RAWALPINDI: The fallout from the donkey meat scandal continues to shake consumer confidence in the twin cities of Rawalpindi and Islamabad, with beef sales plunging and dozens of small butcher shops shutting their doors. Traders estimate that nearly one-third of shops — roughly 30 to 40 percent have closed in the last three months as wary customers turn instead to chicken, vegetables, and lentils.
In response to the growing mistrust, larger and more established beef retailers have introduced new measures to prove the authenticity of their products. Many now leave the neck and tail of the animal intact from slaughter until sale, a visible assurance for customers that the meat on display is genuine. Shops that fail to follow this practice have been hit hardest, with business drying up almost entirely.
The scandal, which has resurfaced repeatedly over the years, has driven many households to reduce or even abandon beef consumption altogether. Instead, they are relying on cheaper, more trusted alternatives. “People are no longer willing to buy meat blindly from any shop,” said one shopper, explaining that families now prefer only those retailers with a longstanding reputation for honesty.
According to the Mutton and Beef Retailers’ Union, the closures have mostly affected shops that sourced beef from wholesale markets in districts such as Bhakkar, Sargodha, Khushab, and Faisalabad. In contrast, local butchers who slaughter cattle in front of customers keeping the carcass intact with tail and neck on display are seeing steadier sales.
Naveed Qureshi, secretary-general of the union, defended the trade and emphasised the importance of restoring customer confidence. “We have been in this business for 50 years. Selling donkey or carcass meat is unimaginable for us,” he said. “But the scandal has shaken trust. That’s why we’ve instructed members to keep the neck attached until at least half the meat is sold, and the tail hanging until the end of the day. This way, no one doubts the meat is real.”
Other retailers echoed the sentiment, noting that integrity varies from shop to shop. “We don’t point fingers at others,” said butcher Raja Manan. “But customers now only trust shops that show transparency. When the neck and tail are visible, buyers don’t hesitate.”
The ripple effects have spread beyond local markets. Hotels, restaurants, and catering services in the twin cities have also shifted their procurement policies, sourcing beef only from trusted suppliers who openly display the origins of their meat.
For many butchers, the donkey meat scandal has not just threatened their earnings but challenged their professional credibility and winning back public trust, they say, will take time and visible honesty at every stage of the trade.
