The Beef Checkoff Program, through a partnership between the New York Beef Industry Council, the Pennsylvania Beef Council, and the Northeast Beef Promotion Initiative, will challenge consumers in 11 states in more than 800 retail stores to "Reveal Their Inner Chef" by encouraging them to submit a veal recipe at www.RevealYourInnerChefContest.com from April 1 – April 30, 2013.
The "Reveal Your Inner Chef" promotion was also funded by the NCBA Federation Initiative Fund, which helps transfer state-controlled checkoff dollars from states with high cattle numbers and low consumer populations to states that have low cattle numbers and high populations. This fosters promotions that reach more consumers. The funds are awarded by the Federation Executive Committee.
Representatives from NYBIC, PBC and NEBPI are partnering up and reaching out to consumers and challenging them to create a veal recipe through the contest, which consists of on-pack labeling, developed by Streetmarc Advertising, Marketing and Promotions of Westport, Ct., placed on veal packages by packers and retailers. The labels boast the winning recipe "Crispy Sesame Veal with Asian Butter Sauce" by Jasmin Baron, N.Y., from the 2010 veal recipe contest, along with the rules and website information in which to submit a recipe. Five finalist recipes will be chosen and prepared at an independent kitchen where judges will determine the winner.
The winning recipe will receive a $500 grocery gift card to the participating retailer where they shop. There will also be an online survey where consumers are eligible to win a $100 gift card to William Sonoma. In addition, the five final recipes have an opportunity to be part of the next veal recipe brochure, traditionally developed by the NYBIC.
"The State Beef Councils and NEBPI are thrilled to be part of this project," notes Bridget Bingham, Executive Director for the Pennsylvania Beef Council. "We hope our cooperative efforts will help promote veal consumption and ignite a greater consumer interest in cooking and preparing the protein."
States participating in the contest include: Connecticut, Delaware, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont and Virginia. Retailers participating in the contest include: Tops Markets, Redner's Warehouse Markets, Kings Food Markets, Weis Markets, Mars Super Markets, Adam's Hometown Market, King Kullen, Price Chopper, Fairway Markets, Great Valu/Fresh Grocer and Hannaford.