Mushroom Council and Beef Checkoff Launch Veal Summer Grilling Promotion

Main Image

The Beef Checkoff and the Mushroom Council are teaming up for a third Veal Mushroom Summer Grilling Promotion.  A new Veal Mushroom Blend Sliders recipe will be introduced through labels placed on specially marked packages of veal.  The promotion will be supported with a consumer sweepstakes featuring a $500 grand prize in free groceries. Last year’s sweepstakes generated over 260,000 entries. This year is anticipated to generate even more consumer and retailer participation. The promotion runs from June 5 through September 5, 2017.

The Veal Mushroom Blend Sliders recipe, developed by the Culinary Institute of America (CIA), incorporates the Mushroom Council’s blend technique by mixing finely diced mushrooms into the ground veal patties. The cooked veal patties are then topped with sautéed fresh mushrooms and placed between mini slider rolls. The Blended mushrooms and sautéed mushrooms add extra servings of vegetables, vitamins and nutrients.

“Our partnership with the Beef Checkoff on the veal summer grilling promotion is a great way to promote veal and The Blend,” says Bart Minor, president of the Mushroom Council. “It’s an exciting opportunity for meat and produce departments to cross-promote in two perimeter departments. The promotion was so successful the past two years that the Beef Checkoff, Mushroom Council and retailers were eager for another promotion again this year.”

This year’s promotion will have an active consumer component through the Mushroom Council’s consumer blog posts, eblasts to the Mushroom Lover’s List, and postings to loyal Pinterest board followers, Instagram videos, Facebook, and online YouTube cooking demonstrations. To make the promotion even more exciting for consumers, a special Facebook promotion has been added.  Consumers are encouraged to take a photo of their version of a veal blend burger, upload the image and briefly explain why they liked it for a chance to win a blender/food processor. Support from the digital and social media campaign will drive consumer awareness and contest entry at


More from our partners