ANNCR: 
Like all cattlemen, veal producers face market challenges today, but they’re convinced their product is poised for significant growth by earning new veal aficionados, according to Pat Kilsdonk (KILLS-DONK), a Wisconsin veal producer and chairman of the beef checkoff’s Joint Veal Committee.

KILSDONK:
“Just like any other segment of the livestock industry, we face the challenges of input costs and our product costs increasing every year, but we look forward to being able to produce a good product for the consumer. We think we have the right product for the consumer.”

Cut #1:14                       Outcue: “…for the consumer.”

ANNCR:
Veal’s current “Go to Market” strategy emphasizes nutrition and versatility, and encourages casual dining foodservice operations to expand both their customer base and menus, with new items like veal pizza and veal burgers.  

KILSDONK:
“We think we have a product that’s perfect for today’s lifestyle—we think that by working and targeting casual theme operators that we’re going to hit the audience that has the disposable income and the inclination to be a veal user for years to come.”

Cut #2   :15          Outcue: "...years to come.” 

ANNCR:
Veal promotional efforts integrate foodservice advertising, public relations and event sponsorships, along with state beef council and packer support, to maximize checkoff resources, Kilsdonk explained.  

KILSDONK:
“That enhances every step of the production chain, from the producer right through to the packer, the processor and the rest of the chain. So we think it’s the right place to target the dollars. 

Cut #3   :15          Outcue: "...very positive results.”