LMC is raising the steaks throughout Beef week - 23-28 March 2009
The Livestock and Meat Commission (LMC) is today, Monday 23 March, launching Beef Week to celebrate and raise awareness of Northern Ireland Farm Quality Assured beef.
The beef industry plays a hugely important role within the local economy and beef processing contributed over £89.9m in 2007 and £84.0m in 2006. With over 16,903 cattle farms in Northern Ireland and over 3,000 people employed in beef and sheep processing, LMC through Beef Week is working hard to ensure that consumers recognise the value and quality of Northern Ireland beef and choose it by looking for the Northern Ireland Farm Quality Assured logo.
Minister for Agriculture Michelle Gildernew, lends her support to Beef Week, "Our Farm Quality Assured beef is a first class product which offers consumers peace of mind that the beef they eat is fully traceable and has been produced to the highest standards of food safety, animal welfare and environmental management.
"Our cattle traceability system has recently proven itself to be an extremely valuable tool within the food chain and has helped to build consumer confidence and secure sales of our quality produce throughout Europe. The Red Meat Task Force recognises the importance of Farm Quality Assurance not only to our consumers and local farmers but to our entire agri-food industry."
Speaking at the launch David Rutledge, Chief Executive at LMC continued, "Beef farming in Northern Ireland is more important than ever as it plays a key role in supporting our local economy. We have an established reputation for quality cattle farming and dedication to best practice in areas such as assurance and traceability.
"This is the second year that LMC has coordinated Beef Week and through this campaign we are keen to communicate the quality properties of Northern Ireland Farm Quality Assured beef; encourage consumers to recognise the value of beef farming and prompt consumers to look for the Farm Quality Assured logo on pack or ask for Farm Quality Assured beef from retailers and butchers.
"Northern Ireland beef is a natural and versatile ingredient and we are keen to highlight the healthy, wholesome and natural attributes which should be enjoyed as part of a balanced diet. Throughout Beef Week we are running a range of activities including supermarket samplings; with a poster campaign for local butchers; TV advertising; reader competitions and promotions and we have also developed a bespoke Beef Week toolkit as part of www.lovebeefandlamb.com.
"We are looking forward to a successful week and we are optimistic about consumers recognising the quality, value and importance of supporting Northern Ireland Farm Quality Assured beef."
