Chris Landwehr, Wisconsin
For Wisconsin veal producer Chris Landwehr, the beef checkoff is promoting his product in restaurants and retail outlets across the country. He says, “Checkoff messages are propelling veal forward, showing its versatility as a protein source for both foodservice and retail.”
Chris, who grew up in the veal industry, represented veal growers at a recent checkoff event — the Veal Celebrity Chef Showdown. “Five chefs created three veal dishes with some of the new veal cuts like the veal Flat Iron. A team of judges awarded prizes, and everyone tasted the dishes. It was a really wonderful day that helped promote veal.”
From that event grew another checkoff opportunity to influence foodservice. A group of Kendall College culinary students toured Chris’ 800-head veal operation in eastern Wisconsin. “Through the checkoff, our farm recently hosted 45 culinary students who experienced our consumer-friendly production practices firsthand,” says Chris. “This hands-on event helped create new foodservice allies.”
By investing in the beef checkoff, producers like Chris are helping increase veal’s presence, both on the menu and in the meat case. “Our beef checkoff actively discovers new veal dishes that serve up variety and value for today’s consumer, whether dining out or at home.”
Click here to listen to Chris talk about the importance of the beef checkoff to the veal industry.