Now is the perfect time to try local lamb. This is the key message that the Livestock and Meat Commission (LMC) aims to deliver to customers including the 40% of households in Northern Ireland who have never tried lamb before.
The LMC consumer focused campaign which involves a suite of activity including recent sampling sessions of locally produced Northern Ireland Farm Quality Assured (NIFQA) lamb dishes at Asda stores across Northern Ireland aims to stimulate demand for locally produced lamb that carries the NIFQA label.
According to LMC’s Industry Development Manager, Colin Smith, LMC wants to inspire customers to try a range of lamb cuts which perhaps they haven’t had the pleasure of being introduced to before. “We want NIFQA lamb to be the choice that shoppers can make with confidence. With a strong supply of local lamb now available this is the perfect time for consumers to try out some lamb inspired recipes which are an excellent source of essential nutrients and perfect as part of a healthy and balanced diet. The recent sampling activity complements our latest advertising campaign entitled “Lamb-The Natural Choice” which is aimed at reminding consumers to look for the Northern Ireland Farm Quality Assured logo when shopping for lamb. ”
Joe McDonald, Public Affairs Manager, Asda NI said, “I’ve been working with the Asda buying team over the past number of months to further highlight Asda’s commitment to local lamb sourcing, so it’s great to see the “Lamb-The Natural Choice” campaign in action. Campaigns like this give people the chance to sample delicious, Northern Ireland Farm Quality Assured Lamb and ‘buy local’ right here in store.”
The NIFQA lamb campaign will be supported with over 300 cookery demonstrations in secondary schools throughout Northern Ireland from September 2014 to March 2015 which will educate young consumers about the nutritional benefits of lamb in a balanced diet and how to cook simple lamb dishes at home. LMC also co-funds a long standing lamb campaign; ‘Agneau Presto’ in France one of NI’s key export markets.
Some cookies are necessary for us to manage how our website behaves while other optional, or non-necessary, cookies help us to analyse website usage. You can Accept All or Reject All optional cookies or control individual cookie types below.
You can read more in our Cookie Notice
Functional
These cookies enable core functionality such as security, network management, and accessibility. You may disable these by changing your browser settings, but this may affect how the website functions.
Analytics cookies
Analytical cookies help us to improve our website by collecting and reporting information on its usage.
Third-Party Cookies
These cookies are set by a website other than the website you are visiting usually as a result of some embedded content such as a video, a social media share or a like button or a contact map
