LMC reflects on success of NI Beef Week 2026

NI Beef Week has been hailed a resounding success, with the Livestock and Meat Commission (LMC) reporting strong engagement with its varied programme of activity.

The week-long campaign was spearheaded locally by LMC and coincided with wider UK activity and an overarching aim to inform consumers of the positive attributes of local beef and encourage them to include it as part of a healthy balanced diet.

A beef sampling event held at Asda, Antrim kicked off local activity. Commenting Lauren Patterson, LMC Head of Marketing and Communications said, “We were pleased to be joined by representatives from the Ulster Farmers’ Union and ABP at this event to provide consumers with a full insight into the farm to fork journey of Northern Ireland Farm Quality Assured (NIFQA) beef. The initiative sparked meaningful conversations with consumers, many of whom were keen to learn about cuts of beef and how to prepare and cook them at home. We were pleased to distribute dozens of recipe resources and influence purchase of NIFQA beef.”

Mini Beef Week also returned as part of this year’s programme, with LMC visiting Doagh Primary School to deliver an interactive cookery demonstration. Pupils had an opportunity to learn about the benefits of including beef in their diets, the importance of NIFQA labelling and how to support our local farmers. The event concluded with pupils receiving mini beef week resources, and a chance to sample Tikka mince.

Emma Brownlee, Education and Consumer Promotions Manager at LMC said, “It was fantastic to see the enthusiasm from pupils who were actively engaged throughout, asking questions about farming and where our food comes from. Initiatives like Mini Beef Week aim to inspire the next generation of consumers and we have no doubt that this event instilled an appreciation for local produce and the important role red meats such as beef play within a balanced diet.”

Lauren said, “LMC was delighted to once again work in partnership with industry bodies including AHDB, QMS, HCC, Women in Beef and the NFU to deliver a joint initiative that maximises impact and ensures consistent messaging. LMC lead activity in Northern Ireland, providing the industry with access to wider UK resources, expertise and collaborative initiative. This collaborative approach strengthens the reach and credibility of the campaign across the United Kingdom, avoiding duplication and delivering greater value for levy payers through more efficient use of resources and a unified voice for the red meat sector.”

Alongside face-to-face activity, the Commission rolled out a comprehensive digital campaign, sharing recipes, nutritional information and profiling local NIFQA beef farmers. This content reached audiences across NI and further afield.

Lauren added, “Digital channels continue to play a key role in amplifying our messaging. We are pleased to have recorded meaningful engagement with followers with over 20,000 views on our social media content alone.

“NI Beef Week again highlighted the appetite among consumers to support and purchase local beef. I take this opportunity to thank stakeholders for their support of the initiative. For those inspired to cook up a treat, there are a host of beef recipes for all occasions that are freely available on our consumer website beefandlambni.com.”