Following revelations regarding the sale of donkey meat in the twin cities of Rawalpindi and Islamabad, small shops in local meat markets have closed at a ratio of 3038% over the past three months, while beef sales have also declined. Many consumers have shifted from beef to chicken, vegetables, and lentils.
The union representing those engaged in the beef trade has confirmed both the closure of shops and the reduction in beef sales. Meanwhile, major beef retailers have started keeping the tails and necks of cattle attached to carcasses from slaughter until sale, as a measure to reassure customers of the meat's authenticity. Shops selling beef without these indicators have been the hardest hit by the slump in business.
The longstanding donkey meat scandal has prompted a significant portion of the population to reduce beef consumption and rely more on vegetables and lentils.
Customers now prefer to purchase beef only from shops run by butchers they know and trust. Many retailers have also ceased sourcing meat from wholesale markets in distant districts, including Bhakkar, Sargodha, Khushab, and Faisalabad.
Beef retailers frequently slaughter animals in full view of customers, keeping the neck and tail attached, and hang the carcass openly in the shop. This transparency reassures customers, who are then confident in the authenticity of the meat.
Naveed Qureshi, secretary-general of the Mutton and Beef Retailers' Union, said: "We have been in this business for 50 years and could never contemplate selling donkey or carcass meat. While the donkey meat scandal has understandably unsettled customers, we have instructed all members not to separate the neck and tail immediately after slaughter. Once half the meat has been sold, the neck may be removed, while the tail should remain hanging until evening. This practice reassures customers that the meat is genuine."
He added that only shops sourcing meat from outside districts have been forced to close. Customers emphasised that they could no longer purchase meat blindly from any shop. Raja Manan, another retailer, stated: "We don't accuse all beef shop owners; integrity is a personal matter. Shops that keep the neck and tail attached inspire confidence, and customers buy without hesitation."
Hotels, restaurants, and catering businesses have likewise begun sourcing meat exclusively from these trusted and transparent suppliers.
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