European veal strongly present amit the key players on the US meat market

​Amid 100 professional US meat operators, the Trusted Veal campaign did participate at the Annual Meat Congress in Dallas, March 3 – 5. The AMC is the yearly event that gathers all the important US meat suppliers. This gave European veal the great opportunity to showcase its products and services to about 1500 leading importers, distributors and retailers in the meat and poultry industry.

With its “3 layers booth”, the EU veal campaign was able to create visibility on 3 levels. First, thanks to its brochures, campaign video, promotional package, as well as its experts present, the campaign messages could be transferred to the interested visitors. Next, the hospitality part of the booth made it possible to establish interesting professional contacts. And with its veal preparing part nice veal dished could be served to the visitors.

For this last part, Sarah Penrod, a private chef, and cookbook author based in Dallas/Fort Worth did prepare some appealing dishes. Sarah has been featured on screen with appearances on Good Morning Texas, and Food Network Star. She also built up her own Texan cooking/ lifestyle platform on the UrbanCowgirLife.com, a blog and YouTube channel where she shares her latest recipes and ideas on food trends.

In advance of AMC, show attendees were able to see our exhibitor profile on AMC’s website and app.

Overall can be concluded that participation at the AMC was very successful for the Trusted Veal campaign.



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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.