Northern Ireland Farm Quality Assured (NIFQA) beef will be spotlighted for the Livestock and Meat Commission’s (LMC) NI Beef Week.
The promotional week will run from 22nld-30th April, highlighting the quality, taste and versatility of local NIFQA beef. LMC also said an important part of the 2026 campaign will be showcasing the farm to fork journey.
Working with the Ulster Farmers’ Union (UFU), ABP and Asda, LMC will aim to “spark meaningful conversations” to encourage informed purchasing of NIFQA beef, promoting its role in a healthy, balanced diet.
Colin Smith, LMC chief executive, said: “The local beef sector supports thousands of jobs across the supply chain and is an integral part of our economy. NI Beef Week is a fantastic opportunity to shine a light on the exceptional quality of local NIFQA beef, and the dedication of the farmers who produce it.
“I am delighted that UFU, ABP and Asda will join us again this year to promote the farm to fork journey, highlighting the high standards of NIFQA beef and the exceptional taste which sets it apart on a global stage.”
“Backing local beef is a direct investment in our rural communities.”
Brendan Kelly, Ulster Farmers’ Union
Brendan Kelly, UFU Beef and Lamb Committee chairman, said: “Backing local beef is a direct investment in our rural communities and it keeps our family farms going, helping to strengthen the local economy and safeguard a key part of our culture and heritage.
“Beef production is deeply rooted in Northern Ireland’s identity and the standards behind it are among the best worldwide. Consumers can have full confidence in their Northern Irish beef, with every step from farm to fork carefully overseen and fully traceable. That consistency is built on generations of experience helped along by the natural strengths of our land.
“Beef Week is about recognising that connection and showing consumers why choosing local matters now more than ever.”
George Mullan, managing director of ABP in Northern Ireland, stated: “ABP is proud to support NI Beef Week and play our part in promoting the exceptional quality of Northern Ireland Farm Quality Assured beef. This campaign is an important opportunity to celebrate the strength of the farm to fork journey that underpins our industry.
“Again, this year we are involving our ABP Angus Youth Challenge finalist schools, encouraging them to take an active role in promoting local beef. The finalist team that delivers the overall best initiative during NI Beef Week will be recognised at the Balmoral Show in May on the ABP stand.”
Joe McDonald, head of corporate affairs at Asda, said: “Asda is delighted to welcome LMC back into store to sample NIFQA beef. This is always extremely popular with our customers and colleagues, and generates great conversations about how and where the beef is produced locally.”
LMC brings Mini Beef Week back for 2026
Smith continued: “To begin the week we will host a beef sampling session with Asda Antrim, beginning at 11.30am. Industry representatives will be on hand, chatting with consumers and inviting them to experience the quality and taste of NIFQA beef for themselves.
“Through our education programme we aim to inspire the consumers of tomorrow, last year we launched Mini Beef Week, and I am delighted to confirm it is back this year. The initiative aims to inspire primary-aged pupils to taste and enjoy beef. Throughout NI Beef Week we will run cookery demonstrations in primary schools across the province.
“We will also be active across digital and social channels, showcasing some of our local NIFQA beef producers. I would encourage you to follow the Livestock and Meat Commission and Beef and Lamb NI pages to keep up to date with all our activity.”
