Joint Veal Committee
2012 Cattle Industry Convention – Joint Veal Committee Meeting Report:
Richard Ayers, Chairman
Andy Wick, Vice Chairman
The Joint Veal Committee was called to order at 2 p.m. by Chairman Richard Ayers. This included a review and introduction of committee members, program staff and guests. The committee reviewed and approved the meeting agenda and the 2011 summer conference minutes. Chair Ayers reviewed the purpose of the committee, including the long- and short-term goals and guiding principles for veal marketing objectives and supporting programs.
The committee then heard the following program updates from checkoff staff:
- Updates to the FY2012 veal marketing and communications authorization request
- Proposed committee structure discussion
- Strategic planning discussion for FY2013 (and beyond)
- Received state beef council program updates
The committee had an extended conversation about how to improve veal marketing and communications plans for FY2013. Good questions were brought up and noted. Suggestions were made to assist in the planning process. The meeting adjourned at 5:25 p.m.
2012 Cattle Industry Convention – Joint Veal Committee Meeting Materials:
2011 Cattle Industry Summer Conference – Joint Veal Committee Aug. 3, 2011 Meeting Report:
Richard Ayers, Chair
Andy Wick, Vice Chair
The Joint Veal Committee was called to order at 2:31 p.m. by Chairman Richard Ayers. This included a review and introduction of committee members, program staff and guests. The committee reviewed and approved the meeting agenda and the 2011 Annual Convention minutes. Chair Ayers reviewed the purpose of the committee, including the long and short-term goals and guiding principles for Veal marketing objectives and supporting programs.
We then heard the following program updates:
- Channel Marketing Organizational Update
- FY2011 Veal Program Update
- Federation Funding Update
- FY2012 Veal Marketing and Communications Authorization Request
- Review of FY2012 Veal Marketing Attachment A’s
- State Beef Council Program Updates
The committee then had a discussion on the FY2011 Communications Tactic, followed by a detailed discussion about the benefits of social media to be implemented heavily in FY2012. The committee voted to amend the AR with slight changes to budget allocations by tactic. Motion to approve the proposed AR was passed.
2011 Cattle Industry Summer Conference – Joint Veal Committee Aug. 3, 2011 meeting minutes
2011 Cattle Industry Summer Conference – Joint Veal Committee Aug. 3, 2011 meeting agenda
2011 Cattle Industry Convention – Feb. 4, 2011 Joint Veal Committee Meeting Minutes
2011 Cattle Industry Convention – Joint Veal Committee Presentations:
- Veal Program Update (ppt) (pdf)
- Veal Retail Update (ppt) (pdf)
- Veal Quality Assurance and Veal Issues Management Update (ppt) (pdf)
2011 Cattle Industry Convention – Joint Veal Committee Meeting Report:
Feb. 4, 2011
Richard Ayers, Chair
Andy Wick, Vice Chair
Richard Ayers opened the Joint Veal Committee with introductions and welcomed new committee members from the Beef Board. Following approval of the minutes and agenda by a committee consensus, the committee received a report from Polly Ruhland from the Beef Board along with Kim Essex of NCBA. Newly appointed Chairman Ayers encouraged each committee member to ask questions during each veal program update including veal retail, foodservice, issues management and quality assurance programs. Dean Conklin was asked to review the Veal Industry Long Range Plan was reviewed along with the Veal Go to Market Strategy for new committee members.
During the Committee meeting NCBA’s Executive Director of Channel Marketing Jim Henger presented the new Channel Marketing team structure and answered questions related to beef and veal retail and foodservice channel marketing. Jim also explained the new American Heart Association partnership for cuts approved for beef.
David Hamilton, Vice Chairman of Global Consumer Marketing Group, thanked the committee and recognized their involvement in setting goals for all Beef Checkoff funded veal programs.
The Joint Veal Committee recognized Ray Krones for his leadership and service to the Beef Checkoff, NCBA and the veal industry as immediate past chairman of the Joint Veal Committee and his service on the NCBA Executive Committee.
Following all reports including a report from Carol Gillis of the New York Beef Council, the Chairman thanked all participants and encouraged all to complete a Joint Veal Committee evaluation.
2011 Cattle Industry Convention – Joint Veal Committee Meeting Agenda
2010 Cattle Industry Summer Conference – Joint Veal Committee Meeting Minutes
2010 Cattle Industry Summer Conference – Joint Veal Committee Meeting Presentations:
- Veal Program Update (pdf)
- Veal Retail Marketing Update (pdf)
- Veal Foodservice Marketing Update (pdf)
2010 Cattle Industry Summer Conference – Joint Veal Committee Meeting Report:
Ray Krones, Chairman, Federation
Richard Ayers, Vice Chairman, Federation
The Joint Veal Committee meeting was called to order by Chairman Ray Krones on Saturday, July 31, 2010 at 8:00 AM. Chairman Krones entertained a motion to approve the minutes of the prior meeting. Motion carried unanimously.
Dean Conklin provided an update on the FY 2010 six month beef board evaluation update. Ray thanked participating companies/organizations throughout the year for their support of the Checkoff and the veal industry.
Chairman Krones asked Dean Conklin to review the FY 2010 veal program updates. The Committee received updates from Veal Go to Market Strategy team members including Chris Marcocci in retail; Tom Houlton in foodservice; and Beth Anne Mumford (CMA via phone), Hinda Mitchell (CMA) and Charlie Arnot (CMA) in Veal Issues Management and Veal Quality Assurance programs. Each program manager within the Veal Go to Market Strategy team reported successes in retail marketing and foodservice partnerships.
Committee discussed the FY 2011 Authorization Request (AR). Proposed $600,000 dollar budget – discussion included ‘Veal Big’ Idea Retail Conference which included cross promotion partnerships; Retail Promotions and cross promotion partnerships within this channel, Social media expansion (built off of beef program) including YouTube, Facebook, Twitter, MBA program expansion, cutting videos, etc. If additional funds are allocated the following are potential opportunities – Social media strategy, foodservice distributor expansion, draft of strategy / upcoming strategy (deliver clear strategy), retail promotions / cross promotion partnerships, and media ads (foodservice or retail).
The 2011 AR as presented today was voted upon. Vote passed unanimously.
Dean reported that the outlined goals are on track to be completed prior to the end of FY 2010.
Meeting adjourned at 12:10 PM.
2010 Cattle Industry Summer Conference – Joint Veal Committee Agenda
2010 Cattle Industry Convention – Joint Veal Committee Minutes
2010 Cattle Industry Convention – Joint Veal Committee Veal Presentation (ppt) (pdf)
2010 Cattle Industry Convention – Joint Veal Committee meeting report
2010 Cattle Industry Convention – Joint Veal Committee Agenda
2009 Cattle Industry Summer Conference – Joint Veal Committee Minutes
2009 Cattle Industry Summer Conference – Joint Veal Committee Presentations:
2009 Cattle Industry Summer Conference – Joint Veal Committee Meeting Report:
July 17, 2009
Ray Krones, Chair
Jerry King, Vice Chair
The Joint Veal Committee met on Friday, July 17 to review progress made in all program areas related to the Veal Go to Market Strategy including retail, foodservice, veal issues management and veal quality assurance programs.
Successes in the retail channel has been developed in three phases to build consumer awareness with retailers by working closely with State Beef Councils, the Northeast Beef Initiative, veal packers and veal marketing partners by introducing the Veal Made Ease campaign, new web site, and Consumer Sweepstakes. The retail initiative has produced tremendous consumer interest with over 390,000 entries in the first Veal Made Easy Sweepstakes with over 1,000 retailers participating with partnership with Colavita Olive Oil. Another 1,000 retail stores are involved in the new Summer Grilling campaign in partnership with The Mushroom Council along with another sponsorship with Chathea St. Michelle winery. IN the foodservice channel three casual dining chains added new veal other menu items in June, 2009 and more to come in 2009. Several foodservice events were sponsored and supported by veal packers and processors. A second successful Veal Farm Tour for Kendall College students was implemented and cosponsored by the VIM/VQA program along with the Wisconsin Beef Council. Bonewerks/Culinarte and BelGioioso Cheese Company. In addition, The VIM/VQA is developing new Ethical Standard and Code of Conduct for veal industry segments reinforcing veal as a safe ,wholesome, nutritious, and humanely raised product.
Special Veal Leadership recognition for past leadership was presented by NCBA President Gary Voogt to Michael Mosner, past Chairman of the Joint Veal Committee.
The FY 201 Veal Authorization Request was presented and recommended by the Joint Veal Committee to the Beef Promotion Operating Committee for approval in September 2009 . In addition, an updated Veal Industry Long Range Plan was presented for adoption.
2009 Cattle Industry Summer Conference – Joint Veal Committee Meeting Agenda
2009 Cattle Industry Convention – Joint Veal Committee Meeting Minutes
2009 Cattle Industry Convention – Joint Veal Committee Meeting Presentation (ppt) (pdf) (For quicker download, use the pdf version to view presentation)
2009 Cattle Industry Convention – Joint Veal Committee Report:
January 30th, 2009
Ray Krones, Chairman, Federation
Jerry King, Vice Chairman, Beef Board
Chairman Ray Krones opened the meeting and received approval for the agenda and minutes. Chairman Krones welcomed new Joint Veal Committee members including Jerry King, Vice Chairman, a dairy producer and Beef Baord member from Missouri.
Rich Otley of the Beef Board staff commented on the FY 2008 evaluations, thanked the Joint Veal Committee, the AVA leadership and the veal industry’s commitment to focus.
The Veal Go To Market Strategy team(made up of Tom Houlton, Chris Marcocci, Rose Mosher, Joe Page, Beth Anne Mumford, Charlie Arnot, Gail Carter and Dean Conklin) provided comprehensive updates on retail,foodservice, veal web sites, and veal issues management and quality assurance programs. The Retail Initiative was presented as a comprehensive consumer oriented plan focusing on the introduction of VealMadeEasy.com, Fox TV promotion, consumer sweepstakes, and other marketing tools designed to help sell more veal with retialers. The Foodservice Inititive was presented as an update on several national veal chains featuring veal on menus. A web site update was provided as an update on enhancements from Joint Veal Committee input.
A new direction in Veal Issues Managment and Quality Assurance has been accomplished with the combining of two committees to support the Veal Go to Market Strategy. Dr .Drew Vermeire and Chip Lines Burgess of the AVA provided AVA updates as well.
The Committee reviewed five Veal Planning Factors for FY 2010 and concluded with two major priorities selected by the Joint Veal Committee. State Beef Council staff also provided state program updates.
Special recognition to Dale Bakke of the AVA, Pat Kilsdonk of the Joint Veal Committee and Chip Lines- Burgess for Veal Issues Management/Quality Assurance.program management.
2009 Cattle Industry Convention – Jan. 30, 2009 Joint Veal Committee Agenda
2008 Cattle Industry Summer Conference – Committee Minutes
2008 Cattle Industry Summer Conference – Joint Veal Committee Meeting Report:
July 18, 2008
Go to Market Strategy Addressing Veal Industry Needs
Leaders of the veal industry met during the Joint Veal Committee meeting on July 18 to review strategies to increase consumer demand for veal, given the oversupply reported by veal packers and processors. A new retail initiative was discussed, in addition to the foodservice programs in place to support the veal Go-to-Market strategy. After receiving valuable input from project managers, State Beef Councils and marketing staff, the Joint Veal Committee followed with a conference call on Aug. 7, 2008 to recommend reallocating limited veal dollars to the retail initiative for Fiscal Year 2009. For more information, contact Dean Conklin at dconklin@beef.org.
2008 Cattle Industry Summer Conference – Committee Agenda
2008 Cattle Industry Convention – Joint Veal Committee Meeting Report:
February 8, 2008
Members of the Joint Veal Committee and guests received program updates on all tactics related to Beef Checkoff Funded Veal Go To Market Strategy. The main focus of the commmitte discussion was on how the veal industry can stimulate new sales opportunitites focusing on menu development and introduction with casual theme restaurant menus.
The Veal Go to Market Strategy Team shared progress reports on the development of new cuts with veal packers and processors, foodservice operators. In addition, Committee members provided valuable input on how to enhacnce the vealstore.com website.
The Committee approved a recommendation to move the Veal PR Event to Chicago in June, 2008 and develop incentive standards for chefs to place veal on menus.
The AVA provided a Veal Issues Management Program update and US MEF provided a market assessment on the international market opportunitues for veal.
2008 Cattle Industry Convention – Joint Veal Committee Meeting Agenda
2007 Cattle Industry Summer Conference – Joint Veal Committee Meeting Report:
Critical issues facing the veal industry were on the agenda Wednesday as the Veal Council met during the 2007 Cattle Industry Summer Conference in Denver. An aggressive promotion campaign and supplemental funding initiative were reviewed by Council members; the campaign and funding proposal will be presented to the American Veal Association (AVA) when that group meets in Philadelphia in August. The efforts were created as a result of findings of a Blue Ribbon Committee founded at the 2007 Convention in Nashville.
Results of information and quality assurance programs funded through the Beef Checkoff Program and coordinated by the AVA were outlined for the Council. Checkoff-funded promotion programs were also addressed.
The Veal Council provides an opportunity for representatives of various segments of the veal industry to openly discuss issues related to the production and marketing of veal.
2007 Cattle Industry Summer Conference, July 2007 – Committee Agenda
2007 Cattle Industry Annual Convention, Feb 2007 – Committee Minutes
2007 Cattle Industry Annual Convention – Joint Veal Committee Meeting Report:
The Joint Veal Committee met to discuss the national Checkoff funded veal programs. The veal “Go to Market Strategy” is the focus of the committee’s goal to get veal on chain menus. All Checkoff promotion programs looked at this strategy. Various programs were discussed including:
Veal Optimization Study
Veal Retail Support
Veal Foodservice Advertising
Veal Public Relations
Veal Event Valuing
The state beef councils requested information on how state programs were utilizing the national program focus.
Evaluations were completed and the direction of the program was well received by veal partners.
2007 Cattle Industry Annual Convention – Committee Agenda
2006 Cattle Industry Summer Conference – Joint Veal Committee Report:
The Joint Veal Committee met on Wednesday, July 12, and focused on strengthening the beef checkoff funded veal industry initiatives for FY 2007 by expanding the go to market strategy primarily focused on the casual dining foodservice segment, veal public relations and retail marketing support programs. Go to market program updates were provided by Menu Development Specialist Bob Schafer along with a Veal Optimization Study progress report by researchers Chris Calkins of the University of Nebraska and Dwaine Johnson of the University of Florida. In addition, FY 2006 Veal Program Updates were presented by the Veal Staff/Agency Team and state beef council staff.
2006 Cattle Industry Summer Conference, July 2006 — Committee Meeting Minutes
2006 Cattle Industry Summer Conference, July 2006 — Committee Agenda
2006 Cattle Industry Annual Convention, February 2006 – Committee Minutes
2006 Cattle Industry Annual Convention – Joint Veal Committee Meeting Report:
February 3, 2006
Veal producers, packers and other veal industry supporters met today to discuss the checkoff-funded programs designed to increase demand for veal. Checkoff-funded research on both consumers and foodservice operators to determine attitudes and usage was presented by Market Research Director Rick Husted. Veal producers, packers and other veal industry supporters met today to discuss the checkoff-funded programs designed to increase demand for veal. Checkoff-funded research on both consumers and foodservice operators to determine attitudes and usage was presented by Market Research Director Rick Husted. Significant discussion, led by Veal Committee Chairman Michael Mosner, was conducted on the advertising and other marketing strategies. Comments on a proposed tagline were entertained, with a variety of ideas suggested.
Schafer, Condon Carter, the agency for the Veal Program, was presented with direction for their marketing efforts. Veal producers, packers and other veal industry supporters met today to discuss the checkoff-funded programs designed to increase demand for veal. Checkoff-funded research on both consumers and foodservice operators to determine attitudes and usage was presented by Market Research Director Rick Husted.
Significant discussion, led by Veal Committee Chairman Michael Mosner, was conducted on the advertising and other marketing strategies. Comments on a proposed tagline were entertained, with a variety of ideas suggested. Schafer, Condon Carter, the agency for the Veal Program, was presented with direction for their marketing efforts.Bob Schaefer (no relation), the new “Go To Market” menu development coordinator, was introduced and provided insight into veal marketing to the casual restaurant market.Muscle profiling for veal was also reviewed. In addition, several state councils gave updates on veal promotion efforts in their areas.More than 30 people attended the Veal Committee Meeting.
2005 Cattle Industry Summer Conference – Committee Meeting Minutes
