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Summer campaign promotes blending mushrooms and veal

The Mushroom Council and the North American Meat Institute, on behalf of the Beef Checkoff, are partnering for the 5th year on a retail grilling promotion which is aimed at encouraging individuals to pair veal and mushrooms.

Now through Sept. 3, specially marked packs of veal at participating grocers will feature Grilled Blended Meatballs with Sweet Teriyaki Glaze, developed for the Mushroom Council and the Beef Checkoff by Jess Pryles, founder of the Hardcore Carnivore.

The Beef Checkoff and the Mushroom Council said their annual veal and mushroom promotion encourages home cooks to combine veal and mushrooms. Since its inception, promotion has earned more than 800,000 sweepstakes entries, including nearly 200,000 entries and 1,800 store participants in 2018, according to the organizations.

“Veal’s versatility really stands out in this delicious recipe that is perfect for summertime entertaining. This protein packed recipe provides 32 grams of protein per serving and only 310 calories,” said Eric Mittenthal, NAMI’s Vice President of Sustainability. “This program offers an on-pack recipe label at the point-of-purchase, which adds value for the consumer and retailer alike.”

“Both mushrooms and veal taste great when enjoyed straight from the grill, and they taste even better when blended together,” said Bart Minor, president of the Mushroom Council. “The Blend offers retailers a creative cross promotion between the meat and produce departments, and it offers consumers a flavorful dish that’s perfect for summertime. We look forward to another successful summer promoting The Blend technique with the Beef Checkoff.”

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