About us

Trusted Veal from Europe: A Trusted Tradition

The campaign

About us - The Campaign

“Trusted Veal from Europe: A Trusted Tradition” is a promotional and information campaign that focuses on raising awareness about European veal as a traditional, safe and reliable meat option.

The campaign’s main targets are the U.S., Canadian and Japanese markets, where there is a strong preference for bovine meat as well as increasing interest in veal in particular. The campaign aims to shed light on how European veal producers keep the milk-fed tradition alive, in accordance with the highest European food safety, quality control and animal welfare standards.

About us - The Campaign
About Us - The Dutch Meat Industry Association

The Dutch Meat Industry Association

About Us - The Dutch Meat Industry Association

The Dutch Meat Industry Association (Centrale Organisatie voor de Vleessector, or COV) is behind the “Trusted Veal from Europe: A Trusted Tradition” campaign in support of the Dutch veal industry.

While many European countries are home to an active veal production industry (such as France, Italy, Germany and Belgium), the Netherlands is the largest producer of veal in the European Union, representing approximately one third of overall production. In launching this campaign, COV’s goal is to promote the European veal sector by raising awareness about the region’s safe, high-quality veal products.

The latest news

News

As part of the “Trusted Veal from Europe: A Trusted Tradition” campaign, the Dutch Meat Industry Association is taking part in several events and food shows across North America.

Read our latest news to stay up to date on the flourishing European veal industry and learn more about our events in Canada and the United States.

News

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Partners - Peter's farm

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About us

The “Trusted Veal from Europe: A Trusted Tradition” campaign aims to promote European veal among meat consumers in North America and Japan.

It is co-funded by the European Union and executed by the Dutch Meat Industry Association (COV) in order to raise awareness about European veal as a high-quality, safe alternative to other meats.