LMC relaunches Good Honest Food campaign for 2026

The travelogue-style campaign will follow local chef James Devine across Northern Ireland as he meets industry ‘experts’ to challenge common myths about red meat.

Now live, the multiplatform campaign explores the health and environmental credentials of Northern Ireland Farm Quality Assured (NIFQA) beef and lamb. It aims to provide clear insight into the care taken by NIFQA farmers in producing this red meat, and answers many of the common questions consumers have about quality, sustainability, nutrition and more.

Commenting on the relaunch of the campaign, Lauren Patterson, LMC head of marketing and communications, said: “Good Honest Food combines scientific facts, industry insight and tasty food. The campaign is founded on four key messages: health and nutrition, care for the environment, responsible farming and reinforcing the importance of looking for the NIFQA logo when purchasing beef and lamb. Lamb and beef, which are excellent sources of natural protein, vitamins and minerals, are essential components of a healthy, balanced diet and this campaign aims to showcase their versatility, quality and accessibility as red meat options.

“Over the coming weeks the public will see us share a variety of new recipes alongside tried-and-tested consumer favourites which truly emphasise the versatility of beef and lamb. These recipes are quick to prep and cook, providing nutritional, flavourful dinners that are perfect for everyone and aim to establish beef and lamb as a key element of a balanced diet. Keep an eye out for these as they’ll be popping up on billboards and outdoor displays across NI. They’re also all available online.

“In the context of recent developments in trade agreements, it is critical that we actively reinforce the importance of consumers seeking out the logo at point of purchase. The NIFQA scheme delivers a robust guarantee of locally produced, fully traceable, world-class beef and lamb, underpinned by globally leading standards in food safety, animal welfare, and environmental responsibility.

“Previous bursts of the Good Honest Food campaign resonated exceptionally well with consumers. Independent research has shown that those who are exposed to the campaign are significantly more likely to actively seek out and purchase NIFQA beef and lamb. We look forward to driving further momentum with this campaign burst, engaging consumers, and sparking meaningful conversations about the benefits of beef and lamb.”