CONTACT: Melissa Slagle 303-867-6306
mslagle@beefboard.org
VEAL PIZZA. IT’S WHAT’S FOR BREAKFAST.
Checkoff-funded veal pizza introduced at
International Restaurant & Foodservice Show.
(CENTENNIAL, Colo.)
– The Beef Checkoff-funded
veal program recently was spreading the
news in New York, N.Y.! With the help of the New
York Beef Industry Council, Wisconsin Beef
Council, Federation of State Beef Councils and
the Northeast Beef Promotion Initiative, veal
was on the breakfast plate of more than 1,400
attendees at the International Restaurant and
Foodservice Show of New York.
The unveiling of the Veal Sausage and Roasted
Red Pepper Breakfast Pizza was a sizzling
success. Built atop a cooked waffle, the entrée
starts by layering veal sausage, shredded
Cheddar cheese and Julienned roasted red
peppers, and is then topped off with sour cream
and fresh chives. The recipe, born from the beef
and veal experts at the checkoff-funded Beef and
Veal Culinary Center in Chicago, is geared
toward restaurant owners and foodservice
operators.
And the show success all started with Marcho
Farms, veal packer and processor located in
Harleysville, Pa., donating 70 pounds of veal
sausage for the event.
“The support received from the beef and veal
industries was outstanding. We were able to get
the message out about beef and veal, showcase a
great recipe and promote Beef University – a
foodservice guide to beef,” says Jean O’Toole,
director of public relations and promotions for
the New York Beef Industry Council. “I was
honored to work with the Culinary Center crew.
With checkoff dollars invested in promotional
activities such as this, we hope to get veal on
more breakfast plates around the country.”
The ability to showcase a versatile veal dish in
a casual application was one benefit to the
show, but having the veal booth strategically
placed just adjacent to the New York Pizza Show
exhibit where PMQ Pizza Magazine
representatives were within a nose-whiff’s
distance, was an added bonus. This only
reinforced the checkoff-funded veal Go-to-Market
Strategy and the veal foodservice advertising
campaign where a veal pizza is pictured.
“The flavor profile and execution were flawless.
And, the recipe gives Marcho Farms’ veal sausage
patties more options – it could be on a casual
theme restaurant menu or a hotel buffet,” says
Dave Zino, executive
director of the Culinary Center. “In the end, a
veal producer’s checkoff investment allows for
more marketing and promotional opportunities for
their product that may not have been provided
before. We had great feedback on the recipe and
look forward to finding more uses for the great
taste of veal.”
Veal team members were also able to meet with
chain and independent restaurant operators,
catering contacts and many others over this
three-day event.
For more information about checkoff-funded veal
efforts, visit www.vealstore.com
or
www.beefboard.org.
The Beef Checkoff Program was established as
part of the 1985 Farm Bill. The checkoff
assesses $1 per head on the sale of live
domestic and imported cattle, in addition to a
comparable assessment on imported beef and beef
products. States retain up to 50 cents on the
dollar and forward the other 50 cents per head
to the Cattlemen’s Beef Promotion and Research
Board, which administers the national checkoff
program, subject to USDA approval.
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