The Livestock and Meat Commission (LMC) has confirmed that four in five shoppers are aware of the Northern Ireland Beef and Lamb Farm Quality Assurance Scheme (FQAS) logo, with two thirds of consumers trying to buy beef with the logo.
The statistic came from independent research commissioned by LMC to explore consumer sentiment and assess buying behaviours where beef and lamb are concerned.
Commenting on the research and importance of FQAS, Gillian Davis, LMC head of quality assurance, commented: “The FQAS has established itself as a cornerstone for beef and lamb marketing in Northern Ireland (NI). The extremely high levels of logo recognition underscore the strength and visibility of the Scheme across NI.
“We know provenance and quality are key drivers of consumer confidence and form an important part of decision making at point of purchase. FQAS prides itself on providing consumers with an independent guarantee of quality at all stages of production, from farm to fork.
“It is encouraging that consumers recognise this with an overwhelming 84% of consumers rating FQAS beef as high quality. It is further encouraging that two thirds of shoppers state they always try to buy beef carrying the logo. This demonstrates in a very tangible way the Scheme’s strong resonance with shoppers.”
The data comes as LMC launched a targeted burst of its multi-platform advertising campaign, ‘Good Honest Food’, at the beginning of 2026. The campaign sees local chef James Devine talk with industry experts about the health, sustainability and environmental credentials of FQAS beef and lamb.
Lauren Patterson, LMC head of marketing and communications, added: “At LMC, we are keen to educate and inform consumers of the important role red meat plays as part of a healthy balanced diet. With ‘Good Honest Food’ currently live consumers of all ages are exposed to positive messaging on red meat, founded on irrefutable scientific evidence.
“Previous bursts of the campaign resonated well with consumers, demonstrating the strength of the FQAS logo and the high level of consumer confidence in the standards behind it. We look forward to elevating this throughout the remainder of the campaign period.”
Patterson concluded: “At LMC we are proud of the quality and reputation of FQAS beef and lamb and the work carried out by all supply chain partners which ensures we continue to deliver world leading quality beef and lamb for consumers to enjoy.”
