Veal Growers Look Toward the Future

By Sarah Watson, Livestock Editor
Thursday, March 6, 2008 12:21 PM CST

Veal producers from across the state headed to Green Bay for the Wisconsin Veal Growers Association Annual Convention held at the KI Convention Center.

The convention kicked-off with evening of fun on Feb. 27. The trade show offered a “Taste of Wisconsin” followed by a live auction and entertainment. All proceeds from the auction are used to award Wisconsin Veal Growers Association scholarships. The auction raised $1,350.

Group/loose housing

The following morning a group housing informational session was held as it was last year to educate producers about the newly adopted and future housing option of the veal industry.

In May of last year the American Veal Association adopted the resolution to make the conversion to group housing by the year 2017.

The reasons outlined in the resolution include:

- Veal housing methodology has progressed to the point where these methods may now be considered viable;

- Group housing already accounts for over 10 percent of veal production in the USA;

- Animal welfare is an issue many organizations consider in concert with their purchasing decisions;

- The veal industry must be mindful of consumer concerns;

- Group housing was legislatively imposed in the European Union;

- Conversion to group housing methodology will promote industry stability and growth.

The organization was clear in its statement to members that for those who feel that 2017 is not soon enough that:

1) The organization will work to achieve its objectives ahead of schedule, but would prefer a 10-year timeline to will allow the organization to effectively deliver on its promise;

2) The conversion period is shorter than the European timetable; and

3) The conversion period will allow the industry to allow additional time for further development and refinement of group housing technologies.

NCBA report

NCBA continues to work on the muscle optimization study finding new cuts of meat and added value for producers. Four new cuts are being released this year and will take product that usually brought $2 per pound up to $4.50 to $5.

The veal committee continues to use checkoff funds to promote product in casual themed restaurants. Some of the new restaurants they are working on include Cracker Barrel, Hard Rock Café and Mimi’s Café.

The checkoff funds from the veal sector continue to decline as slaughter numbers have decreased.

Wisconsin Beef Council

The council continues to work on veal promotion as funds decrease.

“We’ve seen a significant decrease in the veal budget,” says John Freitag, Wisconsin Beef Council executive director.

However, there are 15,000 calves more than last year at this time.

Currently veal is being promoted through a cooking show once per month. The show reaches 90,000 households in the southeast part of the state through the Watertown and Milwaukee area. WBC may try to tie the show to an area establishment that serves veal and promote a coupon for purchasing veal.

Wisconsin Beef Council gave $1,500 to the New York Beef Council to promote veal at the New York Restaurant Show. The East Coast is a major veal consuming area in the United States. WBC is working on the Milwaukee and Chicago markets, as well.

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