funded by the beef checkoff 1 veal foodservice program update 2009 cattle industry summer conference...
TRANSCRIPT
Funded by The Beef Checkoff
1
Veal Foodservice Program Update
2009 Cattle IndustrySummer Conference
July 17, 2009
Funded by The Beef Checkoff
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Increasing Consumer Demand for Increasing Consumer Demand for VealVeal
VealGo To Market
Strategy
QualityAssurance
Supported by Market Research.
Research
Foodservice
Channel
RetailChannel
IssuesManagement
Funded by The Beef Checkoff
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• 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
Go To Market Chain Update
• Total Estimated Veal Sales: - $4,410 - 630 lbs.
Source: 21 units, 30 orders/week 8oz./serving at $7/lb.
Funded by The Beef Checkoff
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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.
Source: 22 units, 30 orders/week OB: 8oz./serving at $7/lb. Roast: 6oz./serving at $7/lb.
Just Added!August 5th Special Wine Dinner
Osso Buco alla Boscailola on menu
Funded by The Beef Checkoff
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• New Breaded Cutlet– Fixed issues with current product and added a new Veal item
– Relationship due to 2008 Veal Battle for Chicago media event
Go To Market Chain Update
• Total Estimated Veal Sales: - $94,500 - 18,900 lbs.
Source: 120 units, 30 orders/week, 3 months volume 7oz./serving at $5/lb.
Funded by The Beef Checkoff
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• 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
Go To Market Chain Update
• Total Estimated Veal Sales: - $356,400 - 32,400 lbs.
Source: 60 units, 30 orders/week, 6 months volume 12oz./serving at $11/lb.
Funded by The Beef Checkoff
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• 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)
Go To Market Chain Update
• 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.
Funded by The Beef Checkoff
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• 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
Go To Market Chain Update
Funded by The Beef Checkoff
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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:
Funded by The Beef Checkoff
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• 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
Trade Show & Event Marketing Update
Funded by The Beef Checkoff
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• Southwest Foodservice Expo– Dallas, TX– June 28-30, 2009
• Co-sponsored with:
Trade Show & Event Marketing Update
Funded by The Beef Checkoff
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Vealstore.com Update
• Significant declines in web activity due to change in strategy
Avg. Daily Sessions % Change
Avg. Daily Page Views % Change
FY2009 181.0 478.0FY2008 226.0 523.0
-19.91% -8.60%