Mushroom Council and the Beef Checkoff Partner for Veal Summer Grilling Promotion

    SAN JOSE, CA, June 18, 2015 /24-7PressRelease/ -- A Muenster Stuffed Veal Mushroom Burger is the star of a new summer grilling retail partnership, sponsored by the Beef Checkoff and the Mushroom Council. 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 also will drive promotion awareness and contest entry at VealMadeEasy.com.

Developed by the Culinary Institute of America (CIA), 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 to perfection, they're topped with sauteed 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 September 6, 2015.

"We are excited to be working with the Beef Checkoff on the veal summer grilling promotion," says Bart Minor, president of the Mushroom Council. "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.

About The Mushroom Council:
The Mushroom Council is composed of fresh market producers or importers who average more than 500,000 pounds of mushrooms produced or imported annually. The mushroom program is authorized by the Mushroom Promotion, Research and Consumer Information Act of 1990 and is administered by the Mushroom Council under the supervision of the Agricultural Marketing Service. Research and promotion programs help to expand, maintain and develop markets for individual agricultural commodities in the United States and abroad. These industry self-help programs are requested and funded by the industry groups that they serve.

About The Beef Checkoff:
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national Checkoff program, subject to USDA approval.

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