Increasing veal as a menu item at casual- and fine-dining establishments is a key goal of the Veal Go-To-Market strategy established by The Beef Checkoff Program. The Veal Go-To-Market strategy is the centerpiece of the Veal Long Range Plan, which was implemented in 2010, and is designed to encourage consumers to choose veal more often by integrating the retail, foodservice, veal issues management and Veal Quality Assurance programs in a collective education and marketing effort to communicate the value and versatility of veal.
Veal is a delicious and versatile protein that provides chefs with the canvas to create unique and traditional veal dishes that sell. It is no surprise then that leading restaurant chains such as Buca di Beppo, The Palm Restaurant and Fleming’s Prime Steakhouse & Wine Bar have added new veal selections to their menus.