Beef Checkoff Program:Veal Issues Management &

Veal Quality AssuranceFiscal Year 2011

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Veal Issues Management (VIM)2011 Strategy/Objectives

Overall 2011 Strategy: • Build on success of industry commitment to Ethical Standards

and Code of Conduct• Expand veal farm tour program to facilitate state beef council use• Complete Veal Course for industry education purposes and

revise www.vealfarm.com website. • Develop integrated communication program targeting trade

media by working collaboratively with veal quality assurance based programs.

 

Measurable Objectives:• Increase vealfarm.com use by 10 percent among veal industry

participants and public.• Use FY 2010 metric as baseline for measuring usage growth in

FY 2011. 

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Building Trust and Confidence in Veal Practices and Products

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Full launch and marketingCreate and execute outreach/communication plan targeting key audiences to increase use of website

Industry/industry partners

Trade media

Others

Producer profilesComplete three producer profiles for web

Highlight farmerOhio, Pennsylvania and Wisconsin/Indiana

Update Regularly

Website Redesign

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1. Healthy Eating Animal Care

2. Summer Grilling Safe food

3. Columbus Day Animal Housing

Editorial Calendar

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4. Tactics: Create and distribute media material and merchandize veal story

www.VealFarm.com

Distribute information to states and through checkoff communications

Monitor for media coverage/pick up

Utilize trained veal spokespersons Create and distribute talking point/press release template to localize stories

Editorial Calendar

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Veal Issues Management Messages

On average, a trimmed, cooked 3-ounce serving of veal contains 166 calories and only 5.6 grams of fat.

Veal is an excellent source of protein and a good source of niacin, zinc, and vitamin B12 and B6.

With a variety of veal cuts available at a range of prices, veal is affordable in most budgets.

Veal farmers understand that providing safe, wholesome food is a priority and are committed to providing their animals with proper nutrition and quality care.

This means the veal you serve your family is a good source of important lean protein.

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Ensure that veal calves are cared for with ethical management practices that result in a safe, wholesome, consistent quality veal product for consumers

Enhance veal meat quality by preventing residues, pathogen contamination and defects on the meat

Promote industry standards and best practices based on recommendations from veterinarians, nutritionists and animal care experts

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Veal Quality Assurance (VQA)Mission

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Overall VQA Strategy

Continue to develop and implement targeted producer education programs by updating technical bulletins, recertifying producer and allied industry through web-based education programs, and by working directly with veal feed companies and veal packer/processors.

 

Measurable Objective

Update at least two technical bulletins, establish web-based education updates at least quarterly and develop email communications system through vealfarm.com and focused industry communication efforts. Success will be measured by achieving 100% annual recertification of veal quality assurance program.

 

Veal Quality Assurance2011 Strategy/Objectives

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Veal Quality AssuranceTactics

Two Technical BulletinsWork with committee to identify topics and produce bulletins

• Using direct-fed microbials (DFM) in the veal barn

• Rabies/biosecurity

Post at www.vealfarm.com

Update VQA MaterialsFinalize new VQA materials based on FY 2010 review

Launch and market new materials to key audiences• Producers, packers, feed company reps

• State beef councils and other industry partners

• Customers, as appropriate

Update www.vealfarm.com

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Database transfer and updateTransfer updated database to new www.vealfarm.com platform

Improve process for capturing information and tracking VQA certification using www.vealfarm.com database

TrainingReview current training materials for update based on manual changes

Finalize online certification test

Offer online and classroom VQA training/certification utilizing volunteer trainers

Veal Quality AssuranceTactics

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Formula One has provided classroom certification to about 100 participants.

Developed training resource guide for trainers

Ongoing outreach to feed reps and companies for VQA certification

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Veal Quality AssuranceCertification

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Define group housing standards

Engage dairy producers to find mutual solutions to residue violations and recognize their role as beef producers– Engage with National Milk Producers Federation

and other producer groups– Progressive Dairyman opinion column

Clarify animal health product usage for veal farmers

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Veal Quality AssuranceOutreach/Discussion