Through partnership with the New York Beef Industry Council (NYBIC) and the Pennsylvania Beef Council (PBC), the national checkoff program challenged consumers in 12 states, representing more than 1,100 grocery stores, to “Reveal Their Inner Chef” by submitting a veal burger recipe at during the month of June.

The winner of the 2014 “Re-Veal Your Inner Chef” recipe contest vote is Marcy Wheeler of Claymont, Delaware. Wheeler said her husband saw an ad for the contest in the retailer’s weekly ad circular and encouraged her to give it a try. Not having entered a contest in years, Wheeler created her grand prize winning “Rita Burger” specifically for the contest. She received a $500 grocery gift card to ShopRite, the participating retailer where she purchased the veal.

Five finalists were chosen to prepare their recipes at Onondaga Community College in Syracuse, N.Y., where culinary students and faculty determined the winner based on taste, creativity, visual appeal and consumer-friendliness.

“The beef council was very pleased to collaborate with the staff for the checkoff's Northeast Beef Promotion Initiative and with the New York Beef Industry Council to host the 2014 Re-Veal Your Inner Chef recipe contest," said Bridget Bingham, executive director of the Pennsylvania Beef Council. "This contest allows us to spark consumer interest in cooking and preparing veal. Cooperative efforts such as this strengthen consumer awareness in a fun, interactive fashion.”

The “Re-Veal Your Inner Chef” challenge was funded in part by Pabst Blue Ribbon and participating retailers were provided with on-pack veal promotional labels featuring Pabst and a recipe for the Dijon Veal Burger.