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.
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.
