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Veal Industry Long Range Plan
The Veal Industry Long Range Plan is the roadmap for veal industry leaders to use as part of their contribution of increasing consumer demand and ultimately profitability through programs funded by The Beef Checkoff. The central part of the plan includes the Veal Go to Market Strategy which showcases the integration of all veal programs funded through Beef Checkoff investments made by beef, dairy and veal producers, importers, state beef council and veal packer/processor contributions. The Veal Go-To-Market strategy, based on research, is designed to integrate all Checkoff funded programs to ultimately increase demand and profitability for all segments of the veal industry. Within the retail channel The Beef Checkoff's research shows that we should focus on current veal users and increase their usage and frequency. They embrace veal's taste and nutrition as a versatile protein source. With the Veal Quality Assurance program in place, retailers offer consumers a premium protein, the centerpiece of every meal. Whether they're cooking, grilling, or sautéing, consumers see veal as a simple way to create a unique experience. Within the foodservice channel both casual and fine-dining establishments can boost business with veal. It tells patrons that they understand customers expect only the best. Placing veal entrees with beef entrées on the menu is the logical way to make it easy for people to order. Ultimately, sharing the positive veal production story through the Veal Issues Management Program will enhance veal's brand image and create business opportunities. Veal's story is inherently positive. It displays our commitment. By uniting in telling this story to the public, we effect change.
View the Veal Industry Long Range Plan »
The veal program is managed by the National Cattlemen's Beef Association through NCBA staff, Veal Go to Market Strategy team members and veal industry partners.
Veal Added to Many Menus
In the current economy, industry insiders might not expect to see restaurants adding veal to their menus, a dish that is often perceived as a luxury or a special-occasion item. But many restaurant owners and chefs have learned that veal can deliver more profit, along with great taste and versatility.
“It’s all about cost per serving,” says Dean Conklin, Executive Director, Veal Marketing at the National Cattlemen’s Beef Association. “An operator will typically serve a 10 to 16-ounce portion of protein, depending on the cut. Veal is a very dense, low-fat product so the operator only needs to serve 4 to 6 ounces of veal to satisfy the consumer’s appetite.
A number of chains have added veal dishes to their menu over the past several months. Traditional dishes have been featured at chains such as the 45-unit Maggiano’s Little Italy, which offered a braised veal and pasta dish, and the 22-unit Il Fornaio, which featured osso buco as a limited time offer.
“A limited time offer is a great way to get consumers to try a new dish, without worrying about the impact on price and profit over the long term,” says Conklin. He also explained that restaurants need to stay on top of the latest trends and try out new versions of old, but popular favorites.
“Creative chefs have found that they can enhance the dining experience at casual format restaurants by using ground veal for burgers, sliders, meatballs or lasagna,” added Dave Zino, Executive Chef of NCBA . “Another trend we’re seeing is the use of veal chops, in addition to scallopini, in Italian restaurants. A new veal chop can be found on the menu at Romano’s Macaroni Grill, which has 200 locations.
Kendall College Hosts 4th Student Chef Veal Farm Tour
Talented student chefs attending Kendall College recently experienced veal production first hand when they completed a tour of the Strauss Brands veal plant in Franklin, WI on June 18, 2010. During the tour they witnessed the entire process from offloading calves at the veal plant, to full manufacturing, to portion control cuts.
Student chefs also toured two group housing calf raising operations in northern Wisconsin. “This is the fourth tour we’ve conducted with Kendall College students,” said Tom Houlton, of the Thomas Marketing Group, an industry expert who led the students through all the steps of the operation. “We think it’s beneficial for chefs to see the agricultural side of the culinary arts,” Houlton added. The tours are held twice a year, in the spring and the fall.
The Kendall College School of Culinary Arts, located in Chicago, provides top level professional training in superior facilities. It was recently honored with the Academy of Culinary Arts Cordon d’OR – Gold Ribbon Cooking School of the Year award for 2008. The college’s philosophy is to offer an immersive, hands-on approach which includes career specific internships that make graduates very desirable to potential employers.
“The Student Chef Veal Farm Tour provides our students with exactly the type of real-world experience that they will need to be successful chefs and restaurant operators,” said Chris Koetke, Dean of the School of Culinary Arts. This year’s spring tour was organized by Kendall College Chef Instructor Walter Freund. These tours are sponsored by the Beef Check-off and the Wisconsin Beef Council and supported by the Veal Issues Management and Veal Quality Assurance veal committees, a part of the Veal Go-To-Market strategy.