The VLT–veal, lettuce, and tomato–was created to meet the needs of Millenials and the under 40 demographic whose lifestyle is “always-on-the-go” and who have a growing interest in convenient, easy, and delicious new recipes.
A veal sandwich strategy unfolded in November with Rizzuto’s, a Connecticut based restaurant chain, assisting in the development of the “VLT.” Rizzuto’s executive chef Tony Camilleri developed the recipe and featured it on their December menu.
The VLT was developed as part of The Beef Checkoff’s 2014 strategy to increase veal consumption among current users and attract new users to the category.
