Partnering Veal with Mushrooms

The beef checkoff and Mushroom Council have teamed up for a second Veal Mushroom Summer Grilling Promotion, which introduced a new Veal and Portobello Mushroom Blend Burger recipe via labels placed on specially marked packages of veal in 20 retail chains. The promotion is supported by a consumer sweepstakes featuring a $500 grand prize and two $50 Williams-Sonoma® gift cards. Support from a digital and social-media campaign are driving consumer awareness and contest entries at The promotion runs through Sept. 7.

Getting Interactive with Consumers

Thanks to the checkoff’s Interactive Butcher Counter, now in its second year on, thousands of consumers have come to the checkoff to get answers to their beef-cut questions. In fact, since the start of fiscal 2016, more than 249,000 consumers have generated more than 360,000 page views at the Interactive Butcher Counter. With this popular tool, consumers can find an ideal beef cut for any occasion by clicking ‘explore the cuts,’ ‘guide me to the right cut,’ or by simply searching the name of a particular cut. The information received included recommended cooking methods, nutritional data, and delicious recipes using the cut. The Interactive Butcher Counter also is responsive, which means no matter what device the consumer is using (e.g. phone, tablet or desktop), they have the same great user experience.

For additional information, check out these sites:

Consumers can go to for beef tips, facts, nutrition information, recipes, contests, cookbook ordering information and the “Beef So Simple” newsletter.
Amateur cooks looking for the opportunity to test their beef recipes and try for big prizes at the National Beef Cook-Off can turn to  for contest information and a showcase of winning recipes.
Bilingual consumers can turn to, a consumer site in Spanish and English, for quick-and-easy beef recipes, nutrition information, and beef shopping, storage and cooking guides.
Foodservice professionals, including those in school foodservice, can go to  for with information about beef safety, cuts, facts and trends, as well as recipes and training materials.
Beef retailers can turn to for beef cut and product information, marketing research, and tips, instruction and tools for merchandising beef.
Professionals in foodservice, retail and manufacturing industries can go to to find beef product ideas and tools to make new products successful in the market.
Students competing in the National Beef Ambassador contest can click on  for rules and requirements of the contest, and for press releases and photos showcasing ambassador activities.
Veal information is available at or for information about veal, veal recipes, advice for cutting and preparing veal, and biographies and featured recipes from top chefs. 


Promotion - Archive