There are a growing number of people who, if they feel good about what they're eating, will eat veal

Animal rights are important. We want to be the company to revolutionize the veal industry. There are a growing number of people who, if they feel good about what they’re eating, will eat veal. If we can capture that market, we’re going to increase the 0.6 pound per capita consumption market resulting in a healthier veal industry.
~ Randy Strauss (December, 2006)