The Beef Checkoff Program, through a partnership between The New York Beef Industry Council, the Pennsylvania Beef Council and the Northeast Beef Promotion Initiative (NEBPI) challenged consumers in 11 states and more than 800 retail stores to “Re-Veal Their Inner Chef” by encouraging them to submit a veal recipe at  from April 1 to April 30, 2013.

Inner Chef “Re-Vealed” in recipe contestThe “Re-Veal Your Inner Chef” promotion was also funded by the NCBA Federation Initiative Fund, which helps transfer state-controlled checkoff dollars from states with high cattle numbers and low consumer populations to states that have low cattle numbers and high populations. This fosters promotions that reach more consumers. The funds are awarded by the Federation Executive Committee.

The “Re-Veal Your Inner Chef” recipe contest consisted of on-pack labeling, developed by Streetmarc Advertising, Marketing and Promotions of Westport, Conn., and placed on veal packages by packers and retailers. The labels boasted the 2010 winning recipe, rules and regulations.  Six (6) finalist recipes were chosen and cooked off at an independent kitchen where judges determined the winner. The winner of the 2013 “Re-Veal Your Inner Chef” recipe contest by a unanimous vote was Donna Ryan of Topsfield, Mass., with her Pesto Caprese Veal Cutlets.

“I always had a rule in my house that I would cook two new foods per week to expand my family’s food choices, this recipe was one of the choices,” says Ryan. “It won with my family as well as the contest!” Ryan will receive a $500 grocery gift card to Hannaford, the participating retailer where the veal was purchased. Her recipe will be featured for the next contest and placed in an upcoming veal recipe brochure developed by NYBIC and shared nationally.

“The state beef council and NEBPI were thrilled to be part of this project,” notes Bridget Bingham, Executive Director for the Pennsylvania Beef Council. “Our cooperative efforts were very successful with this promotion; the contest created an awareness of veal and helped stimulate veal awareness which we hope ignited a greater consumer interest in cooking and preparing the protein.”

For more information about your beef checkoff investment, visit