Northern Eire Farm High quality Assured (NIFQA) beef and lamb is an more and more well-liked selection for native shoppers, the Livestock and Meat Fee (LMC) has reported.
New figures obtained by LMC present that greater than 9 in 10 shoppers who had seen the Fee’s promoting marketing campaign had been conscious of the NIFQA emblem on beef merchandise. Moreover, over 90% of those shoppers eat beef, with virtually two thirds making a aware effort to all the time attempt to purchase beef marked with the NIFQA emblem.
The statistics come off the again of the Fee’s promoting marketing campaign, ‘Good Sincere Meals’. The travelogue type marketing campaign invitations viewers to affix native chef James Devine as he travels round Northern Eire and speaks with trade consultants to uncover the reality about beef and lamb.
The most recent tranche of the multi-platform marketing campaign ran earlier this yr and with monitoring now full the outcomes are in.
Prospects present elevated curiosity in NIFQA labelled merchandise
LMC chief government, Ian Stevenson mentioned: “12 months on yr now we have seen optimistic incremental progress in public consciousness of the NIFQA emblem. That is optimistic and demonstrates in a sensible sense that customers perceive the provenance and high quality of the meat and lamb merchandise obtainable to them.
“What’s encouraging, is that the statistics present this consciousness interprets into knowledgeable buying behaviour. Since 2020 there was a marked 20 share level uplift in shoppers all the time making an attempt to purchase lamb with the NIFQA emblem. Comparable optimistic traits have been recognized in relation to beef buying. This yr virtually two thirds of native shoppers said they actively all the time attempt to purchase beef with the NIFQA emblem on it.
“We do typically get shoppers asking why all Northern Irish origin beef and lamb at level of retail isn’t marked with the NIFQA emblem. Some main retailers have a coverage to not use particular person high quality scheme marks on their packaging however that doesn’t imply the Northern Irish labelled beef or lamb isn’t NIFQA because it virtually all the time is a key a part of the shopper specification.
“Our trade may be very pleased with the standard and status of NIFQA beef and lamb and LMC will proceed to actively promote public consciousness of NIFQA beef and lamb and the story and values behind it.”