Film on sheep meat production for Halal market hits small screen
A 15-minute infomercial by AHDB Beef and Lamb is running for the next eight weeks on the Islam channel, highlighting the traceability and quality of British sheep meat production targeted towards the Halal market.
Dr Phil Hadley, AHDB Beef and Lamb.
The film, Farm to Fork, comes after AHDB Beef and Lamb’s showcase at the Birmingham Eid Mela. It will be broadcast in 136 countries via the channel and will take viewers through the process of sheep meat production on farm, through to the slaughter process and butchery of specific cuts for Muslim consumers. Input from farmers, processors, butchers, auctioneers and Halal consumers will also be included.
Consumption of sheep meat in the UK peaks around the Eid and Ramadan festivals. Dr Phil Hadley, AHDB Beef and Lamb head of global supply chain development, said: “The film ties in with this key time in the Islamic calendar to highlight the quality of our home-grown lamb for both domestic and overseas markets.”
The film can also be viewed on Beef and Lamb TV.
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