Contacts:  Polly Ruhland           303/850-3394    pruhland@beef.org
                Diane Henderson      303/850-3465    dhenderson@beefboard.org

     Menu Specialist to Put Teeth in Veal “Go-to-Market” Strategy

CENTENNIAL, COLO. (Jan. 3, 2006) – The Beef Checkoff Program has hired Robert Schafer as a veal development consultant. In his new role, Schafer will help put more veal on casual dining restaurant menus across the U.S., and provide guidance to the veal menu development team in the beef checkoff-funded veal program’s “Go-to-Market” strategy.

Schafer, president of Creative Culinary Consultants of Mission Viejo, Calif., has 30 years of experience in the culinary arts. He holds an associate degree in culinary arts from the Culinary Institute of America in Hyde Park, N.Y., and bachelor’s and MBA degrees from California Coast University.

Schafer has been on staff at several firms, including Denny’s Restaurants Inc., W.R. Grace Restaurants, Host International and Marriott Hotels and Resorts.  He’s a member of the American Culinary Federation and Research Chef’s Association, and has won eight gold, six silver and six bronze medals in Chef de Cuisine Culinary Arts competition.

The veal promotion program is coordinated for the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association (NCBA), which serves as one of the Beef Board’s contractors for checkoff-funded programs. NCBA hired Schafer after an extensive nationwide hunt to fill the position, which was recommended by the beef industry’s Joint Veal Committee during a recent conference call. The call followed the committee’s endorsement of this strategy at the cattle industry’s summer meeting.

“We’re thrilled to have someone of Bob’s talents and culinary background working on behalf of the veal industry,” says Dean H. Conklin, executive director of checkoff-funded veal programs at the NCBA. “With his contacts and knowledge we know he will have a big impact on the eagerness of casual dining establishments to add veal to their menus. This veal industry initiative focuses on building sales from the positive veal public relations efforts funded by the beef checkoff.”