During Ramadan, Muslims abstain from eating between sunrise and sunset, gathering with family in the evening at their mosque or home to enjoy a large banquet.

To capture this unique opportunity of increased demand MLA has developed a retail promotion that aims to drive increased volumes of sheepmeat throughout the United Arab of Emirates (UAE), Egypt and Bahrain and reinvigorate the Australian lamb category in local stores.

Lachlan Bowtell, MLAustralia regional manager – Middle East said sheepmeat is typically on the menu in some form, and this promotion aims to raise awareness of Australian lamb as the product of choice to share with family.

“This is the first time we have developed a campaign specifically targeting Ramadan meal ideas at the

retail level,” Mr Bowtell said.

He said food safety protocols, Halal certification process and taste quality assurance compared to the cheaper options entering the market made Australian lamb

attractive.

“We also have several Arabic butchers within Australia using the same promotional material during the month of Ramadan.”

The sheep industry has enjoyed growth in demand for lamb and sheepmeat in the Middle East with volumes increasing over the past five years.

The region was the strongest growth market for Australian lamb in 2009.