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The Ontario Veal Association (OVA) is
dedicated to
promoting and enhancing a viable and competitive
Ontario veal industry through innovation, marketing,
advocacy, and education. 2006 marked another very
busy year for the OVA as it brought many opportunities
and challenges. Some highlights of the year’s major
accomplishments are outlined below.
Marketing and Promotion
In 2006, marketing and promotion activities were of a
top priority. This year, OVA added a new component to
its consumer education and awareness materials, a life-sized
market weight grain-fed veal calf. The Quick and Easy Meals
with Ontario Veal recipe card, a consumer favourite, was
given a fresh look this year and was distributed through
various mediums. How Veal is Raised and veal recipes
were seen by over a million readers of Harrowsmith
Country Life magazine. OVA also continued to develop
relationships with our retail partners in hopes to increase
veal’s presence on supermarket shelves.
OVA Member Programs
Continuing to develop and enhance member programs
continued to be a major focus this past year. In order to
provide the veal industry with a wealth of information
OVA continued to produce weekly market reports and
developed and distributed four information-packed issues
of the Ontario Veal News magazine.
Also this year, OVA hosted a few events for veal producers
including a summer barbeque and the second biennial
Building the Foundation: Dairy and Veal Healthy Calf
Conference which received rave reviews by attendees.
Along with these programs, OVA continued to teach its
Ontario
Veal Quality Assurance Program to interested producers.
Partnerships and Collaborations
Throughout the year, OVA has invested in projects that
will increase awareness of Ontario’s veal industry, help
OVA reach its organizational objectives, and advance
Ontario’s veal industry. Supporting Ontario Farm Animal
Council (OFAC) initiatives, funding veal calf immunity
research projects, and representing veal farmers on
numerous committees and working groups are just some
of the highlights from the past year.
Along with investing in projects, OVA has continued to be
present in the eyes of Government through initiatives
such as a red meat reception held at Queen’s Park, hosted
by the four red meat groups. OVA has also been working
with Ontario Pork and the Ontario Sheep Marketing
Agency on the red meat marketing project.
Industry Development and Research
Within Ontario, OVA conducted market research on a
number of topics relating to the veal industry and
identified
opportunities for further veal market development in
Ontario’s foodservice sector. Working with an integrated
communications agency, OVA has been exploring different
avenues that can help to encourage consumers increase
their consumption of veal. |
