Joint Veal Committee Meeting

JOINT VEAL COMMITTEE MEETING

2006 Cattle Industry Summer Conference

Reno Hilton Hotel, Reno, Nevada

July 12, 2006

Michael Mosner, Chairman

Bill Ehrke, Vice Chairman

TENTATIVE AGENDA

Meeting Purpose: To review the veal industry’s Go to Market strategies, receive FY 2006 Veal Promotion program updates and approve a FY 2007 Veal Promotion Authorization Request. To receive veal program updates from state beef councils and other veal partners relative to increasing demand for veal and returning profitability to all segments of the veal industry in the United States.

Wednesday, July 12

10:00 a.m. – noon, Nevada N8-9 Rooms

Joint Global Consumer Marketing Group

Noon – 6:00 p.m., Nevada N5 Room

Joint Veal Committee Meeting

Bottled Water Provided by Advance Food Company

1.  Welcome/Introductions – Michael Mosner

2.  Overview of Veal Industry Go to Market Strategy - Dean Conklin, Bob Schafer and Go to Market Strategy team members

3.  Veal Optimization Muscle Program Update, - Bucky Gwartney

4.  Presentation of FY 2007 Veal Promotion Authorization Request –

Dean Conklin, Tim Duffin and Becky Paquette of Schafer Condon Carter

BREAK

5. FY 2006 Veal Program Updates – Dean Conklin, Tim Duffin, Becky Paquette

a. Veal Public Relations

b. Veal Foodservice Advertising/Public Relations

c. Trade Shows/Public Relations Events

d. Retail Program

e. New Tagline Implementation

6. State Beef Council Veal Program Updates

7. Other Items

8. Adjourn by 6:00 p.m.

Committee Objective:

The Joint Veal Committee is a beef industry Checkoff committee representing the National Cattlemen’s Beef Association Federation of State Beef Councils Division and the Cattlemen’s Beef Board. Its primary focus is on developing promotion, research and consumer information programs in the foodservice and retail channels that will help to build long-term demand for veal.