LMC reprises ‘Truth About Beef’ advertising campaign

LMC reprises ‘Truth About Beef’ advertising campaign

The Livestock and Meat Commission for Northern Ireland (LMC) has launched the second round of its ‘Truth About Beef’ advertising campaign in an effort to inform consumers about the health and environmental benefits of Northern Ireland Farm Quality Assured (NIFQA) beef.

The second round of the campaign will run until the end of March and will feature local Chef James Devine and others from within the industry discussing the importance of red meat as part of a healthy balanced diet.

LMC will also showcase a number of beef recipes as part of the promotion, which will feature on television, radio, outdoor digital screens and across social media.

“The Covid-19 pandemic has markedly changed consumer habits and they have perhaps never been closer to their food in terms of its origin, quality, versatility and sustainability.”

Lauren Patterson, LMC’s education and consumer promotions manager, said: “It is more important than ever before that consumers are correctly informed about beef and lamb production in Northern Ireland and are able to recognise that the NIFQA logo is their guarantee of high-quality beef and lamb produced on their doorstep, and fully traceable from farm to fork. The Covid-19 pandemic has markedly changed consumer habits and they have perhaps never been closer to their food in terms of its origin, quality, versatility and sustainability.

“January is also typically a month when consumers think more about their diets and health and greater attention is given to meat alternatives with the so-called Veganuary movement. It is therefore critical that consumers are given a balanced view using science-based facts. The ‘Truth About Beef’ campaign is founded on independently reviewed, scientific research that is discussed with and communicated by the experts.”

Photograph: Lauren Patterson, LMC’s education and consumer promotions manager.

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