LMC Newspaper campaign highlights benefits of Beef

- Published: 10 April, 2007

A new newspaper promotional campaign to boost Northern Ireland Farm Quality Assured Beef has been launched by the Livestock and Meat Commission (LMC).

The new eye-catching inserts 'The Truth About Beef' have been especially designed to appeal to a wide consumer audience and they will feature in Northern Ireland's leading newspapers, as well as doctors surgeries.

A spokeswoman for the LMC said: "As in the recent television and outdoor campaigns the inserts prompt Northern Ireland consumers to look for the trustworthy FQAS logo when purchasing beef and to also alert consumers to the fact that Northern Ireland Farm Quality Assured beef is healthy, wholesome and natural."

The full colour insert outlines the health benefits of eating Northern Ireland Farm Quality Assured Beef as well as providing two tasty recipes for consumers to try.

"Beef is an excellent source of essential nutrients, it's lower in fat than ever before and it's quick and easy to cook. And of course, when you choose Northern Ireland Farm Quality Assured Beef, you're assured of the highest European standards," the spokeswoman said.

Naomi Waite, head of marketing at LMC said the inserts had been designed to appeal to a wide audience from those who already regularly purchase FQAS beef to complete newcomers.

She said: "Agri-food production plays a central role in the Northern Ireland economy, representing 20% of turnover.

"It is therefore important that the sector sends clear signals to consumers and retailers regarding the quality of our produce. Northern Ireland has a lot to offer in terms of food and this needs to be communicated.

"There are often misconceptions about the benefits from beef in the diet and this campaign tackles these misconceptions head on."