The North American Meat Institute, a contractor to the Beef Checkoff, has entered into a sub-contracting arrangement with the New York Beef Council (NYBC) to execute the Fiscal Year 2021 Veal Promotion and marketing activities.
In 2020, veal industry stakeholders gathered virtually to plan a renewed and focused direction for veal. They prioritized strategic initiatives and decided all programming and messaging for veal going forward would include three areas, Discovery of, Access to, and Confidence in veal as a protein choice. The FY 21 Beef Checkoff funded veal promotion plan will target four specific areas, channel marketing, consumer outreach, influencer outreach, and digital marketing to increase demand for and confidence in purchasing veal.