GIANT FOOD FEATURES 11 DIFFERENT VEAL CUTS

LAURA KLEPACKI

LANDOVER, Md. -- To show shoppers that veal can be more than a cutlet, Giant Food here featured 11 different cuts at reduced prices in a recent newspaper ad.

In the one-eighth page ad in the Washington Post, Giant listed 11 cuts of veal at prices ranging from $1.39 a pound for veal breast, which was reduced by 40 cents, to $8.99 a pound for thinly sliced scaloppini, which was reduced by $1.60 per pound.

The price and item ad simply noted at top that Giant was holding a veal sale and then listed the cuts and their prices in a column underneath.

Some cuts included: veal shoulder blade roast at $3.19 a pound, down 20 cents and veal shoulder blade steak at $3.19 a pound.

While featuring veal as part of a supermarket meat ad is not unusual, giving it separate treatment has not traditionally been done, according to Dean Conklin, vice president of Veal Programs for the Beef Industry Council, National Livestock and Meat Board.

"We are encouraging this type of thing, but we haven't seen a lot of that yet," said Conklin. "I'm glad to see they [Giant] are doing it." Conklin praised the ad for breaking the "myth" that veal is always a high-priced item.

Giant officials did not return calls for comment.