We knew this exciting news meant opening the barn doors and inviting people in for further conversations. Utilizing compelling visuals, Look East developed a plan to announce AVA’s “Mission Accomplished” with a targeted approach to key stakeholders, including consumers and those within the industry.
The foundation was laid by participating in the National Association of Farm Broadcaster’s Trade Talk, a one-day trade show where agricultural journalists have an opportunity to meet and interview industry spokespeople. AVA president Dale Bakke and veterinarian Marissa Hake completed 25 media interviews resulting in substantial coverage including This Week in Agribusiness and AgWired.
Girl Carnivore hosted a Facebook Live segment from a veal barn in Indiana generating great conversation. The video has been viewed more than 7,700 times and shared over 50 times. Media coverage of AVA’s group-housing accomplishment continued with stories posted by Tasting Table, National Provisioner and National Culinary Review. Sharing the AVA’s story of the transition to group housing was the focus of a new video Look East created for the AVA website in October 2018. The video features multiple farms, farmers and industry experts explaining how milk-fed veal is raised today. Additional video has also been added to the question and answer section of their website, demonstrating AVA’s commitment to be transparent and engage with others about how veal is raised today.