UK: "I Think There Is a Lack of Understanding" - Education as the Key to Unlocking the Halal Market

Alex Black talks with AHDB Halal manager Awal Fuseini about how sheep farmers can benefit from the Halal market.

According to AHDB Halal manager Awal Fuseini, educating farmers and the public is the key to unlocking the full potential of the Halal market.

Mr. Fuseini was appointed AHDB's first Halal manager in April, as the levy board wanted to improve understanding of the development opportunities for UK Halal meat and potential export markets.

Although some people worry about the UK's Halal slaughter standards, Mr. Fuseini said there are misconceptions about what Halal actually is.

The Muslim population is less than 5% of the total population.

But they consume about 20% of the UK's lamb.

He said: "This is a highly regulated and legal process. There are some negative public perceptions about Halal that we cannot avoid. I think we lack understanding. People think all Halal meat is slaughtered by the non-stun method."

But most Halal meat is slaughtered after stunning; only 15% of Halal and Kosher meat is non-stun slaughtered.

His role at AHDB involves liaising with Halal slaughterhouses and certification committees, providing AHDB technical support and training.

Training

"The best thing we can do depends on how we train the slaughtermen. Education is very important," he said.

"I plan to start with the slaughterhouses, building awareness of the importance of animal welfare, and then emphasizing this education to the public."

He said that for taxpayers (farmers) this is a field with potential, because the traditional beef and lamb markets will develop under pressure.

"This is important because it accounts for a large part of the UK meat consumption market," he said.

Culture

"The Muslim population is expanding rapidly. Culturally, they are known for eating a lot of meat."

For the sheep industry, the development opportunity is huge, because the challenge it faces is that the general British public's consumption of lamb is declining.

"Lamb is an important part of the Muslim diet. From interactions with the community, I do not think this will decline," he said.

Mr. Fuseini has rich experience in the Halal industry, having served as certification department manager at HFA. He holds a bachelor's degree in agriculture from the University of Cape Coast in Ghana, and a master's degree in meat science and technology from the University of Bristol in the UK.

He is currently funded by the Humane Slaughter Association and pursuing a doctorate at the University of Bristol, working on the development of a new electrical system for stunning cattle.

"This is a new stunning system. We hope it can be accepted by people in the non-stun market," he said.