Veal from Europe: A Trusted Tradition

The Dutch COV (Centrale Organisatie voor de Vleesindustrie, Dutch Meat Industry Association) will start a promotion and information provision project in Canada, the U.S.A and Japan for veal.The U.S., Canadian and Japanese markets are interesting markets due to their large number of consumers (350 million) and their strong preference for, and therefore high per capita consumption of, bovine meat. The expected trend towards premium quality products and health claims enhance the opportunities in the market for European veal.Even though veal has no tradition in the Japanese market, the interest for veal is growing. Therefore a promotion campaign for European veal will contribute to enlarge EU exports of veal to these markets.The campaign message for “Veal from Europe: A Trusted Tradition”, will focus on the following key aspects:SafetyTraceabilityControlled productionSustainabilityTradition (milk-fed veal)Animal welfareThese aspects greatly contribute to the specific characteristics of European beef and veal. The key messages of the ‘Trusted Tradition’ campaign therefore are:Veal from Europe can be trusted because it complies with the highest standards in terms of food safety, quality and sustainability;Veal from Europe is produced in line with the European tradition of milk-fed veal of high quality and internationally high levels of animal welfare;European standards, guidelines and rules guarantee and control the safety, quality and sustainability of the products.The following activities will be executed to reach the envisioned goals (increase awareness by 50/60%, triple veal export):Communication tools (website, information/promotion material)Trade showsTechnical seminars/Networking eventsStudy visitsChefs’ engagementIn-store promotionshttp://www.cov.nl