Westport, CT – The VLT was created to meet the needs of Millenials and the under 40 demographic whose lifestyle is “always-on-the-go” and who have a growing interest in convenient, easy and delicious new recipes.
A veal sandwich strategy unfolded in November with Rizzuto’s, a Connecticut based restaurant chain, assisting in the development of the “VLT” (Veal-Lettuce- Tomato.) Rizzuto’s executive chef Tony Camilleri developed the recipe and featured it on their December menu. A video of Chef Tony preparing the VLT can be seen on www.vealfoodservice.com
The VLT was developed as part of The Beef Checkoff’s 2014 strategy to increase veal consumption among current users and attract new users to the category.
About The Beef Checkoff
The Beef Checkoff Program (www.MyBeefCheckoff.com) 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. In states with qualified beef councils, states retain up to 50 cents of 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.
Source: The Beef Checkoff