3rd Annual Veal Summer Grilling Promotion with Mushroom Council and the Beef Checkoff Launches


The Beef Checkoff and the Mushroom Council team up for a third annual Veal Mushroom Summer Grilling promotion. A new recipe for Veal Mushroom Blend Sliders has been introduced through labels placed on specially marked packages of Veal. The promotion is supported with a consumer sweepstakes featuring $500 worth of groceries as the Grand Prize. Last year’s sweepstakes generated over 260,000 entries. This year is anticipated to generate even more consumer and retailer participation. The sweepstakes runs through September 5, 2017.


The Veal Mushroom Blend Sliders recipe, developed by the Culinary Institute of America (CIA), incorporates the Mushroom Council’s popular Blend technique by mixing finely diced mushrooms into the ground veal patties. The cooked Veal patties are then topped with sautéed fresh mushrooms and placed between mini slider rolls. The Blended mushrooms and sautéed mushrooms add extra servings of vegetables, vitamins and nutrients.


This year’s promotion will include blog posts, eblasts, and postings to Pinterest followers, Instagram videos, Facebook, and online YouTube cooking demonstrations. To make the promotion even more exciting for consumers, a special Facebook promotion has been added. Consumers are encouraged to take a photo of their version of a Veal blend burger, upload the image and briefly explain why they liked it for a chance to win a blender/food processor. Support from the digital and social media campaign will drive consumer awareness and contest entry at VealMadeEasy.com.