Today (Wednesday, April 23) marks the start of Beef Week 2025, a marketing campaign that aims to shine a spotlight on Northern Ireland’s beef industry.
Launched by the Livestock and Meat Commission (LMC), alongside partners, the Ulster Farmers’ Union (UFU), ABP and ASDA, the campaign will run from April 23 – 30, and will celebrate the versatility and taste of Northern Ireland Farm Quality Assured (NIFQA) Beef.
According to organisers, the campaign will also highlight the “unwavering commitment of local farmers who work diligently to produce beef to world leading standards”.
For the first time, ‘Mini Beef Week’ has launched in primary schools across the region in conjunction with the main event.
The school programme features cookery demonstrations and interactive sessions that focus on the nutritional and environmental benefits of NIFQA beef.
Beef Week
Chief Executive Officer at LMC, Colin Smith said: “LMC is proud to work alongside UFU, ABP and ASDA to showcase and celebrate the quality, taste, sustainability and above all, the dedication of farmers involved in producing NIFQA beef.
“We’re excited to launch Mini Beef Week in Primary Schools this year to continue to engage with the next generation. By starting conversations early about where our food comes from and how it’s produced, we’re helping to build an appreciation and understanding of local farming.
“Beef Week is a great opportunity to spotlight the exceptional work happening on farms across Northern Ireland and we look forward to bringing a range of activities to consumers across the region over the course of the week.”
Over 18,000 beef and sheep farmers form the backbone of Northern Ireland’s agriculture industry, which LMC said contributes £1.7 billion to the economy each year and serves as a “vital” source of employment in the area.
Throughout the week, LMC and its partners will aim to bring consumers closer to the people, practices and stories behind NIFQA beef.
A highlight of the week will be a retail tasting event at ASDA Portadown tomorrow (Thursday), April 24, where shoppers will have the chance to sample freshly cooked NIFQA beef dishes and learn more about what distinquishes Northern Ireland’s beef.
UK Head of Corporate Affairs at ASDA, Joe McDonald stated: “We are delighted to support this important initiative and are really looking forward to hosting a related event in store.
“Directly engaging with consumers – of all ages – is an important part of the equation. It is great that we will be able to give our customers the chance to savour the flavour, quality, value and versatility of locally-farmed beef.”
