The Livestock and Meat commission for Northern Ireland (LMC) has launched its new TV advertising campaign entitled “Beef the natural choice”, to remind consumers to look for the Northern Ireland Farm Quality Assured logo when shopping for beef.

Following Prof Chris Elliot’s report into the standards of food safety which was published at the end of 2013, LMC are keen to reassure consumers of the benefits of Northern Ireland Farm Quality Assured Beef and Lamb and to continue to enhance confidence in red meat produced locally.

LMC’s Industry Development Manager, Colin Smith said “The TV, radio and press campaign follows on from an impactful promotion which ran last summer in the midst of the horsemeat scandal and was very well received by consumers here. The industry constantly faces challenges from detractors of red meat and therefore it is important to keep communicating the positive messages about the wholesome nutritious FQAS beef and lamb produced in Northern Ireland and encourage consumers to look for the logo, and if they cannot see it, to ask if their beef or lamb is Northern Ireland Farm Quality Assured. 

“The Northern Ireland Beef & Lamb Farm Quality Assurance Scheme is one of the longest established of all the farm quality assurance schemes, not only in the UK but probably worldwide. The scheme was developed to give consumers assurances about the quality of their food and above all the quality of concern for the customer in producing beef and lamb which is wholesome and safe ”, concluded Colin.

LMC is supporting the television and outdoor activity with cookery demonstrations in secondary schools throughout Northern Ireland and in store sampling sessions supported by point of sale material.

Running on UTV, Channel 4, Channel 5 and Daybreak in Northern Ireland, the 20 second television advertisement will access top performing programmes for housekeepers with children, such as Coronation Street, Emmerdale, The Chase, and Lorraine.

Whilst the initial campaign actively focuses on beef, lamb advertising will begin in March 2014.

ENDS

For further information please contact Caroline Murphy at Aiken PR at caroline@aikenpr.com or 02890663000 or Colin Smith, LMC Industry Development Manager on 02892633023