Beef checkoff launches new veal website

New site features wellness recipes and trending nutrition topics.

May 2, 2019

2 Min Read
veal raw on cutting board with tomatoes
Bannibal/iStock/Getty Images

The North American Meat Institute (NAMI), on behalf of the beef checkoff, has unveiled a new consumer and industry-focused Veal Made Easy website that offers a simpler user experience, easy navigation and improved mobile performance.

The extensive library of recipes, images and how-to cooking videos have been categorized for easy browsing, the announcement said. Reimagined veal recipes draw on globally inspired trends that appeal to a younger audience.

"Consumers are increasingly turning to mobile and digital platforms for information about the food they eat," said Eric Mittenthal, vice president of sustainability at NAMI, a contractor to the beef checkoff. "The revamped website provides a centralized digital platform for information consumers seek, including convenient, delicious veal recipes, ways to prepare and serve veal and steps the industry takes to ensure the health and well-being of veal calves."

The newly designed website features wellness recipes, trending nutrition topics and preparation and cooking tips. It also offers consumers an easy way to locate veal retailers through the new "Where to Buy Veal" feature.

The industry will have access to cut charts, cooking methods, nutritional information and an easy-to-use resource section that will help in promoting veal.

For the full digital tour, visit

The beef checkoff program, established as part of the 1985 farm bill and administered by the Cattlemen's Beef Promotion & Research Board, assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products.

NAMI is a national trade association that represents companies that process 95% of red meat and 70% of turkey products in the U.S. and their suppliers.

Source: NAMI, which is solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset.

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