The Livestock and Meat Commission for Northern Ireland has been awarded EU funding to promote beef mince under its Farm Quality Assured (FQA) logo.

The product's traceability and versatility and its place in a healthy balanced diet will form the main thrust of the campaign, which will be match-funded by the LMC to give a total of £285,000.

Promotions will involve TV advertising, PoS and possibly ads on billboards, bus shelters and buses.

Work will begin in September with the launch expected in January. LMC was the only UK body to win funding in the latest 128m tranche of support.