Mushroom Council partners with meat group for veal promotion

Mushroom Council partners with meat group for veal promotion

With summer grilling in mind, the Mushroom Council and the North American Meat Institute are partnering for the fifth year on a retail grilling promotion encouraging consumers to pair veal and mushrooms while entering to win prizes. 

Now through Sept. 3, specially marked packs of veal at participating grocers will feature Grilled Blended Meatballs with Sweet Teriyaki Glaze, a recipe developed exclusively for the Mushroom Council and the Beef Checkoff by Jess Pryles, founder of the Hardcore Carnivore, according to a news release.

Participating customers can enter the on-pack sweepstakes for a chance to win $500 in groceries.

The Beef Checkoff — similar to grower-funded research and promotion campaigns in the fresh produce industry — and the Mushroom Council’s veal and mushroom promotion encourages home cooks to combine veal and mushrooms in recipes. Since inception, the promotion has earned more than 800,000 sweepstakes entries, including nearly 200,000 entries and 1,800 store participants in 2018, according to the release.

“The blend offers retailers a creative cross promotion between the meat and produce departments, and it offers consumers a flavorful dish that’s perfect for summertime,” Bart Minor, Mushroom Council president, said in the release.

The summer promotion will also include blog posts, e-newsletters to consumers and the mushroom and veal industries, sharing through Pinterest and a Facebook Live recipe demo from Pryles.

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