After becoming disillusioned with the halal meat on offer at supermarkets and butchers the couple opened a smallholding in Somerset where they buy and slaughter animals themselves to guarantee a 'compassionate ending' and 'truly halal meat'.
Although targeting the UK Muslim population the couple believe their business has a wider appeal, especially to those interested in local, good quality produce. Neil slaughters every animal himself to 'guarantee all meat produced by the company is 100% genuine halal'.
"We decided to set up the company as a service for people who think like us. Our target market is people who really care about the quality of the animals, their treatment, what they are fed on and how they are slaughtered," explains Neil.
"We are the only company that can tell a customer when and where their lamb was born, what breed it was, where it lived, what it ate, what air it breathed and who slaughtered it. Show me a halal butcher that can do that. In addition we also promote eco-friendly values, support local providers and donate a percentage of profits to charities that help feed the poor and underprivileged. Our business model is not profit driven but conscience driven."