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VEAL COOKING COMPETITION HELD IN NEW YORK CITY

Centennial, Colo., July 22, 2007 — As part of its “Go to Market” strategy, the checkoff-funded veal program held a cooking competition in New York City for top U.S. chefs, challenging them to develop original veal dishes using several new veal cuts. The competition was held at the Institute of Culinary Education and marks the second year for the event, officially titled, “The Battle for Manhattan.”

The new cuts are the result of a veal muscle profiling study. During this Veal Optimization Study, researchers looked at nine muscles from USDA Choice or higher carcasses. The study team included meat scientists from the University of Florida and the University of Nebraska, and was funded by the Beef Checkoff Program.

The veal study parallels strategies previously introduced by the beef industry as Beef Value Cuts. These new veal cuts have excellent flavor, tenderness and versatility to meet multiple price points, create signature dishes and add unprecedented variety and value for the foodservice operator, according to Bob Schafer, veal menu development specialist.

The victorious veal teams represented two New York City restaurants, as well as three chain operations - Romano's Macaroni Grill, Carino's Italian Grill and Biaggi's.

Each team was given a mystery basket of various veal cuts, donated by Lobel's of New York. Additional ingredients were provided by sponsors, including the Idaho Potato Commission, Alouette Foodservice, McIlhenny Company (Tabasco brands), Almond Board of California, the Mushroom Council and Steelite International (plateware). The New York Wine and Grape Foundation provided wine to pair with the veal dishes.

“This is a tremendous opportunity to test these cuts and get feedback from food professionals who make menuing decisions,” said Pat Kilsdonk, a Wisconsin veal producer and chairman of the Joint Veal Committee. “We also had eight excellent partners, which helps us extend checkoff-funded promotions.”

For more information, visit www.vealstore.com.

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