LMC marketing campaign boosts NIFQA beef and lamb gross sales

Northern Eire Farm High quality Assured (NIFQA) beef and lamb is an more and more widespread 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 had been conscious of the NIFQA brand 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 brand.

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

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

Prospects present elevated curiosity in NIFQA labelled merchandise

LMC chief government, Ian Stevenson mentioned: “12 months on yr we’ve seen constructive incremental progress in public consciousness of the NIFQA brand. That is constructive and demonstrates in a sensible sense that buyers perceive the provenance and high quality of the meat and lamb merchandise obtainable 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 making an attempt to purchase lamb with the NIFQA brand. Related constructive tendencies 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 brand on it.

“We do generally get shoppers asking why all Northern Irish origin beef and lamb at level of retail isn’t marked with the NIFQA brand. 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 client specification.

“Our business could be very pleased with the standard and popularity 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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