A similar sweepstakes ran at the time of the site’s launch in late January 2009. The winner, a consumer from Ohio, received a $5,000 gift certificate from Kroger.
In addition to the consumer outreach effort, a targeted foodservice and retail initiative to stimulate sales in high-volume consumption markets such as New York, Philadelphia and other major cities has been underway. The initiative is designed to work closely with packers and veal marketing partners for support. In 2009, the initiative has attracted six foodservice partners in the casual-theme restaurant market who have developed new or limited veal menu items to bring veal’s versatile message to a non-traditional group of veal consumers. In addition, numerous national and regional retail partners have joined forces to promote veal in-store.