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Beef Checkoff Program: Veal Issues Management & Veal Quality Assurance

Beef Checkoff Program: Veal Issues Management & Veal Quality Assurance. Fiscal Year 2011. Veal Issues Management (VIM) 2011 Strategy/Objectives. Overall 2011 Strategy: Build on success of industry commitment to Ethical Standards and Code of Conduct

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Beef Checkoff Program: Veal Issues Management & Veal Quality Assurance

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  1. Beef Checkoff Program:Veal Issues Management & Veal Quality Assurance Fiscal Year 2011

  2. Veal Issues Management (VIM)2011 Strategy/Objectives Overall 2011 Strategy: • Build on success of industry commitment to Ethical Standards and Code of Conduct • Expand veal farm tour program to facilitate state beef council use • Complete Veal Course for industry education purposes and revise www.vealfarm.com website. • Develop integrated communication program targeting trade media by working collaboratively with veal quality assurance based programs. Measurable Objectives: • Increase vealfarm.com use by 10 percent among veal industry participants and public. • Use FY 2010 metric as baseline for measuring usage growth in FY 2011. 

  3. Building Trust and Confidence in Veal Practices and Products

  4. Website Redesign • Full launch and marketing • Create and execute outreach/communication plan targeting key audiences to increase use of website • Industry/industry partners • Trade media • Others • Producer profiles • Complete three producer profiles for web • Highlight farmer • Ohio, Pennsylvania and Wisconsin/Indiana • Update Regularly

  5. Editorial Calendar • Healthy Eating Animal Care • Summer Grilling Safe food 3. Columbus Day Animal Housing

  6. Editorial Calendar 4. Tactics: • Create and distribute media material and merchandize veal story • www.VealFarm.com • Distribute information to states and through checkoff communications • Monitor for media coverage/pick up • Utilize trained veal spokespersons • Create and distribute talking point/press release template to localize stories

  7. Veal Issues Management Messages • On average, a trimmed, cooked 3-ounce serving of veal contains 166 calories and only 5.6 grams of fat. • Veal is an excellent source of protein and a good source of niacin, zinc, and vitamin B12 and B6. • With a variety of veal cuts available at a range of prices, veal is affordable in most budgets. • Veal farmers understand that providing safe, wholesome food is a priority and are committed to providing their animals with proper nutrition and quality care. • This means the veal you serve your family is a good source of important lean protein.

  8. Veal Quality Assurance (VQA)Mission • Ensure that veal calves are cared for with ethical management practices that result in a safe, wholesome, consistent quality veal product for consumers • Enhance veal meat quality by preventing residues, pathogen contamination and defects on the meat • Promote industry standards and best practices based on recommendations from veterinarians, nutritionists and animal care experts

  9. Veal Quality Assurance2011 Strategy/Objectives Overall VQA Strategy • Continue to develop and implement targeted producer education programs by updating technical bulletins, recertifying producer and allied industry through web-based education programs, and by working directly with veal feed companies and veal packer/processors. Measurable Objective • Update at least two technical bulletins, establish web-based education updates at least quarterly and develop email communications system through vealfarm.com and focused industry communication efforts. Success will be measured by achieving 100% annual recertification of veal quality assurance program.

  10. Veal Quality AssuranceTactics Two Technical Bulletins • Work with committee to identify topics and produce bulletins • Using direct-fed microbials (DFM) in the veal barn • Rabies/biosecurity • Post at www.vealfarm.com Update VQA Materials • Finalize new VQA materials based on FY 2010 review • Launch and market new materials to key audiences • Producers, packers, feed company reps • State beef councils and other industry partners • Customers, as appropriate • Update www.vealfarm.com

  11. Veal Quality AssuranceTactics Database transfer and update • Transfer updated database to new www.vealfarm.com platform • Improve process for capturing information and tracking VQA certification using www.vealfarm.com database Training • Review current training materials for update based on manual changes • Finalize online certification test • Offer online and classroom VQA training/certification utilizing volunteer trainers

  12. Veal Quality AssuranceCertification • Formula One has provided classroom certification to about 100 participants. • Developed training resource guide for trainers • Ongoing outreach to feed reps and companies for VQA certification

  13. Veal Quality AssuranceOutreach/Discussion • Define group housing standards • Engage dairy producers to find mutual solutions to residue violations and recognize their role as beef producers • Engage with National Milk Producers Federation and other producer groups • Progressive Dairyman opinion column • Clarify animal health product usage for veal farmers

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