New research by LMC identifies awareness of the Northern Ireland Farm Quality Assured (NIFQA) scheme remains high

New research from the Livestock and Meat Commission (LMC) has revealed that awareness of the Northern Ireland Farm Quality Assured (NIFQA) scheme remains extremely high, with 84% of consumers aware of NIFQA beef and 68% aware of NIFQA lamb. Importantly, consumer perceptions of beef remain overwhelmingly positive.

The research was conducted after the most recent burst of LMC’s Good Honest Food advertising campaign, which took the form of a travelogue featuring local chef James Devine, who journeyed across Northern Ireland to meet industry experts and showcase NIFQA beef and lamb.

After a steady and significant climb between 2021 (62%) and 2024 (74%), overall campaign reach has remained strong with over 7 in 10 consumers remaining engaged with the messaging. Campaign awareness was prominent across all the key demographics, and ensures the Commission has good momentum for another burst.

66% of those surveyed reported that they are influenced to purchase NIFQA beef and lamb after seeing the campaign and crucially, 65% of consumers reported that they always try to purchase beef with the NIFQA logo whilst 59% always try to purchase lamb with the logo, showing a significant rise from the 39% in 2020.

Reflecting on the findings, Lauren Patterson, LMC Head of Marketing and Communications, noted, “These results show a rise in those who consistently choose products with the NIFQA logo, underlining its vital role in purchase decisions for consumers. Habitual purchasing behaviour is a strong indicator of brand equity and is underpinned by consumer trust, loyalty and reliance. It is integral that we continue to maintain this position with consumers, but also to ensure that locally produced, fully traceable, world class beef and lamb is at the forefront of the shelves for our consumers to purchase.

Lauren continued, “Our tracking continues to demonstrate steady gains across the key measures we use to assess campaign effectiveness. These results show that our activity is delivering real value to levy payers and is strengthening the position of NIFQA beef and lamb within the home market.”

Not only are consumers recalling the core campaign themes, they are also identifying the message consistently across TV, digital, and social platforms. This repeated visibility builds familiarity and trust while reinforcing the strong health, sustainability, and quality credentials of NIFQA beef and lamb.

Looking ahead, LMC plans to build on the momentum of Good Honest Food by continuing to champion Northern Ireland’s farmers, increasing visibility for NIFQA, and shaping consumer attitudes and buying choices in favour of locally produced beef and lamb.