The Livestock & Meat Commission (LMC) for Northern Ireland, which supports the marketing and development of the Northern Ireland beef and sheep meat industry, says that more housekeepers than ever here are purchasing lamb and beef.

Speaking at an event at which the LMC launched a new advertising campaign and its plans for NI Year of Food & Drink meat month, Chief Executive Ian Stevenson said that its strategy to support the industry in the local market is working:

“Our strategy has delivered not only greater awareness of the Northern Ireland Farm Quality Assured logo, but also a significant increase in the numbers of people purchasing beef and, in particular, lamb.

“An independent report produced in May 2016 has shown that 65% of housekeepers are now purchasing lamb at some stage, up 48% from the previous year and that beef purchasing has increased from 88% to 95%,” Ian said. “This is clear evidence of the success of our marketing campaigns and, importantly, our educational activities.”

Minister Michelle McIlveen said: “During the Northern Ireland Year of Food and Drink 2016, the Farm Quality Assurance Scheme will have been in operation for 25 years. I would like to congratulate the LMC for this achievement. It demonstrates a commitment to supporting and promoting the beef and sheep meat industry in Northern Ireland. My Department will continue to work closely with the LMC to achieve the shared goal of a sustainable and profitable future for the industry at all levels in the supply chain.”

Ian Stevenson went on to talk about current plans:

“We will build on this success with the introduction of a brand new campaign that will be seen right across Northern Ireland on TV, radio, print and online and is aimed at influencing shopping behaviour to ensure that beef and lamb continues to fly off the shelves.”

The LMC chief executive also spoke of the organisation’s activities for NI Year of Food & Drink which include consumer demonstrations in major supermarkets throughout August’s Love NI meat month, sponsorship of the inaugural Grow Make Eat Drink Awards and a special steak cooking competition that will see finalists compete at St. George’s market in August.

School cookery demonstrations which form an important element of the LMC’s education programme will begin again in September with some 330 secondary schools participating. 

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Notes to EditorsResearch conducted by Millward Brown April-May 2016For further information please contact Katrina Frazer or Louise Carson at Aiken on 90663000 or email Katrina@aikenpr.com and Louise@aikenpr.com