The campaign

The purpose of the “Trusted Veal from Europe: Simply the Best in Taste and Tradition” campaign is to promote European veal’s world-renowned reputation for exceptional quality, food safety, animal welfare and sustainability while upholding the finest European traditions and international standards.

The campaign is a joint venture funded by the European Union and COV (Centrale Organisatie voor de Vleessector), which represents the national and international interests of the Dutch meat sector. Together, we hope to increase the demand for European veal meat by helping U.S. and Canadian retailers and restaurateurs attract today’s adventurous eaters with the world-class sophistication and veal nutrition facts of European veal.

The Dutch Meat Industry Association

The goal of the Dutch Meat Industry Association (Centrale Organisatie voor de Vleessector or COV) is to promote traditional veal from Holland as a global veal supplier representing the highest standards of traditional quality, animal welfare and sustainability.

While France, Italy, Germany and Belgium are all active in veal production, the Netherlands is the largest veal producer in the European Union, representing approximately one-third of its overall production. The Dutch Meat Industry Association (COV) and its members are jointly responsible for approximately 90% of the Netherlands’ total meat production. The COV’s commitment ensures that its partners in Europe and North America enjoy nothing less than the time-honored quality and internationally recognized standards of the safest and finest veal meat in the world.

News and Events

Check back often for the latest news from the “Trusted Veal from Europe” campaign and learn more about the events, food shows and five-star restaurants where European veal is featured throughout the United States and Canada.