FOR IMMEDIATE RELEASE- Thursday November 24th, 2005

New Look For The OVA's Consumer Education Program

(Guelph) - The Ontario Veal Association (OVA) is connecting consumers to farmers with a fresh, new look for the association's consumer education strategy which includes a display, a brochure, and other supporting materials. The aim for the new look is to increase consumer awareness about the people who raise veal calves and the way veal calves are raised.

"This campaign focuses on the basics needed to build a strong future for the veal industry," says OVA Executive Director, Jennifer Haley. "By increasing the awareness of the people who raise veal calves and the understanding of how veal calves are cared for, we are setting a foundation for future market development."

Photos of farm families, individual farmers, and veal calves visually portray who veal farmers are and the methods used to raise calves. These pictures support the campaign's message -Ontario's veal farmers, proud of what we do - by personally connecting consumers with the information.

The new communications materials debuted at the 2005 Royal Agricultural Winter Fair and will be used at various veal industry events and functions. “Reaction to the new display and materials was very supportive,” reports Marianne Fallis, OVA’s Communication Coordinator. “We have received a lot of feedback about how much consumers have learned about veal from this new and engaging display that challenges what they thought they knew” she explained.

“We are putting a face to Ontario’s veal farmers and letting people see the trustworthy, caring, dedicated people that veal farmers are,” says Haley. “This is a new, straight forward, up-front, educational approach which puts veal farming into perspective.”

The OVA plans to add new elements to its educational display each year in order to keep the interest of the consumer piqued.

The OVA is a producer run organization representing Ontario's 450+ grain-fed and milk-fed veal producers. The OVA is responsible for marketing and promotions, producer education, communication, government and industry relations, and research and industry development.

For more information please contact:
Jennifer Haley, Executive Director, 519-824-2942
Marianne Fallis, Communications Coordinator, 519-824-2942
(Note: digital files of the materials are available, contact Marianne if you would like them)

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