TV show to highlight importance of Halal sector
AHDB Beef and Lamb is to launch a programme of activity to highlight the importance of the Halal sector to the industry.
It has commissioned a cookery show called Healthy Kitchen on British Muslim TV to show the quality of home-produced beef and lamb, as well as new and innovative recipes.
The series will run for seven episodes and is due to start airing in June. It will also look at production on farm and illustrate how the Halal sector adds value throughout the supply chain.
The programme is one of a number activities planned by AHDB Beef and Lamb over the next few months aimed at highlighting the role the Halal sector has to play in supporting the sheep meat and beef industry.
AHDB Beef and Lamb will also have a stand at the Muslim Lifestyle Show at London Olympia from 30th April to 1st May, hosting a cookery and butchery demonstration theatre to highlight the different cuts for consumers to look for when shopping.
Consumer research has also been commissioned to examine attitudes and decision making among Muslim customers when purchasing meat. It is aimed at helping AHDB Beef and Lamb decide where to focus activity on supporting the sector, maximising opportunities for the entire supply chain.
Dr Phil Hadley, AHDB Beef and Lamb head of global supply chain development, said: “The Halal sector has a significant role to play in supporting the sheep meat industry, in particular, and increasingly the beef industry. For example, the Muslim community consumes around 20% of all the sheep meat sold in England.
“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.”