Trusted Veal from Europe makes a grand entrance into the U.S.

As part of its global “Trusted Veal from Europe: A Trusted Tradition” campaign, the Dutch Meat Industry Association (COV) took part in the National Restaurant Association Show in Chicago, held from June 19 to 22, 2018.

To ensure its U.S. entrance would be both bold and memorable, Trusted Veal from Europe chose the largest food service trade show in the world, with the Association supporting over 500,000 businesses. More than 66,000 distributors from 100 countries (and all 50 states) participated in the event. Among attendees, 88% were decision makers, influencers or product specialists.

The team showcased both the products and story behind Trusted Veal from Europe. Its eye-catching booth featured two experienced chefs, who welcomed visitors and business contacts with exquisite veal dishes ranging from Ossobuco di Vitello to Vitello Tonnato, true recipes for success. Throughout the event, participants descended on the Trusted Veal from Europe booth, eager to sample a taste of Holland.

The U.S. is a high potential market for veal. The product is known and appreciated in the metropolitan areas, both on the east and west coasts, but because availability is limited, consumption has declined by more than 50% in recent years. Improved product distribution would undoubtedly lead to an increase in the consumption and enjoyment of Trusted Veal from Europe.

Chefs from fine dining restaurants across the U.S., many of whom may not serve veal at the moment, are becoming more and more aware of the exceptional quality of Trusted Veal from Europe. It would not be surprising to see this outstanding product soon take its rightful place on the menu of these world-class establishments.

The success of the Chicago event is an ideal example of Trusted Veal from Europe’s strategy in action: to raise the profile of the product in the U.S. in order to increase its consumption and boost both local and foreign producers and suppliers.



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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.