LAMB and beef is more popular than ever, according to the Livestock & Meat Commission (LMC) which markets the industry in Northern Ireland.
The LMC, which has launched a new advertising campaign to coincide with the north's year of food and drink, said its strategy to support the sector was working.
Its chief executive Ian Stevenson said the strategy, which included increasing awareness of the Northern Ireland Farm Quality Assured logo, had been particularly successful in the promotion of lamb.
"An independent report produced in May 2016 has shown that 65 per cent of housekeepers are now purchasing lamb at some stage, up 48 per cent from the previous year and that beef purchasing has increased from 88 per cent to 95 per cent," he said.
"This is clear evidence of the success of our marketing campaigns and, importantly, our educational activities."
Agriculture minister Michelle McIlveen congratulated the LMC for operating the quality assurance scheme for 25 years.
"It demonstrates a commitment to supporting and promoting the beef and sheep meat industry in Northern Ireland," she said.
"My department will continue to work closely with the LMC to achieve the shared goal of a sustainable and profitable future for the industry at all levels in the supply chain."
Mr Stevenson added: "We will build on this success with the introduction of a brand new campaign that will be seen right across Northern Ireland on TV, radio, print and online and is aimed at influencing shopping behaviour to ensure that beef and lamb continues to fly off the shelves."
The LMC chief executive also spoke of the organisation's activities for NI Year of Food & Drink which include consumer demonstrations in major supermarkets throughout August's Love NI meat month, sponsorship of the inaugural Grow Make Eat Drink Awards and a special steak cooking competition that will see finalists compete at St George's market in August.
