Veal Retail Marketing Initiative Launching This Fall

Beef checkoff-funded program assisting retailers in marketing of veal

Beginning this fall, the beef checkoff is funding a new veal retail marketing initiative to help stimulate sales in the retail channel. The new program includes a promotion to retailers with complimentary veal point of sale (POS) materials, funding for meat featuring opportunities such as consumer advertising through in-store flyers, veal artwork provided through the beef checkoff-funded Beef and Veal Ad Planner, and other marketing ideas as part of Phase 1 through Jan. 31, 2009. Phase 2 is being developed and will begin in February 2009 as part of an integrated veal “Go to Market” strategy through Sept. 30, 2009.

“We are excited about extending this retail program to retailers as a part of veal ‘Go to Market’ strategy program,” says Pat Kilsdonk, Chairman of the Joint Veal Committee and veal producer from Marathon, Wisc. “This retail initiative was developed by a strong team of marketing professionals and valuable input from veal packers and processors. By working together as a veal marketing team, we expect veal packers and processors across the nation will only help extend beef checkoff dollars and serve as a foundation for increasing veal demand quickly with veal users as well as introducing veal to new users.”

Responding to the economic conditions of the veal industry having an oversupply of veal at the packer level leftover from this summer, the Joint Veal Committee recommended that beef checkoff dollars help fund veal retail promotions in high consumption areas including the northeast, southeast and other targeted markets throughout the United States.

“Veal packers and processors are excited about these checkoff-funded programs to help stimulate veal sales right now,” says Michael Mosner, President of David Mosner, Inc., a veal packer from Bronx, N.Y., and member of the Joint Veal Committee.

Mosner is actively encouraging every veal packer/processor to utilize this new program to help to increase veal featuring by using veal POS materials and increasing veal’s presence in the meat case as an easy to prepare, healthy and versatile protein in the diet.

For more information about checkoff-funded programs, visit or

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