Beef Checkoff Program: Veal Issues Management & Veal Quality Assurance Fiscal Year 2011

2 Veal Issues Management (VIM) 2011 Strategy/Objectives Overall 2011 Strategy: Build on success of industry commitment to Ethical Standards and Code of Conduct Expand veal farm tour program to facilitate state beef council use Complete Veal Course for industry education purposes and revise website. Develop integrated communication program targeting trade media by working collaboratively with veal quality assurance based programs. Measurable Objectives: Increase vealfarm.com use by 10 percent among veal industry participants and public. Use FY 2010 metric as baseline for measuring usage growth in FY 2011.

3 Building Trust and Confidence in Veal Practices and Products

4 Full launch and marketing Create and execute outreach/communication plan targeting key audiences to increase use of website Industry/industry partners Trade media Others Producer profiles Complete three producer profiles for web Highlight farmer Ohio, Pennsylvania and Wisconsin/Indiana Update Regularly Website Redesign

5 1.Healthy Eating Animal Care 2.Summer Grilling Safe food 3. Columbus Day Animal Housing Editorial Calendar

6 4. Tactics: Create and distribute media material and merchandize veal story Distribute information to states and through checkoff communications Monitor for media coverage/pick up Utilize trained veal spokespersons Create and distribute talking point/press release template to localize stories Editorial Calendar

7 Veal Issues Management Messages On average, a trimmed, cooked 3-ounce serving of veal contains 166 calories and only 5.6 grams of fat. Veal is an excellent source of protein and a good source of niacin, zinc, and vitamin B12 and B6. With a variety of veal cuts available at a range of prices, veal is affordable in most budgets. Veal farmers understand that providing safe, wholesome food is a priority and are committed to providing their animals with proper nutrition and quality care. This means the veal you serve your family is a good source of important lean protein.

8 Ensure that veal calves are cared for with ethical management practices that result in a safe, wholesome, consistent quality veal product for consumers Enhance veal meat quality by preventing residues, pathogen contamination and defects on the meat Promote industry standards and best practices based on recommendations from veterinarians, nutritionists and animal care experts 8 Veal Quality Assurance (VQA) Mission

9 Overall VQA Strategy Continue to develop and implement targeted producer education programs by updating technical bulletins, recertifying producer and allied industry through web-based education programs, and by working directly with veal feed companies and veal packer/processors. Measurable Objective Update at least two technical bulletins, establish web-based education updates at least quarterly and develop communications system through vealfarm.com and focused industry communication efforts. Success will be measured by achieving 100% annual recertification of veal quality assurance program. Veal Quality Assurance 2011 Strategy/Objectives

10 Veal Quality Assurance Tactics Two Technical Bulletins Work with committee to identify topics and produce bulletins Using direct-fed microbials (DFM) in the veal barn Rabies/biosecurity Post at Update VQA Materials Finalize new VQA materials based on FY 2010 review Launch and market new materials to key audiences Producers, packers, feed company reps State beef councils and other industry partners Customers, as appropriate Update

11 Database transfer and update Transfer updated database to new platformwww.vealfarm.com Improve process for capturing information and tracking VQA certification using databasewww.vealfarm.com Training Review current training materials for update based on manual changes Finalize online certification test Offer online and classroom VQA training/certification utilizing volunteer trainers Veal Quality Assurance Tactics

12 Formula One has provided classroom certification to about 100 participants. Developed training resource guide for trainers Ongoing outreach to feed reps and companies for VQA certification 12 Veal Quality Assurance Certification

13 Define group housing standards Engage dairy producers to find mutual solutions to residue violations and recognize their role as beef producers –Engage with National Milk Producers Federation and other producer groups –Progressive Dairyman opinion column Clarify animal health product usage for veal farmers 13 Veal Quality Assurance Outreach/Discussion