The Meat and Livestock Commission has targeted an information campaign at Halal butchers ­ the first time its activity has focused on a specific ethnic group. It is distributing posters and recipe leaflets ­ translated into Urdu and Arabic as well as English ­ to Halal butchers, mosques and Muslim community representatives as part of the campaign to promote British lamb. All the information carries the message that home-grown lamb is safe to eat. Halal butchers ­ who slaughter meat according to Islamic law and supply Muslim and other ethnic communities ­ are mainly independent businesses. Muslims make up 5% of the UK population but around 20% of the sheepmeat consumed is Halal. Since the outbreak of foot and mouth, however, this consumption has fallen by up to 40%. The MLC believes this is because Halal consumers have been influenced by TV images of infected or suspect animals being slaughtered, and are not aware that British lamb on sale is safe to eat. Mohammed Khalid, Muslim community representative and member of the MLC Sheep Strategy Council, said eating meat from healthy animals was an inherent part of Muslim culture. Maurice McCartney, the MLC's retail trade marketing manager, said the Commission had to "reassure" Muslim communities that there was no threat to food safety and highlight the importance of buying top quality product associated with Halal meats. {{MARKETING - P&P }}