New Halal brand launched in Middle East

by Editor fleischwirtschaft.com
Tuesday, March 27, 2007

MLA has launched a new Halal brand for Australian red meat in the Middle East.

The measure aims at reinforcing Australia’s strict Halal standards in one of the world’s largest Muslim markets.

The new brand, which will appear on retail meat packs and point of sale, is the Australian red meat industry’s guarantee that the meat it exports has come from an animal that has been slaughtered according to the strict Islamic Shariah.

Australia is the only non-Muslim country in the world that underpins the integrity of Halal animal slaughter through government legislation, giving Australian red meat products a key competitive advantage in Muslim markets.

The Halal process is regulated through the Australian Government Muslim Slaughter (AGMS) program by government employees and is supervised by independent Islamic organisations. All Australian Halal meat is labelled as having passed through the AGMS program and this certification is only allowed to be placed on meat that has been processed at a registered Halal certified abattoir.

Australian red meat exports to the Middle East surged in 2006 – 43,071 tonnes of mutton, 17,685 tonnes of lamb and 3,312 tonnes of beef – was sent to the region, valued at $242 million. Demand has remained high in the first three months of 2007, but is likely to drop off as the temperature soars in the next few months.

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