Juiciness, flavor and aroma of beef barbecue and mutton karahai has no culinary match for the taste buds of Pakistanis. They love their tender kebabs and botis of red meat cooked, grilled and fried over coals and stove. ‘Farmi’ chicken cannot simply dethrone beef and mutton from naturally grazed animals as the premium and much loved meat of Pakistanis. Indeed, the country is leading the South Asian region in annual per capita red meat consumption with 11.5 kg against just 1.6 kg for India and 2.6 kg for Bangladesh respectively.
On a lighter note, contestation on beef eating could be one of the contributing factor for sub-continent division. Over the decade, per capita red meat consumption has risen by a kilogram in Pakistan. Yes, Pakistanis are consuming more red meat, which is half a kg more than the world average and almost double the per capita consumption of lower-middle income countries. It is well reflected in increased number of modern butcheries, state of art abattoirs, steak houses, desi meat and shawarma restaurants across major urban centers of Pakistan.
We expect to move towards more experimentation in red meat selection, cooking and consumption areas. It is a journey similar to the one taken up by other developing Muslim countries with rise in red meat consumption such as Turkey, Morocco and Central Asian States. Consumer awareness on meat cuts and their corresponding cooking styles and tastes needs to be spread. Differentiated pricing on tender and tough meat cuts will soon follow. Meat industry has to aim for the win-win situation for both itself and its customers, where buying options are available as per the meat cuts and their quality. Pakistanis should enjoy greater tastes of their increased red meat consumption.