Veal industry will rebuild its image

CANTON, PA: Veal USA, formed by US veal producers, is planning a

national campaign to promote veal consumption, and to answer concerns

about the treatment of veal calves.

"Animal welfare is one part of what we're trying to do, but we're also

trying to put back the glamour and the elegance of veal," said Laura

Vermeire, VP of marketing.

The campaign will be handled in-house, though Veal USA is considering

taking on agency help for a spring celebrity chef tour. Initial PR has

centered on distributing veal recipes to food editors at major

metropolitan dailies and gourmet magazines.

Past promotion efforts centered on the trade press, but the industry

believes it must now reach out directly to consumers. "Consumers just

don't think of veal anymore," said Vermeire.

Another leg of the PR campaign is creation of the Veal USA brand.

Producers will be able to use the brand mark on products meeting humane

animal-treatment requirements set by Veal USA.

Another component will be a conference of animal scientists to develop

worldwide standards for how calves raised for veal should be treated.

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