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Showcasing NI’s responsibly produced, world class beef

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Promoting Northern Ireland Farm Quality Assured (NIFQA) beef as a naturally nutritious product farmed with the environment in mind is the focus of NI Beef Week, held over April 23-30.

A collaboration between the Livestock and Meat Commission (LMC) and Ulster Farmers’ Union (UFU), the Week includes a series of activities in collaboration with Belfast live and U105, alongside local chef and Truth About Beef presenter, James Devine.

LMC is delivering a social media campaign across its LMC, and Beef and Lamb NI Facebook, Twitter and Instagram pages.

UFU is working alongside social media influencer Dish You Were Here to promote NIFQA beef, demonstrating how to cook a beef dish using NIFQA beef while informing their followers of the benefits of the beef industry to the environment and why they should always look for the NIFQA logo.

UFU will also run a social media campaign through its Facebook, Twitter and newly founded Instagram account promoting the benefits of eating NIFQA beef on the environment through images and videos.

“As the Northern Ireland beef and lamb industry’s promotional body, LMC is constantly looking at trends in the marketplace at home and abroad so that we can understand what is driving consumer behaviour and the choices they make when they are shopping for meal solutions,” said Ian Stevenson, chief executive, LMC.

“Our activity during beef week will use the sensory experience that comes with cooking and eating high quality beef as a tool to engage consumers in the positive story that the beef industry has to tell in addressing global challenges such as climate change and meeting the nutritional needs of a growing population.

“Northern Irish beef farmers continue to farm regeneratively, improving grasslands, planting hedgerows and trees which provide a habitat for many small animals as well as storing significant amounts of carbon in grasslands.

“This is why we are in the perfect climate to produce our world class, grass fed beef, which in return gives consumers a local product which is naturally rich in macro and micro nutrients which we will be highlighting during beef week.”

William Irvine, deputy president, UFU, said: “We are delighted to be collaborating with LMC for Beef Week 2021. It’s such an important initiative providing a much-needed opportunity to focus on our high-quality, versatile NIFQA beef, produced to world leading environmental and animal welfare standards.

“With climate change being at the top of everyone’s agenda and following the recent support given by several of our local political parties regarding proposals to legislate for net zero by 2045 in NI- which could wipe out half of our livestock farmers just to meet a legislative target that does not seem to have any scientific basis - its important now more than ever to showcase the magnitude and sustainability of local beef farming in NI.

“From our extensive grass-fed systems to the key role our beef farmers have in tackling climate change and caring for the environment and wildlife. The beef sector is a major driving force within agriculture, one of our most successful industries and we will be working to promote its significant contributions to NI in entirety, throughout beef week.”



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