TV show highlights opportunities for Halal sector
TV show highlights opportunities for Halal sector
AHDB Beef and Lamb’s commitment to supporting the Halal sector continues with a TV show highlighting the opportunities for lamb and beef in the market.
Healthy Kitchen is a seven episode series on British Muslim TV, which will feature recipe ideas, a focus on production and traceability and a look at how the Halal sector adds value throughout the supply chain.
Dr Phil Hadley, AHDB Beef and Lamb’s head of global supply chain development, said: “Halal is 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.
“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 show is part of AHDB Beef and Lamb’s commitment to supporting the Halal sector, which has also this year included cookery and butchery demonstrations at the Muslim Lifestyle Show at London Olympia. It will also have a stand and cookery demonstration at the Big John’s Mela event in Birmingham later this month.
AHDB Beef and Lamb has also commissioned consumer research to examine attitudes and decision making among Muslim customers when purchasing meat.
“We have a vibrant and growing domestic market for Halal sheep meat. It is important that we work with the sector to maximise the opportunities presented,” Hadley added.
Last year AHDB Beef and Lamb produced a Halal Meat Facts booklet with information on the size of the market in the UK and overseas, and what products the Muslim community looks for.
It is part of AHDB Beef and Lamb’s wider activity to highlight the role the Halal sector has to play in supporting the sheep meat and beef industry. Other work has included the production of a Halal farm to fork infomercial which has subsequently been translated into Arabic, French and German to support export work.
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