The veal sector needs to give people a reason to be interested in eating veal again, enjoying the product without a guilty conscience, according to Tim and Randy Strauss, the co-presidents of Strauss Brands, located in Franklin, Wis. Last December, the company became the first veal company in the nation to raise all of its special-fed veal calves in a 100% tether-free and group environment.
“As of December 23, 2008, we were officially out of the crate-raised veal business. It was a day of celebration,” said Randy Strauss. “Our family had been working to achieve this goal for over seven years, and the last six months were the most intense with many of our growers converting barns and then learning how to raise veal calves in a tether-free environment. Even though industry experts and scientists had told us that we were raising these calves in the best possible way, our personal beliefs told us there was a more kind and compassionate method of raising our livestock,” he added.