Funded by The Beef Checkoff

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Veal Foodservice Program Update

2009 Cattle IndustrySummer Conference

July 17, 2009

Funded by The Beef Checkoff

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Increasing Consumer Demand for Increasing Consumer Demand for VealVeal

VealGo To Market

Strategy

QualityAssurance

Supported by Market Research.

Research

Foodservice

Channel

RetailChannel

IssuesManagement

Funded by The Beef Checkoff

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• Osso Buco Spring Promotion– June 3-16, 2009

• Promoted via E-mail– E-blast sent to customers

• Peter Schonman– Involved with two past Veal Media Events

Go To Market Chain Update

• Total Estimated Veal Sales: - $4,410 - 630 lbs.

Source: 21 units, 30 orders/week 8oz./serving at $7/lb.

Funded by The Beef Checkoff

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Go To Market Chain Update

• Two Seasonal Promotions

– June 1-14: Lombardia Region

• Osso Buco alla Milanese

– January 5 - 18: Trentino Region

• Sliced, oven-roasted veal• Total Estimated Veal Sales:

- $8,085 - 1,155 lbs.

Source: 22 units, 30 orders/week OB: 8oz./serving at $7/lb. Roast: 6oz./serving at $7/lb.

Just Added!August 5th Special Wine Dinner

Osso Buco alla Boscailola on menu

Funded by The Beef Checkoff

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• New Breaded Cutlet– Fixed issues with current product and added a new Veal item

– Relationship due to 2008 Veal Battle for Chicago media event

Go To Market Chain Update

• Total Estimated Veal Sales: - $94,500 - 18,900 lbs.

Source: 120 units, 30 orders/week, 3 months volume 7oz./serving at $5/lb.

Funded by The Beef Checkoff

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• Continue to see some chains promoting Veal– Tuscan-Style Chop on menu

• Offered two ways

– Added to menu based on Nation’s Restaurant News/American Culinary Federation

2009 trend data that supported new Veal cuts– Participant in 2008 Veal Media event

Go To Market Chain Update

• Total Estimated Veal Sales: - $356,400 - 32,400 lbs.

Source: 60 units, 30 orders/week, 6 months volume 12oz./serving at $11/lb.

Funded by The Beef Checkoff

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• Two Veal Chop Promotions (2weeks each)

– 12 oz. Frenched Veal Chop• Fathers Day, June 2009 • Fall 2008

• Other In-house Specials– Osso Buco (4 weeks)– Veal Cutlet Strips (4 weeks)

Go To Market Chain Update

• Total Estimated Veal Sales: - $1,593,750 - 187,500 lbs.

Source: 250 units, 125 orders/week Fr. Chop: 12oz/serving at $11/lb. OB: 8oz./serving at $7/lb. Roast: 6oz./serving at $7/lb.

Funded by The Beef Checkoff

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• Chateau St. Michelle Wine Partnerships– Veal & Wine frequent purchase program with Sweepstakes Trip to Italy

– Two Foodservice Opportunities• UNO - Fall 2009• Buca di Beppo - January 2010

– Funded with Ohio and Michigan Federation Grants

Go To Market Chain Update

Funded by The Beef Checkoff

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Trade Show & Event Marketing Update

• February 24-25, 2009• Foodservice event for caterers,

executive chef’s and high end catering

• Presented new cuts of Veal to the industry

• Culinary Showcase Presentation– Veal demo featuring boneless Osso

Buco from the shoulder– Two booths promoting all cuts of

Veal

• Co-Sponsored by The Beef Checkoff with:

Funded by The Beef Checkoff

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• NAMP: Center of the Plate Conference– Texas A&M University– May 5-7, 2009

• Support from our partners:– Mountain States/Rosen

• Veal carcasses

– Nagel Veal & Quality Meats• New Veal cuts from optimization study

– Strauss Brands• Veal meat balls for reception

Trade Show & Event Marketing Update

Funded by The Beef Checkoff

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• Southwest Foodservice Expo– Dallas, TX– June 28-30, 2009

• Co-sponsored with:

Trade Show & Event Marketing Update

Funded by The Beef Checkoff

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Vealstore.com Update

• Significant declines in web activity due to change in strategy

Avg. Daily Sessions % Change

Avg. Daily Page Views % Change

FY2009 181.0 478.0FY2008 226.0 523.0

-19.91% -8.60%

Funded by The Beef Checkoff

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