UK: Spotlight on Halal lamb!

| 05/11/2016 | Reply

The Scottish Farmer

HOME-GROWN lamb production and the potential value it adds to the Halal market has been showcased at an event in Manchester.

AHDB Beef and Lamb ran live cooking and butchery demonstrations at the Muslim Lifestyle Expo recently, showing thousands of consumers the wide variety of lamb cuts and recipes available, and highlighting the range of resources it produces.

This activity is just one element of AHDB Beef and Lamb’s year-round focus on supporting the Halal market. Recently this included running a competition where Halal butchers were asked to demonstrate their use of new butchery ideas and recipes that are suited to modern Muslim shoppers. The winner was judged by their uptake of AHDB information, such as utilising new cuts.

Mike Richardson gives the AHDB award to Mullaco managing director Yousuf Mulla

Mike Richardson gives the AHDB award to Mullaco managing director Yousuf Mullah

The competition was won by Halal butchers and wholesalers, Mullaco Ltd, who have been using AHDB materials and trialling non-traditional Halal cuts in their shops to good effect. Managing director of Mullaco, Yousuf Mulla, has welcomed the new support available from AHDB and continues to develop the range of cuts and recipes available for their customers to help increase sales.

The growing domestic market for Halal sheep meat presents a significant opportunity for the sheep industry. Muslim consumers purchase around 20% of all sheep meat available in England, with consumption peaking around the Eid festivals and Qurbani.

AHDB Beef and Lamb independent sector retail manager, Mike Richardson said: “The domestic Halal market is increasing in size and huge opportunities exist for the trade to further increase sales by offering products that better suit the needs of the modern Muslim shopper. These include products such as the mini roasting joints which are being promoted as part of our current advertising campaign.

“We continue to conduct consumer research to examine attitudes and decision making among Muslim customers when purchasing meat. This will help us focus future activity on supporting the sector, underlining our commitment to developing opportunities for Halal and maximising opportunities for the entire supply chain.”

Further information on Halal recipes can be found in the recipes section of www.simplybeefandlamb.co.uk.

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Category: Branding & Marketing, Europe, Meat & Poultry, Media & Events, Partner Events, Research, UK

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