LMC’s Latest Campaign Elevates Northern Ireland Beef and Lamb as Versatile, Local Favorites

In a fresh digital twist, the Livestock and Meat Commission (LMC) has rolled out an energetic new campaign spotlighting the quality and versatility of Northern Ireland’s Farm Quality Assured (NIFQA) beef and lamb.

Collaborating with acclaimed Dungannon chef James Devine and popular foodie Conor Hogan, the Belfast Food Blogger, this campaign is set to bring the local meat scene straight to consumers’ plates, underscoring the culinary possibilities of NIFQA meats.

The campaign, fittingly titled James Meets: Part 1, captures Devine and Hogan as they whip up a variety of mouth-watering beef and lamb dishes in a four-part series.

Each episode unpacks how these meats fit seamlessly into diverse meal occasions, from family dinners to casual weekends.

Devine’s culinary insights add a pinch of artistry and a dash of expertise, demonstrating that these meats aren’t just for special occasions but can be enjoyed any day of the week.

Lauren Patterson, LMC’s head of marketing, explains, “This digital campaign is part of a natural evolution to support the Commission’s overarching Good Honest Food campaign.”

She highlights how the series doesn’t just celebrate taste but digs deeper into the health, sustainability, and environmental strengths of NIFQA meats.

Timed with strategic flair, the campaign’s first episode features a family-friendly lamb recipe aligning with the UK’s Love Lamb Week.

“Autumn brings a bounty of local lamb cuts,” Patterson notes, “and it’s the perfect season to encourage consumers to savor the rich, seasonal flavors of our lamb.”

The series equally showcases beef and lamb, ensuring viewers see both sides of Northern Ireland’s red meat scene. Recipes include everything from fakeaways to Sunday roasts, capturing flavors that suit a range of tastes and occasions.

For foodies and curious cooks alike, Patterson adds that recipes featured in James Meets and more are available on their website, encouraging everyone to experience the robust flavors of local, quality meat.

In four delicious parts, James Meets serves as both a visual feast and a nod to Northern Ireland’s enduring culinary traditions, one lamb chop and beef roast at a time.

Looking for delicious ways to enjoy local meats like NIFQA beef and lamb? Head to our homepage for recipes and cooking tips.