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A new advertising campaign has been launched by the Livestock and Meat Commission (LMC) which aims to educate local consumers about the world class standard of NI products, the health benefits of eating beef, and the work farmers do to manage the environment.
At a launch event on Tuesday, LMC industry development manager Colin Smith explained that “The Truth about Beef” campaign is mainly targeting consumers who intend cutting down on their consumption. While research has shown that 90% of local consumers still eat red meat, 26% said that they plan to eat less in the future, and 36% try to limit their weekly intake.
“Negative stories connected to red meat appearing in the media is a key factor, specifically on health and the environment. These lapsers simply seek an authoritative figure to reassure them eating beef is OK,” said Smith.
The campaign will appear on television, radio and across social media, and features local chef James Devine, along with expert contributions from Dr Steven Morrison from AFBI and Dr Ruth Price from Ulster University.
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