World Halal Forum 2008 - Post Event Report by KasehDia Sdn Bhd

WORLD HALAL FORUM 2008 Post Event Report

Contents Introduction .................................................................................................................................................. 3 Background – World Halal Forum ................................................................................................................. 4 Organisers & Participating Companies ......................................................................................................... 5 VIPs & Participants ........................................................................................................................................ 6 Speakers, Panellists & Programme ............................................................................................................... 7 Memorandums of Understanding Signed ................................................................................................... 11 Key Note Address by the Prime Minister of Malaysia ................................................................................ 13 World Halal Forum 2008 – Resolution ........................................................................................................ 17 Delegates Summary .................................................................................................................................... 18 The Gala Dinner and Halal Journal Awards ................................................................................................. 19 World Halal Forum – Investment Site Visits ............................................................................................... 22 Marketing & Advertising ............................................................................................................................. 23 PR Summary ................................................................................................................................................ 28 Survey Results from the Delegates ............................................................................................................. 30 Looking Forward ......................................................................................................................................... 38

WORLD HALAL FORUM 2008 Post Event Report

Introduction The World Halal Forum 2008 exceeded all expectations and the hype justified this as the only truly global halal forum. International support and attendance at the forum was staggering as heads of state, industry leaders and academics came together under one roof to voice their concerns, outline issues, and plot the direction for the global halal industry. The World Halal Forum 2008 brought together 1200 participants from over 52 countries and attracted over 200 local and international media personnel. WHF 2008 surpassed last year’s attendance records and has set a new benchmark as the largest forum in South East Asia. It has also generated in excess of RM 10 million in PR value. All of this highlights the importance of the halal industry and the need for a successful platform to bring together all the decision makers & stakeholders to chart the direction towards a more integrated & sustainable future. Malaysia’s halal initiatives and government support once again took centre stage through the presence of the Honourable Prime Minister of Malaysia and support from Malaysia’s Halal Industry Development Corporation. The foyer exhibition areas showcased Malaysia’s halal initiatives through halal parks & the Malaysian Halal Brand (logo) and adjacent to the forum hall was the sponsor’s exhibition area showcasing Malaysian and International prominent halal industry players representing key segments of the global halal value chain.

WORLD HALAL FORUM 2008 Post Event Report

Background – World Halal Forum The idea and concept for The World Halal Forum (WHF) was born from KasehDia’s direct involvement and interaction with the players in the Halal market arena. Since 2004, it had become 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. Themed “Sustained Development through Investment and Integration”, WHF 2008 was the culmination of developments in the halal industry from our previous World Halal Forum and harnessing of thoughts and concerns raised in WHF Industry Dialogues held around the world. The deliberations and resolutions at the WHF 2008 will shape the future of the Halal market. WHF has become an important part and parcel of Malaysian Government’s efforts to develop Malaysia as a halal hub globally, to extend halal industry reach for stakeholders as well as develop innovative ideas to promote and enhance the value proposition of the industry.

WORLD HALAL FORUM 2008 Post Event Report

Organisers & Participating Companies The World Halal Forum is a truly global event and the largest forum held annually in South East Asia. The secretariat and organiser’s, KasehDia Sdn Bhd gratefully acknowledges and thanks the following for their support and partnership: HOST PLATINUM SPONSOR GOLD SPONSOR SILVER SPONSOR

EVENT SPONSOR

PREMIUM SUPPORTERS

SUPPORTED BY

OFFICIAL MEDIA MEDIA PARTNER

TECHNOLOGY PARTNER MEDIA SECRETARIAT OFFICIAL TRAVEL AGENCY VENUE

The Government of Malaysia through the Halal Industry Development Corporation CIMB Islamic Lembaga Tabung Haji Northport Prima Agri-Products Nestle KFC Holdings MISC Integrated Logistics Colgate Microlink Eden CCM (Chemical Company of Malaysia) Business Owners Union Royal Selangor Intertek Darabif Islamic Development Bank (IDB) Islamic Chamber of Commerce & Industry (ICCI) Tourism Malaysia, Pempena & Malaysia Kitchen Prime Minister’s Department Islamic Development Department of Malaysia (JAKIM) Kuala Lumpur City Hall (DBKL) Department Standards Malaysia International Halal Integrity Alliance The Halal Journal Channel Oasis (Astro) Processed Food Industries Investors OIC Today SME Magazine Dinar Standard Islamic Finance News Microsoft (Malaysia) Asia Public Relations Consultants Indalucia Travel Sdn Bhd Kuala Lumpur Convention Centre

WORLD HALAL FORUM 2008 Post Event Report

VIPs & Participants World Halal Forum 2008, surpassed all expectations, themed “Sustained Development through Investment & integration” the forum was attended by over 1,200 delegates, Heads of State, Ministers, governors, industry leaders, international media, representing 57 countries and the leading global producers of Halal products and services.; further establishing the World Halal Forum as the Premier event in the Halal Industry. This was reflected in the VVIP participation during the two-day Forum, including the presence of the Malaysian Prime Minister at the Opening Ceremony & Gala Dinner. Below is the list of VVIP guests and participants at the 2008 World Halal Forum. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

YAB Dato’ Seri Abdullah Ahmad Badawi, Prime Minister of Malaysia HE Mohammad Abul Hassan, Head of Kuwaiti Delegation, Special Envoy of Kuwait’s PM HE Sheikh Saleh Abdullah Kamel , World Halal Forum Chairman YAB Tan Sri Datuk Patinggi (Dr.) Hj Abdul Taib Bin Mahmud , Chief Minister of Sarawak YAB Datuk Dr Md. Isa Sabu, Menteri Besar, Perlis YB Tan Sri Dato’ Muhyiddin Yassin, Minister of International Trade and Industries HE Dr Ir Anton Apriyantono, Minister of Agriculture, Republic of Indonesia Mr. Marwan Al Khatib, Managing Director of Dubai Islamic Investment Group (DIIG) YB Datuk Dr. Ahmad Zahid Hamidi, Minister in the PM’s Department YB Datuk Peter Chin Fah Kui, Minister of Plantation Industries & Commodities, Y.B. Dato’ Sri Sulaiman Abdul Rahman Abd Taib, Deputy Tourism Minister Mr. Ömer Faruk Doğan, Deputy Undersecretary of Foreign Trade, Republic of Turkey Y. Bhg Tan Sri Dato' Dr Syed Jalaludin Syed Salim, Chairman HDC

WORLD HALAL FORUM 2008 Post Event Report

Speakers, Panellists & Programme The forum featured important perspectives from industry as well as those regional and Islamic organisations, providing delegates the knowledge to understand the issues. The panel sessions & questions answer sessions were heated and insightful. In addition, the Malaysian Prime Minister delivered the keynote address and reaffirmed Malaysia’s commitment to the Halal Industry by elaborating recent Cabinet decisions that directed the Halal Industry Development Corporation (HDC) to take over both local and international Halal certification, with immediate effect, with a promise of improved delivery systems. Key topics at the World Halal Forum:  Standards and conformity issues in the GCC  International halal accreditation and certification  Developing the halal Industry with Islamic understanding  The ASEAN halal market  European market access  OIC development agenda  Halal market and Islamic finance  Industry case studies  Investment and trade opportunities MONDAY, May 12, 2008 Session 1 Opening Ceremony & Keynote Addresses Arrival of Prime Minister of Malaysia YAB Dato’ Seri Abdullah Ahmad Badawi Opening Remarks by MC Doa recitation - by Imam Faisal Abdul Rauf, the Founder of the Cordoba Initiative Multimedia Presentation Welcome Address Ms Jumaatun Azmi – Founder – World Halal Forum Address by World Halal Forum Chairman His Excellency Sheikh Saleh Abdullah Kamel President of Islamic Chamber of Commerce and Industry (ICCI) Keynote Address Prime Minister of Malaysia YAB Dato’ Seri Abdullah Ahmad Badawi

WORLD HALAL FORUM 2008 Post Event Report

Session 2 – Overview Session Convergence of Shariah & Industry Developing the Halal Industry within Islamic Principles Dr. Mohammad Hashim Kamali CEO and Chairman, Hadhari Institute for Advanced Islamic Studies  A Shari'ah Perspective on Halal and Haram Developing the Halal Industry YBhg. Dato’ Jamil Bidin CEO of Halal Industry Development Corporation (HDC)  International Halal Certification  Industry Development Program Islamic Banking as a Developmental Force Mr. Badlisyah Abdul Ghani, Executive Director / Chief Executive Officer, CIMB Islamic Bank  Developing Shariah Banking for ethical & fairer business practices Panel Discussion Dr. Cedomir Nestorovic (Session Chair) Professor, ESSEC Business School Paris, France Mr. Mohd Shukri Abdullah CEO, MIHAS (M) International Halal Showcase Session 3- International Halal Agendas Keynote Address 3 His Excellency Dr. Ir. Anton Apriyantono Minister of Agriculture, Republic of Indonesia  The way forward for Indonesia Halal Industry  Accessing Indonesia’s growing Halal market Brunei Halal Brand Mrs. Hajah Normah S.H. Jamil Director of Agriculture, Ministry of Industry & Primary Resources, Brunei  Halal Development Initiatives in Brunei Philippines Approach to the Global Halal Market through Science, Technology & Innovation Dr. Haja Sittie Shayma Zenaida P. Hadji Raof-Laidan Regional Director, Department of Science and Technology, Philippines Halal Industry in Japan Professor Hirofumi Oki Shariah Research Institute, Takushoku University, Japan Case Study China/ Ningxia Hui Autonomous Region Mr. Hei Zhihu, Assistant Secretary General, Government of Ningxia Hui Autonomous Region, China Panel Discussion Y.Bhg Dato’ Noharuddin Nordin (Session Chair) CEO, Malaysia External Trade Development Corporation (MATRADE) Dr. Habib M’ Nasria Director, McDonalds Middle East-Dubai, UAE Dr. Eiichi Tamiya Professor, Osaka University, Japan

WORLD HALAL FORUM 2008 Post Event Report

TUESDAY, May 13, 2008 Session 4 Sustainable Development Global Halal Market Trends: Recent Findings & the Way Forward Mr. Irfan Sungkar Head of Research & Strategic Projects, KasehDia  Research Findings  Industry Dialogue Findings Halal as Corporate Social Responsibility YBhg Tan Sri Dato’ Muhammad Ali Hashim, Chairman, KFC Holdings (Malaysia) Bhd Panel Discussion Y.Bhg. Dato’ Abdul Rahman bin Mamat (Session Chair) Secretary General, Ministry of International Trade and Industry Mr. Toshio Endo Shariah Research Institute, Takushoku University, Japan

Mr Abdul Aziz bin Long General Manager, Support Service, SIRIM QAS International, Malaysia Session 5 Investment & Industrial Innovation Islamic Investment in Regional Initiatives Mr. Marwan Hassan Al Khatib, Managing Director, Dubai Islamic Investment Group, Dubai, UAE Halal Pharmaceutical Sector Dato’ Dr. Mohamad Hashim bin Ahmad Tajudin Group Managing Director, Chemical Company of Malaysia Berhad, CCM Panel Discussion Mr. Nordin Abdullah (Session Chair) Deputy Chairman, World Halal Forum Y.Bhg Dato’ Afifuddin A. Kadir Deputy Director General II Malaysian Industry Development Authority (MIDA) Mrs. Darawati Hussain Director, Private Equity Unit, CIMB Investment Bank Berhad Prof. Dr. Midhat Jasic Tuzla University, Bosnia & Herzegovina

Session 6 Standards & Conformity Standards and Conformity Issues in GCC Standardization Org. (GSO) Mr. Saud Rashed Abdallah Alaskar, Acting Director General, GSO  Regulatory issues faced in the food manufacturing sector within the GCC  Understanding regulatory framework to improve flow of halal products  Recent developments in the GCC region

WORLD HALAL FORUM 2008 Post Event Report

Halal Traceability as a Means to Access European Market Mr. Robert Madge President of IDTrack, the European Association of Secure Identification Founder, Xifrat Daten AG, Switzerland Halal Best Practices: An Integration of Product & Safety with the 21st Century Corporate Responsibility Dr. Jochen P. Zoller President, Intertek Food Services, UK Halal Standards: Malaysia Experience Ms. Nor Latifah Hussin Principal Assistant Director, Department of Standards Malaysia Panel Discussion Mr. Darhim Dali Hashim (Session Chair) CEO, International Halal Integrity Alliance (IHI Alliance) Mrs. Fadilah Baharin Director General, Department of Standards Malaysia Mr. Amir Sakic Director, Agency for Halal Quality Certification, Bosnia & Herzegovina Resolution Formation (Members to be confirmed during forum) World Halal Forum Deputy Chairman (Panel Chair) Mr. Nordin Abdullah Mr. Irfan Sungkar Head of Research & Strategic Projects, KasehDia Mr. Darhim Dali Hashim CEO, International Halal Integrity Alliance (IHI Alliance) Mrs. Fadilah Baharin Director General, Department of Standards Malaysia Summation and Closing World Halal Forum Chairman

All the speakers and panelists were presented with a token of appreciation, hand-woven Songket as part of secretariatâ&#x20AC;&#x2122;s corporate social responsibility project. The Songkets are a heritage token from the state of Terengganu (Malaysia), made by single mothers to support their children.

WORLD HALAL FORUM 2008 Post Event Report

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 Malaysiaâ&#x20AC;&#x2122;s 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 2008 are as follows: Day 1 # Description (MOU Btw:) 1

TraceTracker Innovation and ; CIMB Private Equity (understanding to provide facilitation of product and service integrity within the halal supply chain)

Dubai Islamic Investment Group and; Lemabaga Tabung Haji and; Halal Industry Development Corporation (Understanding to provide shariah compliant funds for the halal industry in this region)

Port Klang Free Zone and; Halal Industry Development Corporation (understanding to manage Malaysiaâ&#x20AC;&#x2122;s first flagship halal zone)

Tanjung Manis Food and Industrial Park and; Halal Industry Development Corporation (understanding with HDC to develop fullfledged halal industrial parks)

WORLD HALAL FORUM 2008 Post Event Report

Day 2 #

Description (MOU Btw:)

Muslim Mindanao Halal Certification Board and; Halal Industry Development Corporation

Tamadam Bonded Warehouse Berhad and; Halal Industry Development Corporation

MISC Integrated Logistics and; Prima-Agri Products

WORLD HALAL FORUM 2008 Post Event Report

Keynote Address by the Prime Minister of Malaysia 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, 11 May 2008. I am honoured to welcome you to the third annual World Halal Forum. This year sees the participation of stakeholders from more than fifty countries. This number continues to grow every year, reflecting the forum’s rising importance and its vital role in developing the global halal industry. This year’s theme of ‘sustained development through investment and integration’ is both pertinent and apt. Given its vast potential, higher levels of investment, innovation and value add are needed to take the halal industry up to the next level. Furthermore, market integration is crucial in order to unlock opportunities and facilitate trade in this burgeoning industry. This year’s event marks the beginning of a new era, with his Excellency Sheikh Saleh Kamel taking over as chairman of the World halal forum (WHF). I understand that in the last year, WHF industry dialogues were held in more than a dozen countries, including Australia, the United Arab Emirates, South Africa, Indonesia, Thailand, Bosnia & Herzegovina and the Netherlands. Issues identified at those dialogues will be tabled here at this forum for discussion and resolution. I am confident that under Sheikh Salleh’s astute leadership and able support from the WHF secretariat, the forum will not only grow from strength to strength, but will also be able to critically contribute to the development of the global halal industry. The Malaysian government has long been committed towards developing the halal industry, both domestically and internationally. We continue to emphasise that collaboration and networking – particularly among governments and key private stakeholders are essential elements in the industry’s future growth. Indeed, the successful development of halal is our collective responsibility. No nation or stakeholder can go it alone. As I speak, we face a myriad of external pressures and global uncertainties. The prices of oil, commodities and staple food have increased to record highs. Inflation is a real threat for many economies worldwide, particularly for Muslim countries who are net food importers. For this and other reasons, Muslim countries must reinvent themselves and quickly adopt new strategies.

WORLD HALAL FORUM 2008 Post Event Report

There is little doubt that halal certification is a key enabler for the successful development of the global halal industry. Nonetheless, to-date, there exists no official authority looking into the integrity of the halal mark at the global level. Differing certification standards, procedures and processes make it difficult for halal products and services to fully prosper. At the recent OIC summit in Senegal, a resolution was passed authorising the Islamic Chamber of Commerce And Industry (ICCI), under the leadership of His Excellency Sheikh Saleh Kamel, to implement halal related initiatives. My government strongly supports this resolution towards furthering and harmonising the growth of the global halal industry. This OIC decision is in similar mould with the resolutions adopted at the past two world halal forums in 2006 and 2007. These WHF resolutions had resulted in the setting up of an international, non-profit body called the International Halal Integrity Alliance (IHI Alliance). This organisation was formed to ensure integrity throughout the entire halal supply chain, by enhancing and harmonising halal standards and certification at the global level. My government has formally endorsed the function and aspirations of the IHI Alliance. I understand that the OIC, through ICCI, is also committed towards making IHI alliance a strong, credible and respected global halal authority. To underline Malaysiaâ&#x20AC;&#x2122;s commitment to this initiative, I am pleased to announce that my government will provide 15 million ringgit over the next three years as funding support to kick-off the IHI Alliance. I hereby urge other countries to formally endorse and support ICCI and its program IHI Alliance in their efforts to develop the global halal industry. Since its formation in September 2006, the Halal Industry Development Corporation (HDC) has made significant strides towards developing the domestic halal industry. Going forward, I am pleased to announce that HDC has formulated a master plan for the Malaysian halal industry. The halal industry master plan is a holistic and wide-ranging policy document that seeks to establish Malaysia as a global reference centre for halal integrity and as a global hub for production and trade in a number of halal related sectors. The areas of focus in the master plan have been selected to leverage on Malaysiaâ&#x20AC;&#x2122;s strengths in halal. A phased approach will be utilised to enable us to realise our vision of becoming a preferred global hub for halal products and services. This master plan is important as it provides a clear roadmap for all

WORLD HALAL FORUM 2008 Post Event Report

stakeholders in the halal industry. The unveiling of the master plan is in line with HDC’s theme for this year, which is Malaysia is "open to business"; the HDC hopes to act as a catalyst to attract global businesses to take part in Malaysia’s halal industry, and to assist Malaysian companies to bring their halal products and services to the world. The master plan looks to establish Malaysia as a global leader in halal integrity by 2010, the first stage in our plan towards 2020. To build upon our position in halal integrity, we are looking at Malaysia’s halal certification as a key enabler to encourage more businesses to go halal. I am pleased to announce that HDC is now providing local as well as global certification services on behalf of Jabatan Kemajuan Islam (JAKIM) of the Malaysian government, using the existing Malaysian halal logo. The Malaysian halal certification is already globally recognised and utilised by multinational giants such as nestle and tesco. Moreover, the Malaysian halal certification stands for the highest standards recognised by international bodies such as the codex alimentarius commission of the united nations. In line with the master plan, I would also like to announce that my government has approved attractive incentives to draw businesses to malaysia. The master plan has identified focus areas for the development of the country’s halal industry, based on the potential to create the most economic impact. The promoted industries are speciality processed foods, cosmetics and personal care, pharmaceuticals, halal ingredients, and livestock and meat products. For industry players in these promoted industries, the incentives include investment tax allowance or exemption on statutory income from export sales. In addition, there will be exemption from import duty on raw materials as well as double deduction on expenses incurred in obtaining international quality standards. There is another set of incentives specifically targeted at halal parks and logistics operators to ensure that businesses have the optimal supply chain and infrastructure. Such incentives include pioneer status or investment tax allowance, as well as exemption from import duty on equipment used in cold room operations. These incentives were put forward by HDC after dialogues with global and local industry players, in order to meet the needs of businesses wishing to invest in the Malaysian halal sector. I am pleased to announce that as of today, businesses can apply to HDC for such incentives. It is always pleasing to see the World Halal Forum spark off many relationships in the halal sphere. Today, we will preside over the collaboration between ICCI and IHI Alliance, and witness the signing of several memoranda of understanding between HDC and other relevant parties.

WORLD HALAL FORUM 2008 Post Event Report

The collaboration between ICCI and IHI Alliance is a momentous and exciting development. A new halal industry global authority is being empowered under the auspices of the OIC to catalyse the development of global halal standards and certification. Finally, I wish to thank and congratulate the organisers for once again successfully organising the world halal forum. I urge all delegates to fully participate in and contribute towards the forum over the next two days, for the benefit of the ummah and the world as a whole. I pray for godâ&#x20AC;&#x2122;s grace and blessings towards a most productive and successful forum. On that note, with the recitation of bismillahir rahmanir rahim, it is now my pleasure to officially declare the World Halal Forum 2008, open. Thank you.

WORLD HALAL FORUM 2008 Post Event Report

World Halal Forum 2008 – Resolution Formation The final session of WHF 2008 was the resolution formation panel. This panel was made up of key speakers and panelists, including the newly appointed CEO of IHI Alliance, Mr Darhim Hashim and Pn Fadilah Baharin, Director General of Malaysian Department of Standards. The Forum concluded on a high note with the following resolution: “ADOPTION OF INTERNATIONAL HALAL INTEGRITY ALLIANCE (IHI ALLIANCE), A NON-NATIONAL AND NOT-FOR PROFIT ORGANIZATION TO DEVELOP, IMPLEMENT AND MAINTAIN HALAL STANDARD AND CONFORMITY ASSESSMENT SYSTEM IN ASSURING HALAL INTEGRITY THROUGHOUT THE WHOLE SUPPLY CHAIN, AND TO PLAY A LEADING ROLE IN ASSISTING MUSLIM AND NON-MUSLIM COUNTRIES IN HALAL INSTITUTIONAL DEVELOPMENT AND OTHER IMPORTANT AREAS”. To keep up to date on the developments of this resolution, log on to www.worldhalalforum.org.

WORLD HALAL FORUM 2008 Post Event Report

Delegates Summary The World Halal Forum (WHF) 2008 exceeded all expectations with heads of state, 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 1,200 participants from over 56 countries and attracted over 200 local and international media personnel. Total WHF 2008 Attendance Registered delegates Additional Media Total

1190 200 1390

Argentina

Malawi

Australia

Malaysia

779

Belgium

Mauritius

Bosnia Herzegovinia

Morocco

Brunei Darussalam

Netherlands

Canada

New Zealand

Chechnya

Norway

China

Oman

Denmark

Pakistan

Dubai

Palestine

Egypt

Philippines

England

Poland

Fiji

Russia

France

Saudi Arabia

Germany

Serbia

Ghana

Singapore

Great Britain

South Africa

India

Spain

Indonesia

Sudan

Iran

Suriname

Italy

Taiwan

Japan

Thailand

Kazakhstan

Turkey

Korea

UAE

Kuwait

United Kingdom

Kyrgyzstan

Uruguay

United State of America

Unlisted

WORLD HALAL FORUM 2008 Post Event Report

The Gala Dinner and Halal Journal Awards The first day of the World Halal Forum 2008 was capped by the glittering Gala Dinner, attended by YAB Datoâ&#x20AC;&#x2122; Seri Abdullah Ahmad Badawi & Datin Seri Jeanne Abdullah. The dinner was made more special by the presentation of the Halal Journal Awards, an industry 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 2008 Post Event Report

The Halal Journal Awards The Halal Journal Awards were first held in 2006 to commemorate and acknowledge excellence and innovation within the International Halal Industry. Using the World Halal Forum as a platform for international recognition, the awards are presented to winners during the World Halal Forum gala dinner. The awards have become an increasingly sought-after milestone for companies to achieve. With the growth and development of the global Halal industry, the awards provide the winners a track record of excellence as winners of the biggest international Halal award. This yearâ&#x20AC;&#x2122;s awards were presented by the Honourable Prime Minister of Malaysia, YAB Dato` Seri Haji Abdullah Ahmad Badawi .

WORLD HALAL FORUM 2008 Post Event Report

The winners within their respective categories are: Best New Halal Product: Nitta Casing Inc(U.S.A) Awarded for the best new Halal-related product to be introduced into the market - Nitta Casing developed the world’s first Edible Halal collagen casing for sausages, meeting the strict demand for Halal processed food. Most Creative Marketing Campaign for a Halal Product: Marhaba Halal Food BV (Holland)   Awarded to the most creative marketing campaign for Halal products - Marhaba Food B.V known for their Halal and vegetarian chocolates came with a unique campaign called “The Maiden of Halal”, a humoristic approach towards ethnic and religious integration.    Best Islamic Bank: Kuwait Finance House (M) Bhd Awarded for the Islamic bank that has shown a deep commitment to the development of the Halal industry - Kuwait Finance House has played a key role in linking Asian and Middle-eastern financial interchanges to facilitate the Global Halal Industry. Best Corporate Social Welfare Project :  Carrefour Awarded to honour the corporation, organisation, or group that has carried out the best social welfare project. - Carrefour the world’s second biggest Hypermarket developed a program to monitor and assist SME’s to distribute their products in all Carrefour stores nationwide.   Best Travel and hospitality: Zabihah.com (U.S.A) Awarded to honour organizations that would best cater and facilitate Halal requirements of their customers – Zabihah.com has identified a global network of Halal restaurants for Muslim travelers and ease of use with international mobile access. Best Halal Related Service Provider: CIMB Private Equity and Venture Capital Awarded to recognize efforts in facilitating the growth of the Halal industry – CIMB Private Equity has helped to finance, manage and develop several key businesses within the Halal value chain. Best Innovation in Halal Industry: Darabif and Comgroup Prima This award is to honour new innovations within the Halal industry. Outstanding Personal Commitment & Achievement in the Halal Industry: Dr.Habib M’ Nasria (Tunisia) This is an award to recognise and honour an individual who has shown a high degree of commitment and achievement within the Halal industry – Dr.Habib as the quality assurance director of Mcdonalds, established Halal guidelines that are now being utilized by the Mcdonalds community Worldwide.

WORLD HALAL FORUM 2008 Post Event Report

World Halal Forum â&#x20AC;&#x201C; Investment Site Visits 30 delegates of the World Halal Forum 2008 from various countries including Singapore, United States, Russia, the Philippines and Malaysia have participated in the Investment Site Visit to Port Klang Free Zone (PKFZ) and MISC Integrated Logistics Sdn Bhd (MILS) at Pulau Indah, Port Klang on May 14 and CCM Pharmaceutical plant on May 15, as part of WHF 2008 post event to promote Malaysian-based halal industry. The World Halal Forum, the site visit was organised to appreciate investment opportunities in Selangor, to absorb and understand characteristic and issues in the halal industry and also to witness the infrastructure and facilities that had been set up to accommodate businesses. It also expanded network opportunities among multinational participants. The investment site visit has begun with the excursion to the Port Klang Free Zone (PKFZ), set up in November 2006, the 1000 acres leased land facilities is now welcoming investors to operate in the zone. PKFZ is a state of the art facility which includes multi-access to neighbouring and global markets by land, sea and air, integration of both industrial and commercial operations , zero customs duties for permitted products and services , one-stop centre with a comprehensive, efficient and costeffective investment facilitation , paperless transactions , competitive lease rental rates for land and buildings , simple transhipment procedures , Investor-oriented policies and labour laws , full investment security and fully backed by the Malaysian Government. Participants also had witnessed the production process of CCM Pharmaceutical in its plant in Bangi as well as a MoU signing between Prima Agri-Foods Sdn Bhd and SGS (Malaysia) Sdn Bhd, an inspection, verification, testing and certification services company.

WORLD HALAL FORUM 2008 Post Event Report

Marketing & Advertising Print Advertising World Halal Forum advertisements were printed in the following media: The Star â&#x20AC;&#x201C; quarter page black and white (Examples)

New Straits Times â&#x20AC;&#x201C; quarter page black and white advertisements (Examples)

WORLD HALAL FORUM 2008 Post Event Report

The Brunei Times ¼ Page B/w

The Edge – ¼ Page Colour (Example)

WORLD HALAL FORUM 2008 Post Event Report

Newsweek â&#x20AC;&#x201C; Full page Colour (Example)

WORLD HALAL FORUM 2008 Post Event Report

Advert placements in Media Partners Publications (include online) Examples:

Outdoor Advertising 1. 300 OIC & WHF Roadside Buntings displayed on the streets of Kuala Lumpur

WORLD HALAL FORUM 2008 Post Event Report

2. 996 individual WHF road banners were displayed on the following roads: 1.

Along Jalan Ampang to Jalan Sultan Ismail

Along Jalan Sultan Ismail

Along Jalan Pinang

Along Jalan P Ramlee

Along the road and towards the junction of Jalan Imbi & Jalan Bukit Bintang

Along Bangsar and towards Pusat Bandar Damansara

Along Jalan Kuching

Along Jalan Maharajalela

Along the road and 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

Along Lebuhraya Mahameru

Along Lebuhraya Persekutuan

Along Lebuhraya Cheras-Kajang

Along Lebuhraya Lingkaran Tengah Kedua (MRR2)

WORLD HALAL FORUM 2008 Post Event Report

PR Summary The PR campaign was drawn up to ensure that the World Halal Forum received sustainable and ‘impactful’ public awareness and could communicate various ‘key messages and information’ contained in the five-day agenda, to different audiences, based here in Malaysia and abroad. Rows and columns of printed articles help determine the PR value generated each month and this provides some measurement to give a tangible value to the work executed.

WORLD HALAL FORUM 2008 Post Event Report

PR Value – Calculated from August 2007 until May 2008 DATE EVENT AUGUST 8, 2007 WHF GLOBAL HALAL INITIATIVES BRIEFING AUGUST 16, 2007 WHF NINGXIA INDUSTRY DIALOGUE

PR VALUE RM450,611.75 RM97,535.49

SEPT 9, 2007 WHF BANGKOK INDUSTRY DIALOGUE JANUARY 17, 2008 MEDIA BRIEFING ID-WHF ON WORLD HALAL FORUM 2008

RM77,014.45 RM21,649.50

FEBRUARY 5, 2008

OFFICIAL LAUNCH OF WORLD HALAL FORUM 2008

RM607,409.11

FEB 13, 2008

WHF NETHERLANDS INDUSTRY DIALOGUE

RM709,197.90

FEB 22, 2008

THE HALAL JOURNAL TAKES HDC & MSIAN BIZ TO GULFOOD

RM4,643.30

MARCH 4, 2008 MARCH 19, 2008

WORLD HALAL FORUM 2008 HALAL INITIATIVE OIC EYES USD$580 BILLION GLOBAL HALAL MARKET

RM85,414.90 RM88,067.66

MARCH 27, 2008

EDITORS’ LUNCHEON

RM2,953.00

APRIL 10, 2008

BRIEFING AND LUNCHEON AT RENAISSANCE HOTEL

RM260,876.05

APRIL 23, 2008

EXCLUSIVE INTERVIEW WITH SELAMAT PAGI MALAYSIA

RM101,421.40

MAY 4, 2008

WHF 2008 SHEIKH SALLEH NEWSRELEASE

RM6,699.69

MAY 6, 2008

FINAL MEDIA BRIEFING BEFORE WHF 2008

RM74,697.23

MAY 6, 2008

EXCLUSIVE INTERVIEW WITH BERNAMA

RM1,000.00

MAY 7, 2008

EXCLUSIVE INTERVIEW WITH BISNES MALAYSIA

RM271,795.15

MAY 8, 2008

EXCLUSIVE INTERVIEW WITH STARBIZ

RM52,077.50

MAY 11–12, 2008

WORLD HALAL FORUM OFFICIAL LAUNCH AND GALA DINNER RM3,320,253.48

MAY 12–13, 2008

THE FORUM

RM 2,102,363.71

MAY 14–15, 2008

SITE VISITS TO PORT KLANG AND BANGI

RM1,591,000

WORLD HALAL FORUM 2008 Post Event Report

TOTAL PR VALUE FOR WHF 2008 PR CAMPAIGN: RM 10,214,239.67 Comparison of PR Value 11,000,000.00

9,000,000.00 7,000,000.00 5,000,000.00 3,000,000.00 1,000,000.00 WHF 2006

WHF 2007

WHF 2008

Comparison of PR Value

MORE COMPARISONS No. of Reporters / Photographers 250

200

198

198 155

150 100 50 0 WHF 2006

WHF 2007

WHF 2008

No. of Reporters / Photographers

WORLD HALAL FORUM 2008 Post Event Report

Comparison of Medium 180

160 140 120 100 80 60 40 20

0 Print

Electronic WHF 2006

WHF 2007

Online WHF 2008

Comparison of Articles by Language 350 300 250 200 150 100 50 0

English

Bahasa Malaysia WHF 2006

Chinese WHF 2007

Tamil

Total Articles

WHF 2008

WORLD HALAL FORUM 2008 Post Event Report

Survey Results from the Delegates 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 key indicator of the continued relevance of the WHF is that 74 percent of participants surveyed said they would be back next year. Below is a selection of the survey results. For more information and full details, please contact the WHF secretariat: info@worldhalalforum.org

ď ś WHF 2008 Survey Questions: Selected Results 1. How would you rate your current involvement in the Halal Industry Medium to low 11.7%

2. Will an internationally standardised Halal logo/ label help to ease Halal certification problems?

Low 7.8% No 23.8%

Very high 45.5% Yes 76.2%

High to medium 35.0%

3. Please rate the importance of the following issues in the Halal industry

100.0 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0

94.4 81.9

50.8

48.5 39.4

42.2

37.5

20.3 1.4 4.2 Standards Development

8.3 9.7

Certification/ Audit Process

Important

41.8 32.8 25.4

12.1

Access to Finance/ Grants

Trade issues

Normal

Not important

Production efficiency

31.1 18.0

Human resource development

WORLD HALAL FORUM 2008 Post Event Report

4. Rate the following issues with Halal certification today 60.0

53.4

50.0

45.6 41.4

40.0 30.0

33.3 29.3 29.3

36.8

27.6

29.8

34.5 32.8 32.8 26.3 28.1

19.0

20.0 10.0 0.0 Cost efficiency

Integrity Better

5. Perception of Halal Food Food safety and cleanliness 9.9%

Servers Normal

Transparency

Knowledgeable

Worse

6. Does your organization use Islamic banking?

Religious obligation 11.2%

No 45.2%

Yes 54.8%

Both 78.9%

WORLD HALAL FORUM 2008 Post Event Report

7. Rate the importance of the largest threats facing the development of Halal industry 100.0 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0

92.8 81.2 67.2

64.7 51.5 33.3 25.4

8.7 10.1

25.0

Poor certification

15.2

10.3

7.5

4.3 2.9

Poorly trained human Contamination in the resources supply chain

Important

Normal

Lack of funds for expansion

Lack of understanding regarding Halal matters

Not important

8. Rate the growth potential for Halal products in the following markets 80.0 70.0

73.8

70.8

66.7

54.5

60.0

65.6

60.0

53.0

50.0 36.4

40.0

28.8

30.0 20.0 10.0

16.7

20.0

16.7

15.4 13.8

28.1

30.0

16.7 10.6

6.2

6.3

10.0

0.0 South East Middle East Asia Highest amount of potential

Asia

Europe

Medium amount of potential

North America

Africa

OIC

Lowest amount of potential

WORLD HALAL FORUM 2008 Post Event Report

9. Listed below are the threats to intra-OIC business collaboration. 80.0

75.0

70.7

70.0 60.0

53.4

50.0

42.4

40.7

40.0

33.9 27.6

30.0 20.0

17.2

13.3 11.7

23.7

19.0

30.5 28.8

12.1

10.0 0.0 Trade barriers

Access to market

Important

Logistics

Normal

Information

Efficiency in transaction

Not important

10. Rate the main concerns for a company looking at establishing a manufacturing facility inside a Halal Only Industrial Zone 90.0 80.0

79.3

70.0

57.9

54.4

60.0

45.6

50.0

57.6 42.1

42.4

Access to local/regional markets Not important

Government incentives

40.0 30.0

20.7

20.0 10.0 0.0 Access to Halal Raw materials

Halal logistics and cold storage Important

WORLD HALAL FORUM 2008 Post Event Report

11. Rank your companyâ&#x20AC;&#x2122;s accessibility to raw materials?

12. Malaysia has the credibility to become the hub for international Halal certification Disagree 4.2%

Very poor 7.5%

Poor 11.3%

Very easy 20.8%

Neutral 18.3%

Strongly agree 28.2%

Easy 18.9%

Average 41.5%

Agree 49.3%

13. Rate the importance of training and education on Halal matters for the following levels in an organization 90.0 80.0

84.4

78.5

70.0 60.0

53.1

50.0

36.5

40.0 30.0 20.0 10.0

50.0

44.4

9.2 12.3

35.9

19.0

12.5

10.9

14.1

General Staff

Sales team

3.1

0.0 Senior management

Production Management Important

Supervisory level

Normal

Not important

WORLD HALAL FORUM 2008 Post Event Report

14. Rate the following key priorities in building Halal certification for the industry.

90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0

85.0 76.3 63.0 51.7

47.4

32.8

31.6 21.1

27.8 9.3

32.1 17.9

15.5

11.9 11.9

6.7 8.3

50.0

More research Clearer Better Awareness Awareness Government and best certification certification building for the building for the support practice standards process public industry support Important Normal Not important

15. Please rank your confidence level for Halal logo/Halal products from the following countries: 93.7

100.0 90.0 80.0

78.7

87.3

83.9

44.8

50.0 40.0 30.0 20.0 10.0

39.6 31.5 12.7

36.7 39.0

32.8 31.0

31.0 31.6 22.4

16.1

63.3 61.0

54.2 45.8

33.3 21.3

67.2 69.0

60.4

58.6 52.7 47.3 41.4

55.2

60.0

69.0 68.4

68.5

66.7

70.0

82.5

77.6

17.5

6.3

0.0

Confident

Not Confident

WORLD HALAL FORUM 2008 Post Event Report

Looking Forward WHF 2009 will be held once again at the world class facilities of the Kuala Lumpur Convention Centre, on the 18 & 19 May 2009. The theme for WHF 2009 is based around the delivery of the International Halal Integrity Alliance’s Halal Standard. The theme is ‘Achieving Global Halal Integrity’. The focus of the forum will be on the ten modules of the standard and its impact on business. Issues of trade & market access will be discussed alongside presentation of the standards in a format change for 2009. The global standard will have a major impact on the Halal industry, we are expecting the biggest ever number of delegates, approximately over 2500. Malaysia Truly Asia welcomes delegates with World class accommodation and shopping, Spouse program. For more information visit www.WorldHalalForum.org

World Halal Forum 2009

‘Achieving Global Halal Integrity’ 18-19 May – Kuala Lumpur Convention Centre To register please contact the secretariat: info@worldhalalforum.org

WORLD HALAL FORUM 2008 Post Event Report

Another report from 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