TV programme showcases halal sector

A new TV programme showing how to cook with halal beef and lamb has hit the airwaves as part of Agriculture & Horticulture Development Board (AHDB) Beef & Lambs commitment to the sector.

The first of the seven-episode series, called Healthy Kitchen, aired on the evening of Wednesday, 6 July, on British Muslim TV with an Eid Special Feast episode.

As well as showcasing the quality of home-produced beef and lamb and demonstrating new and innovative recipes, the series will also focus on production and traceability.

Halal in an important and growing market, with the Muslim community consuming around 20% of all the sheep meat sold in England, as well as an increasing amount of beef, said Dr Phil Hadley, AHDB Beef & Lamb head of global supply chain development.

Consumption tends to peak around the Eid and Ramadan festivals. The scheduling of the Healthy Kitchen show to coincide with these festivals therefore makes perfect sense to engage with a growing consumer audience that the lamb and beef sector can capitalise on.

The TV series is the latest in AHDB Beef & Lambs commitment to supporting the sector, following on from cookery and butchery demonstrations at the Muslim Lifestyle Show at London Olympia. The organisation will also have a stand and cookery demonstration at the Big Johns Mela event in Birmingham on 31 July.

The levy board has commissioned consumer research to investigate attitudes and decision making among Muslim customers when purchasing meat, which will help the organisation to focus activity on supporting the sector.

We have a vibrant and growing domestic market for halal sheep meat, added Hadley. It is important that we work with the sector to maximise the opportunities presented.

In 2015, AHDB Beef & Lamb produced a Halal Meat Facts booklet, which contained information on the size of the market within the UK and overseas, and what products the Muslim community looks for. The booklet also included support material developed by AHDB Beef & Lamb for the industry to maximise carcase utilisation.

Hadley concluded: We undertook a significant amount of work in 2015 and our forthcoming activities underline our ongoing commitment to supporting the halal sector.

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