March 19, 2007

Australia launches Halal brand to boost Middle East market
 

Australian meat group Meat and Livestock Australia (MLA) has launched a new Halal brand for Australian red meat in the Middle East.

The brand is aimed at reinforcing Australia's strict Halal standards in one of the world's largest Muslim markets.

Under Islamic law, meat permissible for consumption must be "Halal" or lawful, and animals must be slaughtered by a Muslim in accordance with the Islamic 'Shariah', or law.

MLA's regional manager for the Middle East and Africa, Ian Ross, said the development of the new Australian Halal brand is an important development in reinforcing the integrity of Australia's strict Halal meat processing systems.

Ross said Australia is the only non-Muslim country in the world that stresses the integrity of every Halal animal slaughter has undergone government legislation through the Australian Government Muslim Slaughter (AGMS) and is supervised by independent Islamic organizations.

He noted Australia's robust Halal meat processing system would be a distinct advantage in an increasing meat trade competition in key Muslim markets. 

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.

In 2006, Australia sent 43,071 metric tonnes of mutton, 17,685 metric tonnes of lamb and 3,312 metric tonnes of beef to the Middle East, valued at A$242 million.