1. FY17 Veal Promotions AR# 1702-P
North American Meat Institute
A Contractor to the Beef Checkoff

2. FY17 Strategic Overview
Promote and strengthen beef’s value proposition
Focus on connecting directly with consumers including Millennial parents
Highlight veal’s strong position
Taste
Nutrition/Heath
Versatility
Uniqueness

3. Veal Production In the United States
Wisconsin
Indiana
Ohio
Pennsylvania
New York
California

4. Veal Consumption Locations in the United States
New York Metro Area
Boston Metro Area
Washington D.C. Metro Area
Florida (Southeast)
Chicago (Midwest)
West Coast

5. FY16 Update

6. FY16 Update Reaching Key Influencers and Opinion Leaders
2016 PA Farm Show Annual Meat Conference

7. FY16 Update Reaching Key Influencers and Opinion Leaders
The Daring Gourmet
Website – 271,000 unique visitors per month
Facebook – 23,500 followers
Twitter – 7,400 followers
Pinterest – 8,650 followers
Cindy’s Table
Website – 30,000 unique visitors per month
Facebook – 15,000 followers
Twitter – 18,000 followers
Instagram followers

8. FY16 Update Reaching Key Influencers and Opinion Leaders
Partnered with the New York Beef Council in the 2015 New York Veal Culinary Tour. Over 30 culinary students and their instructors from six different culinary institutions participated.

9. FY16 Update Connecting with Consumers in the Marketplace
Partnership with the Mushroom Council

10. FY16 Update Connecting with Consumers in the Marketplace
Website and Social Media Property Updates
Monthly Consumer Newsletters

11. FY16 Update Creating and Delivering Compelling Content
Recipe Development
Cooking Videos
Social Media Calendars

12. FY16 Update Creating and Delivering Compelling Content
Hosting the 2016 Veal Summit
Monthly Industry Newsletter Outreach

13. FY 17 Program Iniatives

14. FY17 Program Initiatives
Revolutionize Veal Marketing and Merchandising
Develop new recipes, photography and new cooking videos in line with today’s trends
Create partnerships to extend veal’s reach and maximize Checkoff dollars

15. FY17 Program Initiatives
Connect and Communicate Directly With Consumers
Execute two (2) seasonal/themed retail promotions
Execute two (2) social media promotions

16. FY17 Program Initiatives
Connect and Communicate Directly With Consumers
Provide monthly content updates to the veal made easy website

17. FY17 Program Initiatives
Connect and Communicate Directly With Consumers
Distribute monthly consumer newsletters

18. FY17 Program Initiatives
Connect and Communicate Directly With Consumers
Attend one consumer-focused event

19. FY17 Program Initiatives
Leverage New Media Opportunities
Weekly updates to the veal social media platforms

20. FY17 Program Initiatives
Communicate the Value of Veal’s Nutrition and Health Benefits to Consumers
Utilize all veal’s digital communication platforms
Leverage partnerships
Include in retail promotions

21. FY17 Program Initiatives
Engage Veal Advocates and Industry Leadership and Key Opinion Leaders
Attend one industry event
Provide a veal Industry newsletter outreach
Provide content to State Beef Councils
Engage with food bloggers
Host a Veal Summit

22. Summary
Grow Beef demand through innovation, marketing and memorable messaging
Engage the beef community in building consumer trust through education, social media, outreach, promotions and events
Capitalize on new media technologies and innovative communication tactics to deliver notable messaging to consumers
Promote and strengthen beef’s value proposition
Support the new Beef Long Range Plan

23. 2017 Budget Source of Funding Total Direct Costs Implementation
Beef Board/BPOC
$ 440,000
$ 360,000
$ 80,000
Federation of SBCs (FSBCs)     $
Other Potential Sources (describe)
Total Cost

24. For Additional Information Contact
Bill Sessions North American Meat Institute