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Halal-Certified Excellence: How Australian Red Meat Dominates the MENA Market

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Australian meat MENA

An exclusive interview with Andrew Cox, General Manager of International Markets, Meat & Livestock Australia (MLA)

Can you elaborate on the importance of the Australian Government Authorised Halal Program and how it ensures that 100% of Australian red meat exported to the MENA region is Halal-certified?

The Australian Government Authorised Halal Program (AGAHP) is a world-class system that guarantees all Australian red meat exported to the MENA region is genuinely Halal-certified. It’s a government-backed program that works hand-in-hand with accredited Islamic organisations to ensure every step of the process is fully compliant with Halal requirements.

What sets Australia apart is the level of oversight and integrity in the system. Every aspect, from animal welfare to meat labeling, adheres to strict Islamic dietary laws and international food safety standards. This high level of assurance is crucial for consumers and businesses in the MENA region and is one of the reasons Australian red meat is so highly regarded in the region.

What role does Halal certification play in building trust with consumers and businesses in the MENA region, and how has it impacted Australian meat exports to this market?

Halal certification is more than just a label—it’s a commitment to authenticity, superior quality, and trust. In the MENA region, where Halal compliance is non-negotiable for many consumers, having that certification means businesses and individuals can buy Aussie Beef and Lamb with absolute confidence knowing that 100% of our exported red meat is Halal, regardless of which market it is going to.

Aussie Beef and Lamb has built a solid reputation over the years by consistently delivering premium, fully Halal-certified red meat. This trust has driven incredible export growth— for example, boxed and carcass red meat now make up 98% of our trade to MENA, hitting a massive $2 billion in 2023. Compare that to two decades ago when it was just 42%, and you can see how much the market has evolved.

Beyond numbers, it’s about meeting the needs of a diverse and dynamic food culture. Whether it’s high-end restaurants, supermarkets, or traditional butcher shops, Australian Halal-certified beef and lamb have become staples in the region’s local culinary scene.

Australia is the largest exporter of lamb and the 4th largest exporter of beef globally. What do you think makes Australian beef and lamb stand out in such a competitive international market?

It really comes down to three things—quality, consistency, and sustainability. Aussie Beef and Lamb are renowned for their exceptional taste and tenderness, thanks to the country’s ideal grazing conditions and strict grading system. Whether it’s pasture-raising lamb, premium Wagyu, or grain-fed or grass-fed beef, every cut is produced to the highest standards, making it a go-to choice for chefs, retailers, and consumers worldwide.

What also gives Australia an edge is its world-class traceability system. From farm to fork, every animal is tracked, ensuring top-tier food safety and transparency—something that’s becoming increasingly important in today’s health-conscious market. This ties in with sustainability, and the Australian red meat industry is on track to be carbon neutral by 2030, which is a game-changer for environmentally conscious buyers. Consumers are looking for responsibly farmed, high-quality meat, and Aussie Beef and Lamb is leading the way in meeting those expectations.

What factors contribute to the growing popularity of Australian Wagyu beef in the UAE, both in fine dining establishments and casual dining spots like gourmet burger joints?

Australian Wagyu has taken the UAE by storm, and it’s easy to see why—it’s all about that incredible marbling, buttery texture, and rich, umami-packed flavour. Top chefs are always looking for ingredients that can elevate their menus, and Australian Wagyu delivers a melt-in-your-mouth experience that’s second to none. It’s the kind of meat that turns a good dish into something extraordinary.

And it’s not just high-end steakhouses—gourmet burger spots have also embraced Australian Wagyu with diners now willing to pay for top-quality beef, and Wagyu’s unmatched juiciness and flavour provide just that.

Another key factor that makes Australian Wagyu particularly appealing to industry professionals is its consistency. Thanks to advanced breeding programs and carefully controlled feeding regimens, chefs and restaurants know they’re getting top-notch quality every time. With the UAE’s booming hospitality industry, it’s no surprise that demand for Australian Wagyu keeps growing across all dining segments.

Australia is the largest exporter of Wagyu beef in the world. In your view, what sets Australian Wagyu apart?

Australian Wagyu is a perfect balance of tradition and innovation. It starts with elite genetics—Australia has successfully blended traditional Japanese Wagyu bloodlines with modern, sustainable farming techniques to create beef that delivers exceptional marbling and flavour.

One of the biggest advantages is Australia’s grain-feeding programs. These carefully designed diets, fed over extended periods, enhance the signature rich texture and deep flavour that makes Wagyu so popular. Combine that with Australia’s ideal environment, strong biosecurity measures, and rigorous processing standards, and you get a consistently premium product that can be supplied 12 months of the year to the highest global standards.

Whether it’s destined for a high-end steakhouse or a top-tier supermarket like Spinneys, Australian Wagyu is known for its quality, making it a favourite among chefs and consumers in the UAE.

What are some of the key trends you’ve observed in the MENA region regarding red meat consumption?

The way people in the MENA region consume red meat has changed a lot over the years. In 2024, Australian beef exports to the region jumped by 27% compared to the previous year, with the biggest increases going to Saudi Arabia, the UAE, Oman, and Qatar.

There’s also been a noticeable shift toward convenience, with more people opting for pre-portioned, vacuum-packed meats that last longer—up to 120 days in the case of Aussie Beef and Lamb. These options are perfect for busy lifestyles, making it easier for home cooks to enjoy high-quality meals with minimal prep time.

Health-conscious consumers are also shaping the market, driving demand for leaner, naturally raised meats. Grass-fed and free-range options are gaining traction, aligning with the growing focus on wellness. At the same time, sustainability is becoming a key concern, with more buyers looking for responsibly farmed and eco-friendly products.

With Australia’s strong commitment to carbon neutrality by 2030 and its dominant 70% share of MENA’s sheep meat imports, the country continues to be a trusted supplier—meeting both traditional and modern culinary needs across the region.

Hospitality

SAN CARLO, THE ITALIAN RESTAURANT UAE TRAVELLERS ARE BOOKING THIS LONDON SUMMER

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As Dubai residents pack their bags for a London summer, San Carlo is quickly becoming the go-to booking for UAE travellers craving authentic Italian food, with two London locations ready to welcome them.

Tucked just steps from Harrods on Hans Road, San Carlo in Knightsbridge has been a staple part of London’s Italian dining scene for over three decades, loved for its glamorous dining room, classic menu and warm, family-run hospitality. On the edge of Mayfair, Cicchetti brings its Venetian-inspired, all-day small-plates menu to Piccadilly, with a fresh new interior that’s perfect for sharing good food and good company. Whether travellers fancy a classic, glamorous dinner or a laid-back share-plate evening, both spots sit just minutes from Knightsbridge and Mayfair’s favourite hotels and boutiques.

For the many UAE visitors who make London home for the summer, both restaurants offer something special, a dining experience that feels instantly familiar, like catching up with an old friend. In addition, both restaurants also offer private dining for those travelling with family or friends, making them a lovely choice for group bookings this summer.

Founded by the Distefano family in Birmingham back in 1992, San Carlo Group has won over food lovers across the Gulf through sister restaurants Signor Sassi and Cicchetti, with locations in Dubai, Doha, Riyadh, Al Khobar and Jeddah. The same spirit, authentic Italian food, genuine hospitality and no pretence, runs through every restaurant in the group, whether it’s in London or the Gulf.

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Hospitality

SERENITY – THE ART OF WELL BEING CELEBRATES ITS 10TH ANNIVERSARY

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Serenity – The Art of Well Being is celebrating its 10th anniversary this year, marking a decade devoted to the art of caring, to continuous innovation and to building a new vision of well-being. Over the past ten years, the brand has established itself as one of Portugal’s most prestigious names in the world of luxury well-being, distinguished by an approach that elevates well-being to its fullest, most transformative expression.

Founded in the Algarve in 2016, Serenity embarked on a journey defined by sustained growth and a relentless pursuit of excellence, expanding its presence both nationally and internationally to destinations such as Lisbon, Cascais and Dubai. In 2024, the brand marked a significant milestone in its international expansion with the opening of Serenity at Fairmont The Palm, Dubai, bringing its distinctive approach to well-being to one of the city’s most iconic destinations. In 2026, Serenity is preparing to open three new spaces – two in Portugal and one in Dubai – reinforcing its mission to make deeply meaningful well-being experiences increasingly accessible across different geographies.

More than a spa, Serenity represents an integrated 360° well-being ecosystem, designed to meet the physical, mental and emotional needs of the contemporary individual. Its offering brings together complementary concepts such as ACTIVE by Serenity, dedicated to movement, performance and recovery, and the healthy restaurant ZEST, where mindful nutrition plays a central role in promoting health and vitality.

In a decade marked by profound shifts in the way we understand self-care, Serenity has stood out for its ability to anticipate and set trends, introducing new concepts and innovative approaches to the national market. From longevity to physical recovery, from health optimisation to nervous system regulation, the brand has continually integrated experiences and therapies that address the challenges of modern life, fostering a deeper balance between body and mind. Intravenous therapies, ice baths and specialised recovery programmes are just some examples of a vision that sees well-being not as an isolated moment, but as a continuous and conscious practice woven into clients’ lifestyles.

Today, more than ever, true luxury lies in the ability to slow down, recover, reconnect and invest in one’s own health. It is within this space of balance, presence and longevity that Serenity continues to assert its identity, creating experiences designed to restore energy, promote mental clarity and cultivate a lasting state of well-being.

“We celebrate these ten years with deep gratitude and a sense of purpose, proud of a journey shaped by our ability to anticipate the future of well-being. This path has been built by the team members, partners and clients who believed in our vision from day one and who, every day, entrust us with their well-being. Throughout this decade, we have sought to contribute to a new way of living well – more integrated, more conscious and profoundly human. More than following trends, our commitment has always been to create transformative experiences that bring physical and mental health together and enable people to care for themselves in a genuine and sustainable way. It was with the conviction that well-being has the power to change the way we live that we built Serenity – The Art of Well Being. After a decade of continuous innovation, that purpose is more alive than ever. We look to the years ahead with a strong ambition to grow, determined to keep redefining the standards of excellence and to lead the future of this industry,” says Maria d’Orey, Founder & Global Director of Serenity.

Internationally recognised through numerous awards and a reference in the well-being and hospitality sectors, Serenity has been honoured over the past decade, among others, at the World Luxury Spa Awards, with distinctions including World’s Best Luxury Wellness Centre and World’s Best Spa Development Group.

10 Years | 10 Days | 10 Offers Campaign

As it celebrates its 10th anniversary, Serenity is turning the tables and sharing the gifts with those who matter most: its clients. Because the best way to celebrate is to share the journey with those who have always been there, the brand has created an exclusive July campaign: 10 days filled with 10 well-being experiences. The anniversary line-up includes unmissable offers such as complimentary access to the pool and beach, 50% off on the Matcha menu at Mashrabiya lounge, personalised physical assessments and a complimentary experience in the Aurum Suite when booking a couple’s treatment, among many others. Prior reservations are required through the spa WhatsApp number.

This initiative marks the start of a special anniversary program that reflects the brand’s ongoing commitment to the evolution of well-being and to creating experiences that are ever more emotional, conscious and personalised.

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Hospitality

FIRE AND FLAVOUR: RODEO DRIVE IBN BATTUTA GATE TEASES THE LAUNCH OF ITS NEW FOOD MENU

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Rodeo Drive, Ibn Battuta Gate is set to launch its revamped food menu that reenvisions that homely, authentic All American grill house feeling. Brought to life by a chef whose cooking draws on decades spent across Mexico, Texas and Dubai.

Built around the restaurant’s centrepiece Asado Grill, especially imported from the U.S.A., to cook over open flame, flawlessly seasoned meats and seafood. A new introduction to Rodeo Drive’s kitchen is its succulent, slow-cooked smoked meats prepared painstakingly inhouse by our chefs.

The new menu offerings trades predictability for something more authentic, a menu that reads like a road trip along America’s Deep South to its border with Mexico. Alongside familiar favourites such as it’s Cowboy Tomahawk Steak, 1.3kg’s of mouth-watering Black Angus meat perfectly catered to be shared amongst friends, Rodeo Drive’s new menu journey starts with smoke and flames.

The Rodeo Drive Mix Grill Plater is a generous assortment of tender meats such as 1kg of tender 15 hour slow-cooked brisket, 7 day cured Pastrami meats, delectable sausage and juicy Blackened Half Chicken served with home-made BBQ sauce and two sides of your choice. The new menu’s range stretches beyond red meat too, with a Whole Blackened Seabream and Cajun Tiger Prawns bringing a coastal, herbaceous counterpart seasoned lightly enough to let the fire do most of the talking.

That same instinct carries through the smaller plates. The Nashville Hot Chicken Burger offers butter-milked fried chicken, dressed with Nashville hot glaze sauce, tangy coleslaw, melted cheddar cheese and served in brioche buns. A sure-fire favourite being introduced is the Roasted Heirloom Tomatoes and Burrata Skillet, a dish with a sensory assortment of textures and flavours with blistered roasted tomatoes, fermented spicy honey, rich and creamy burrata cheese drizzled with chilly basil oil and served with toasted grilled sourdough bread.

Nothing on the menu reads as an imitation of a genre. It feels closer to raw material, reworked.

Behind that instinct is Head Chef Walter Melo, a Mexico City native whose 23 years cooking across Mexico, Texas and Dubai inform what he calls Cocina de Autor, a personal style built on curiosity and restraint in equal measure. Formal training at Mexico’s Colegio Superior de Gastronomía sharpened that instinct early, and years spent across demanding kitchens since have only deepened it. “I cook the way I grew up eating, honest and full of flavour,” said Chef Melo. “This menu is simply that instinct on a plate, nothing dressed up, nothing hiding behind the fire.”

That philosophy shapes the whole dining room, not just what lands on the plate. Rodeo Drive’s live fire cooking takes centre stage in its theatre. Deliberately visible, the Asado Grill is positioned as the heart of the space, so the drama of the flames becomes part of the experience itself. It is a menu built on decades of cooking across cultures, brought together on one plate rather than kept apart.

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