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Beef Checkoff Launches New And Improved ‘Veal Made Easy’ Website

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The North American Meat Institute (NAMI), on behalf of the Beef Checkoff, has unveiled a new consumer and industry-focused “Veal Made Easy” website that offers a simpler user experience, easy navigation and improved mobile performance. 

The extensive library of recipes, images and how-to cooking videos have been categorized for easy browsing. Reimagined veal recipes draw on globally-inspired trends that appeal to a younger audience. 

“Consumers are increasingly turning to mobile and digital platforms for information about the food they eat,” said Eric Mittenthal, VP of sustainability at the North American Meat Institute, a contractor to the Beef Checkoff. “The revamped website provides a centralized digital platform for information consumers seek, including convenient, delicious veal recipes; ways to prepare and serve veal; and steps the industry takes to ensure the health and well-being of veal calves.” 

The newly designed website features wellness recipes, trending nutrition topics and preparation and cooking tips.  It also offers consumers an easy way to locate veal retailers through the new “Where to Buy Veal” feature.  

The industry will have access to cut charts, cooking methods, nutritional information and an easy-to-use resource section that will help in promoting veal. 

For the full digital tour, visit vealmadeeasy.com.

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. In states with qualified beef councils, states may retain up to 50 cents of the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

Washington, D.C.-based NAMI, a contractor to the Beef Checkoff, is a national trade association that represents companies that process 95 percent of red meat and 70 percent of turkey products in the U.S. and their suppliers throughout America. In addition, NAMI conducts scientific research through its foundation designed to help meat and poultry companies improve their plants and their products.

About the author

Treva Bennett

Senior Content Creator

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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