Veal producers who worried their meat was bound to go the way of once-fashionable dishes like turtle soup say the future's suddenly looking brighter for the embattled protein.
The veal industry, which made a point of being omnipresent at the 2011 Meat Conference held in Dallas this week, is in the final stage of a three-year strategy to remake the image of veal and cultivate new customers. Industry leaders report their efforts are paying off.
According to Dean Conklin, executive director of veal marketing for the National Cattleman's Beef Association, 10 major restaurant chains and 880 independent restaurants added veal to their menus last year. Supermarkets have also been stepping up efforts to sell veal, enthusiastically participating in a Columbus Day tie-in Conklin characterized as "the largest veal promotion we've ever done."
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