British rose veal offers a welfare-positive alternative to traditional white veal and provides an economically viable route for dairy bull calves that would otherwise be shot at birth.
Rose veal represents a genuine welfare-positive choice within the dairy food system. By creating economic value for dairy bull calves, rose veal production prevents the need to shoot calves at birth and provides them with a life worth living for their natural growth period. Well-managed rose veal production with appropriate forage access, space and social housing delivers good welfare outcomes. Consumer willingness to purchase rose veal is directly linked to better lives for thousands of bull calves annually.