The quality and traceability of UK-produced halal lamb is set to be promoted in 136 countries in a new 15-minute infomercial from levy board AHDB Beef & Lamb.
The film, entitled ‘Farm to Fork’, will be broadcast through The Islam Channel and on AHDB’s Beef and Lamb TV channel on YouTube.
It takes viewers through the process of sheep meat production on farm, the slaughter process and butchery of specific cuts for Muslim consumers, and features input from farmers, processors, butchers, auctioneers and consumers. It also highlights different cuts of lamb developed by AHDB.
With 20% of all sheep meat sold in England consumed by Muslim consumers, the halal sector was “an important and growing market at home and overseas”, said Phil Hadley, AHDB Beef & Lamb’s head of global supply chain development.
“It adds value to the sheep sector in particular, and 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.”