The SIAL Canada food show: a success for European veal

The North American chapter of the Dutch Meat Industry Association (COV) launched the “Trusted Veal from Europe: A Trusted Tradition” campaign during the SIAL food show held in Montreal, Canada, from May 2 to 4, 2018.

The newly designed Trusted Veal booth was unique at the convention and showcased both the products and knowledgeable staff. More than 18,500 visitors attended the event and enjoyed the chance to sample European veal.

The province of Quebec, Canada, and particularly the Montreal region, rank among world locations with the highest veal consumption per capita and are known for their gastronomy. Chef Edgar Buhrs was not surprised by the positive response to his meticulously prepared veal dishes, including osso bucco and vitello tonnato, which were a hit with attendees. All had the chance to enjoy delicious Dutch veal while learning about the guarantees European veal provides in terms of food safety, traceability, entire chain control and animal welfare.

SIAL Canada is the country’s biggest food show, where over 1,000 vendors from 50 countries promote their products each year. COV’s presence at the 2018 SIAL event proved to be particularly successful in communicating the “Trusted Veal from Europe: A Trusted Tradition” campaign messages to Canadian food business operators. Visitors and vendors alike flocked to the booth to try the delicious veal dishes, while becoming more familiar with veal from Europe.

To learn how to make delicious meals with our trusted veal from Europe, check out our many recipes!



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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.