AHDB Beef & Lamb is to launch a programme of activity to highlight the importance of the Halal sector to the industry.
It has commissioned a cookery show called Healthy Kitchen on British Muslim TV to show the quality of home-produced beef and lamb, as well as new and innovative recipes. The series will run for seven episodes and is due to start airing in June. It will also look at production on farm and illustrate how the Halal sector adds value throughout the supply chain.
The programme is one of a number activities planned by AHDB Beef & Lamb over the next few months. It will also have a stand at the Muslim Lifestyle Show at London Olympia from April 30 to May 1, hosting a cookery and butchery demonstration theatre to highlight different cuts for consumers to look for when shopping and suggest exciting recipes for lamb and beef.
Consumer research has also been commissioned to examine attitudes and decision making among Muslim customers when purchasing meat. It is aimed at helping AHDB Beef & Lamb decide where to focus activity on supporting the sector, maximising opportunities for the entire supply chain.
Dr Phil Hadley, AHDB Beef & Lamb head of global supply chain development, said: “The Halal sector has a significant role to play in supporting the sheep meat industry, in particular, and increasingly the beef industry. For example, the Muslim community consumes around 20 per cent of all the sheep meat sold in England.
“We have a vibrant and growing domestic market for Halal sheep meat. It is important that we work with the sector to maximise the opportunities presented.”
Last year AHDB Beef & Lamb produced a Halal Meat Facts booklet with information on the size of the market in the UK and overseas, and what products the Muslim community looks for. It also highlights support materials AHDB Beef & Lamb has developed for the industry to maximise carcase utilisation, such as the Lamb Cutting Guide for the Halal market, which has also been translated into French.
It is part of AHDB Beef and Lamb’s wider activity to highlight the role the Halal sector has to play in supporting the sheep meat and beef industry. Other work has included the production of a Halal farm to fork infomercial which has subsequently been translated into Arabic, French and German to support export work.
Phil added: “We undertook a significant amount of work in 2015 and our forthcoming activities underline our ongoing commitment to supporting the Halal sector.”