WHF 2010 Post Event Report

Transcription

WORLD HALAL FORUM
POST-EVENT REPORT
21 & 22 JUNE 2010
State of the Industry: Market Access &
International Trade
Hosted by
© 2010 KasehDia Sdn Bhd
Information contained herein is the sole property of
KasehDia Sdn Bhd. This information shall not be
disclosed, copied and/or distributed in part or in whole to
any other parties without prior written permission
of KasehDia Sdn Bhd.
KDSB/RPT/2010/06-002
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CONTENTS
INTRODUCTION ................................................................................................ 5
A)
THE WORLD HALAL FORUM CHARTER ...................................................... 5
B)
WHF TRACK RECORD ............................................................................... 7
C)
SIGNINGS OF MEMORANDUMS OF UNDERSTANDING ................................ 8
D)
THE HALAL JOURNAL AWARDS GALA DINNER ........................................... 9
E)
WHF GLOBAL PROGRAMMES .................................................................. 10
STATE OF THE INDUSTRY: MARKET ACCESS & INTERNATIONAL TRADE ...... 11
OVERVIEW ..................................................................................................... 11
SPONSORS, PARTNERS AND SUPPORTERS .................................................... 14
SPEAKERS, PANELLISTS & PROGRAMME ....................................................... 15
SIGNINGS OF MEMORANDUMS OF UNDERSTANDING .................................. 24
LAUNCHING OF ICCI-IHI ALLIANCE HALAL STANDARD ................................ 25
ATTENDANCE SNAPSHOT ............................................................................... 26
SUMMARY OF PARALLEL SESSION – GM CROPS & HALAL ............................. 27
KEYNOTE ADDRESS BY THE PRIME MINISTER OF MALAYSIA ....................... 28
THE HALAL JOURNAL AWARDS AND GALA DINNER ...................................... 34
PRESS CONFERENCES – A PICTORIAL SUMMARY.......................................... 38
WORLD HALAL FORUM - EXHIBITION............................................................ 39
SITE VISITS – WORLD HALAL FORUM EXTENDED PROGRAM ....................... 40
MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS ..................... 41
ADVERTISING & PROMOTION ........................................................................ 42
OUTDOOR ADVERTISING SUMMARY .............................................................. 43
SUMMARY OF MEDIA COVERAGE ................................................................... 45
TOTAL PR VALUE FOR WHF 2010 CAMPAIGN ................................................ 48
STATE OF THE GLOBAL HALAL INDUSTRY – AN OVERVIEW .......................... 49
SUMMARY OF DELEGATE SURVEY RESULTS & ANALYSIS .............................. 58
WORLD HALAL FORUM EUROPE –2010 .......................................................... 63
WORLD HALAL FORUM 2011 .......................................................................... 63
ABOUT THE ORGANISER - KASEHDIA ............................................................ 64
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INTRODUCTION
The World Halal Forum (WHF), established in 2006, has become an integral part in
the development of a viable global Halal industry and in promoting the concept of
Halal for the benefit of the global market. The event is positioned as a global Forum
for the industry and government players in the Halal market. It has been intended
from the outset for the WHF to have a comprehensive global reach, and at the same
time to be a focal point for stakeholders.
a) THE WORLD HALAL FORUM CHARTER
From its inception, the World Halal Forum has adopted a very clear set of guidelines
and goals that compliment Malaysia‟s global Halal Hub ambitions. The WHF Charter
was acknowledged by the 5th Prime Minister of Malaysia Tun Abdullah Ahmad
Badawi at the inaugural WHF in 2006.
The World Halal Forum Charter has also been endorsed by the presiding WHF
Chairman.
H.E. Sheikh Saleh
Kamel
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b) WHF TRACK RECORD
The Inaugural World Halal Forum 2006
The Global Halal Market – An Industry Perspective
Number of delegates: 463
Countries Represented: 27
Audited PR value (Malaysia only): RM3.79
million
The Second World Halal Forum 2007
Harmonising the Global Halal Market
Number of delegates: 914
Countries Represented: 37
MOU Signed: 5
Audited PR value (Malaysia only): RM4.42
million
The Third World Halal Forum 2008
Sustained Development through Investment & Integration
Registered Delegates : 1,190
Media Attendance : 200
Countries Represented : 57
MOU Signed : 7
Audited PR Value (Malaysia Only): RM10.2
million
The Fourth World Halal Forum 2009
Achieving Global Halal Integrity
Registered Delegates : 980
Media Attendance : 54
Countries Represented : 47
MOU Signed : 10
Audited PR Value (Malaysia Only) : RM10
million
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c) SIGNINGS OF MEMORANDUMS OF UNDERSTANDING
The World Halal Forum is a gathering of market leaders from the global Halal
industry to address issues affecting the development of this sector. It is Malaysia‟s
intention to use WHF as a platform to strengthen ties between countries, and shared
initiatives such as these will promote unity and understanding as well as create
opportunities towards further growth, development and prosperity of participating
countries.
World Halal Forum as a platform to launch major international initiatives.
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d) THE HALAL JOURNAL AWARDS GALA DINNER
The Halal Journal Awards is an annual event organised to celebrate and honour
success, innovation and hard work in this exciting emerging market and is
recognised as the most prestigious award in the global Halal industry. The Awards
night is hosted by the World Halal Forum and continues to position Malaysia as the
leader in recognising excellence in the global Halal industry.
Award Categories
 Best Product
 Most Creative Marketing Campaign
 Best Islamic Financial Service or Product
 Community & Environmental Development
 Travel & Hospitality
 Best Service Provider
 Best Innovation
 Outstanding Personal Achievement

The Gala Dinner: „a touch of class‟...
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e) WHF GLOBAL PROGRAMMES
The WHF CEO Round Table series is another initiative in-line with the World Halal
Forum Charter. WHF CEO Round Table will assist and support the development
of world-class Halal industry standards covering the entire value chain.
The World Halal Forum – Industry Dialogues are designed to create understanding in
different sectors and drill down to the heart of issues faced by industry players,
governments, and stakeholders alike. The Industry Dialogues allow specific issues to
be addressed and problems resolved before the next World Halal Forum.
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THE 5TH WORLD HALAL FORUM – STATE OF THE INDUSTRY:
MARKET ACCESS & INTERNATIONAL TRADE
Overview
The halls and corridors of the Kuala Lumpur Convention
Centre (KLCC) were once again decorated with banners
and buntings of the World Halal Forum (WHF) which
hung from the ceiling and lined the hallway. By 9 am on
21 June 2010, the third floor of KLCC was abuzz with
delegates and exhibitors milling about, talking and
laughing as they waited in anticipation for the arrival of
the Malaysian Prime Minister, Dato‟ Sri Mohd Najib Tun
Abdul Razak, for the opening of the fifth WHF.
FACTS
Theme:
State of the Industry:
Market Access &
International Trade
Attendance:
932
Themed „State of the Industry: Market Access and
Countries
International Trade‟, the fifth WHF kicked off the Halal
Represented:
Malaysia Week, which was followed by the third World
46
Halal Research Summit and culminated with the seventh
International Halal Showcase (MIHAS). The Halal
Audited PR Value:
Malaysia Week has once again made Malaysia a focal
RM 14,995,849
point not only for Halal trade, but also in thought
leadership, and makes an excellent example of publicprivate initiatives to advance the Halal industry to the forefront of the global
economy.
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Organised by KasehDia Sdn Bhd, WHF 2010 received approximately 900 participants
from close to 50 countries who discussed and deliberated on various issues that
revolved around the Halal Economy – a convergence of the Halal industry and
Islamic finance sector, which brings together Muslims and non-Muslims across all
cultures and ethnicities. With the potential of Halal to be a conduit for greater
harmony and acceptance across national and cultural boundaries, this year‟s theme
was timely as the world economy opens doors for a striving and promising Halal
Economy.
Encouraging and supporting the idea of Halal Economy, the Malaysian Prime Minister
said in his opening speech, “Realising the potential of the Halal industry requires a
thorough understanding of all the issues and challenges that face it. We‟ve aimed
high and achieved a lot, but it is time to take stock and realistically assess our
progress in order to effectively re-evaluate our strategies, ensuring that we‟re on the
right track to fully capitalise on enormous untapped potential that remains.
Consensus and cooperation, especially among Muslim nations, will be critical to our
success. I ask all those involved to focus on practical and effective measures
towards this theme, and not become hindered with pedantic exertions.”
Pushing for harmony and universal acceptance for a Halal economy, Najib
emphasised on the “need to think beyond industries and move into the larger realm
of a Halal Economy – a value-based economy rooted in trust, integrity and fairness.”
He added, “As the new generation of Muslims are better educated and able to obtain
a higher income level, many sectors are creating products and services to cater to
this growing consumer demand. This, coupled with the larger acceptance of Halal by
those of other faiths, has resulted in the Halal mindset transforming from being just
food products to the „farm to fork‟ approach. This has, in turn, triggered demands in
other areas, such as non-food consumer products, Islamic Finance, logistics and
other sectors such as tourism.”
A research conducted by the World Halal Forum Secretariat stated that the global
Halal products market is estimated at a whopping USD2.3 trillion (not including
banking), and 67 per cent or USD1.4 trillion of this market is comprised of food and
beverage. Pharmaceuticals make up 22 per cent or USD506 billion, with cosmetics
and personal care amounting to USD230 billion.
With an astronomical potential size of the total Halal market, the Halal Economy
deserves serious consideration by governments, industry players, investors, scholars
and the academia globally.
Najib affirms: “This is the mark of an economy in its infancy, and with concerted
effort, we can nurture it into a thriving, robust economy. Taking this into
consideration, I applaud all of you for participating in a forum such as WHF. Each of
us understands that the work we do here can ultimately boost labour, capital, land
resources, both supply and demand, leading to overall economic development
particularly for Muslims.”
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“Halal is a growing industry that seeks to be culturally inclusive. It is based on
wholesome Islamic values that have a universal appeal. Halal as a brand is a
reassurance of safety, quality and humane treatment of animals. It embodies values
that are not just for Muslims, but for everyone. As a Muslim leader, I am reaching
out to Muslims and those of other faiths globally. Join us in this altruistic endeavour
and together we can benefit from the Halal economy, which has enormous and still
largely untapped potential,” he added.
However, the Halal economy, just like any other economy, has its own issues. To
overcome the major hurdles and challenges that lie ahead for the Halal industry,
Najib recommends for all to establish and maintain strong strategic alliances with
mainstream players, and to leverage the best expertise available if Muslims are to
advance in this field. “I foresee powerful synergies as a result of smart partnerships
between mainstream industries and Muslim organisations. Muslims must seize
opportunities to propel themselves into higher value-added activities and knowledgebased skills, such as quality assurance and compliance, training, management and
branding.”
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SPONSORS, PARTNERS AND SUPPORTERS
The ability to successfully stage the World Halal Forum depends hugely on the support and
commitment from all our partners. The secretariat and organiser, KasehDia Sdn Bhd,
gratefully acknowledges and thanks the following for their support and partnership of the
World Halal Forum and for the development of the Halal industry:
HOST
PLATINUM SPONSOR
SILVER SPONSOR
EVENT SPONSORS
PREMIUM
SUPPORTERS
SUPPORTED BY
OFFICIAL MEDIA
MEDIA PARTNERS
PARTNER EVENT
TRAVEL AGENCY
VENUE
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International Halal Integrity Alliance Ltd
Dallah Albaraka
Nestle Products Sdn Bhd
Chemical Company of Malaysia Berhad
Colgate-Palmolive (M) Sdn Bhd
AmIslamic Bank
Islamic Development Bank
Islamic Chamber of Commerce & Industry
Tourism Malaysia
Department of Islamic Development Malaysia (JAKIM)
Prime Minister‟s Department
Ministry of Science, Technology & Innovation (MOSTI)
Kuala Lumpur City Hall (DBKL)
Standards Malaysia
SIRIM Berhad
International Islamic Trade Finance Corporation
Department of Veterinary Services Malaysia
Malaysia External Trade Development Corporation (MATRADE)
The Halal Journal
OIC Today
SME Magazine
Malaysia SME
Halal Focus
Arab Asia Business TV
Halal Economy
Global Islamic Finance
Aswaq
Oxford Business Group
Amilin TV
7th International Halal Showcase (MIHAS)
Indalucia Travel Sdn Bhd
Kuala Lumpur Convention Centre
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SPEAKERS, PANELLISTS & PROGRAMME
Key topics at the World Halal Forum 2010
Topics discussed throughout the two-day forum were:
 Perspective from Fiqh on Global Halal Regulation
 Debunking the Myths: Understanding the Facts and Figures of the Global
Halal Market
 Variations in Halal Rules and Practices, Consumer Demands and Certification
 Regulatory Framework for Halal Industry in New Zealand
 Halal Malaysian Standards: Global Recognition
 Halal Foods Assurance System for Worldwide Humanitarian/ Relief Efforts
 Ethics and Corporate Responsibility in the Halal Industry: Case of CCM Group
 Integrating Multimodal Transports and Production Chain for the Halal Industry
New additions to this year‟s programme were two workshops concurrently held on
the second day of the forum – „Marketing Halal Products‟ and „Genetically Modified
Crops and Halal‟ (covered in more detail, later in this report).
The „Marketing Halal Products‟ workshop covered the following topics:
 Overview and the Rise of Muslim Consumers
 Understanding Global Market Requirements and Consumer Behaviour
 Halal Values and Product Price Premium
 Other Issues on Marketing Halal Products
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Monday, 21 June 2010
07:30 am –
Onwards
Registration
09:30 am –
11:30 am
SESSION 1
OPENING CEREMONY & KEYNOTE ADDRESSES
09:30 am –
09:40 am
Arrival of the Prime Minister of Malaysia
Y.A.B. Dato' Sri
Mohd Najib Tun Abdul Razak
Opening Remarks by MC
09:40 am –
09:50 am
Doa Recitation by
Dr. Mohammad F.M.S. Al Motairan
Kuwait University
Kuwait
09:50 am –
09:55 am
World Halal Forum Video Presentation
09:55 am –
10:05 am
Welcome Remarks
Founder of World Halal Forum
Hajjah Jumaatun Azmi
Malaysia
10:05 am –
10:25 am
Keynote Address
Prime Minister of Malaysia
Y.A.B. Dato' Sri
Mohd Najib Tun Abdul Razak
10:25 am –
10:35 am
Witnessing of MOU Signings
10:35 am –
10:50 am
Tour of Sponsors Exhibition Area
10:50 am –
11:00 am
Press Conference
11:00 am –
11:30 am
Networking & Refreshments
11:30 am
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F O R U M
B E G I N S
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11:30 am
01:00 pm
STATE OF THE INDUSTRY: PANEL DISCUSSION
Mrs. Hakimah Mohd Yusoff
Deputy Director/ Halal Hub
JAKIM, Malaysia
YBhg Dato’ Seri Jamil Bidin
Chief Executive Officer
Halal Industry Development Corporation
Malaysia
Mr. Darhim Hashim (Moderator)
International Halal Integrity (IHI) Alliance
11:30 am 12:30 pm
Mr. Irfan Sungkar
Industry Advisor
World Halal Forum Secretariat
Indonesia
Mr. Badlisyah Abdul Ghani
Executive Director / Chief Executive Officer
CIMB Islamic Bank
Malaysia
Dr. Cédomir Nestorovic
Associate Professor, Management Department
ESSEC Business School Paris
France
Dr. Haluk Anil
DIALREL Project
Cardiff University
United Kingdom
12:30 pm 01:00 pm
01:00pm 02:00pm
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Questions and Answers
Salat Dhuhr, Networking and Refreshments
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02:00 pm –
05:00 pm
SESSION 2: CURRENT REALITIES OF THE HALAL INDUSTRY
Perspective from Fiqh on Global Halal Regulation
02:00 pm –
02:30 pm
02:30 pm –
03:00 pm
Kuwait University
Kuwait
Debunking the Myths: Understanding the Facts and Figures of the Global
Halal Market
Mr. Irfan Sungkar
Industry Advisor, World Halal Forum Secretariat
Indonesia
Variations in Halal Rules and Practices, Consumer Demands and
Certification
03:00 pm –
03:30 pm
Dr. Haluk Anil
DIALREL Project
Cardiff University
United Kingdom
Panel Discussion:
03:30 pm –
05:00 pm
Mr. Darhim Hashim (Session Chair)
Mr. Tamer Fawzi Mansor
General Supervisor
Central Islamica Brasileira de Alimentos Halal (CIBAL Halal)
Brazil
05:00 pm
END OF DAY 1
07:45 pm
10:30 pm
THE HALAL JOURNAL AWARDS GALA DINNER
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Tuesday, 22 June 2010
09:00 am 10:45 am
SESSION 3: INTERNATIONAL TRADE & REGULATION IN GLOBAL HALAL
INDUSTRY
Regulatory Framework for Halal Industry in New Zealand
09:00 am –
09:25 am
Dr. Tony Zohrab
Director - Market Access
New Zealand Food Safety Authority
New Zealand
The Needs of Standardisation to Ensure Competitiveness in the Industry
09:25 am 09:50 am
Mr. Rafaiq Bakri Zakaria
Director of Strategic Management Division
Standards Malaysia
Malaysia
Panel Discussion:
Mr. Darhim Hashim (Session Chair)
09:50 am 10:30 am
YBhg. Dato’ Dr. Aziz Jamaluddin
Director General of Department of Veterinary Services
Ministry of Agriculture and Agro-based Industry
Malaysia
YBhg. Prof. Dato’ Dr. Muhamad Muda
Professor
Universiti Sains Islam Malaysia
Malaysia
10:30 am10:45 am
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Press Conference, Networking and Refreshments
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10:45 am 12:15 pm
SESSION 4: HALAL ASSURANCE TO CATER MASS MARKET
Halal Foods Assurance System for Worldwide Humanitarian/ Relief Efforts
10:45 am11:05 am
Mr. Hisham Harun Hashim
Member of Governing Board
International Red Cross & Crescent Societies
Switzerland
Ethics & Corporate Responsibility in the Halal Industry: Case of CCM Group
11:05 am 11:25 am
Mr. Leonard Ariff bin Abdul Shatar
Director, Pharmaceuticals Division
Chemical Company of Malaysia Berhad
Malaysia
Integrating Multimodal Transports & Production Chain for the Halal
Industry
11:25 am 11:45 am
Mr. Dirk Becquart
Director for Development & Chief Commercial Officer
Port of Marseille
France
Panel Discussion:
Mr. Irfan Sungkar (Session Chair)
Industry Advisor
Indonesia
11:45 am 12:15 pm
Dr. Cédomir Nestorovic
Associate Professor, Management Department
ESSEC Business School Paris
France
Mr. Wang Xihui
Chairman
China Council for the Promotion of International Trade (CCPIT) Qinghai
Provincial Committee
China
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12:15 pm 12:45 pm
SESSION 5: RESOLUTION FORMATION
Resolution Formation

12:15 pm 12:30 pm



Accelerating the Growth of Regional & Global Halal Industry

Accelerating Halal Trade
Ensuring Better Market Access in Bilateral and Multilateral Trade

Collaboration with Multinational Institutions
Issues and Challenges: Local, Regional and Global Halal Industry
Halal as Integration of Values, Animal Welfare, Ethics & Consumer
Interest

The Way Forward
Closing Remarks
12:30 pm 12:45pm
12:45 pm –
02:00 pm
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World Halal Forum Founder
Hajjah Jumaatun Azmi
Press Conference, Salat Dhuhr, Networking and Refreshments
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02:00 pm 05:00 pm
PARALLEL SESSION:
(Forum Hall)
MARKETING HALAL PRODUCT
02:00 pm 02:10 pm
Welcome Remarks
Mr. Irfan Sungkar
Workshop Leader
Indonesia
02:10 pm 02:30 pm
Module 1
Overview and the Rise of Muslim Consumers
02:30 pm 04:00 pm
Module 2
Understanding Global Market Requirements and Consumer Behaviour
04:00 pm 04:15 pm
REFRESHMENTS & NETWORKING
04:15 pm 04:45 pm
Module 3
Halal Values & Product Price Premium
04:45 pm 05:00 pm
Module 4 (Summary)
Other Issues on Marketing Halal Products & Concluding Remarks
05:00 pm 05:30 pm
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Q&A Session
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02:00 pm 05:00 pm
02:00 pm 02:10 pm
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PARALLEL SESSION:
(Room 306)
GENETICALLY MODIFIED (GM) CROPS & HALAL
Welcome Remarks
Dr. Anwar Nasim
Organization of the Islamic Conference Standing Committee on Science and
Technology (COMSTECH)
Pakistan
The Rise of GMO Crops And Their Impact
02:10 pm 02:30 pm
02:30 pm 02:45 pm
02:45 pm 03:00 pm
Dr. John Bennett
Honorary Senior Research Fellow,
Institute of Biochemistry, Molecular Biology and Biotechnology, University of
Colombo
Sri Lanka
Global Status of Biotech Crops: Benefits to Developing Countries
Dr. Behzad Ghareyazie
Member, Higher Council of Biotechnology
Head, New Technologies Division, Center for Strategic Research, Iran
Islam & GMO
Dr. Hani Al-Mazeedi
Associate Research Scientist
Kuwait Institute for Scientific Research, Kuwait
PANEL DISCUSSION:
03:00 pm 04:15 pm
Dr. Anwar Nasim
Organization of the Islamic
Conference Standing Committee on
Science and Technology
(COMSTECH)
Pakistan
Mrs. Hakimah Mohd Yusoff
Deputy Director/ Halal Hub
JAKIM, Malaysia
04:15 pm 05:00 pm
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Kuwait University
Kuwait
Mrs. Mariam Abdul Latif
Vice President - Halal Integrity
Halal Industry Development
Corporation
Malaysia
Statement on the Islamic Stance on GM Foods
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SIGNINGS OF MEMORANDUMS OF UNDERSTANDING
The World Halal Forum is a gathering of market leaders from the global Halal
industry to address issues affecting the development of this sector. It is the intention
to use WHF as a platform to strengthen ties between countries and we are confident
that shared initiatives such as these will promote unity and understanding as well as
create opportunities towards further growth, development and prosperity of
participating countries.
Organisations use the WHF platform to launch significant partnerships and
programmes. The MOUs signed at WHF 2010 are as follows:
1
Penang International Halal Hub and
Malaysia-Yemen Investment
This is an agreement that is meant to
bring investments into Malaysia and
Yemen through cooperative working
relationship with the government and
business community. Malaysia-Yemen
Investment is established for macro &
micro consultancy in developing Halal
Industrial Park in Yemen.
2
Agreement between IHI Alliance
and PPIH & IIUM
On the second day of World Halal Forum,
IHI Alliance signed a Memorandum of
Understanding (MoU) with Penang
International Halal Hub and International
Islamic University Malaysia (IIUM) in two
separate ceremonies. The collaboration
with PIHH will have IHI Alliance assisting
the developmental agency with their Halal
training programmes while the MoU
signed with IIUM highlighted a new
working relationship for both parties in
Halal standard development.
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LAUNCH OF ICCI-IHI ALLIANCE HALAL STANDARD
The World Halal Forum 2010 saw the debut of the highly anticipated ICCI-IHI
Alliance Halal Standard published modules to an overwhelming audience of Halal
industry stakeholders who gathered in Kuala Lumpur for the 5th edition of the
Forum.
In the historic ceremony, Malaysia‟s Prime Minister the Honourable Dato‟ Sri Mohd
Najib Tun Abdul Razak witnessed a symbolic handover of the first copy of Logistics,
Food Services, Slaughtering and Processing, and Animal Welfare modules from the
CEO of IHI Alliance, Darhim Hashim, to Dr. Hani Mansour Al-Mazeedi who was
representing the Islamic Chamber Of Commerce & Industry (ICCI).
The four Standard modules were initially released as drafts during last year‟s World
Halal Forum before undergoing a public review period from 4 May 2009 to 31
December 2009. Comments and suggestions were compiled and incorporated into
revisions before all modules were submitted to the IHI Alliance Shariah Board for
final approval.
More information can be found at: www.ihialliance.org.
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ATTENDANCE SNAPSHOT
The World Halal Forum 2010 was once again a tremendous success. The forum still
saw government heads, industry leaders and academics coming together under one
roof to voice their concerns, outline issues, and plot the future direction of the global
Halal industry, which brought together 780 participants from 46 countries and
attracted around 150 local and international media personnel.
Total WHF 2010 Attendance
Registered delegates
Registered Media
Total
#
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Delegates Country
Albania
Argentina
Australia
Belgium
Bosnia and Herzegovina
Brazil
Brunei Darussalam
Canada
China
Denmark
Ecuador
France
Germany
Great Britain
India
Indonesia
Iran
Italy
Japan
Jordan
Kazakhstan
Kuwait
Malawi
Malaysia
Morocco
New Zealand
Oman
Pakistan
Palestine
Philippines
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783
149
932
Number
1
2
10
1
4
2
12
2
8
2
2
12
4
9
5
13
6
4
8
2
2
3
1
535
1
4
2
10
2
9
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
Romania
Saudi Arabia
Senegal
Serbia
Singapore
South Africa
Sri Lanka
Switzerland
Syria
Taiwan
Thailand
The Netherlands
Turkey
United Arab Emirates
United States (USA)
Yemen
Unlisted
Total
1
4
2
4
21
7
3
2
1
5
15
13
5
2
6
2
12
783
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SUMMARY OF PARALLEL SESSION – GM CROPS & HALAL
World Halal Forum facilitates meeting of Ulama and GM scientists
The World Halal Forum 2010 (WHF) organised a half-day session on “Genetically
Modified Crops & Halal” which brought ulama and GM scientists together to discuss
the permissibility of GM foods in the context of Islam. This issue commands serious
attention as Islam places much importance to the way food is prepared and its
origin. The session was attended by a number of prominent scientists and Shariah
experts from around the world. The topics discussed were GM technology, its
impact, the global status, benefits to developing countries, safety issues, and Islam‟s
perspective of GM technology.
The session attracted a large audience who were mainly scientists, academia, and
religious authorities. After much deliberation, the experts and participants concluded
that GM crops and products from Halal origin that have undergone food and
environmental safety tests are acceptable in the Islamic world as Halal, there is need
to strengthen awareness on biotechnology to enable decision-making, and the
involvement of ulama in discussions related to biotechnology should be enhanced.
For the full report, please visit: http://www.worldhalalforum.org/register_report.html
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KEYNOTE ADDRESS BY THE PRIME MINISTER OF MALAYSIA
Below are key extracts from Yang Amat Berhormat (The Right Honourable) Dato’
Sri Mohd Najib bin Tun Haji Abdul Razak’s keynote address on the morning of
Monday, 21 June 2010.
and International Trade‟.
I am honoured to welcome you to
the 5th World Halal Forum, where
key stakeholders of the global Halal
industry from over fifty countries
have gathered here in Kuala
Lumpur. Over 900 delegates from
both government and private
sectors are here to discuss and
deliberate on various issues
of
significance to the Halal industry in
line with this year‟s WHF theme,
„State of the Industry: Market Access
Participation in this event continues to rise each year, reflecting the forum‟s
importance and its role as a crucial enabler in both developing and setting the
agenda for the global Halal industry.
Today marks the beginning of Halal Malaysia Week, during which a series of
international events will take place, beginning with the 5th World Halal Forum,
followed by the 3rd World Halal research summit, and culminating with the 7th
International Halal Showcase (MIHAS). I am extremely pleased to see that Malaysia
is once again the focal point, not just for Halal trade, but also in thought leadership.
The Halal Malaysia Week, a joint threeparty effort between KasehDia Sdn Bhd
(for WHF), Malaysia External Trade
Development Corporation or MATRADE
(for MIHAS) and the Halal Industry
Development Corporation or HDC (for
WHR Summit) is an excellent example of
public-private partnership initiatives to
advance the Halal industry to the forefront
of the global economy. Historically, Halal
Malaysia Week has been a focal point for
global industry players, with deals and transactions in 2008 amounting to RM2.2
billion and increasing to RM3.23 billion in 2009. This year, this figure is expected to
exceed RM3.8 billion. Halal Malaysia Week firmly positions Malaysia as a beacon of
the global Halal industry; highlighting Malaysia‟s thought leadership credentials and
its strong statement of intent to be the World‟s Halal Hub.
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Ladies and gentlemen,
Halal brings together Muslims across all
cultures and ethnicities. It also has the
potential to be a conduit for greater harmony
and acceptance across national and cultural
boundaries. Such harmonisation was clearly
demonstrated
by
the
University
of
Massachusetts which in 2008 strove to serve
Halal food in their dining halls, as well as in
bistros and hotels in Beijing which saw the
value of being Halal, and finally, with the 5star “Hotel Kunlan” serving Halal cuisine
exclusively in one of its restaurants.
Halal is a growing industry that seeks to be
culturally inclusive. It is based on wholesome
Islamic values that have a universal appeal.
Halal as a brand is a reassurance of safety,
quality and humane treatment of animals. It
embodies values that are not just for Muslims,
but for everyone.
As a Muslim leader, I am reaching out to Muslims and those of other faiths globally.
Join us in this altruistic endeavour and together we can benefit from the Halal
economy, which has enormous and still largely untapped potential.
Halal must continue its journey towards becoming the premium brand recognised
throughout the world as a symbol of quality and excellence. In the Halal sector, the
critical component of integrity is traditionally carried out by Islamic bodies. As such,
it is imperative that best practices are incorporated by these bodies in order to
better position them to protect the integrity of the Halal market.
There are over 300 bodies globally offering Halal certification; typically these are
Islamic associations, and at times even a “one-man” show. Only one third of these
are legally registered entities. Only 15 per cent of them are recognised by JAKIM,
Malaysia‟s National Body for Islamic Development as well as certification. But we
must ask how many are accredited in line with international benchmarks and hence
capable of certifying based on international standards? At the same time, related
industries must bear in mind that the Halal industry cannot exist without solid
Shariah foundations, and therefore must continue to inculcate and reflect Islamic
values. This is a crucial point in maintaining the integrity of Halal products and
services.
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In
order
to
overcome the major
hurdles
and
challenges that lie
ahead for the Halal
industry, we must
work to establish
and maintain strong
strategic
alliances
with
mainstream
players. And we
must leverage the
best
expertise
available
if
we
Muslims
are
to
advance in this field.
I foresee powerful synergies as a result of smart partnerships between mainstream
industries and Muslim organisations. Muslims must seize opportunities to propel
themselves into higher value-added activities and knowledge-based skills, such as
quality assurance and compliance, training, management and branding.
My government is offering our expertise and years of experience in Halal certification
and standards development. The Department of Standards Malaysia has adopted the
most stringent methodology of benchmarking against international best practices in
developing Malaysian Halal standards. This methodology has been provided to other
countries as part of our duty to spearhead the establishment and promotion of
international best practices.
The year 2000 saw the introduction of Malaysia‟s first Halal Standard, MS1500. Since
its creation, this standard has undergone 2 revisions, the latest MS1500:2009. This
proves Malaysia‟s immense and meticulous
capacity for developing standards at
national level. Discussing such standards at
the international level presents an entirely
new set of challenges.
Malaysia has sought to highlight and
therefore extend the gift of Halal awareness
to the world. Through events like The
World Halal Forum and MIHAS, as well as
the tireless efforts of the Department of
Islamic Development (JAKIM) and the Ministry of International Trade and Industry
(MITI), Halal has been accepted as an industry in its own right. This acceptance has
grown to such an extent that the mainstream industry is gravitating to Halal.
Because of this fact, now is the time to capitalise on this acceptance, beginning with
laying the foundation for uniformity.
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Malaysia seeks to amplify our role
by
working
towards
The
Development of Global Standards
within the larger Halal industry. I
am pleased to announce today,
that
the
International
Halal
Integrity Alliance (IHI), an initiative
born out of the World Halal Forum,
has moved one step closer to
achieving the goal of a harmonised
Halal industry with the publication
of 4 modules of the Global Halal
Standard. I am proud to say that
this was achieved with vital input
from JAKIM, and
Standards
Malaysia
as
well
as
from
international stakeholders. Having
obtained the mandate together
with the Islamic Chamber Of
Commerce & Industry (ICCI) at the
OIC Islamic Summit in Dakar,
Senegal in March 2008, the IHI
Alliance is now strongly poised to
establish itself as the global Halal
authority and may begin the
process of unifying a fragmented
community.
Another area of strength for Malaysia is Islamic finance. Islamic banking should take
on a leadership position in the banking world. Islamic banks have not been as
affected by the recent economic meltdown because Shariah-compliant banks are set
up based on real economy. Islamic finance took root in Malaysia over 45 years ago;
our legal framework and architecture are already strong and robust whilst the world
is just beginning to embrace the concept. Malaysia is regarded as an authority in this
sector and we are more than happy to contribute our experience and expertise to
spur Islamic finance development on a global level as evidenced by the
establishment of Malaysia International Islamic Financial Centre (MIFC).
From Malaysia‟s leadership we must move towards the bigger picture and not just
focus on sectoral issues. The Muslim world should collaborate to act and think
beyond conventional frameworks and wisdom. Muslim nations should unite to form a
New Economic Model, and I urge all parties to merge individual silos, to strengthen
our economies for the benefit of the ummah. For this, my government continues to
pledge Malaysia‟s support wherever it is needed and sought.
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We need to think beyond industries and move into the larger realm of a Halal
Economy. A value based economy rooted in trust, integrity and fairness. And why
not? Halal has thrived and will continue to thrive on innovation. Furthermore,
Muslims account for one fifth of the global population, with between 1.4 and 1.8
billion spread across 148 countries worldwide; and these numbers continue to grow.
Islam is the fastest growing religion both through birth and conversion. As the new
generation of Muslims are better educated and able to obtain a higher income level,
many sectors are creating products and services to cater to this growing consumer
demand. This coupled with the larger acceptance of Halal by those of other faiths
has resulted in the Halal mindset transforming from being just food products to the
„farm to fork‟ approach. This has, in turn, triggered demands in other areas, such as
non-food consumer products, Islamic finance, logistics and other sectors such as
tourism.
The global Halal products market is
estimated at USD2.3 trillion, not including
banking. Research by the World Halal
Forum secretariat found 67 per cent, or
USD1.4 trillion, of this market is
comprised
of
food
&
beverage.
Pharmaceuticals make up 22 per cent or
USD506 billion, with cosmetics & personal
care totalling USD230 billion. If we
include the services sector for Halal, and
we should give this serious consideration,
the potential size of the total market is astronomical.
This is the mark of an economy in its infancy, and with concerted effort, we can
nurture it into a thriving, robust economy. Taking this into consideration, I applaud
all of you for participating in a forum such as WHF. Each of us understands that the
work we do here can ultimately boost labour, capital, land resources, both supply
and demand, leading to overall economic development particularly for Muslims.
The theme of this fifth edition of WHF, „State of the Industry: Market Access and
International Trade‟, is timely. Realising the potential of the Halal industry requires a
thorough understanding of all the issues and challenges that face it. We‟ve aimed
high and achieved a lot, but it is time to take stock and realistically assess our
progress in order to effectively re-evaluate our strategies, ensuring that we‟re on the
right track to fully capitalise on enormous untapped potential that remains.
Consensus and cooperation, especially among Muslim nations, will be critical to our
success. I ask all those involved to focus on practical and effective measures
towards this theme, and not become hindered with pedantic exertions.
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I commend private organisations, such as KasehDia, who on their own initiative,
have brought government and private sectors together over the years, enabling
various stakeholders in the Halal industry to sit at the same table and discuss issues
affecting our ummah, not only in Malaysia but globally. We have progressed into an
era of private business enterprise, and should take the lead in developing initiatives
and innovative frameworks for universal good and betterment of society.
The government of Malaysia will continue to support the World Halal Forum and
Halal Malaysia Week and continue to encourage all key players to show their support
and commitment towards this worthy cause.
I take this opportunity to thank all sponsors and supporters of the World Halal
Forum and Halal Malaysia Week; I am pleased to see the private sector taking a
leading role in the development of this industry. I wish to specially thank the Dallah
Albaraka Group for becoming platinum sponsor of the World Halal Forum,
demonstrating Islamic finance and banking‟s synergy with Halal, and I also thank
International Halal Integrity Alliance for hosting the 2010 World Halal Forum.
I pray for Allah‟s grace and blessings for a productive and successful forum over the
next two days. On that note with the recitation of Bismillahir-rahmanir-rahim, it is
my pleasure to now officially declare the World Halal Forum 2010, open.
Thank you.
Wabillahitaufiq Walhidayah Wassalamualaikum Warahmatullahi Wabarakatuh.
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THE HALAL JOURNAL AWARDS AND GALA DINNER
The Halal Journal Awards,
first awarded in 2006, is
the Halal industry‟s most
prestigious and sought
after Awards. It is a
symbol of excellence and
distinction, and marks
milestone
achievements
within the industry. This
year‟s
awards
were
presented at The Halal
Journal
Awards
Gala
Dinner, exclusively held by
KasehDia Sdn Bhd and
sponsored
by
Nestlé
(Malaysia) Berhad, to honour and celebrate success within the global Halal industry
at KLCC on 21 June 2010.
That night, guests present got a chance to have a taste of the Malaysian culture with
a line-up of cultural stops outside the dining hall after a long first day of the forum.
Quiet chatters of excitement were heard as guests were entertained by the tunes
from the local traditional musical instrument, gamelan; songket and basket weaving;
batik painting; as well as Hard-Knocks (to shape pewter into bowls, and so on) by
Royal Selangor – Malaysia‟s renowned pewter company.
An interesting difference from previous years at this year‟s Awards was a
presentation on comic as entertainment by special guest speaker, Dr. Naif AlMutawa, renowned the world over for his creation of THE 99 – a series of graphic
novels and super heroes based on the Islamic archetype.
As the guests were full, relaxed and
entertained, The Halal Journal Awards 2010
were presented by the former Malaysian
Prime Minister, YABhg Tun Abdullah Ahmad
Badawi to seven companies and individuals
from around the world for their outstanding
initiatives in seven out of eight categories.
The Most Creative Marketing Campaign
award category has been left out at the
discretion of the judges this year as there
were no suitable nominees commendable of
the award, although nominations for The
Halal Journal Awards 2010 came from all over the world including the United
Kingdom, Australia, Saudi Arabia, Kuwait, the United Arab Emirates, and many
others.
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Taking part of the
limelight that evening
was
Malaysia‟s
songstress
and
entrepreneur, Dato‟ Siti
Nurhaliza,
who
took
home Best Product
award for SimplySiti –
a Halal beauty and
skincare range using the
latest
technology
in
skincare. The products
are suitable for all
women, particularly in
hot and humid climates,
and Muslim women in particular as it cuts down the routine of taking off make-up
before prayers and putting it back on.
The award for Best Islamic Financial Service or Product went to FORAS
International Investment Company of Jeddah, Saudi Arabia. FORAS was
established at the initiative of the Islamic Chamber Of Commerce & Industry (ICCI)
with partnership of the Islamic Development Bank. It signed an agreement with the
Ministry of Housing in Mali, to finance a housing project amounting to USD500
million, constructing 60,000 residential units for low income people.
Community & Environmental Development was awarded to ColgatePalmolive (Malaysia) Sdn Bhd, for their nationwide „Bright Smiles, Bright Futures‟
and „Oral Health Month‟ dental programmes. This initiative of oral hygiene and
cleanliness is in line with Islamic practices. Colgate-Palmolive‟s products are Halal
certified by JAKIM, and together with the Malaysian Dental Association, have worked
tirelessly and successfully to promote and raise awareness on 'Zero Cavities‟ to over
500,000 children in Malaysia.
In the area of Travel & Hospitality, the award went to Crescentrating Pte Ltd
of Singapore, a pioneer in the field of „Halal-Friendly Travel‟, launching the world‟s
first rating standard for Travel and Tourism facilities and services for Halalfriendliness. Crescentrating.com focuses on supporting Muslim travellers‟ needs
worldwide by providing useful information such as Hotels with Halal eateries, hotel
rooms with Qiblah directions, prayer times, and hadiths related to travel, amongst
other useful tips.
Al-Jazeera English bagged the award for Best Service Provider as an influential
global information brand, and as the world's first global English language news
channel headquartered in the Middle East. It provides news and current affairs
reporting from the developing world back to the West and from the southern to the
northern hemisphere. The channel pushes boundaries by giving voice to untold
stories, promotes debate, and challenges established perceptions.
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This year's Best Innovation award went to ImHalal.com, founded by IranianKuwaiti brothers based in The Netherlands. ImHalal.com has revolutionised the
search market for Muslims by coming up with the world's first Islamic orientated
search engine that uses a search algorithm to rate the relevancy of websites that is
based on the culture, lifestyle and mindset of Muslims. It gives Muslims worldwide
the chance to explore the internet without coming across immoral or pornographic
content. ImHalal.com has been hailed a success after it attracted more than three
million visitors in its first month of operation.
Finally, the award that
recognises Outstanding
Personal Achievement
went to Dr. Naif AlMutawa,
a
Kuwaiti
clinical psychologist and
creator of THE 99, the
first group of comic
superheroes born of an
Islamic
archetype,
as
Muslims
believe
that
power is ultimately God
and God has 99 key
attributes.
Recently,
Forbes named THE 99 as
one of the top 20 trends sweeping the globe and most recently, President Barack
Obama praised Dr. Naif and THE 99 as perhaps the most innovative of the
thousands of new entrepreneurs viewed by his Presidential Summit on
Entrepreneurship. THE 99 has grown from a comic book series into a franchise
boasting theme parks, a global animation series, co-produced by media giant
Endemol, and will be teaming up with cultural icons Batman, Superman and Wonder
Woman.
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CONGRATULATIONS TO THE HALAL JOURNAL AWARDS 2010 WINNERS
a) Best Product: SimplySiti Sdn Bhd, Malaysia
b) Most Creative Marketing Campaign: NOT
AWARDED
c) Best Islamic Financial Service or Product:
FORAS International Investment Company,
Saudi Arabia
d) Community & Environmental Development:
Colgate-Palmolive Marketing Sdn Bhd,
Malaysia
e) Travel & Hospitality: Crescentrating Pte Ltd,
Singapore
f) Best Service Provider: Al-Jazeera English,
Malaysia
g) Best Innovation: ImHalal.Com, Netherlands
h) Outstanding Personal Achievement: Dr. Naif
Al-Mutawa, Kuwait
The winners of the 2010 The Halal Journal Awards, presented by the former Prime
Minster of Malaysia
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PRESS CONFERENCES – A PICTORIAL SUMMARY
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WORLD HALAL FORUM - EXHIBITION
Running adjacent to the World Halal Forum main hall is the sponsors‟ exhibition area
showcasing international Halal brands representing key segments of the global value
chain.
The Exhibition had booths for all parts of the Halal value chain. It was well attended
by all delegates and invited guests.
Booth Setup (selection of photographs)
VIP Tour of Exhibition Area (selection of photographs)
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SITE VISITS – WORLD HALAL FORUM EXTENDED PROGRAMME
A visit to Universiti Sains Islam Malaysia (USIM)
A special treat for delegates was a site visit to
Universiti Sains Islam Malaysia (USIM) in Nilai,
Seremban – just an hour away from Kuala Lumpur –
on 23 June. Hosted and organised by the university,
WHF delegates got an exclusive tour of the
university‟s research and testing laboratories in the
Faculty of Science and Technology, as well as the
World Fatwa Management and Research Institute
(INFAD).
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MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS
The World Halal Forum has a strong and effective promotional campaign to ensure
the success of the event and the growth of the brand. The brand-building campaign
consists of advertising and public relation activities, international dialogues and
roundtables, and participation promotion.
1. The Advertising and Promotional Programmes:
•
Local and international media
•
Broadcast media
•
Print media
•
Internet advertising
•
Buntings and banners
2. Public Relations:
•
General public relations activities
•
International launches
•
Local launches in Malaysia
•
International promotional trips
•
Management of media centre for WHF 2010
3. Worldwide Promotion
The WHF promotional tours & Industry Dialogues have been held in Jakarta,
Istanbul, Sao Paolo (Brazil), Buenos Aires (Argentina) and Singapore to name a few
and upcoming ones include Jordan and Australia.
4. Participation Promotion
The goal of this programme is to bring key decision makers in the global Halal
industry to Malaysia for WHF every year. We classify the key players as follows:
•
Those that have a potential to trade, manufacture and supply raw
materials
•
Those with a potential to invest
•
Those already considering investment and wanting encouragement
to commit
•
Those that have an influence on Halal development including
certification bodies.
The participants will be from the following groups:
•
Key government officials from OIC and Southeast Asian countries
•
Key industry players in the Halal industry globally
•
Non-OIC Halal-supplying countries like Brazil, South Africa, and
Argentina
•
Heads of Certification Bodies and Islamic Organisations
•
Trade Associations and Chambers of Commerce
•
International media
•
Business Associations and SMEs from Malaysia
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ADVERTISING & PROMOTION
Print Advertising and Online Promotion
The World Halal Forum began an online promotion programme from November 2009
and building in intensity to July 2010.
Online promotion through regular email blasts and
newsletters to industry-related database of over
40,000 verified contacts. An example of the email
blast is shown here.
World Halal Forum was also promoted
consistently on the following websites:
- www.worldhalalforum.org
- www.halaljournal.com
- www.ihialliance.org
- www.kasehdia.com
The online campaign was also augmented
through online media partner promotion, event
listings, online press releases, website linking, and
Google-related advertising.
Print advertising included placements in all
leading Malaysian papers leading up to the World
Halal Forum, as well as continuous advertising in
The Halal Journal and other related trade publications from around the world.
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OUTDOOR ADVERTISING SUMMARY
1) Street Buntings
A total of 996 streetside buntings were placed prior to WHF 2010. Special thanks
must go to DBKL for the support given to WHF in allowing these buntings to be
placed.
1.
Along Jalan Ampang to Jalan Sultan Ismail
2.
Along Jalan Sultan Ismail
3.
Along Jalan Pinang
4.
Along Jalan P Ramlee
5.
Along the road towards the junction of Jalan Imbi & Jalan Bukit Bintang
6.
Along Bangsar and towards Pusat Bandar Damansara
7.
Along Jalan Kuching
8.
Along Jalan Maharajalela
9.
Along the road towards Dataran Merdeka
10.
Along Jalan Syed Putra
11.
Along Jalan Tun Perak
12.
Along Jalan Pudu
13.
Along Jalan Tunku Abdul Rahman
14.
Along Jalan Tun Razak heading North and South
15.
Along Jalan Kinabalu - Jalan Loke Yew - Jalan Cheras
16.
Along Jalan Pusat Bandar Damansara to Taman Tun Dr Ismail
17.
Along Jalan Duta
18.
Along Jalan Parlimen
19.
Along Lebuh Ampang to Kampung Baru
20
Along Lebuhraya Mahameru
21
Along Lebuhraya Persekutuan
22
Along Lebuhraya Cheras-Kajang
23
Along Lebuhraya Lingkaran Tengah Kedua (MRR2)
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B. Billboards
Temporary roadside billboards were placed at the following locations:
1.
2.
3.
4.
5.
6.
Jalan Kuching
Jalan Sultan Ismail
Jalan Tun Razak
Jalan Mahameru
Jalan Syed Putra
Lebuhraya Persekutuan
C. OIC Today & WHF Street Buntings
An additional 300 OIC & WHF Streetside buntings were placed around KL a week
preceding WHF 2010.
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SUMMARY OF MEDIA COVERAGE
A.
Selection of Coverage – World Halal Forum 2010
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TOTAL PR VALUE FOR WHF 2010 CAMPAIGN
RM 14,995,849
16,000,000
14,000,000
12,000,000
RM
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
2006
2007
2008
2009
2010
Year
DATE
EVENT
PR VALUE (RM)
May – June
2010
GENERAL LEAD-UP COVERAGE
(Interviews, Press Releases, Etc)
4,196,072
20 April
2010
HALAL MALAYSIA WEEK PRESS CONFERENCE
(Print & Broadcast: Malaysia Only)
1,538,943
21-22 June
2010
WORLD HALAL FORUM 2010 MEDIA COVERAGE
8,980,897
21 June
2010
THE HALAL JOURNAL AWARDS 2010 MEDIA
COVERAGE
TOTAL PR VALUE
279,937
14,995,849
PR Value calculations are based solely on Malaysian coverage. The value does not
reflect international TV & Print coverage and online coverage.
SUMMARY OF MEDIA COVERAGE FOR WHF 2010
21 & 22 June
(Malaysia Only)
Total
Total
Total
Total
Number
Number
Number
Number
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of
of
of
of
Print Articles
TV Clips
Radio Clips
Online Articles
64
55
8
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STATE OF THE GLOBAL HALAL INDUSTRY – AN OVERVIEW
The rapidly changing global environment has added to the complexities of the Halal
industry. At the same time, Muslim consumers and others are taking more factors
into considerations before making purchasing decisions. It is known that factors such
as rising income levels, higher level of education and access to information,
increasing demand for convenient products as well as rising concerns on good
process values such as health, ethical and nutritional values, do have an impact on
purchase decision and behaviour. It should also be noted that religion and beliefs
(value sets) are becoming more important factors that influence consumers‟
purchase decisions and behaviours.
Emerging Interests
The Halal industry itself is quite unique in the sense that it is the largest industry
where religious values and beliefs are upheld during the entire production chain
process. As we enter the new decade of rapid globalisation and liberalisation, there
is an emerging interest towards Muslim consumers in almost every part of the world.
A worldwide published report by A.T. Kearney [2007] revealed the following:
“Since Muslims are the fastest growing consumer segment in the world, any
company that is not considering how to serve them is missing a significant
opportunity to affect both its top and bottom line growth. Although there are
political and social pitfalls to consider, the opportunities are so vast and far reaching
that they greatly outweigh the risks. With many of the world‟s consumer segments
reaching a saturation point, the Muslim consumer is fast becoming a new outlet to
build a base for future growth.”
Muslims in Europe
There is no reliable population data that categorises religious affiliation in European
countries because European governments generally do not collect ethnic and/or
religious statistics. While incomplete and disperse official statistics may be available,
these are often biased.
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The Halal Journal and WHF Secretariat has completed an extensive two-year
research assignment to determine a reasonable projection of Muslim population and
size of the Halal market based on the best proxies, comparison of various estimates,
and field research with the aim to develop the closest reliable projection. Based on
this research, the projected number of Muslims in the whole of Europe, EU-15, and
several major European countries is as shown in Table 1:
Table 1: Projection of Muslims in Europe & Selected Countries, 2005/2010
No.
Country
Muslim Population (‘000)
2005
2010
1
Total Europe
51,200
54,700
2
EU – 15 (Western/ Northern)
19,750
25,230
3
France
5,866
6,780
4
Germany
3,450
4,160
5
United Kingdom
1,720
2,180
6
The Netherlands
940
1,050
In Europe, the Muslim population is expected to reach 54.7 million in 2010, an
increase from 51.2 million in 2005. In most cases, these are migrants from Muslimmajority countries such as Turkey, parts of Asia, North Africa, as well as the other
African states. The Russian Federation has the largest Muslim population (about 22
million), followed by France, Germany, United Kingdom and The Netherlands in that
order. In EU-15 (Western/ Northern Europe) countries, the number of Muslims was
close to 20 million in 2005, projected to continue increasing to 25.23 million by
2010.
Although Muslims in Europe are often criticised for seeing themselves as a distinct
group, in reality they are far from this homogenous characteristic, especially after
taking into account dietary, lifestyle and other socio-economic backgrounds. The
Turkish Muslims, representing almost 70 per cent of Muslims in Europe, have little in
common with the predominantly Algerian and Moroccan Muslims in France who are
in turn very different with Asian and Suriname-origin Muslims in The Netherlands.
Despite these distinctions, some striking phenomena are observed: Muslims require
Halal food and will put in great effort to obtain it. Secondly, Muslims are fast being
integrated with the global economy.
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The Halal industry is an industry where the products are universal, and are not only
destined for Muslim consumers alone; making possible opportunities larger than the
1.83 billion Muslims in the world, as they only constitute one-fourth of the global
population. Although it is destined universally, the Halal industry has a singular
theological parameter that the products being manufactured must be permissible for
Muslim consumption, which means that they are not against Islamic principles and
values.
On the other side, the Halal market and industry is not a single market and industry;
it is beyond country boundaries and fragmented by many issues in various regions.
Therefore, having a real understanding of the industry itself, including the issues is
crucial to ensure efficient translation into a fundamentally strong and sustainably
growing industry for the benefit of all stakeholders involved, and especially for the
ummah as a whole.
Understanding Awareness Level Issues
The present Islamic resurgence and increasing complexities of international trade as
well as consumer markets have led to increasing awareness from consumers on the
contents, process, sources and values of products and services. Product research
conducted by the World Halal Forum secretariat in 2008/2009 found that the
awareness level is not only increasing but widening beyond meat and food products,
towards other sectors such as logistics, cosmetics, pharmaceuticals and animal feed.
Figure 1: Average Awareness Level
Meat & MeatBased
Processed
Food
Pharmaceuticals
Cosmetics &
Personal Care
While awareness level is increasing and widening, the concept of „Halal‟ or „What is
Halal‟ becomes polarised at the same time. Halal has become symbolic and culturesensitive while still being theologically defined. The meaning is also found to be
dynamic and heterogeneous, or socially constructed during a period of time.
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Geographical locations where Muslims live also influence and result in variations of
the Halal concept they adopt. What is acceptable to one ethnic or cultural group or a
country may not be acceptable to another ethnic group or country. At the same
time, Muslims all over the world agree that Shariah principles and values govern the
lives of every Muslim, and influence the trends and beliefs of every Muslim.
Halal Certifiers – Confidence and Awareness
Awareness level is currently focused on institutions issuing Halal certificate and Halal
label/ logo, with the exception of Malaysia, Indonesia, Brunei Darussalam and
Singapore where the Halal certificate issuer are the government or quasigovernment institution. In the Middle Eastern countries or many other Islamic
countries, consumers presume all foods are Halal and put the responsibility on
assurance to their governments.
In non-Muslim majority countries (for example countries in Europe or the Americas),
Halal certification is issued by private certifying bodies or Islamic Associations and
even Mosques. The secular state will not intervene in the Halal certification, or at
most only deal with Halal labelling regulations. Thus, consumers place their
confidence and awareness level on issuers that have positive characteristics such as
in-depth knowledge, range of activities, concerns on public/ Muslim welfare,
honesty/ transparency as well as competency to perform Halal certification-related
tasks such as inspection, auditing and supervision.
However, the issue of information availability has become important. Public
information on this matter is grossly asymmetric and rarely available, leaving
consumers to make their own judgements and often these are inaccurate. This has
to be addressed with an effective and implementable consensus of all stakeholders
within the industry, followed by readily available information.
Who are the Consumers?
It is important to note that Muslim consumers are also global consumers. With all
the characteristics of being global consumers, they also expect and demand that the
Halal products they purchase are „world-class‟. Consumers are beginning to demand
that products are sourced, produced, processed and distributed in a manner that is
safe for the environment, animal welfare-conscious, ecologically friendly and having
ethical producers and sellers who deal in fair trade and are socially responsible. This
trend exists in any market in the world, especially in the emerging and developed
countries.
Muslim consumers have become more outwardly religious in their attitude and
purchase decisions. It was found that the second and the third generations of
Muslims in Western countries (who typically were born in those Western countries)
have generally shown a higher awareness level on Halal and its related issues, than
their parents or the older generations (who were mainly born in their homelands).
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Market Development and Trends
Demographic Trends
Europe is facing unprecedented demographic changes that will impact society and
the economy. These changes have huge implications for the demand of goods and
services. Furthermore, a number of long-term trends are continuing and intensifying
– some will dramatically affect the way Europeans think, live, and shop. Once these
trends and related products are in motion, they cannot be stopped, irrespective of
origin.
Migration has become a key source of population growth in Europe without which
the European population (specifically EU member countries) would have already
begun to decline. Migrants tend to have higher fertility rates than the local
population, and hence, faster population growth. On the reverse, generally, the
European population is ageing. The population structure is changing as a
consequence of demographic trends. People are living longer and are healthier.
European Caucasians are getting married later or not at all resulting in the average
number of children per household to decline.
Lifestyle Changes
As demographic changes take place, important lifestyle changes that increasingly
impact the type of products and services people buy is developing. Lifestyle changes
include: adapting to a more flexible lifestyle; rising income and increased middle
class segments and more women at work, which translate into rising disposable
income within households and higher affordability of goods and services.
Time and Demand for Convenience
Increase in desire for convenience includes demand for ready-made meals and
convenient food. Time is important, particularly for younger people. People are
prepared to pay for products and services that will save time.
Values in the Halal Industry
One of the main principles of the Islamic Shariah is the removal of doubt,
particularly when it comes to business. Terms are made clear, transparent and fair
while agreements are witnessed. If the process by which the Halal industry obtains
proof of Shariah compliance is itself not transparent and free of conflict or vested
interest, then the actual foundations of the Halal industry itself are not stable. For
any industry to be able to grow on a sustainable basis, the fundamentals must be
strong, the rules and requirements should be openly published, easily accessible and
conducted fairly.
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The Quranic injunctions that give humanity the responsibility for the welfare of the
earth and everything on it have been more readily understood by non-Muslims. But
for the new generation of Muslims, exposed to Western ideas and values as well as
thinking process, mixed with a sincere desire to take on Islam in a way that is
genuinely transformative, these concerns plus Halal concept will merge into a
comprehensive fusion of „Halal Values‟.
Values in the Halal industry are not remote from the modern world. Halal is an allinclusive concept. It is universal and goes beyond religious obligation. The current
chain of process in the Halal industry is adapting to consumer interests and
consciousness, as consumers are taking into account external sets of values for what
they are willing to buy. Products that uphold values such as ecologically friendly,
fairly traded, ethical business and social responsibility through the entire operation
and respect for animal welfare are favourable.
This is also supported by the recent World Halal Forum Europe 2009 resolution from
November 2009, in The Hague, the Netherlands. Delegates agreed that:
1. The World Halal Forum recognises the importance of animal welfare in the
production of Halal food especially in the context of religious slaughter. The forum
has resolved that organisations and communities involved in Halal food production
should explore ways to reduce pain, distress and other welfare problems in the
sourcing and treatment of animals during rearing, transport and slaughter. The
World Halal Forum should collaborate with academic researchers and other experts
in investigating the welfare implication and acceptability of different practices
including pre-slaughter methods of restraint and applications to minimise pain and
distress at the time of slaughter.
2. Halal values and principles are in line with those of Fair Trade. The forum resolved
to work towards the integration of Halal with Fair Trade.
3. The forum resolved to work towards a European Halal Regulations and
Accreditation system, starting with a single country as a pilot project, with the
country proposed being the United Kingdom.
All players within the Halal industry must be aware that Halal is not only about the
product itself, but also about how the process is being conducted. It is a production
and process driven concept, and it was already in place since the time of Prophet
Muhammad (p.b.u.h).
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International Trade, Market Access and Emerging Issues
Halal products in reality are already close to becoming mainstream products,
catering to the diverse consumers (Muslims and non-Muslims) across countries in
the world.
Information dissemination for trade situation and figures of Halal products in the
world is arguably very hard to compile accurately. For instance, Halal products are
treated the same with non-Halal products in export-import coding by Custom
agencies across the world. It has the same Harmonised System coding (HS Code)
everywhere. Therefore, from only this basic fact, it is understandable that accurate
calculation and reporting of trade on Halal products is difficult.
Although accurate reporting of trade data of Halal products is relatively hard to
conduct accurately, estimation can be made after computing the Trade Proportion
Ratio (TPR). This can be done by dividing the trade (import) figure with total
demand (consumption) figure. Using this method, for example on the case of Halal
meat products, the estimated trade ratio is about 14.8 per cent in terms of volume.
As a comparative figure, for total global meat products (Halal and non-Halal); the
proportion rate is about 12.9 per cent if it is calculated in terms of volume (refer to
Figure 2).
Figure 2: Global Meat Consumption to Halal Meat Trade
1667.4 MT
214.5 MT
208.7 MT
30.8 MT
MT: Metric Tonne
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Issues on Trade and Market Access
While the trade of Halal products have arguably been expanding over the years,
there are several factors that inhibit the growth of trade of Halal products in the
world. The following issues are, inter alia, among the most important:
• High Proportion of Non-Traded Products. Non-traded products means
subsistence products or products intended for local consumption only. This category
is normally non-traded within the world trade scene;
• Lack/ Unavailability of Halal standards for production process. Out of the 57
OIC member countries, less than 10 countries have a Halal standard. Standards
provide a common international language for trade accepted by all, or if not, most of
the trading countries. Without a Halal standard, a unified common product
specification is hard to accept;
• No single accepted global standard. Different Halal standards exist in the
world and there are different interpretations on major issues, which inhibit trade. If
the matter cannot be resolved, Halal can be accused of being a trade barrier, or the
largest buyers will simply impose its own standard;
• Logistic problems. Halal represents the whole supply chain, which includes
logistic activities. However, not many producers realise the importance of this.
Hence, the issue can be either lack of the use of logistic services that are Halalcompliant, or there is no facility for Halal logistics, or if there is such facility, lack of
usage of such facility. An example is the Halal warehouse in Port of Rotterdam which
is largely left empty;
• Lack of mutual recognition amongst Halal certifiers. There are almost 200
Halal certifiers in the world, but very few mutually recognise each other. Individual
Halal certifiers believe their own process is the best. This has the potential to push
the main buyers, such as world-wide hypermarkets to develop and issue its own
version of Halal certification, and if enough major retailers do this it could make
existing Halal certifiers redundant almost overnight;
• Lack of government recognition. The Halal industry is an industry where
Islamic principles and values are attached to the „base‟ or primary industry, such as
food industry, meat industry, and so on. Countries that lack the strength in this
industrial base maybe reluctant to develop a Halal industry because there is the
misconception that Halal is only about meat and food products. For example in
Belgium where not a single cocoa tree is planted, does not mean the government
cannot initiate the development of the Halal chocolate industry. It is indeed already
well-known that Belgium is one of the best exporters of chocolate in the world;
hence the country has the potential to be the centre of Halal chocolate initiative,
such as the trading hub, and so on. In another example, where a country already
initiated a Halal development plan, the lack of coordination between various
government agencies, as well as weak public-private sector partnership hindered the
development potentials of the Halal industry in that country.
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• Role of Multinational Institutions. While World Bank, Islamic Development
Bank and some multinational agencies have already started looking into the
development potential of the Halal industry, it is still on a limited basis. For example,
coding of Halal products still do not exist which makes calculation of trade of Halal
products extremely difficult. This issue needs wider recognition and concerted efforts
by Islamic countries or by the OIC.
To sum up, we are witnessing the transformation to a new stage of Halal industry in
many parts of the world. Amalgamation of issues on awareness level, production
processes, Halal values, latest trends and developments within the industry and
market around the globe will converge and take this industry into a new paradigm.
One thing is certain, no single country is able to dominate and influence the whole
growth chart of this industry. It is indeed a result of our collective efforts,
understandings and actions that will lead the way forward. For all that we know and
understand the truth is that these affairs and issues belong to Allah SWT. It will
unfold by default according to His Power and His Will. The more we understand this
basic ideals, the greater our collective chance to achieve success in developing the
Halal industry around the globe.
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SUMMARY OF DELEGATE SURVEY RESULTS & ANALYSIS
Figure 1: Respondents by Industry Sector
Respondents by Industry Sector
Halal
certification
bodies/ Islamic
associations
10%
Media
3% Others
Individuals
7%
4%
Government/
Government
agencies
45%
Academia
14%
Manufacturers Manufacturers Non-Food
Food
7%
10%
As presented in the figure above, the majority of the respondents were either from
the government or government agencies sector, which is about 45 per cent of the
total respondents sampled. This is followed by respondents from the academic
sector with around 14 per cent representation. In addition, roughly 10 per cent were
from international and local Halal Certification Bodies or Islamic associations while
another 10 per cent were from the food manufacturing sector. The remaining
respondents were from non-food manufacturing sector, the media, individual
delegates, and others.
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Figure 2: Halal topics with the most interest
% of Respondents
Halal topics with the most interest
80
60
40
20
0
76
72
72
45
Status of the
Industry
Trade-related
Issues
Halal Certification Progress on Global
Halal Standards
The respondents were asked to give their views on the topic that is of most interest
to them in reference to the Halal industry. Out of the four topics listed, the topic that
the respondents have most interest in is on “Halal Certification” with approximately
76 per cent agreement. This is followed by “Status of the Industry” and “Progress on
Global Halal Standards”, both with about 72 per cent. About 45 per cent of total
respondents picked the topic of “Trade-related Issues”.
Figure 3: Halal awareness level by sector
Halal awareness levels by sector
Islamic Finance
24.1
24.1
Halal Logistics
62
Food Ingredients
27.6
31
Cosmetics and Personal Care
68.9
Pharmaceuticals
58.6
Processed Foods
24.1
31
Meat and Meat-Based 10.3 13.8
0
20
48.2
34.5
34.4
24.1
37.9
41.3
3.4
6.8
3.4
75.9
40
60
80
% of Respondents
Low Medium High
100
120
Based on the chart above, the levels of Halal awareness as rated by the respondents
differ between sectors. Not surprisingly, the food and ingredients sectors have the
highest levels of awareness with the Meat and Meat-based sector at the top with
roughly 76 per cent. This is followed by Processed Foods sector with about 41 per
cent, and Food Ingredients sector with nearly 35 per cent. The sector with the
lowest level of awareness is the Cosmetics and Personal Care sector with about 69
per cent. Halal Logistics sector and Pharmaceuticals sector were also viewed to have
low levels of awareness, with around 62 per cent and 57 per cent agreement
respectively.
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Figure 4: Top priority growth initiatives by respondents
% of Respondents
Top priority growth initiatives
90
80
70
60
50
40
30
20
10
0
79.3
55.2
51.7
48.3
27.6
Improving Production
Processes towards
Halal Compliance
Improving Cost
Competitiveness
Having a Halal
Strong Networking New Market Entry
System/ Halal
and Partnership with and Export Market
Standard Manual/ Other Halal Industry
Access
Internal or External
Players
Halal Advisory Board
As can be seen above, the respondents have rated the growth initiatives relevant to
their organisations. The highest rated is “Strong Networking and Partnership with
Other Halal Industry Players” where nearly 80 per cent of respondents perceived it
to be the most important. Below that is “Improving Production Processes towards
Halal Compliance” with about 55 per cent, “Having a Halal System/ Halal Standard
Manual/ Internal or External Halal Advisory Board” garnering almost 52 per cent,
“New Market Entry and Export Market Access” with 48 per cent and “Improving Cost
Competitiveness” with nearly 28 per cent.
Figure 5: Obstacles in expanding Halal business
Though scores of companies are interested in expanding their current Halal
businesses, there are many obstacles that hinder them from being involved in the
industry further. As rated by the respondents, the top four hurdles are the
“Regulatory Situation in Both Domestic and International Markets” with nearly 45 per
cent of respondents agreeing, “Shortage of Skilled Workers with Good Knowledge on
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Halal” with about 38 per cent, as well as “Lack of Government and Industry
Programmes” and “Lack of Comprehensive Information on Halal Industry and
Markets” that were equally ranked with nearly 35 per cent of respondent agreement
respectively.
Figure 6: Most important strengths in export markets
The respondents ranked their views on the most important strengths to have to
being successful in export markets. The highest ranked is “Product Quality”, by
almost 83 per cent of the respondents. The second most important strength is “Food
Safety” with about 55 per cent and third is “Regulatory Control and Assurance
Systems” with roughly 48 per cent. “Brand Recognition” is ranked fourth with about
38 per cent, while “Product Traceability” and “Price Competitiveness” had 34.5 per
cent respectively.
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Figure 7: Who should address these issues?
The respondents were asked to identify the organisation that should address the
issues faced by the industry. The majority of the respondents feel that the industry
and government should work together to resolve the issues such as “Facilitation of
Collaborative Organisation and Association Networks”, “Development of Technical
Expertise and Regulatory Information in Export Markets”, “Development and
Coordination of Standards, and Regulation Management Systems”, and “Coaching
and Mentoring of Industry Participants in Business Growth Process Development (i.e.
business planning, demand opportunity commercialisation, developing a culture of
innovation)”. At the same time, the government should also focus on: “Negotiation
for the Removal of Trade Barriers to Export Markets”, “Facilitating Access to Capital
and Funding for Business Growth Initiatives”, “Development of World-class Research
Facilities”, and “Development of World-class Education Programmes”.
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WORLD HALAL FORUM EUROPE 2010
The World Halal Forum will once again be heading to Europe,
tentatively scheduled for November 2010 in London.
For sponsorship opportunities and delegate information, please
contact
info@worldhalalforum.org
or
visit
www.worldhalalforum.org.
WORLD HALAL FORUM 2011
WHF 2011 will be held again at the world-class facilities of
the Kuala Lumpur Convention Centre, on the 4 & 5 April
2011.
Issues of trade & market access will be discussed alongside
presentation of the remaining modules of the Global Halal
Standards by IHI Alliance. The Global Halal Standards will
have a major impact on the Halal industry; we are expecting exciting updates on the
development of these standards.
Malaysia Truly Asia welcomes delegates with world-class accommodation, shopping,
and spouse programme. For more information, visit www.worldhalalforum.org.
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ABOUT THE ORGANISER - KASEHDIA
KasehDia Sdn Bhd was formed in 1999 as a niche communications and consulting
company with a strong commitment in promoting Universal Islamic values and good
values in a contemporary manner throughout the world. We do this through our
mélange of strategic programmes that serve to both disseminate and retrieve
information through our events, communications and research arms. We have a
strong forte in publications, events, branding and consultancy, and now in filmmaking.
KasehDia is most noted as a gravitational force within the global Halal industry. The
systematic gathering of data and intelligence on the global Halal market covering
thousands of Halal restaurants, certification agencies, governments and industries
since 2002 has made the company a beacon of knowledge to industry players,
politicians, governments and scholars alike.
Our inspired, inventive universal ideas are all-inclusive and have the ability to
transcend economic, cultural, socio-political, ethnic and religious borders, and shape
international agendas. KasehDia takes immense pride in creating some of the world‟s
firsts in the Halal industry: The World Halal Forum, The Halal Journal and the Halal
Food Guide series that are not just company flagships, but also the nation‟s. With
these brands, the Company continues to push the frontiers of knowledge within the
Halal sector.
KasehDia Consultancy was involved in the drafting of the Halal Chapter of Malaysia‟s
3rd Industrial Master Plan after being appointed as consultant by the Ministry of
International Trade and Industry in 2006. We also developed the initial framework of
the Halal Industry Development Corporation for the Malaysian Prime Minister‟s
Office.
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AT THE HELM
Jumaatun Azmi is the founder and Managing
Director of KasehDia Sdn Bhd. Under
Jumaatun‟s visionary leadership, the company
has created world renowned events and
publications and consulted the government on
various Halal matters. Jumaatun is the Editor
of The Halal Journal, a trade publication on
the Halal industry currently distributed in over
35 countries.
She also founded the award winning Halal
Food Guide series, which to date has covered
eight
countries.
Jumaatun‟s
other
accomplishments in the Halal industry include
the creation of The World Halal Forum, Halal
Journal TV, The Halal Journal Award, Halal
Restaurant Awards, and The Halal Journal
Workshop Series.
Due to her prolific efforts in fortifying this
fragmented industry and for spearheading a
unique approach to creative communications,
Jumaatun, together with the company have been applauded in both the local and
international media including Forbes, Guardian UK, The New York Times, Asia Wall
Street Journal, International Herald Tribune, Time Magazine and The Economist to
name a few. She holds a degree in communication (Honours) from the University of
Hartford, Connecticut, USA.
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THE HALAL JOURNAL
The Halal Journal is a bi – monthly magazine which covers topics related to the
Halal and Muslim markets worldwide including manufacturing, trade negotiations
and Islamic finance, circulated in over 57 countries.
The Halal Journal is read by: international leaders, stakeholders, NGOs, policymakers, consumers and corporations. The Halal Journal is the first and only
publication that notes and reports all the trends and news within the Halal industry
in its entirety.
The Halal Journal is the leading international media brand in the Halal market, which
covers the following key topics:




Lifestyle
Travel & Tourism
Entertainment
Arts & Culture
Dining
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




Trends
International agendas
Halal educational
programmes
Recent developments
Facts and findings
Ideas and discussions






Business
Insights
Entrepreneurial ventures
New markets
Up-to-date information
Industry leaders
Latest developments
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THE HALAL GUIDES
Introduced in 2003, KasehDia‟s Halal Food Guide Series (Kuala Lumpur – English &
Arabic, Dubai, Singapore, London, Thailand, Australia, Canada, New Zealand and
Halal Drinks) were the first of its kind in the world, winning “Best Guide in the
World” at the prestigious Gourmand World Cookbook Awards.
The Halal Food: Kuala Lumpur 2007/08 guide reviewed over 100 restaurants, cafés
and outlets with Halal fare. The Kuala Lumpur 2010/11 edition reviewed over 130
restaurants, cafés and outlets with Halal fare that are Muslim-friendly, offering
exclusive discounts to readers with a special mention of establishments‟ signature
dishes.
Famous for their delicious seafood, we found countless
wonderful restaurants and cafés ranging from little kebab
shops to a Spanish Tapas bar.
Halal Food Australia showcases some of the best Halal
eateries Australia has to offer. The guide is organised by
areas with six main chapters, namely Adelaide, Brisbane,
Gold Coast, Melbourne, Perth and Sydney.
“Making a bid to become the Muslim world‟s leading proponents of Halal Food …. the
guides will certainly improve the range of dining options available” – Asian Wall
Street Journal
“Muslim travellers need not play the guessing game anymore when it comes to
finding Halal food in a foreign country” – The Star Metro, Kuala Lumpur
“This directory is highly comprehensive and is definitely value for money!” – The
Star Special
“A guidebook dedicated to travelling students, businessmen, tourists and Muslims
everywhere” – Bernama Press, Kuala Lumpur
“A 148-page user-friendly guidebook that is small and practical to carry around” –
New Straits Times, Malaysia
“Best Guides in the World” - Winner at the prestigious Gourmand World
Cookbook Awards
“….the world‟s best series of Halal food restaurant guides.” – The Asian Wall
Street Journal
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RESEARCH AND CONSULTING DIVISION
KasehDia is notable for its global Halal framework. Since 2002, the company has
systematically gathered data and intelligence on the worldwide Halal market
covering thousands of Halal restaurants, certification agencies, and government and
industry sectors.
KasehDia‟s Research and Consultancy Division was created to assist organisations
based on its experience and market intelligence which it has gathered over the
years.
KasehDia‟s Research and Consultancy assignments completed to date:
Client
Services provided
Asian Productivity Organization
(APO) Japan
KasehDia‟s expertise was approached to provide resource
and information to assist in this World Bank Global
Development Initiative. The project entailed E-learning on
exporting Agribusiness products to global market.
Texchem Berhad & Sushi Kin
Sdn Bhd
KasehDia was appointed as the lead consultant to research
“Consumer perception and purchasing behaviour for various
Japanese foods and restaurants”. The objective of this
engagement was to ascertain the importance of Halal
certification within the Japanese food industry in Malaysia.
This research covers a „Market Survey‟ for 500 respondents,
which was conducted in Peninsular Malaysia.
KasehDia conducted a study on the “Development of
Halal Industry Development
Corporation (HDC)
Knowledge-Based Information for Halal Products in the
Global Market”. The project included market survey
(interview and other methods) to stratified consumers and
industry players in 3 regions/ 8 countries, with a total of
4,000 respondents across these countries.
Rabobank, The Netherlands
KasehDia was involved in a collaborative effort with
Rabobank Strategic Research & Advisory Team to produce a
“Map for International Trade in Halal Meat Products”.
Malaysian Palm Oil Corporation
(MPOC)
KasehDia was assigned to conduct an analysis on the
Indonesian
Palm
Oil
industry
and
assess
the
competitiveness of Malaysian exports of palm oil products.
Autonomous Region of Muslim
Mindanao (ARMM), Philippines
KasehDia assumed the advisory role in the setting up of
agribusiness and Halal food industrial development in the
Autonomous Region of Muslim Mindanao, Philippines.
Commerce Asset Venture,
CIMB Group
KasehDia provided market intelligence and conducted
supply chain analysis for a study on “Mapping and Supply
Chain Analysis for High Margin Agri-Food Products in
Malaysia and ASEAN countries”.
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ANOTHER REPORT
BY THE WORLD HALAL FORUM SECRETARIAT
KasehDia Sdn Bhd
(492275-W)
31-2, Jalan 22A/70A
Desa Sri Hartamas
50480 Kuala Lumpur
Malaysia
Tel: +603 6203 1025
Fax: +603 6203 4072
www.kasehdia.com www.halaljournal.com www.worldhalalforum.org
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WHF 2010 Post Event Report

Transcription

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