SAN JOSE, CA & CENTENNIAL, CO - The Mushroom Council is teaming up with the Beef Checkoff to highlight and promote its “star of the summer”- the Muenster Stuffed Veal Mushroom Burger.

“We are excited to be working with the Beef Checkoff on the veal summer grilling promotion,” Bart Minor, President of the Mushroom Council, said in a press release. “By working together, we can help consumers understand the appeal and nutrition offered by The Blend and veal. It is a unique opportunity to promote two perimeter departments—meat and produce— with one promotion.”

According to both companies, this is a new summer retail partnership whose purpose is to raise consumer awareness (and hunger) for mushroom blends, especially when it comes to the grill.

Incorporating the Mushroom Council’s Blend model by mixing finely diced mushrooms into ground veal patties, the Muenster Stuffed Veal Mushroom Burger was developed by the Culinary Institute of America (CIA) and is meant to be grilled and topped with sautéed mushrooms for an extra serving of vegetables, vitamins and nutrients. To see the burger in action, check out the video below.

As the video stated, the promotion will include a $500 grocery sweepstakes, which consumers will find the details about with the new burger recipe on specially marked package labels. The companies also stated that a digital and social media advertising campaign will drive promotion awareness and provide contest entry at VealMadeEasy.com.

The promotion began on June 19th and will run through September 6th, with 19 retail chains that represent over 2,000 stores across the nation are already participating to date.

The Mushroom Council