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True Aussie Beef and Lamb. Not only is the meat nature’s finest, it is also guaranteed Halal. 

Australian Beef and Lamb are nature grazed in a land blessed with golden sunshine and lush green pastures. The meat is soft, tasty and tender with consistent texture. Add to that one of the strictest quality standard systems in the world and an industry benchmark Halal Assurance programme, and you’ll begin to see why True Aussie Beef and Lamb is the first choice of the Arab world’s first Master Chef, Tarek Ibrahim.

Australian Pasture


There is a common misconception that ‘Halal’ refers only to the adherence of set of conditions of how the animal is slaughtered and meat processed. But its meaning is in fact far broader. Did you know that the religious law also says how the animal must be treated during its life? It emphasizes zero tolerance animal abuse and mistreatment. For example, it is stated that the animal should not have been mistreated or caused any pain. And also that it must also be provided with enough space to roam, clean water, food and fresh air?

Australian Pasture


For Australian farmers, animal welfare is their number one priority. Most of these farms are family owned and the animals are raised with tender, loving care. Animal welfare is a way of life in Australia and regulated by laws enforced by Government.

And when it comes to the natural environment, very few countries in the world are as fortunate as Australia with animals having abundant access to clean water, food and fresh air. The farms are usually spread across acres and acres of pastures. In fact some farms are so big, that farmers use helicopters to herd cattle and sheep! Since it’s an island, it is naturally quarantined against diseases that usually affects and spreads amongst animals in other countries.

Australian Pasture


Did you know that animals that have be raised and processed in a stress free environment, produce better quality meat? A recent study by Meat and Livestock Australia confirms this.

The muscles of healthy and stress-free animals, contain high levels of glycogen. After the animal has been slaughtered, the glycogen in the muscle is converted into lactic acid, and the muscle and carcass becomes firm. This lactic acid is necessary to produce meat, which is tasteful and tender, of good quality and good colour. If the animal is stressed before and during slaughter, the glycogen is used up, and the lactic acid level that develops in the meat after slaughter is reduced. This will have serious adverse effects on meat quality.

So now you know the scientific reason behind the great taste of Australian Beef and Lamb!

The Halal Program