The Northern Ireland Beef and Lamb Farm Quality Assurance Scheme (NIBL FQAS) logo has a public recognition rating of over 80%.
This figure has been verified on the back of market research commissioned by the Livestock and Meat Commission (LMC).
Moreover, the study adds to a consistent trend in consumer recognition levels of the logo.
LMC’s chief executive, Colin Smith, commented: “This is an extremely high figure, well above what would be expected for most of the best known-food brands purchased in local shops every day of the year.
“Making this a reality is the growing commitment of retailers across Northern Ireland to include the logo on the beef they sell in their outlets.”
He noted that Tesco, for example, have placed the NIBL FQAS logo on “between 97% and 100% of the beef products they sell over the past five months”.
“This is highly significant both in absolute terms and also the fact that Tesco is the largest food retailer in Northern Ireland,” he said.
Looking ahead, LMC wants to develop the strongest possible working relationship possible with all of Northern Ireland’s food retailers.
“Their commitment in procuring farm quality produced beef and lamb is exceptionally strong” Smith said.
“However, it would be extremely valuable from a consumer endorsement point of view to have the quality assured logo equally reflected on all pack labels.”
The LMC tracks the labelling practices of all the major food retailers operating in Northern Ireland courtesy of a mystery shopping initiative.
“It’s important that we know the full facts regarding the labelling practices followed by all local food retailers, where the sale of farm quality assured beef and lamb produced in Northern Ireland is concerned,” Smith said.
Beef Week 2026
Meanwhile Beef Week 2026 has just ended in the UK.
The initiative saw LMC working with other UK levy bodies and stakeholders to coordinate messaging on the health and nutritional attributes of beef, including the high quality standards upheld throughout the supply chain.
“The local beef sector supports thousands of jobs across the supply chain and is an integral part of our economy.
“Beef Week is a fantastic opportunity to shine a light on the exceptional quality of local farm quality assured beef and the dedication of the farmers who produce it,” Smith said.
Beef Week also complements the other work undertaken by the Commission in communicating a strong red meat message to consumers of all ages across Northern Ireland the year round.
“This includes the ground-breaking work that has been carried out with school children of all ages,” the LMC representative added.
“Through our education programme we aim to inspire the consumers of tomorrow.
“Last year we launched Mini Beef Week, and I am delighted to confirm that it was back on the agenda for 2026.”
This initiative aims to inspire primary-aged pupils to taste and enjoy beef.
“The timing of Beef Week specifically allows us to directly endorse the benefits of this unique meat to school children across Northern Ireland,” Smith explained.