The growing domestic market for Halal sheep meat presents a significant opportunity for the industry, according to AHDB Beef & Lamb.
AHDB Beef & Lamb will this summer illustrate to Muslim consumers different cuts and how best to cook with them at the Big John’s Birmingham Mela event on July 31 at Cannon Hill Park, Birmingham.
It follows the Muslim Lifestyle Show at London Olympia earlier this month, where AHDB Beef & Lamb hosted a similar cookery and butchery demonstration to highlight different cuts for consumers to look for when shopping.
Dr Phil Hadley, AHDB Beef & Lamb head of global supply chain development, said: "The Halal market is growing and represents an excellent opportunity for the industry, especially the sheep sector.
"After a very successful presence at the Muslim Lifestyle Show, the Mela festival in Birmingham will provide another platform to highlight home grown lamb to Halal consumers."
Muslims consumer around 20 per cent of all sheep meat sold in England, and consumption peaks around the Eid and Ramadan festivals.
Phil added: "Our presence at these events is part of AHDB Beef & Lamb’s wider activity to highlight the role the Halal sector has to play in supporting the sheep meat and beef industry.
"We are also conducting consumer research to examine attitudes and decision making among Muslim customers when purchasing meat.
"It will help us focus future activity on supporting the sector, underlining our commitment to developing opportunities for Halal and maximising opportunities for the entire supply chain.”
Last year AHDB Beef & 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 also highlights support materials AHDB Beef & Lamb has developed for the industry to maximise carcase utilisation, such as the Lamb Cutting Guide for the Halal market, which has also been translated into French.
