Blog: New Zealand Lamb targets Muslim consumers

Catherine Sleep | 23 September 2003

We live in an era of increasing awareness of ethnicity and religious practices, and food manufacturers are beginning to target different ethnic groups in a more overt manner. New Zealand lamb has just published an information booklet entitled New Zealand Lamb: A Halal Supplier of Expertise and Repute.

The booklet is written in English, Urdu and Arabic and is aimed at caterers, butchers and meat suppliers. It explains the structure of the Muslim diet and describes the standards followed in New Zealand for the practice of Halal slaughter.

I think we’ll see more manufacturers and distributors courting this populous and under-tapped market.

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