Adapting to the Changing Needs of the Veal Consumer By Jennifer Haley, Executive Director
O
ver the course of the past eighteen months, everyone involved in the food industry has had to pivot, change, and adapt not only to the direction provided by health officials but also to the changing needs of the consumer. And what does the Ontario veal industry do with their marketing campaigns when you have a premium product that is typically consumed in restaurants and those same restaurants are shut down due to a global pandemic? We pivot too. Veal Farmers of Ontario (VFO) has been targeting and teaching consumers to enjoy veal at home. We have been supporting the beleaguered foodservice industry by promoting all the veal take out, and when available, patio dining. And of course, we have been working with butchers and retailers to make sure local Ontario veal is available in-store and in the consumer’s grocery cart.
We all know that the consumer wants what it wants. It is our job to provide the inspiration for a veal meal or ignite the craving that they have for a yummy veal sammie. A Deloitte consumer research study suggests that the consumer has ‘dueling personalities’- they want the pandemic to end but they do not want to return to the way things used to be. Deloitte’s research also shows the return of the ‘homemade meal’ as a generation now has learned how to cook. This can be good news for the Canadian veal sector as more consumers feel comfortable cooking at home and making more elaborate meals than just a grilled cheese sandwich. Consumers also indicate that they are more creative when cooking at home and have become more indulgent with their grocery shopping- partially offset from not eating out as much anymore. To support the consumer, and to get more veal on the grill, VFO has partnered with Chef Ted Reader for another great summer promotion. With nine new veal recipes with stepby-step instructions from the Godfather of the Grill himself, consumers are inspired to get BBQing with Ontario veal. Delicious veal meatballs, burgers, chops, and kebabs are featured on Chef Reader’s and the Ontario Veal Appeal social channels, websites, and our bi-weekly consumer e-newsletter
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BlockTalk - Fall 2021
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