"I trust it"

A new advertising campaign from The Livestock and Meat Commission (LMC) to promote the quality of Northern Irish beef has been launched, with outdoor posters and television adverts highlighting the Northern Ireland Farm Quality Assurance Scheme and what it means in terms of quality, safety and traceability in beef.

Naomi Waite, head of marketing at the LMC said: "Recent research carried out by LMC showed that consumers were keen to find out more about the Northern Ireland Farm Quality Assurance Scheme. When they understood that it offered traceability throughout the chain, they felt that it was something they could trust and something they should look for when purchasing beef. The campaign is designed to raise awareness of the FQAS logo and what it actually means to the customer - and if they don't see it to ask if their beef is Farm Quality Assured."

The new TV commercials will be aired on UTV, Channel 4, Channel 5 and GMTV throughout October and will run until Christmas. The campaign is 50 per cent funded by LMC levy and 50 per cent by European funding.

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