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Meating Demand: Have You Considered Supplying Religious Communities?

Kelsey Hopkins

Summary

Halal meat – meat that is slathered and prepared in a way such that it is “permissible” or “lawful” for Muslims’ consumption - are experiencing a rapid growth in demand. The halal food market is worth over $26 billion in the U.S. alone and is projected to grow by over $8 billion from 2020-2024. As such, agents in the meat industry will have many opportunities to expand their businesses to offer halal certified meat. To meet growing demand, processors and retailers need to understand more about what halal meat consumers want out of their products. To date, very little research on the U.S. halal meat market and the market effects of halal meat food fraud exists. This project addresses this gap by investigating Muslim halal meat consumers’, halal meat retailers’, and halal meat processors’ attitudes related to halal meat products. Finally, we propose related extension outreach efforts to ensure meat industry members can take advantage of this emerging opportunity.

*Note this was a winning presentation at the 2022 AAEA Extension Section Graduate Student Competition.

Details

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