Dubai - 26 March 2007 - Meat & Livestock Australia has launched a new Halal brand for Australian red meat in the Middle East aimed at reinforcing Australia's strict Halal standards in one of the world's largest Muslim markets.

Under Islamic law, for meat to be permissible for consumption, it 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.

"This new Halal brand, which will appear on retail meat packs and point of sale, is the Australian red meat industry's guarantee that the meat it exports has come from an animal that has been slaughtered according to the strict Islamic Shariah," Mr Ross said.

"Australia is the only non-Muslim country in the world that underpins the integrity of Halal animal slaughter through government legislation, and this is something we will be strongly promoting in the Middle East."

"Australia has the most robust Halal meat processing system in the world and Muslim consumers need to know, and more importantly need to trust, that the lamb, mutton or beef they are purchasing is Halal. We hope this level of trust can give us a distinct competitive advantage in key Muslim markets like the Middle East."

"Competition in the Middle East's red meat market is increasing and we need to gain a competitive advantage whenever we can. The new Halal brand shows that the Australian red meat industry is culturally aware and that we respect the laws of Islam," Mr Ross said.

In Australia the Halal process is regulated through the Australian Government Muslim Slaughter (AGMS) program by government employees and is supervised by independent Islamic organisations.

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 tonnes of mutton, 17,685 tonnes of lamb and 3,312 tonnes of beef to the Middle East, valued at $242 million. Interest in the Middle East market has surged, with a record 16 Australian red meat exporters attending the huge Gulfood expo last month. The expo allowed exporters to show their products and services to potential Middle Eastern customers.

-Ends-

About MLA and Australian meat:
Employing the most advanced international technologies and stringent hygiene standards, Australia is a leading producer and exporter of red meat products with annual exports of 2,500,000 tonnes of meat products, including 910,000 tonnes of beef and veal, 141,000 tonnes of lamb and 141,000 tonnes of mutton.  In 2004 - 2005, Australia exported more than 3 million sheep and 81 thousand cattle to the Middle East.

Moreover, Australian processors who export to the Middle East also meet strict regulations on Sharia-compliant slaughter procedures set by GCC countries- these systems are audited by representatives from the GCC to ensure that Halal products

exported to the region meet religious requirements. These regulations are rigorously supported by Australian government legislation.

Issued by GolinHarris on behalf of Meat and Livestock Australia.

For further information, please contact:
Fadi Hindash
Account Manager
Golin/Harris International
Capricorn Tower, 7th Floor
Sheikh Zayed Road
P.O.Box 116462
Dubai,
UAE
Tel: +971.4.332 3308,
Fax: +971.4.332 3306
Email: fhindash@golinharris.com

© Press Release 2007