The Ulster Farmers’ Union (UFU) has launched its 'Where is your beef from?' campaign to coincide with the FIFA World Cup.
The campaign is intended to encourage consumers to question the origin of the beef they purchase and the standards under which it has been produced.
Running throughout the football tournament, the UFU said the campaign will highlight the "quality, traceability and high production standards" of Northern Irish beef while encouraging greater transparency around ‘country of origin’ information across the food supply chain.
According to the UFU, beef will be a popular choice on the barbecue, and in pubs, restaurants and takeaways when families and friends gather to watch football over the next six week.
The union is encouraging customers to support local producers during this and ask one question: "Where is your beef from?"
The UFU said that the campaign comes at a time when many local beef producers are facing significant pressure, “with falling prices, rising production costs and increasing volumes of imported beef entering the UK market”.
‘Great pride’
UFU deputy president Clement Lynch said: “Northern Ireland beef farmers produce a world-class product to some of the highest standards anywhere in the world.
“Our farmers take great pride in the quality of their livestock, their commitment to animal welfare and the traceability that builds consumer confidence.
“Consumers increasingly want to know more about the food they eat and where it comes from.
"We believe they should have access to clear information that allows them to make informed choices when purchasing beef, in a supermarket, restaurant, takeaway or other food service.”
The UFU stressed that it is not opposed to international trade, but about ensuring transparency and fairness for farmers and consumers alike.
“If consumers want to support local farmers and local food production, they need the information to make that choice and should be able to clearly identify where the beef originates from," it said.
Campaign
As part of this campaign, the UFU is writing to Minister of State for Food Security and Rural Affairs Angela Eagle, and Minister of Agriculture, Environment and Rural Affairs Andrew Muir to seek engagement on the challenges facing the beef sector, calling for:
- Mandatory country-of-origin labelling across food service, hospitality, catering and processed beef products;
- Greater transparency on the origin and production standards of imported beef;
- A Northern Ireland-specific assessment of how trade agreements and rising beef imports are affecting local producers;
- Stronger equivalence measures to ensure imported beef is not produced under standards significantly different from those required of UK farmers;
- Public procurement policies that prioritise beef produced to UK-equivalent standards;
- A clear government commitment that domestic producers will not be disadvantaged by trade policy decisions.
Lynch added: “Food security must not be taken for granted. Recent years have shown how important it is to maintain strong domestic food production and resilient supply chains.
“Major sporting events bring people together around food.
"Whether it is a barbecue with friends, a steak dinner or a burger while watching a match, we want consumers to pause and ask one simple question; 'Where is your beef from?'"