|
10 Questions About the Strauss Free Raised (Meadow Reserve) Veal Program
1. What is Strauss Brands?
Strauss Brands is a 70-year-old, third-generation, family-owned company based in Franklin, Wis. It is one of the nation’s largest processors and marketers of veal products.
2. Isn’t veal a Holstein bull calf, raised in a stall and fed a liquid diet?
“Formula” or “special-fed” veal is the predominant veal product consumed in the United States. Since the 1950s, production of that type of veal has been based in the dairy states. It typically is raised in the previously described manner. Strauss Free Raised® and Meadow Reserve™ products will replicate veal production according to historically accurate roots – the “fatted” calf.
3. Why did Strauss Brands choose the Limousin breed to use in the Free Raised program?
Strauss Brands began testing small groups of cattle representing several breeds. The Limousin-influenced calves hit all the desired marks. An exciting bonus came with the results from consumer taste panels that ranked the Limousin veal product first in 26 of 28 tests conducted. The unique combination of color, taste and tenderness made the Limousin breed an easy choice.
4. What is the supply-development plan for the Free Raised program?
Strauss Brands has assigned two of its procurement personnel, John McGinn and Ray Krones, to work with Five Star Cattle Systems and the North American Limousin Foundation (NALF) to identify potential suppliers. They first must identify commercial cow-calf producers with all-natural, Limousin-influenced calves for sale. They then will gather demographic information about calving season and calf availability to provide a constant, year-round supply.
5. What are the requirements to supply cattle for the Free Raised program?
All calves are required to meet the “never-ever” standard for “all-natural.” That means they never are administered antibiotics or hormones or fed animal byproducts, including tallow. Pasture-raised is a cornerstone of the program. Each individual farm must be preapproved and able to provide source and age verifications. The target is an unweaned steer, bull or heifer calf weighing 400 to 500 pounds.
6. What are the advantages to commercial producers in supplying cattle to Strauss Brands?
Strauss Brands is another potential buyer for Limousin-influenced cattle. Supplying preweaned calves also has several advantages. The costs and labor saved by eliminating the need for preconditioning and weaning and the feed costs saved for your cow herd due to early weaning are just a few. The pricing structure will be negotiated using the Cattle-Fax weekly averages for a 450-pound Choice feeder steer. Strauss Brands will pay equal value for steers, bulls and heifers. There is a $50 per head “hot-carcass premium” for carcasses that fit Strauss Brands’ 220- to 280-pound target-weight range.
7. How do the source and age verifications work?
Five Star Cattle Systems has experience in providing source and age verifications and “all-natural” certification for cow-calf producers, feedyards and various branded programs. Strauss Brands has contracted with Five Star to administer the Free Raised and Meadow Reserve label-compliance programs.
8. Who will pay for trucking?
Strauss Brands will pay for trucking full loads. On-farm pickup will be arranged. Multiple approved producers may pool calves to make up truckloads of about 90 head.
9. Where will the Free Raised and Meadow Reserve products be sold?
Strauss Brands works with the finest retailers, wholesalers and restaurant chains in the United States and abroad. Its products have been featured proudly on menus coast to coast for three generations.
10. How do I get started in the Free Raised program?
Request a supplier’s quality manual and preapproval form from a Strauss Brands representative. All eligible suppliers will be asked to participate in a short training and quiz to verify comprehension of the program’s raising requirements. Random, on-site visits by a third-party representative is possible as part of the program.
For more information, contact John McGinn at john@straussbrands.com or (262) 305-5666, Ray Krones at raykr@straussbrands.com or (815) 867-0528, or Alan Sears at alan.sears@fiveriverscattle.com or (970) 232-6456.
|
