Supermarket chain SuperValu has launched a campaign to support the 'Love NI Meat' theme for August in the Year of Food and Drink.
The retailer's ambassador chef Noel McMeel from Lough Erne Resort has been hosting events to promote the best of local produce.
Added to that, all of the company's in-store butchers have been trained on the quality of the meat, increased range, improving maturation and new cuts of meat.
Michael McCormack, managing director of Musgrave NI, which owns the SuperValu brand said: "SuperValu is one of the biggest supporters of local produce and local suppliers in Northern Ireland, spending over £105m annually, with 75% of all fresh foods sourced locally.
"SuperValu beef has always been 100% Northern Ireland farm quality assured and now we're leading the way in taste and quality." And chef Noel McMeel said the beef is a "cut above the rest in taste with its 21 days maturation guaranteed".
"SuperValu's local expert butchers will now be able to help customers get the best out of quality, Northern Irish beef and I will be sharing my hints and tips for preparing seasoning and cooking a variety of delicious beef dishes," he said.