Checkoff-funded veal pizza introduced at International Restaurant & Foodservice Show.


(CENTENNIAL, Colo.) – The Beef Checkoff-funded veal program recently was spreading the news in New York, N.Y.! With the help of the New York Beef Industry Council, Wisconsin Beef Council, Federation of State Beef Councils and the Northeast Beef Promotion Initiative, veal was on the breakfast plate of more than 1,400 attendees at the International Restaurant and Foodservice Show of New York.


The unveiling of the Veal Sausage and Roasted Red Pepper Breakfast Pizza was a sizzling success. Built atop a cooked waffle, the entrée starts by layering veal sausage, shredded Cheddar cheese and Julienned roasted red peppers, and is then topped off with sour cream and fresh chives. The recipe, born from the beef and veal experts at the checkoff-funded Beef and Veal Culinary Center in Chicago, is geared toward restaurant owners and foodservice operators.


And the show success all started with Marcho Farms, veal packer and processor located in Harleysville, Pa., donating 70 pounds of veal sausage for the event.


“The support received from the beef and veal industries was outstanding. We were able to get the message out about beef and veal, showcase a great recipe and promote Beef University – a foodservice guide to beef,” says Jean O’Toole, director of public relations and promotions for the New York Beef Industry Council. “I was honored to work with the Culinary Center crew. With checkoff dollars invested in promotional activities such as this, we hope to get veal on more breakfast plates around the country.”


The ability to showcase a versatile veal dish in a casual application was one benefit to the show, but having the veal booth strategically placed just adjacent to the New York Pizza Show exhibit where PMQ Pizza Magazine representatives were within a nose-whiff’s distance, was an added bonus. This only reinforced the checkoff-funded veal Go-to-Market Strategy and the veal foodservice advertising campaign where a veal pizza is pictured.


“The flavor profile and execution were flawless. And, the recipe gives Marcho Farms’ veal sausage patties more options – it could be on a casual theme restaurant menu or a hotel buffet,” says Dave Zino, executive director of the Culinary Center. “In the end, a veal producer’s checkoff investment allows for more marketing and promotional opportunities for their product that may not have been provided before. We had great feedback on the recipe and look forward to finding more uses for the great taste of veal.” 


Veal team members were also able to meet with chain and independent restaurant operators, catering contacts and many others over this three-day event.


For more information about checkoff-funded veal efforts, visit or

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