LMC brings balance to Veganuary with advertising campaign

LMC brings balance to Veganuary with advertising campaign

The Livestock and Meat Commission (LMC) has relaunched its ‘flavour your life’ campaign to promote the benefits of Northern Ireland Farm Quality Assured (NIFQA) beef and lamb.

Industry development manager at LMC, Colin Smith.

The adverts are set to air on television and radio during January, with the advert aiming to provide consumers with a range of healthy meal ideas which incorporate NIFQA beef and lamb.

The advertisements are in response to the ‘Veganuary’ campaign; a movement that encourages consumers to remove meat and other livestock products from their diet.

Lauren Hyde, LMC’s education and consumer promotions manager, said: “Red meat, including beef and lamb, are vital sources of many vitamins and minerals required at all stages of development. Removing important food groups such as meat can lead to nutritional deficiencies, and as a result, preventable illnesses. It is important that consumers can make informed decisions regarding a healthy, well-balanced diet which can be easily achieved through our wide range of recipes.”

Industry development manager at LMC, Colin Smith, said: “I have no doubt that this phase of the campaign has been launched at a very apt time and will be important in bringing balance to the eyes and ears of consumers. We know that local consumers really enjoy the sensory experience that comes from the consumption of a good quality beef and lamb dish.”

Smith continued: “Our aim is to ensure that consumers are well informed and have the confidence to continue to eat local NIFQA beef and lamb with pride, while supporting our local industry.”

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