Consumers encouraged to choose lamb this Easter

WITH Easter just around the corner the Livestock and Meat Commission (LMC) is encouraging consumers to put lamb at the heart of their dinner tables.

Northern Ireland Farm Quality Assured (NIFQA) lamb meets some of the world’s highest quality standards and boasts exceptional flavour and an impressive nutritional profile. Commenting Lauren Patterson, Head of Marketing and Communications at LMC said, “Aside from its impressive versatility and flavour, lamb provides high value protein and is rich in essential vitamins and minerals including B-vitamins, zinc, potassium, phosphorus and haem iron – all of which are essential for human growth and development.

“Easter is the perfect occasion to enjoy high quality local lamb with family and friends. At LMC we recognise that consumers rightly expect the highest standards when it comes to the food they eat. Choosing NIFQA lamb provides reassurance in food production credentials with farm to fork traceability giving consumers an independent quality guarantee. I would encourage consumers to actively look out for the NIFQA logo on lamb when shopping.”

Hoping to inspire consumers to cook with lamb this Easter has led the LMC to run a targeted promotional campaign which shares recipe inspiration and reinforces messaging on lamb’s nutritional profile.

Lauren added, “Our multi-platform advertising campaign Good Honest Food is currently live with some tasty seasonal recipes being shared directly with consumers. To bolster promotion of lamb in the run up to Easter LMC has also targeted promotion of lamb roasting joint recipes across print and digital news channels. So, whether it’s a classic roast leg of lamb or a slow-cooked spring lamb shoulder, LMC has plenty of delicious and easy recipe ideas available. Visit our consumer website beefandlambni.com to discover loads of lamb recipes just in time for Easter.”