Morrisons will pilot its first-ever stand-alone halal meat concession at its re-fitted Preston North End store.
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The halal counter, which will be operated by family-run halal butcher Haji Baba, could lead to similar concessions in other stores if successful. The retailer already sells pre-packed halal lines in some branches, but the concession will provide a traditional halal meat counter which will offer poultry, lamb, beef and mutton as well as prepared items.
Noor Ali, Morrisons World Foods category manager, said: “We want to make our ranging as relevant as we can to the communities they serve. Preston has a large Muslim community and we know that there is a demand for fresh halal products. Haji Baba are well-known in the industry, but most importantly trusted by customers who buy halal.”
Morrisons said that all halal meat in the store will be clearly branded by the supplier, and all Morrisons-branded fresh meat will continue to be non-halal.
The Preston North End store, formerly Preston Deepdale, will re-open following its refit on 1 December.
