The checkoff’s veal retail marketing is gaining vealocity as we move into 2010.
The BIG event will center around Columbus Day, Oct. 11, 2010. The strategy is to position veal as the dish for Columbus Day, like turkey is for Thanksgiving. This month-long, Italian-themed promotion includes TV commercials, VealMadeEasy.com Web site promotions, event presence at the Columbus Day Parade in New York City and a consumer sweepstakes to win a trip to Italy.
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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.
To see promotion details, click here.
Source: The Beef Checkoff Program
