Halal meat production in Pakistan: status and prospects

Abstract

Purpose The purpose of this paper is to explore halal meat production potential and export potential in Pakistan. Following this, the paper is to both stimulate the business and encourage research within this field. Design/methodology/approach For this study, both primary and secondary data were used. Time-series meat production and export data from 1994-1995 to 2015-2016 were collected from different secondary sources; where primary data were collected from distinguish livestock experts on the possibility of halal meat production in various provinces of the country. Findings Results show that during 1994-1995 to 2015-2016, annual average growth rates of meat production and export were 3 and 32%, respectively. Based on these growth rates, it was estimated that Pakistan's total meat production and export is projected to be 6,078 thousand tons and $17,477m by 2029-2030. Results regarding the expert opinion survey indicates that Balochistan province has comparative advantage to rare livestock for beef and mutton meat production over rest of the provinces; there is potency for producing chicken meat in Khyber Pakhtunkhwa (KPK) and Punjab provinces, while Sindh province has almost the same efficiency to produce beef and chicken meat. Practical implications Experts were in opinion that high yielding livestock breeds should be introduced to farmers; and comprehensive training programs should be designed for all the stockholders involved in meat production, and processing to exports chains. Therefore, it is suggested that registered and corporate livestock farming can be only solution to fulfill required standards of raw and processed meat business in international markets. Originality/value At current, halal meat export is considered as major activity of livestock sector of Pakistan: where, this is one of the pioneer studies exploring potential of halal meat production in various parts of the country, which can not only contribute in national income but support the balance of payments of the country.

Research on the Halal Meat Trend

“…Secondly, the average beef export during this period was at least 150 thousand tons (Kabir, 2017). In addition to these countries Pakistan as one of the Muslim countries has the potential to export halal meat, it is estimated that Pakistan's total meat production and exports are projected to be 6,078 thousand tons and $17,477 million in 2029-2030 (Magsi & Randhawa, 2021).…”

Challenges of Halal Standards and Halal Certification for Islamic Marketing

“…Producers recognize that there are human resources problems related to halal certification management, such as inadequate halal knowledge (Usman et al, 2021) and lack of awareness (Ahmad et al, 2018). Likewise, lack of commitment (Khan et al, 2019;Md Nawi et al, 2022), limited training (Magsi et al, 2020), suspicion (De Boni & Forleo, 2019), and poorly skilled employees (Vanany et al, 2019) limit halal business progress.…”

“…Training programs for all stakeholders (Magsi et al, 2020) and measures to separate halal production from non-halal production (de Araújo, 2019) will facilitate halal integrity. A global standard supply chain can help resolve the challenges of halal heterogeneity (Soon et al, 2017).…”

Religious affiliation and religiosity: do Islamic appeals in advertising lead to higher purchase intentions among Muslim consumers in Dubai?

“…The study is situated within the discipline of Islamic marketing, as proposed by Alserhan (2011) and Temporal (2011), which seeks to understand the relationship between consumer choice and religious affiliation, in addition to other related variables such as levels of religiosity and the impact of brands specifically related to the practice of Islam, such as halal cosmetics (Suparno, 2020; Suhartanto et al , 2021), halal food products (Muflih and Juliana, 2021; Magsi et al , 2021) and Islamic banking products (Effendi et al , 2021; ElMassah and Abou-El-Sood, 2021). Other notable contributions from Sandicki (2011), Wilson and Liu (2011) and Wilson and Grant (2013), respectively, have sought to define Islamic marketing and Islamic branding further, and a considerable body of empirical work has contributed a great deal to our understanding of the choices that Muslim consumers make, as well as on the potential for the further development of Islamic economies around the world.…”