Research from the Livestock and Meat Commission (LMC) has revealed that awareness of the Northern Ireland Farm Quality Assured (NIFQA) scheme remains “extremely high”, with 84% of consumers aware of NIFQA beef and 68% aware of NIFQA lamb.
The research was conducted after the most recent burst of LMC’s Good Honest Food advertising campaign, which took the form of a travelogue featuring local chef James Devine, who journeyed across Northern Ireland to meet industry experts and showcase NIFQA beef and lamb.
LMC said that after a “steady and significant” climb between 2021 (62%) and 2024 (74%), overall campaign reach has remained strong with more than seven in 10 consumers remaining engaged with the messaging. Campaign awareness was “prominent” across all the key demographics, and LMC said this ensures the Commission has “good momentum” for another burst.
Of those surveyed, 66% reported that they were influenced to purchase NIFQA beef and lamb after seeing the campaign and 65% of consumers reported that they always try to purchase beef with the NIFQA logo. Another 59% said they always try to purchase lamb with the logo, which LMC said was a “significant rise” from the 39% in 2020.
“Our tracking continues to demonstrate steady gains across the key measures we use to assess campaign effectiveness.”
Lauren Patterson, LMC
Lauren Patterson, LMC head of marketing and communications, commented: “These results show a rise in those who consistently choose products with the NIFQA logo, underlining its vital role in purchase decisions for consumers. Habitual purchasing behaviour is a strong indicator of brand equity and is underpinned by consumer trust, loyalty and reliance.
“It is integral that we continue to maintain this position with consumers, but also to ensure that locally produced, fully traceable, world-class beef and lamb is at the forefront of the shelves for our consumers to purchase.
“Our tracking continues to demonstrate steady gains across the key measures we use to assess campaign effectiveness. These results show that our activity is delivering real value to levy payers and is strengthening the position of NIFQA beef and lamb within the home market.”
LMC continued to spread awareness of the NIFQA label across TV, digital and social platforms, which it said “builds familiarity and trust”.
