Mushroom Council and the Beef Checkoff partner for veal summer grilling promotion
Mushroom Council and the Beef Checkoff partner for veal summer grilling promotion
A Muenster-stuffed veal mushroom burger is the star of a new summer grilling retail partnership, sponsored by the Mushroom Council and the Beef Checkoff. During the promotion, consumers will find the new burger recipe and details about a supporting $500 grocery sweepstakes, on specially marked veal package labels. A digital and social media advertising campaign will also drive promotion awareness and contest entry at VealMadeEasy.com.
A Muenster-stuffed veal and mushroom burger.
Developed by the Culinary Institute of America, the Muenster-stuffed veal mushroom burger incorporates the Mushroom Council’s Blend model by mixing finely diced mushrooms into the ground veal patties. After grilling the veal patties, they’re topped with sautéed mushrooms, adding an extra serving of vegetables, vitamins and nutrients.
To date, 19 national retail chains, representing more than 2,000 stores, are participating in the promotion that will run June 19 through Sept. 6.
“We are excited to be working with the Beef Checkoff on the veal summer grilling promotion,” Bart Minor, president of the Mushroom Council, said in a press release. “By working together, we can help consumers understand the appeal and nutrition offered by The Blend and veal. It is a unique opportunity to promote two perimeter departments — meat and produce — with one promotion.”
For more information on The Blend program, retailers can visit www.MushroomsAtRetail.com; for more information and terms of participation for the promotion, retailers can visit www.VealMadeEasy.com/official-rules.
