veal foodservice program update 2009 cattle industry summer conference
DESCRIPTION
Veal Foodservice Program Update 2009 Cattle Industry Summer Conference. July 17, 2009. Increasing Consumer Demand for Veal. Foodservice Channel. Retail Channel. Veal Go To Market Strategy. Issues Management. Research. Quality Assurance. Supported by Market Research. - PowerPoint PPT PresentationTRANSCRIPT
Funded by The Beef Checkoff
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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%
Funded by The Beef Checkoff
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