BELGIUM

VLAM puts Belgian veal in the spotlight during Veal Week

From October 20 to 26, 2025, VLAM is organizing Veal Week, a campaign that highlights the versatile character of veal. The campaign inspires consumers to choose tender, high-quality, local veal more often.

Posted on Oct 20 ,00:25

Media campaign and visibility on the shop floor

The campaign is being heard through various channels:

• Posters for butchers and retailers to make the theme visible in the store.
• Online articles and banners on news platforms.
• We inspire consumers with recipes via Dagelijkse Kost (website and app).
• Collaborations with influencers who promote veal on social media.

Proud of local craftsmanship

Figures from YouGov, commissioned by VLAM (2024), show that veal consumption increased in 2024, following a decline in previous years. On average, Belgians consumed 0.48 kg of veal last year.

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