Case Study: American Veal Association boosts trust in modern veal farming with Look East PR

American Veal Association boosts website traffic 124% with Look East PR

The American Veal Association (AVA) faced the challenge of recasting the public perception of veal farming after achieving a decade-long, $150 million transition to group housing for calves. They partnered with the vendor Look East PR to communicate this milestone and demonstrate that modern veal raising practices are humane and transparent.

Look East PR developed a comprehensive communications strategy involving stakeholder outreach and influencer engagement. This included media interviews, a Facebook Live event from a farm, and the creation of a video to showcase the new practices. As a result, the AVA website experienced a 124% increase in unique visitors, and the campaign successfully changed perceptions, as evidenced by positive consumer feedback thanking the association for fostering change.

American Veal Association