September 29, 2023


Food Information

LMC marketing campaign boosts NIFQA beef and lamb gross sales

2 min read

Northern Eire Farm High quality Assured (NIFQA) beef and lamb is an more and more fashionable alternative for native shoppers, the Livestock and Meat Fee (LMC) has reported.

Chef James Devine fronts the LMC promoting marketing campaign, “Good Trustworthy Meals”.

New figures obtained by LMC present that greater than 9 in 10 shoppers who had seen the Fee’s promoting marketing campaign have been conscious of the NIFQA emblem on beef merchandise. Moreover, over 90% of those shoppers eat beef, with nearly two thirds making a aware effort to at all times attempt to purchase beef marked with the NIFQA emblem.

The statistics come off the again of the Fee’s promoting marketing campaign, ‘Good Trustworthy Meals’. The travelogue fashion marketing campaign invitations viewers to hitch native chef James Devine as he travels round Northern Eire and speaks with business consultants to uncover the reality about beef and lamb.

The newest tranche of the multi-platform marketing campaign ran earlier this yr and with monitoring now full the outcomes are in.

Clients present elevated curiosity in NIFQA labelled merchandise

LMC chief government, Ian Stevenson mentioned: “12 months on yr now we have seen constructive incremental development in public consciousness of the NIFQA emblem. That is constructive and demonstrates in a sensible sense that buyers perceive the provenance and high quality of the meat and lamb merchandise out there to them.

LMC’s CEO, Ian Stevenson.

“What’s encouraging, is that the statistics present this consciousness interprets into knowledgeable buying behaviour. Since 2020 there was a marked 20 proportion level uplift in shoppers at all times attempting to purchase lamb with the NIFQA emblem. Related constructive developments have been recognized in relation to beef buying. This yr nearly two thirds of native shoppers acknowledged they actively at all times attempt to purchase beef with the NIFQA emblem on it.

“We do typically get shoppers asking why all Northern Irish origin beef and lamb at level of retail isn’t marked with the NIFQA emblem. Some main retailers have a coverage to not use particular person high quality scheme marks on their packaging however that doesn’t imply the Northern Irish labelled beef or lamb isn’t NIFQA because it nearly at all times is a key a part of the shopper specification.

“Our business could be very pleased with the standard and repute of NIFQA beef and lamb and LMC will proceed to actively promote public consciousness of NIFQA beef and lamb and the story and values behind it.”  

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