNY Erie CCC, Sullivan CC, Monroe CCC, Westchester CCC, Finger Lakes CC) on a tour of Noblehurst Dairy Farm (1700 head dairy farm) and Provitello Veal Farm on Day 1. The students dined on “Muenster Stuffed Veal Burgers w/ Mushrooms” at a restaurant in Rochester, NY the recipe borrowed from VealMadeEasy . The second day of our event consisted of three lectures (nutrition, packing/processing and “The Veal Deal” given by Chef Elia of the CIA Hyde Park), a quick “Veal Breakfast Pizza” break recipe created by NY Beef Council.

After the lectures the students then competed in a market basket culinary competition. Each team was challenged to create a veal slider recipe. Their slider creations were then subject to scrutiny by a panel of judges. All six teams were vying for the chance to win $2000 in scholarship money to be divided amongst the four students of each team. These videos (Veal Tour Day 1 Video and Veal Tour Day 2 Video) recap each day’s events.


The Research Advisory Committee of the North American Meat Institute has completed their review of research pre-proposals.  Full research proposals have been solicited and will be evaluated in early December with research projects chosen that fit the priorities identified by the Joint Beef Safety Committee as well as the NAMI Research Advisory Committee.  In addition, new guidance from FSIS regarding validation of HACCP systems has led to discussions on the need for education sessions for industry on this topic.   Staff are evaluating this topic and will develop appropriate materials and outreach to ensure guidance will be provided to those processors who need it.



2016 Veal Summit

The North American Meat Institute, a contractor to the Beef Checkoff, is beginning the planning of 2016 Veal Summit meeting for all Veal Producer, Packer, Processor, Distributor, Retail and Food Service Partners and State Beef Council Staff. The purpose of the Summit is to provide an update on the FY 2016 veal promotion and other industry topics, seek input on research and promotion efforts for FY 2017 and conduct an information exchange on the major issues that most affect the veal industry
Before confirming our Summit location, we’d like your suggestions on location and timing.  Please click on the link and share your thoughts.

Webinar Invitation

Information on the FY16 Veal Programs Funded by the Beef Checkoff will be discussed.   Integrated Consumer and Channel Marketing Activities, Industry Information, Social Media Promotions will be some of the important topics discussed which impact your business.

We invite you to join us for the webinar on December 3, 2015 at 11:oo. Click phone icon for call-in instructions.

Prairie California Blog

Screen Shot 2015-11-09 at 12.02.04 PMJenny Dewey Rohrich is the writer, photographer, and recipe developer behind Prairie Californian. Jenny started Prairie Californian because she believes it is so important to bridge the gap between those far removed from the farm.

In this month’s blog Jenny interviewed Veal Farmer Chris Landwehr and introduced a Veal Cannelloni recipe and photo featuring Landwehr Veal.

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