The Meat and Livestock Commission has launched a new advertising campaign targeted at boosting sales of British lamb amongst British Muslims. The domestic market is witnessing a glut of lamb meat. Sales have suffered as the result of an export ban imposed in the wake of the foot-and-mouth crisis and producers and retailers have struggled to sell on the produce originally intended for southern Europe. Consumers in this area prefer the "light lamb", bred to be slaughtered and eaten young, which is not as poplar in Britain.