EUROPEAN VEAL 2022

Veal production and consumption are specifically European phenomena. Veal is popular because it is tender, light and full of flavour. It is part of Europe''s gastronomic heritage. However, the veal market has been declining since the 2000s. There are various reasons for this: the economic crisis, changes in consumption behaviour and above all a lack of top-of-mind awareness. France, the Netherlands, Belgium and Italy are minded to fight this fall in consumption.

To achieve this, the four main veal-producing countries have been working together since 2018, when they were granted European co-financing to run a three-year promotional campaign in France, Belgium and Italy (where almost 70% of veal is consumed), in 2019/2020/2021. The effects of the campaign could be seen rapidly: consumption ticked upwards from 2019, with an improvement seen across all EU countries. Unfortunately, the Covid crisis has had a major negative impact on the industry. It is very important to sustain veal consumption across Europe, for various reasons: firstly, European veal production supports 25 000 jobs and generates ¬ 5.9bn in sales. Even more importantly, it plays a balancing role in Europe's beef and dairy sectors. Moreover, at a time when Europe is keen to defend its food sovereignty and ability to feed its population with quality products, promoting the veal sector is entirely warranted.

The EU veal sector is a prime example of the working circular economy, with every stage contributing to the sustainability of all sectors linked to veal production. It is also an illustration of a resilient sector, with highly diverse farming systems, continuously seeking to improve on its environmental performance. EU veal production is an undisputed model of the successful implementation, in the heart of rural Europe, of modern husbandry practice, which places animal welfare at the forefront.