Shoppers actively choosing FQAS beef and lamb

THE Northern Ireland Beef and Lamb Farm Quality Assurance Scheme (FQAS) continues to resonate strongly with consumers, with over four in five shoppers aware of the logo. The headline statistic comes from independent research commissioned by the Livestock and Meat Commission (LMC) to explore consumer sentiment and assess buying behaviours where beef and lamb are concerned.

Commenting on the research and importance of FQAS, Gillian Davis, LMC Head of Quality Assurance said, “The FQAS has established itself as a cornerstone for beef and lamb marketing in Northern Ireland (NI). The extremely high levels of logo recognition underscore the strength and visibility of the Scheme across NI. We know provenance and quality are key drivers of consumer confidence and form an important part of decision making at point of purchase. FQAS prides itself on providing consumers with an independent guarantee of quality at all stages of production, from farm to fork. It is encouraging that consumers recognise this with an overwhelming 84% of consumers rating FQAS beef as high quality. It is further encouraging that two thirds of shoppers state they always try to buy beef carrying the logo. This demonstrates in a very tangible way the Scheme’s strong resonance with shoppers.”

The beginning of the year saw the Commission launch a targeted burst of its multi-platform advertising campaign, ‘Good Honest Food’, which sees local chef James Devine chat with industry experts about the health, sustainability and environmental credentials of FQAS beef and lamb.

Lauren Patterson, LMC Head of Marketing and Communications added, “At LMC, we are keen to educate and inform consumers of the important role red meat plays as part of a healthy balanced diet. With ‘Good Honest Food’ currently live consumers of all ages are exposed to positive messaging on red meat, founded on irrefutable scientific evidence. Previous bursts of the campaign resonated well with consumers, demonstrating the strength of the FQAS logo and the high level of consumer confidence in the standards behind it. We look forward to elevating this throughout the remainder of the campaign period.”

Concluding Lauren noted, “At LMC we are proud of the quality and reputation of FQAS beef and lamb and the work carried out by all supply chain partners which ensures we continue to deliver world leading quality beef and lamb for consumers to enjoy.”