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Veal Foodservice Program Update 2009 Cattle Industry Summer Conference

Veal Foodservice Program Update 2009 Cattle Industry Summer Conference. July 17, 2009. Increasing Consumer Demand for Veal. Foodservice Channel. Retail Channel. Veal Go To Market Strategy. Issues Management. Research. Quality Assurance. Supported by Market Research.

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Veal Foodservice Program Update 2009 Cattle Industry Summer Conference

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  1. Veal Foodservice Program Update2009 Cattle IndustrySummer Conference July 17, 2009

  2. Increasing Consumer Demand for Veal Foodservice Channel Retail Channel Veal Go To Market Strategy Issues Management Research Quality Assurance Supported by Market Research.

  3. Go To Market Chain Update • 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 • Total Estimated Veal Sales: • - $4,410 • - 630 lbs. Source: 21 units, 30 orders/week 8oz./serving at $7/lb.

  4. 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. Just Added!August 5th Special Wine DinnerOsso Buco alla Boscailola on menu Source: 22 units, 30 orders/week OB: 8oz./serving at $7/lb. Roast: 6oz./serving at $7/lb.

  5. Go To Market Chain Update • New Breaded Cutlet • Fixed issues with current product and added a new Veal item • Relationship due to 2008 Veal Battle for Chicago media event • Total Estimated Veal Sales: • - $94,500 • - 18,900 lbs. Source: 120 units, 30 orders/week, 3 months volume 7oz./serving at $5/lb.

  6. Go To Market Chain Update • 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 • Total Estimated Veal Sales: • - $356,400 • - 32,400 lbs. Source: 60 units, 30 orders/week, 6 months volume 12oz./serving at $11/lb.

  7. Go To Market Chain Update • 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) • 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.

  8. Go To Market Chain Update • 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

  9. 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:

  10. Trade Show & Event Marketing Update • 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

  11. Trade Show & Event Marketing Update • Southwest Foodservice Expo • Dallas, TX • June 28-30, 2009 • Co-sponsored with:

  12. Vealstore.com Update • Significant declines in web activity due to change in strategy

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