If turkey is the official dish of Thanksgiving, what’s the official dish of Columbus Day? Veal, of course. That’s the idea behind a new promotion funded by the beef checkoff that will motivate home cooks to prepare veal on this Italian-themed holiday.
“Columbus Day is a time to celebrate Italian heritage, and serving Italian food is a great way to enjoy the holiday,” said Ray Krones, Chairman of the Joint Veal Committee. Italian food has long been one of the most popular cuisines in America. “We are trying to start a new trend, by encouraging consumers to celebrate Columbus Day with a home-cooked meal for friends and family, featuring Italian favorites such as Veal Parmigiana, Veal Saltimbocca and Veal Piccata,” says Krones.
To generate awareness for this idea, humorous TV spots will air in top markets. The ads feature a couple in the kitchen cooking and arguing about which veal dish is the best choice for Columbus Day. Consumers are asked to visit VealMadeEasy.com, vote for their favorite Italian veal dish, and enter to Win a Perillo Trip for Two to Italy.
The website will also feature several easy-to-prepare recipes featuring classic Italian dishes, and step-by-step videos to help home cooks create an Italian masterpiece. The initiative will be supported in 2,744 grocery stores, with feature ads and recipe labels that also include a marketing partner, Colavita Extra Virgin Olive Oil. Downloadable ad slicks and other marketing support are available to retailers.
For more information about your beef checkoff investment, visit MyBeefCheckoff.com.
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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,
Source: The Beef Checkoff