25 October 2001
MLC to push lamb through Mosques

By Adrienne Francis

MUSLIM consumers are being urged to use more lamb in an innovative campaign which will see the marketing of lamb in Mosques throughout Britain.

Although Muslims make up just 5% of the population, they consume an estimated 20% of all the lamb and mutton produced in Britain.

The campaign, developed by the Meat and Livestock Commission (MLC), will centre on point-of-sale material in Urdu and English.

Leaflets and posters will provide tasty new recipes as well as highlighting lamb and mutton as healthy, versatile foods.

The material will be distributed to halal butchers across the UK.

MLC representatives will meet community leaders and key opinion-formers in Britains Muslim communities and in Mosque visits.

The campaign forms part of a wider promotion in the light of oversupply caused by the export ban following the outbreak of foot-and-mouth disease.

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