World Halal Forum 2007
World Halal Forum 2007 Report & Summary Semi Annual
Prepared by: KasehDia Sdn Bhd, 31-2, Plaza Crystalville, Jalan 22a/70a, Desa Sri Hartamas, 50480 Kuala Lumpur T: 03 6203 1025 F: 03 6203 4072 E: info@kasehdia.com W: www.kasehdia.com
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Table of Contents Background to the World Halal Forum
3
Organisers & Particpating Companies
4
VVIP Guests and Attendees
5
Speakers and Panelists
6,7
Delegates
8,9
The Prime Minister’s Opening Keynote Address
10,11
World Halal Forum Chairman’s Opening Speech
12,13
World Halal Forum Gala Dinner
14,15,16
Halal Journal Award Winners
17
Delegate Survey and Results
18,19,20
Media, Advertising & PR The World Halal Forum Charter
21 - 24
25
The World Halal Forum and The IMP3
26
Conclusions, Closing Speech and Thanks
27,28
Disclaimer
29
World Halal Forum 2007 - Report & Summary
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History of the World Halal Forum
The idea and concept for The World Halal Forum was born from KasehDia’s direct involvement and interaction with the players in the Halal market arena. Since 2004, it has becoming increasingly clear that the stakeholders in the Halal market - the producers, processors, manufacturers, logistics providers, retailers and others - actually constitute an industry in their own right; a diverse, complex, yet integrated industry with global reach. The Halal industry intersects and shares common ground with many other industry sectors, and yet it has a unique set of issues and concerns that are specific to the Halal market. It became evident that there was a need for a dedicated Halal industry forum that would enable the stakeholders in the Halal market to gather on a regular basis. The Halal market is evolving at a rapid pace, and because of its global extent, the rate and nature of this evolution differs considerable from one country to the next, and from one industry sector to the next. Much of the impetus for the development of the Halal industry comes from shifts of awareness and perception; consequently, many of these developments are happening at a rapid pace, and entirely new industry sectors, such as in the field of logistics and security, are emerging almost overnight. Consequently, KasehDia’s decision to stage the World Halal Forum as an industry-specific focal point came at precisely the time it was needed. Response from all quarters - governments, industry players both large and small, NGOs, certification agencies, academics - and from all corners of the world confirmed our assessment.
The Halal industry has come of age
World Halal Forum 2007 - Report & Summary
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Sponsors and Organisors World Halal Forum 2007 Organisation & Secretariat, Event Management & Coordination:
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Host Halal Industry Development Corporation Sponsors Platinum Sponsor:
CIMB Islamic
Gold Sponsors:
Westports Malaysia Sdn Bhd Northport (Malaysia) Berhad Allanasons Limited
Silver Sponsors:
Prima Agri Products Sdn Bhd MISC Integrated Logistics Sdn Bhd Limkokwing University NestlĂŠ Malaysia Berhad Ayamas
Event Sponsors:
Intertek Microlink Systems Sdn Bhd SICPA Holding SA Royal Selangor Dindings Poultry Processing Sdn Bhd Darabif Sdn Bhd Aron Halal Products Sdn Bhd Lembaga Tabung Haji Chemical Company of Malaysia Berhad
Supported By Other Organisations
Tourism Malaysia Visit Malaysia Year Department of Standards (DSM) MATRADE via MIHAS (Partner Event)
Asia Public Relations Consultants Sdn Bhd Indalucia Travel Sdn Bhd KLCC Convention Centre, Kuala Lumpur Smart Reg System Sdn Bhd
Public Relations & Media Secretariat: Official Travel Agency: Venue: On site Registration:
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VVIP Guests and Attendees at the World Halal Forum 2007 The World Halal Forum is a premier global event that is recognized by many to be a significant and important gathering of key leaders and participants of the Halal industry, for the purpose of moving the industry forward and strengthening it. This was reflected in the VVIP attendance during the two-day Forum, including the presence of His Majesty The King and The Queen of Malaysia at the Gala Dinner, and the presence of the Malaysian Prime Minister at the Opening Ceremony. The Minister of International Trade and Industry officiated the launch of the World Halal Forum 2007 on January 22, 2007. Below is the list of VVIP guests and attendees at the 2007 World Halal Forum.
Seri Paduka Baginda Yang Di-Pertuan Agong Al-Wathiqu Billah Tuanku Mizan Zainal Abidin Ibni Al-Marhum Sultan Mahmud Al-Muktafi Billah Shah (His Majesty The King of Malaysia) Seri Paduka Baginda Raja Permaisuri Agong Tuanku Nur Zahirah (Her Majesty The Queen of Malaysia) Yang Amat Berhormat (The Right Honourable) Dato’ Seri Abdullah Ahmad Badawi, Prime Minister of Malaysia Yang Berhormat (The Honourable) Dato’ Seri Rafidah Aziz, Minister of International Trade and Industry Yang Berhormat (The Honourable) Tan Sri Dato’ Haji Muhyiddin bin Haji Mohd Yassin, Minister of Agriculture and Agro-Based Industry Yang Berhormat (The Honourable) Senator Dato Sri Mohd Effendi bin Norwawi, Minister in the Prime Minister’s Department Yang Berhormat Datuk Zainuddin bin Maidin, Minister of Information His Excellency Mr Sawanit Kongsiri, Deputy Minister of Foreign Affairs, Thailand His Excellency, Mr Khalid Darwish Syeikh, Assistant Minister of the Royal Court, Sultanate of Oman
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Speakers & Panelists The primary objective in choosing the speakers and panelists for the second World Halal Forum was to demonstrate the overall strength and power of the Halal industry, as well as the ‘farm-tofork-to-finance’ nature of the market. Thus, we focused on the roles played by multinational companies in the Halal sector, covering every aspect of the value chain. In addition, the presence of the Malaysian Prime Minister to deliver the keynote address confirmed Malaysia’s commitment to its Halal Hub project, and allowed him to introduce concrete measures that have been implemented since the first World Halal Forum, as well as plans for the coming years. The presentations were divided into five sessions, four of which covered a key sub-sector within the Halal industry, namely, and the last reserved for an open forum discussion session: • Manufacturing • Standards And Science • Halal Synergies And Platforms • Halal and the Muslim World • Questions and Resolutions
Monday, May 7, 2007 - Day One:
Opening Ceremony:
YAB Dato’ Seri Abdullah Ahmad Badawi, Prime Minister of Malaysia - Keynote Address Khairy Jamaluddin, WHF Chairman – Speech
Speakers:
Dr Jochen Zoller, President, Food Services Division, Intertek PLC UK Tan Sri Dr Yusof Basiron, CEO, Malaysian Palm Oil Council Othman Mohd Yusoff, Chairman, Halal Committee, Nestlé Malaysia Berhad Dr Habib M’Nasria, Director of Quality Control, McDonalds International Jon Hayes, Chairman of the Halal Committee, AMIC Australia Dr Abd-El Aziem Farouk Gad, Associate Professor, International Islamic University, Malaysia
Panelists:
Dato’ Dr Mohd Hashim Tajudin, Group Managing Director, Chemical Company of Malaysia Berhad Dr Winai Dahlan, Director, Halal Science Centre, Bangkok, Thailand Mariam Abdul Latif, Director, Halal Integrity, Halal Industry Development Corporation Alain Marchand, Chairman, SICPA Halaltrace, Switzerland
Moderators:
Nordin Abdullah, Executive Director, KasehDia Sdn Bhd Darhim Dali Hashim, Director, Capacity Building, Halal Industry Development Corporation
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Tuesday, May 8, 2007 - Day Two:
Speakers:
Jumaatun Azmi, Managing Director, KasehDia Sdn Bhd, Founder of the World Halal Forum Badlisyah Abdul Ghani, CEO, CIMB Islamic Hassan Rimawi, Chief Technical Officer, Al Islami Foods, Dubai Yavuz Mollasalihoglu, Director-General of Standardisation, Undersecretary for Foreign Trade, Turkey Tan Sri Muhammad Ali Hashim, CEO, Johor Corporation Irfan Sungkar, Director, Global Halal Food Advisory Marco Tieman, Director, MDS Logistics
Panelists:
Ikebal Patel, President, Australian Federation of Islamic Councils Ahmad Adam, CEO, Crescent Foods, Chicago Falah Alizzi, Category Manager, Zabiha Halal, Maple Lodge Farms, Canada Dato’ Paduka Haji Mohd Hamid Haji Mohd Jaafar, Permanent Secretary, Ministry of Industry and Primary Resources, Brunei Ziad El-Aloul, UK Manager, Tahira Foods Ltd Muhamad Sadek, Chairman, Islamic Food Council of Europe
Moderators:
Khairy Jamaluddin, World Halal Forum Chairman Darhim Dali Hashim, Director, Capacity Building, Halal Industry Development Corporation Nordin Abdullah, Executive Director, KasehDia Sdn Bhd
World Halal Forum 2007 - Report & Summary
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Delegates The delegates attending the World Halal Forum 2007 were drawn from over 30 countries from around the world. This broad cross-section of international delegates gave the meeting a truly international feel, and thereby achieved the aim of making the WHF a truly global event. Given that this was the inaugural WHF gathering, it was to be expected that the majority of the delegates were from Malaysia (78%). It is also significant to note that 70% of the attending delegates were from the business sector, and that of those, approximately 75% came from upper and middle management sectors. This indicates that the World Halal Forum achieved the goal of being the foremost arena for the decision makers in the global Halal industry.
Table 1 # 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 31 32 33 34 35 36 37
Delegates/Country of Origin Delegate Country Argentina Australia Belgium Bosnia and Herzegovina Brazil Brunei Canada China Ghana India Indonesia Italy Jordan Kazakhstan Malawi Malaysia Netherlands New Zealand Niger Nigeria Philippines Poland Qatar Saudi Arabia Singapore South Africa Spain Sri Lanka Switzerland Syria Taiwan Thailand Turkey United Arab Emirates United Kingdom United States Yemen Total
Number 3 15 4 2 2 33 4 20 1 2 2 1 1 2 1 396 2 3 1 4 16 1 1 2 10 2 2 1 1 2 1 31 20 8 1 9 2 609
% 0.49 2.46 0.66 0.33 0.33 5.42 0.66 3.28 0.16 0.33 0.33 0.16 0.16 0.33 0.16 65.02 0.33 0.49 0.16 0.66 2.63 0.16 0.16 0.33 1.64 0.33 0.33 0.16 0.16 0.33 0.16 5.09 3.28 1.31 0.16 1.48 0.00 100%
Total WHF 2007 Attendance Registered Delegates
609
Additional Gala Dinner Guests 150
World Halal Forum 2007 - Report & Summary
Additional Media
155
Total
914
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Prime Minister’s Opening Speech - Day One the World Halal Forum 2007 Below are key extracts from Yang Amat Berhormat (The Right Honourable) Dato’ Seri Abdullah bin Haji Ahmad Badawi’s keynote address on the morning of Monday 7 May 2007. I am pleased to be here today to personally welcome all the delegates and participants of the World Halal Forum 2007. This is an important gathering to discuss and share ideas on how to push the Halal agenda further forward. As such, the theme of this year’s World Halal Forum – “Harmonising The Global Halal Market” – is both relevant and significant. I understand that the World Halal Forum Secretariat also organised various World Halal Forum Industry Dialogues around the globe last year, with the aim of enhancing understanding and raising awareness of the issues facing the Halal industry in the different markets worldwide. I wish to congratulate the World Halal Forum, the Halal Industry Development Corporation (HDC), as well as Kasehdia for their continuous efforts in promoting the Halal industry globally. I wish to underline the Malaysian government’s commitment to developing the Halal industry, both at the domestic as well as at the global level. Indeed, Malaysia continues to be open and keen to work with other countries in advancing the global Halal industry, not only in terms of breadth and size, but also in terms of scale and sophistication. Towards this end, the World Halal Forum and its programmes can provide an effective platform due to its focused agenda and wide ranging reach. I am pleased to say that the World Halal Forum, together with its partner event the Malaysian International Halal Showcase (MIHAS), have been included in Malaysia’s 15 year Industrial Master Plan as annual events to boost the development of the Halal sector. In this regard, I am pleased to note that last year’s World Halal Forum produced a number of tangible follow-through programmes and initiatives. Following the resolutions at the World Halal Forum 2006, I am made to understand that a body has been formed to drive the collective endeavours towards harmonisation. This body is the International Halal integrity Alliance or IHI Alliance. It is a non-governmental, non-national and non-profit organisation that will become the body that represents the various stakeholders in the global Halal industry; and as such, provide a common platform for all efforts to strengthen the industry further. Those who attended the World Halal Forum last year would remember that I announced the roles and responsibilities of a new leading body for this industry, called the Halal Industry Development Corporation, or HDC. I am pleased to report to you that the HDC is now building up its caWorld Halal Forum 2007 - Report & Summary
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pabilities and is currently rolling out its programmes to further develop the Halal industry. It is our collective responsibility to ensure that Halal integrity is maintained and remains in line with changes in the industry. In this regard, there needs to be a “musyawarah” or meeting of minds among Islamic jurists, scientists and business leaders on how to further develop the global Halal industry. It is only through increased acquisition of knowledge that this will happen. If not, we will run the risk of being left behind and miss out on the lucrative potential offered by the Halal sector. I am pleased to note that the HDC is planning to sign several memoranda of understanding and agreements with several parties towards the advancement of the Halal agenda. I would like to highlight such initiatives, not only to showcase the progress of HDC but also to note the various innovative ways that can be exploited and utilised to move forward in the Halal sector. We must broaden the horizon of Halal to go beyond just food related products and services. There also needs to be a mindset change in order to exploit the business and commercial potential of Halal in order to maximise the delivery of socioeconomic benefit to the people. The vast business and commercial potential of the Halal sector is beyond doubt, with a captive market of 1.6 billion Muslims and an estimated market size of more than 600 billion u.s. dollars. In this regard, I would like to call on the leading Muslim nations in particular to increase their investments into the Halal sector. The Halal sector not only offers lucrative and tangible returns, but is also a duty (fardhu kifayah) for Muslims. The Malaysian government will continue to support the development of the Halal industry through the development of infrastructure and programmes, including the establishment of dedicated Halal industrial zones that will form production centres to tap into the growth of the global Halal market. Both local and international investors are welcome to take advantage of the various programmes, initiatives and infrastructure development currently offered in Malaysia. We will likewise support Halal development programmes and projects in the other countries, as we work together towards developing the Halal industry worldwide. Indeed, the concept of Halal was designed to be global, whereby the Quran explicitly mentioned “oh mankind, eat what is Halal and thayyib”. Halal is for all, Muslims and non-Muslims alike. It is therefore obligatory for Muslims to make Halal products and services available to all of humankind, thus making Halal a global business. We are fortunate in that Halal is already an inherent brand with a large captive market. As Muslims, it is our duty to enhance and further promote Halal to become a premium brand, one that is associated with quality, safety and good health. In light of this, Malaysia remains committed to becoming a significant player in the global Halal market and ultimately, to become a world Halal hub.
(end)
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World Halal Forum Chairman’s Opening Speech World Halal Forum 2007 Key extracts from Mr. Khairy Jamaluddin’s opening speech of May 7, 2007. Alhamdulillah. Praise be to Allah, the most gracious, the most merciful, that once again we are gathered in Kuala Lumpur for the World Halal Forum. For the organizers and convenors of this conference, we feel that our efforts in bringing together Halal industry players with the objective of expanding the Halal market and creating increased awareness about the growing demand for Halal food and products is part of our ibadah or religious obligation. We have been moved by the sheer potential of the market, encapsulated in figures and estimates that are now familiar to all of us in the industry. A global Muslim population of more than 1.6 billion people. The fastest growing religion in the world. Existing Halal food sales that some have said already in excess of USD500 billion annually. We have been driven into action by the simple fact that as Muslims, we must capture the tremendous opportunities that the Halal industry presents us with. When we lament the relatively low level of trade and investments between Muslim countries, Halal represents a tangible sector in which we can increase cross-border economic activity. When we search often in futility for industries in which Muslims have a competitive advantage, Halal, along with Islamic banking and finance, stands out as obvious examples. But for the longest time, apart from the theological imperatives that bind Muslims to Halal products, we have largely played the role of consumers and not producers. We have looked for markets to satisfy our need to meet our religious obligation to eat Halal food, but we never really looked to create markets to also meet our religious obligation of spreading commerce and investment, especially in transactions that are compliant with the teachings of Islam. But by no means does this motivation of expanding the Halal market for Muslim producers and consumers mean that the World Halal Forum views the industry as one that is closed to nonMuslims. We believe in the principle of free and fair trade, and are strong proponents of developing Halal markets all over the world – in Muslim majority and non-Muslim majority countries, among Muslim and non-Muslim producers and consumers. We envision Halal products to be available not just for Muslims by Muslims, but for it to come to represent the highest quality, standards and sanitation for everyone. Apart from allowing Muslims to eat what is lawful, we want food products in this market to set the benchmark in safety and quality. The Quran enjoins Muslims to eat not just what is Halal but also what is thayyib – not just what is lawful or permissible but what is wholesome. It is therefore both a religious imperative as well as sheer commercial logic for the Halal industry to present itself as a premium standard.
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Halal must come to represent a valueadded product. The farm to fork guarantee of a product’s Halal integrity – that it has not only been slaughtered in the proper manner but that everything else from the feed for the animal to the processing of the meat and the transport of the final product is compliant with Halal standards – will hopefully one day be accepted by global consumers as a seal of the very highest quality. Consumers have paid premium price for what they believe is fair and moral. Fair trade coffee beans, organic food items, free range chicken, environmentally friendly hybrid cars, cosmetic products that are against animal testing. In the same manner, I believe, Halal provides consumers with a healthy, safe and moral choice. But before we get to the endpoint of Halal as a gold standard for consumers, we must develop the Halal industry by bringing together best practices from all over the world and this is what the World Halal Forum is about. Our goal, in our second year, is to build on the success of last year, and to go further, to drill down into the issues that affect our industry. We can, I believe, all recognize that the Halal industry is poised on the brink of a tremendous expansion. One of the key tangible achievements of last year’s Forum was the setting up of the International Halal Integrity Alliance. We want the Alliance to emerge as a global, non-governmental body that can assist in building consensus on a future global Halal standard. The Alliance was never envisioned to take over the role of certification that is currently being undertaken by many of you. The idea of the Alliance is to forge collaboration so that there can be a harmonization of standards and a concerted effort among industry players and religious authorities to jointly promote the Halal concept both theologically as well as commercially. We will continue with our efforts to bring the World Halal Forum to other parts of the world through our regional industry dialogues. But at the same time we are proud that the annual summit is hosted and closely associated with Malaysia. The Forum has been inspired by Malaysia’s development as a modern and dynamic Muslim-majority country with a multi-ethnic and multireligious population. I hope that the World Halal Forum will live up to the Prime Minister’s expectations of Islam as a force for success in the modern world. Insya’Allah. I would like to take this opportunity to thank all those who have supported the World Halal Forum especially our sponsors led by CIMB Islamic. The success of last year’s Forum has seen an overwhelming number of corporate partners working together with the WHF secretariat to make this year’s conference bigger and better. I am proud to announce that the World Halal Forum 2007 has registered almost 900 participants from over 30 countries, far exceeding the organizer’s expectations. We hope that you will find this year’s event an important step forward in the development of the global Halal industry. The opportunities are clear. The potential is boundless. It is now time for us to make things happen. (end) World Halal Forum 2007 - Report & Summary
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The World Halal Forum Gala Dinner and The Halal Journal Awards The first day of the World Halal Forum 2007 was capped by the glittering Gala Dinner, attended by His Majesty The King, and Her Majesty The Queen, of Malaysia. The dinner was made more special by the presentation of the Halal Journal Awards, an industry-wide act of unbiased recognition for those groups, companies or individuals who have pioneered ideas, actions and products that have had far-reaching benefits for all. Below is a pictorial summary of the evening, which saw more than 900 guests, including Ambassadors, Ministers and heads of companies, in attendance.
World Halal Forum 2007 - Report & Summary
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World Halal Forum 2007 - Report & Summary
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The Halal Journal Awards Winners AWARD
Recipient:
Best Halal Product Best Creative Marketing Campaign Best Islamic Financial Service or Product
Crescent Foods Inc (USA) Maple Lodge Farms Zabiha Halal International Centre of Education in Islamic Finance (INCEIF) Nestle Malaysia Berhad Tabung Haji Travel & Services Sdn Bhd MISC Integrated Logistics Sdn Bhd The Islamic Food & Nutrition Council of Amercia (IFANCA) Novel Molecular Kit For the Detection of Slaughtered or Killed Meat Associate Professor Dr Abd-El Aziem Farouk Gad, IIUM Dato’ Haji Mustafa Abdul Rahman, Director-General of JAKIM
Best Corporate Social Responsibility Travel & Hospitality Best Halal Related Service Provider
Best Innovation In The Halal Industry
Outstanding Personal Achievement
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Delegates Survey and Results A survey, designed to obtain comprehensive feedback and viewpoints from the Forum participants, was distributed to delegates during the Forum to highlight key issues and concerns. A selection of the results is posted below. For more information and full details, please contact info@worldHalalforum.org The first chart shows a breakdown of the industry sectors that survey respondents belong to. The single biggest group of respondents were from the government sector (37%) followed by agrobased companies at 19%.
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Survey Results Continued
World Halal Forum 2007 - Report & Summary
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Survey Results Continued
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Media From the outset, we recognised the importance of getting effective media coverage for the World Halal Forum, and consequently, every effort was made to ensure that the media attended in large numbers and were very well catered for. The members of the media had their own dedicated registration area and workspace with online PCs, and an area permanently set up for press events. Well-attended press conferences were held after the opening session and after several significant sessions, and the resulting media coverage for the sponsors, speakers and the event generally was exceptionally good. Overall media coverage has been valued at
RM4,423,931.74 (this figure represents Malaysia media
alone). .
Promotional Activities A variety of promotional activities were undertaken in addition to the Media Launch and the Official Launch. Special media events were undertaken by the WHF Chairman, Khairy Jamaluddin, such as the Sponsors’ Brunch and the Editors’ Luncheon, which generated effective media coverage for all parties concerned. In addition, overseas promotional trips were undertaken by WHF Secretariat members to Indonesia, Singapore, Australia and Dubai to generate international interest in the World Halal Forum.
Advertising Print Advertising The following World Halal Forum advertisements were printed on the following dates in the following media:
The Star – quarter page black and white advertisements
March 9, 10, 12, April 25, 27, 30, May 3
Total Value: RM32,800.00
New Straits Times – quarter page black and white advertisements
March 9, 12
Total Value: RM5848.00
The Edge – quarter page black and white advertisements
March 19, 26
Total Value: RM5880.00
Newsweek Asia – quarter page colour advertisements
March 19, 26
Total Value: RM12,600.00
The Halal Journal – Double page colour All the ads were featured in 5 (five) biadvertisements monthly issues between July 2006 and April 2007
TOTAL ADVERTISING VALUE
World Halal Forum 2007 - Report & Summary
Total Value: RM38,000.00
RM95,128.00
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Outdoor Advertising The 2007 World Halal Forum was also advertised via outdoor mediums, specifically, 995 (nine hundred and ninety five) buntings displayed in key central KL areas such as Jalan Tun Razak, Lebuh Ampang, Jalan Bukit Bintang and Jalan Pudu.
JALAN PINANG MAHARAJALELA LOKE YEW JALAN TUN RAZAK LEBUH AMPANG TENGKU ABD RAHMAN LEBUHRAYA PERSEKUTUAN JALAN IMBI JALAN B.BINTANG JALAN PUDU CHERAS KE KJG CHERAS Middle Ring Road2 TUN PERAK TUN DR ISMAIL BANGSAR PUSAT DAMANSARA
-30 -80 -20 -100 -120 -40 -30 -76 -58 -194 -61 -68 -30 -20 -18 -20 -30
TOTAL : 995
OIC Today magazine also displayed an additional
300 (three hundred) buntings which showed the support of the World Halal Forum 2007 from OIC Today magazine.
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PRE-EVENT ACTIVITIES Note Before: News coverage for online media was not tabulated in the PR value as there is no standard measurement at present. The total amount of online media includes both local and international news coverage.
1. MEDIA BRIEFING ON WORLD HALAL FORUM 2007 / DECEMBER 19, 2006 The first media event to announce the staging of such a forum was conducted on December 19, 2006 at the Crowne Plaza Mutiara Kuala Lumpur. The event was graced by the Chairman of the World Halal Forum, Encik Khairy Jamaluddin and Dato’ Jamil Bidin, Chief Executive Officer of the Halal industry Development Corporation together with select guests and the media, so as to better understand the forum’s objectives. This also helped indicate the time of the forthcoming event, besides calling for sponsorship and participation, from both corporations and individuals and to announce that HDC will be the Host for this year’s forum.
Media invitations were issued out to all media (both local and international newswires) based in the country, covering both news and business sections. The invite was also targeted to the international media to inform them on the forum’s agenda and to call for international participants. Asia PR was involved in planning the programme flow, undertaking the media consultation and invites, editorial writing of the key messages covering the speeches and news release, preparation of the anticipated questions from the media, and also moderating during the question session, besides helping the team to undertake the preparations of the venue. Also, with advisory and counselling and including the logistics at the hotel. The total PR Value of news coverage generated for this first activity amounted to RM316,326.35
2. WHF DIALOGUE IN BRUNEI AND DUBAI / FEBRUARY 21, 2007 & MARCH 16, 2007 To further create awareness of WHF, KasehDia visited select countries to undertake WHF Industry Dialogues with key private and public sector corporations. One of the first of these Dialogues was held in Brunei Darussalam and later on in Dubai. The total PR Value of news coverage generated for the World Halal Forum/HDC from this event amounted to RM12,608.00, this being coverage that appeared in the Malaysian media. 3. OFFICIAL LAUNCH OF WORLD HALAL FORUM 2007 WITH MIHAS 2007/ January 22, 2007 The joint launch was held at the Kuala Lumpur Convention Centre, Kuala Lumpur. The launch was graced by Dato’ Seri Rafidah Aziz, Minister of International Trade and Industry (MITI) and also attended by respective government authorities, influential corporations and notable associations and NGOs that play an insutrumental role in the Halal industry and its growing agenda in Malaysia.
Preparations included the press kit materials for the event comprising the programme, speech text for WHF’s Chairman, a combined news release between WHF 2007 and MIHAS 2007 (a draft news release was given to Prestige Communications to include their part), backgrounder of the WHF sponsors and the Forum’s programme.
During the event, Asia PR undertook the media relations (media invites, manning the media registration) and attending to their varied requests during the function itself. Particularly for short interview sessions and follow-up sessions after
World Halal Forum 2007 - Report & Summary
KasehDia Sdn Bhd the programme proper. Also, there were quite a few media who had requested for dedicated exclusive interviews.
The total PR Value of news coverage generated for the World Halal Forum from this event amounted to RM316,326.35 4. EDITORS’ LUNCHEON Another crucial activity that was successfully conducted was the Editors’ Luncheon, held on March 27, 2007 at the Carcosa Sri Negara. All the necessary preparation such as invitation to the selected Editors (by invitation only) and the follow-up on their attendance, arrangement on the layout of the room as well as the preparation for the press kit materials such as programme and background information were done to provide the Editors with the relevant information needed.
Although the function was not meant to be reported, some of the Editors could not resist reporting on the information that was shared. The total PR value generated was RM25,708.00
5. BERNAMA ROUNDTABLE DISCUSSION (APRIL 24, 2007) The Bernama Roundtable discussion was held at Wisma Bernama on April 24, 2007. The event, hosted by Bernama featured WHF Chairman - En Khairy Jamaluddin, HDC CEO - Dato’ Jamil Bidin, CIMB Islamic’s CEO – En Badlisyah Ghani and Chairman of Nestle Malaysia’s Halal Committee – En Othman Mohd Yusoff.
The roundtable presented HDC and WHF sponsors to better inform the public on the positioning of Malaysia as a Halal Hub, the prospect of the growing Halal industry and what MNCs are pursuing to be part of the Halal industry. The total PR value generated was RM457,260.00
6. FINAL MEDIA BRIEFING BEFORE THE WORLD HALAL FORUM 2007/ MAY 3, 2007 The event was conducted in the morning (10.30 a.m.) at Impiana Hotel Kuala Lumpur. The event helped brief the media on the whole programme of the World Halal Forum, speakers and topics, as well as some information on the MOUs to be signed. The total PR value generated was RM425,763.00
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THE EVENT: WORLD HALAL FORUM (MAY 7 – 8, 2007) 7. MEDIA SECRETARIAT The media secretariat at KLCC Convention Centre helped co-ordinate and meet the media’s requirements during the two-day forum. Equipped with PCs and internet connection, dedicated refreshment area, and also being next to the Press Conference area, the media room was fully utilised by the international and local media assigned to cover the forum. Many took the opportunity to file in their stories as they waited for the various sessions to conclude.
The media secretariat also helped disseminate press kits and information from the various corporations that participated, either as exhibitors or as speakers. The tasks included: • • • • • • •
Media briefing to the international journalists on Sunday, May 6. Media Invitations to the media to cover the opening, gala dinner and the closing of the Forum, together with invites to selected media for the various forum sessions Media registration and follow-ups, making sure that they were genuine reporters and followed the two-day programme properly. Attending to the specific media needs and requests (info and interviews). Undertaking the daily media updates – key points discussed during the respective sessions). Media alerts, providing them with the speakers’ biodata, presentation papers and also photographs of the different sessions(in the morning – things of interest for the day). Other opportunities for WHF chairman (Encik Khairy Jamaluddin), HDC CEO (Dato’ Jamil Bidin) and organiser (KasehDia – Puan Jumaatun Azmi) and any other additional requirement in relation to the media, during the two-day session.
8. WORLD HALAL FORUM: OFFICIAL LAUNCH AND GALA DINNER The first day’s event received very good attendance by the media as almost 100 media (journalists and photographers/ tv crew) attended the official opening and Gala Dinner. WHF enjoyed quality coverage in the next day’s publications, which featured the opening of WHF by the Prime Minister with choice photos of the Official Launch, together with companies receiving their Halal Journal Awards.
The total PR value generated was RM1,958,076.81
9. THE FORUM During the course of the full two-days of the forum, the World Halal Forum received good support from the Malaysian media and the international media. Exclusive interviews were followed through after the Press Conferences, which were staged right after each session. This gave the opportunity for the media to meet up with all the speakers without having to seek them out.
World Halal Forum 2007 - Report & Summary
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The World Halal Forum Charter The inaugural World Halal Forum 2006 was officially launched by YAB Dato’ Seri Abdullah Ahmad Badawi, the Prime Minister of Malaysia. During the official opening, The Prime Minister endorsed the seven-point Charter of the World Halal Forum that forms the guiding principles of the Forum.
World Halal Forum 2007 - Report & Summary
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The World Halal Forum In The Third Industrial Master Plan The World Halal Forum is an important part of Malaysia’s national agenda, warranting mention in the Third Industrial Master Plan (IMP3). Chapter 21 of the IMP3 is devoted to the development of the Halal Industry, and sub-section 21.24 – entitled Market Development and Promotion – is quoted as below:
“Presently, various agencies, such as the Malaysia External Trade Development Corporation (MATRADE), Small and Medium Industries Development Corporation (SMIDEC) and Federal Agricultural Marketing Authority (FAMA), provide market development programmes to promote Malaysia’s Halal products and services, as well as the Malaysian Halal Standard. The programmes:
- facilitate the participation of Malaysian companies in selected international exhibitions and trade missions; - assist SMEs in marketing their products to large hypermarkets; and - provide business matching services between foreign buyers and Malaysian suppliers of Halal products.
Specialised marketing missions and incoming trade missions are also organized under the programmes. In addition, the Government supports efforts by the private sector in promoting the industry. Examples are:
- Malaysia International Halal Showcase (MIHAS); and
World Halal Forum, an international platform
which brings together relevant experts from around the world for deliberations on Halal-related knowledge and practices.”
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CONCLUSIONS Excerpts from the Closing Speech by the World Halal Forum Chairman, Khairy Jamaluddin We started off this forum by trying to put forward a theme of harmonising standards, not just certification but also in terms of the Syariah and in terms of scientific research. We all know that Halal is a very lucrative sector, we all know Halal is a very big market but there’s been little attempt to try and harmonise both the standards, both the industry and also the scientific research which is required to back up some of the findings, some of the views that has been raised at this year’s World Halal Forum. For that reason, we decided on the theme of harmonisation. I think I can safely say that generally speaking, I cannot speak for all of us and I would not make a generalisation - that is too broad but generally speaking, most of us agree and consensus has emerged that there has to be, we must make the Halal market easier and more accessible. I’m not even talking about a common standard but the Halal market needs to be easier and more accessible. Easier to consumers, easier to producers and more accessible to all the stakeholders involved in the Halal market. Easier does not mean that we want to compromise on the integrity of Halal. Often times, people say easier means short-cuts, means not looking at the quality, not looking at the stringent standards. But in this case, easier does not mean we want to compromise on integrity but easy means a clear set of requirements for certification and for participation from all over the world. And that’s really where we want to begin and most participants have voiced out their support for a global standard or at least a harmonisation of the various standards that are available in the global Halal industry, with a common logo or without a common logo. I mean it’s not the logo itself that’s going to tell you it’s Halal, it’s the process that was Halal, and the logo is just merely a symbol of that process that was deemed Halal - Audited and checked and counter-checked by relevant authorities. To answer the last question it’s not the logo that makes it Halal, logo is just a symbol to authenticate that it is sahih. That the process has gone through a standard and certification requirement that is stringent and vigorous. We have asked for producers, consumer associations, and certification bodies to become a member of this Alliance, so that this Alliance may work together with organisations such as the World Halal Council in trying to find out what are the basic standards for harmonisation that we need to move forward. And to answer the question of what is this organisation then we are proposing, the World Halal Forum is proposing that this Alliance should be that particular organisation made up of all the stakeholders involved in the Halal industry and the global Halal industry. The World Halal Forum has offered to become the secretariat for this Alliance. And I’m happy to announce today another resolution related to the IHI Alliance is that the Alliance will begin to source for funds to take it one step further. One is of course addressing the issue World Halal Forum 2007 - Report & Summary
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of harmonisation but harmonisation would not just come about just by talking about standards but by conducting the necessary research into finding out what is an acceptable standard in terms of Syariah, in terms of science and in terms of commercial acceptability. So the IHI Alliance will source for finds to do research projects to better understand Halal and its applications. We have agreed that Halal is for everyone and that it should represent the best products with the highest quality. And so we must therefore be able to scientifically prove that the Halal process from farm to fork is of high quality, is of high standard, of high hygiene, sanitation and safety. And in this regard I think capacity building is key. The auditing process, certification bodies, scientist who audit the process itself and there must not be any compromise throughout the value chain. I am proud to announce, to recognise the Halal Industry Development Corporation (HDC) as the host of this year’s WHF because the HDC has made a point in their establishment to make Halal integrity and capacity building to preserve Halal integrity a priority. HDC is leading the way in building their competencies and I hope it can be an international benchmark for us to showcase at the WHF next year. Another point that was raised in the last round of questions, which needs to be addressed of which I would like to stress again, is that Halal must go mainstream, and this is a key point we stressed at last year’s forum, but it must be stressed again. The Muslim market is big, but as our friend, Mr. Irfan mentioned in his presentation, it is not as big as the Muslim market plus the cross-over nonMuslim market which can make the total potential even bigger. Halal should not be promoted as just a niche, i.e. Halal shelf in the supermarket. What we envision is that majority of the products, not all, it’s impossible to have all, but majority of the products in supermarkets all over the world are Halal, accepted as Halal products. And this really is the ultimate goal of the Halal industry. We want to put Halal in the mainstream. It cannot be just for Muslim consumers, you find Halal on the shelves, you find Halal on this aisle, and it should be part and parcel of a global consumer phenomenon. So, at the end of the day, we must think of Halal as a global effort, therefore, again, the need to harmonise global standards. Without the harmonisation of global standards, you cannot really brand Halal as a global brand, with global reach, with global acceptability. (end)
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CONCLUSIONS
The World Halal Forum 2007 was an even bigger and unexpected success, not merely because of the sheer increase in the attendance of the delegates (from 463 last year to 609 this year) and VIP guests, nor of the increased media value, (from RM3.79 million last year to RM4.4 million) but also because of the issues brought to the forefront, which are testament of the passion, commitment and high-level involvement of many groups across the landscape of the global Halal community.
The upcoming World Halal Forum in 2008 is scheduled for May 12 and 13 and we hope to see you there. In the meantime, do log on to www.worldhalalforum.org for updates and details.
Thank you to all our sponsors, delegates, guests, partners, suppliers, contractors, supporters and friends for making the World Halal Forum 2007 a reality and a success.
World Halal Forum 2007 - Report & Summary
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DISCLAIMER
This document and its contents are proprietary information and products of KasehDia Sdn Bhd and may not be reproduced or otherwise disseminated in whole or in part without written consent from KasehDia. The information in this document reflects prevailing conditions and our views as of this date. In preparing this document, we have relied upon and assumed, without independent verification, the accuracy and completeness of all information available from public sources or which was provided to us or which was otherwise reviewed by us. Although the information contained herein is believed to be reliable, KasehDia makes no representation as to the accuracy or completeness of any information contained herein or otherwise provided. Nothing contained in this document is, or shall be, relied upon as a promise or representation as to the future. The World Halal Forum is trademarked by KasehDia Sdn. Bhd. and the use of the name and the logo must be done only with the written authorization of the owners. Failure to do so will result in legal action being taken.
World Halal Forum 2007 - Report & Summary