Opportunities for local sheepmeat in the halal sector

The relationship between home-grown lamb and the halal market has been highlighted at the Muslim Lifestyle Expo.

At the Manchester event, which took place on 29-30 October, the Agriculture & Horticulture Development Board (AHDB) Beef & Lamb showcased how local lamb adds value to the halal sector.

The levy board ran live cooking and butchery demonstrations in front of thousands of consumers, while showing off the different lamb cuts and recipes available. AHDB took the opportunity to highlight a range of resources it produces for the market, such as cutting specifications and information booklets, in order to help the sector understand the benefits of using domestically produced sheepmeat and beef.

AHDBs presence at the Muslim Lifestyle Expo is just one part of its year-round initiative supporting the halal market. Other support activity has included running a competition where halal butchers demonstrated their use of new butchery ideas and recipes that catered to the modern Muslim consumer.

The competition was won by Mullaco, a halal butchers and wholesaler, which has been using material from the organisation and trialling non-traditional halal cuts in its shops to good effect.

According to AHDB Beef & Lamb, the growing domestic market for halal sheepmeat presents a significant opportunity for the sheep industry. The British Muslim community purchases around 20% of the sheepmeat available in England, with consumption reaching highs around the Eid and Qurbani festivals.

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, explained Mike Richardson, AHDB Beef & Lamb independent sector retail manager. 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 for the entire supply chain.

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