evidence: Specifically, where red meat is concerned, the regularity of beef purchasing in Northern Ireland has increased during 2021, compared to 2020. [...] LMC’s Lauren Patterson confirmed an extremely high level of awareness, where Northern Ireland Farm Quality Assured (NIFQA) beef and lamb are concerned. She said:The latest figures confirm that 80% of all consumers in Northern Ireland recognise the NIFQA logo. This is a notable uplift on previous years, with awareness strongest in the 25-65 age group."Encouragingly, 83% of consumers are aware of the NIFQA label on beef products, which is an increase on last year. Of these respondents, 90% were also aware of the ‘truth about beef’ campaign. "The significance of this relationship is extremely encouraging and it is promising to see that LMC marketing activities continue to positively impact a large proportion of our local consumers," she added. [...] Some three in five respondents agreed that the farm management protocols espoused by the Northern Ireland Farm Quality Assurance Scheme, resulted in NIFQA beef that was kind to the environment, increasing from 57% recorded last year. Patterson concluded: "Encouragingly, 82% of the people taking part in the survey regarded NIFQA beef as a high quality meat, while 75% felt that it is a naturally produced food. "These results are hugely reassuring with consumers showing outward support of our local NIFQA beef and lamb farmers, who should be proud to produce world class beef and lamb."