Film on sheep meat production for Halal market hits small screen

AHDB Beef Lamb’s 15-minute infomercial, Farm to Fork, is running for the next eight weeks on the Islam Channel, highlighting quality and traceability of product destined for the Halal market. The film will be broadcast in 136 countries via the channel.

It takes viewers through the process of sheep meat production on farm, through to the slaughter process and butchery of specific cuts for Muslim consumers. The film features input from farmers, processors, butchers, auctioneers and Halal consumers using different cuts of lamb developed by AHDB Beef Lamb.

The UK’s Muslim population represents around 4.8 per cent of the total population and is expected to reach 8.2 per cent by 2030. Muslims consume approximately 20 per cent of all the sheep meat sold in England, with consumption peaking around the Eid and Ramadan festivals.

Around 35 per cent of the UK’s sheep meat production is also exported, the vast majority of which goes to Europe. Europe’s Muslim population is also expected to grow from six per cent in 2010 to eight per cent in 2030, illustrating the strength of the potential market for sheep meat.

Dr Phil Hadley, AHDB Beef Lamb head of global supply chain development, said: “The Halal sector is an important and growing market at home and overseas. 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.”

The film can also be viewed on Beef and Lamb TV.