AHDB has commissioned a TV show and several other promotional activities to highlight the importance of the Halal sector to the red meat industry.
The cookery show, commissioned by AHDB to run on British Muslim TV will be called Healthy Kitchen. It will aim to show the quality of home-produced beef and lamb including through new recipes.
It is due to start in June and will also look at production on farm and how the Halal sector adds value to the beef and lamb supply chain.
Parts of the Halal sector have previously issued concerns about support from AHDB in delivering factual messages to the public. Some of these issues were raised at last year’s Eblex (now AHDB Beef and Lamb) Halal seminar in Kenilworth.
Non-stun slaughter continues to be an issue, with 80 per cent of Halal estimated to be pre-stunned.
Dr Phil Hadley, AHDB Beef and Lamb head of global supply chain development, highlighted the sector’s importance to the UK red meat market.
He said: “The Halal sector has a significant role to play in supporting the sheep meat industry, in particular, and increasingly the beef industry.
"For example, the Muslim community consumes around 20 per cent of all the sheep meat sold in England.
“We have a vibrant and growing domestic market for Halal sheep meat. It is important that we work with the sector to maximise the opportunities presented.”
AHDB will undertake a number of other activities over the coming months including running a stand at the Muslim Lifestyle Show from April 30 to May 1 in London this year.