AHDB: Highlighting the benefit of British red meat, dairy and cereals during Ramadan
Across the series, AHDB will be demonstrating a variety of recipes as well as highlighting the successful marketing campaign Lets Eat Balanced, promoting the use of British lean red meat and dairy as part of a healthy, balanced meal when Muslims break their fast during Ramadan.
Denise Spencer-Walker, AHDB’s Food Communications Manager, said: "It was great to be invited to showcase some delicious, healthy, sustainable and halal compliant recipes to a Muslim audience during such an important time in their calendar.
"When Muslim’s break their fast they need to ensure they eat a balance of starchy foods including wholegrains, fruit and vegetables, dairy and protein-rich foods – so lamb is very popular during that time. I demonstrated six lamb recipes that are easy to cook, highly nutritious and championing meat from Britain.
"Along with lamb, I also demonstrated six beef, three wholegrain cereals and one dairy recipe that are nutritionally balanced and high energy to help prepare for the next period of fasting".
Dr Gama Khan from Shazan Food Ltd. and AHDB Beef & Lamb sector council member, said: "From research and market trends we know how important the halal sector is to the UK both domestically and internationally.
"Three years ago, we began bridging the gap between producers and halal consumers, creating platforms to enable us to showcase British produce and build loyalty. AHDB has been a key part of that process, playing an extremely important and pivotal role facilitating and supporting these initiatives, where the stakeholders can come together to promote British produce, such as this activity during Ramadan".
A selection of halal sector stakeholders also took part, promoting the positive aspects of British lamb, beef dairy and cereals, as well as sampling some of the recipe ideas for the Ramadan and Eid period.
They included AHDB’s Retail and Consumer Insight’s Manager Vanessa Adamson and Senior Market Access Manager Tanveer Parkar.
Vanessa said: "We know how important the halal meat sector is for our levy payers, particularly lamb producers. While Muslims make up around 6.5% of the UK population, we estimate that they account for 30% of lamb sales in terms of volume.
"In the UK, lamb consumption has been in steady decline during the last 20 years. However, for the Muslim community, lamb remains a primary protein source. The opportunity to reach a key demographic directly for AHDB levy payers is incredibly valuable".
In 2016, Muslims in the UK were estimated to have spent £4.64 billion on halal food and beverages; by 2023, AHDB and NIQ estimate that £823m was spent on halal meat alone.
Lamb and mutton consumption is very important to halal consumers - 80% consume lamb weekly and 64% consume mutton weekly, compared with only 6% of the general UK population eating lamb, making it an important opportunity, particularly for lamb producers, to target.
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