POST EVENT REPORT
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Š 2009 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
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WORLD HALAL FORUM 2009 POST EVENT REPORT 17 – 18 NOVEMBER 2009
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CONTENTS
INTRODUCTION ................................................................................................ 6 A)
THE CHARTER ......................................................................................... 6
B)
WHF TRACK RECORD ............................................................................... 8
C)
SIGNINGS OF MEMORANDUMS OF UNDERSTANDING ................................ 9
D)
THE HALAL JOURNAL AWARDS GALA DINNER ......................................... 10
E)
WHF GLOBAL PROGRAMMES .................................................................. 11
THE INAUGURAL WORLD HALAL FORUM EUROPE 2009 ................................ 12 SPONSORS, PARTNERS AND SUPPORTERS .................................................... 16 SPEAKERS, PANELLISTS & PROGRAMME ....................................................... 17 SIGNINGS OF MEMORANDUMS OF UNDERSTANDING .................................. 24 WORLD HALAL FORUM EUROPE 2009 – RESOLUTION .................................. 25 ATTENDANCE SUMMARY ................................................................................ 26 IHI ALLIANCE MEMBERSHIP MEETING .......................................................... 27 MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS ..................... 28 ADVERTISING & PROMOTION ........................................................................ 29 SUMMARY OF MEDIA COVERAGE ................................................................... 30 IMPORTANCE OF THE EUROPEAN HALAL MARKET ........................................ 34 WORLD HALAL FORUM 2010 .......................................................................... 45 WORLD HALAL FORUM EUROPE –2010 .......................................................... 45 ABOUT THE ORGANISER - KASEHDIA ............................................................ 46
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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 CHARTER
The World Halal Forum Charter From its inception, the World Halal Forum has adopted a very clear set of guidelines and goals that compliment Malaysiaâ€&#x;s global Halal Hub ambitions. The WHF Charter was acknowledged by the 5th Prime Minister of Malaysia Tun Datoâ€&#x; Seri Abdullah Ahmad Badawi at the inaugural WHF in 2006. The World Halal Forum Charter has also been endorsed by the presiding WHF Chairman.
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Hosted by 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 in Malaysia RM3.79 million
only:
The Second World Halal Forum 2007
Harmonising the Global Halal Market Number of delegates: 914 Countries Represented: 37 MOU Signed: 5 Audited PR value in Malaysia: RM4.42 million The Third World Halal Forum 2008
Sustained Development through Investment & Integration Registered Delegates : 1190 Media Attendance : 200 Countries Represented : 57 MOU Signed : 7 Audited PR Value (Malaysia Only) : RM 10.2 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) : RM 10 million
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Hosted by 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 Malaysiaâ€&#x;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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Hosted by 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 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 Halal Product Most Creative Marketing Campaign Best Islamic Financial Service or Product Best Corporate Social Responsibility Project Travel & Hospitality Best Halal-Related Service Provider Best Innovation in Halal Industry Outstanding Personal Achievement in the Halal Industry The Gala Dinner: „a touch of class‟..
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Hosted by 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 INAUGURAL WORLD HALAL FORUM EUROPE 2009
HALAL MARKET POTENTIAL – A REGIONAL FOCUS
Overview
HALAL INDUSTRY: BEYOND RELIGION AND BORDERS Things are looking good and rosy for the Halal products and services industry with the worldâ€&#x;s Halal market currently estimated at USD2.1 trillion (RM8.4 trillion) annually. Great growth potential is evident as Halal products and services are not only limited to Muslim consumers, but also are gaining high momentum and acceptance among the non-Muslim, as consumers normally perceive Halal products as having undergone stringent inspection and standard controls. Currently, supply of Halal products and services are dominated by non-European countries, but huge gap remains between the existing trade level of Halal products and size of the market potential. For this reason, the Halal industry still has huge untapped potential for the European market.
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Hosted by This is where the World Halal Forum (WHF) Europe 2009 played its part. Held for the first time outside Malaysia, WHF Europe, which commenced on 17 November 2009, provided insights and viability of the industry and how best to tap on the enormous potential of the Halal market in the European region. The inaugural WHF Europe was held at the World Forum Convention Centre, The Hague, Netherlands. The two-day Forum provided the gateway into this relatively untapped market and will continue to work in conjunction with the international and regional authorities, to hold discussions focusing on the important issues and problems related to the industry. In line with its theme, 'Halal Potential - A Regional Focus', WHF Europe also created paths for better understanding in relations to the Halal beneficial values in the global arena. The higher purchasing power of European Muslims and the growing number of educated Muslims in the labour market have contributed towards the strong growth of Halal food consumption while the trade potential is rapidly increasing. Moreover, as the demand continues to grow in Europe, producers are scrambling to create and prove the integrity of Halal, which led to some misconception amongst various parties. These were some of the issues addressed head on. To ensure productive debates, lively discussions and constructive deliberations, the inaugural WHF Europe 2009, The Hague was chosen as the venue, in view of the fact that it is a neutral ground in terms of socio-political scenario compared to other European countries. In addition the Netherlands has huge potential to be a gateway for Halal trade since Port of Rotterdam, which is now the largest port in Europe, has a dedicated Halal storage and warehouse facility already operational. The gathering and participation of huge number of industry experts, animal welfare groups, academicians and scholars in WHF Europe 2009 further strengthens the Halal industry. More importantly, the forum helped increase understanding on the concept of Halal and its beneficial values, not only to Muslims, but to non-Muslims as well. Europe, which has the third largest concentration of Muslims after Asia and African countries, had a Muslim population of about 51.2 million in 2009. The number has grown by 140 percent in a decade, continuing to outpace the growth number of Non-Muslims. European Muslims play a major role in the global Halal market as they have higher purchasing power, which leads to huge market potential. France now leads the market size in Europe, given the fact that the country has the highest Muslim population across EU-27 countries.
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Hosted by World Halal Forum successful at first regional excursion Awareness of Halal products and certification has increased in Europe over the last few years. Advertising campaigns on Halal products certification and labels are also on the rise particularly in France which has about five million Muslims. “Everyone now wants a slice of the Halal market,” said Dr. Cedomir Nestorovic, a professor at the ESSEC Business School of Paris in France. “Halal is now regarded as a big thing in Europe and is no longer taboo in the media and other advertising mediums.” Speaking at the recent WHF Europe 2009, Dr. Cedomir said, “The Halal industry was growing and competition in the industry was becoming fiercer by the day. Great growth potential was evident as Halal products and services were not only limited to Muslim consumers but had gained acceptance among non-Muslims who perceived such products as having undergone stringent inspection and quality controls.” Europe, with a Muslim population of 51.2 million, has the third largest concentration of Muslims after Asia and Africa, and the size of the Halal food market in Europe is estimated to reach USD6.7 billion this year. The higher purchasing power of European Muslims and the growing number of educated Muslims in the labour market have contributed towards the strong growth of Halal food consumption while the trade potential is rapidly increasing. Held at the World Forum Convention Centre in The Hague, Netherlands, the first WHF Europe 2009 was organised by KasehDia Sdn Bhd – the company which established the World Halal Forum. Germany‟s Intertek Food Services president, Dr. Jochen P. Zoller, said, “Halal was not just about non-alcoholic or non-porcine food, but about actual values of Halal as prescribed in the Quran and teachings of the Prophet Muhammad (p.b.u.h.).” Dr. Zoller also said, “Halal equalled clean, hygienically handled, nutritious, good quality, and safe. The trend of producing Halal products has been picked up by large corporations like Nestlé GSK and Carrefour. There‟s a huge potential in consumer food products and now it has expanded to personal care, healthcare, and pharmaceutical products. Halal is an economy by itself.” With participation by key industry players from 33 countries and strong representation from Europe, Southeast Asia, Africa, the Middle East, the United States, and Australia, WHF Europe also addressed controversial issues related to the industry. The founder and managing director of World Halal Forum and KasehDia, Hajjah Jumaatun Azmi, said, “The forum gave participants the opportunity to lay down all issues relating to the industry including Halal slaughter methods which had proved controversial and was a major issue of debate in Europe. Animal rights groups have concerns mainly about the method of slaughter and the pain felt by the animals and also about animal welfare during rearing and transportation.” 14 | P a g e
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Britain‟s Farm Animal Welfare Council member, Dr. Michael Appleby, said, “Animals should be rendered unconscious or sedated before being slaughtered. This could be done via stunning or electrocution.” He also suggested that new methods be researched such as cooling the neck area to reduce pain during slaughter. “The forum understood and took note of these issues and resolved to collaborate with academic researchers and other experts in investigating methods to minimise pain and distress at the time of slaughter,” said Hajjah Jumaatun. She added, “Islam is a balanced way of life. For Muslims the privilege of supplementing their diet with animal protein implies a duty to animal welfare both during the rearing and slaughter of the animal.” The two-day conference ended with delegates unanimously passing a resolution, which recognised the importance of animal welfare in the production of Halal food especially in the context of religious slaughter. The forum also resolved that organisations and communities involved in Halal food production explore ways to reduce pain, distress, and other welfare problems in the sourcing and treatment of animals during rearing, transport, and slaughter. The forum also endeavoured to 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. 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.
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SPONSORS, PARTNERS AND SUPPORTERS The ability to successfully stage the World Halal Forum relies heavily 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
International Halal Integrity Alliance Ltd
EVENT SPONSOR
Intertek Testing Services (S) Pte Ltd
SUPPORTED BY
Halal Audit Company Islamic Chamber of Commerce and Industry Halal Certification Authority Netherlands Halal Quality Control
MEDIA PARTNER
The Halal Journal Halal Focus
PARTNER EVENT
MIHAS
VENUE
World Forum Convention Centre
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SPEAKERS, PANELLISTS & PROGRAMME The World Halal Forum Europe was held over 1 & ½ Days Key Topics Deliberated:
Standards and conformity issues in the GCC International Halal accreditation and certification International Halal Standards Developing the Halal Industry with Islamic understanding European market access OIC development agenda Halal market and Islamic finance Industry case studies Investment and trade opportunities
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Hosted by Monday, November 17, 2009 07:30 am – 10:00 am 09:00 am – 10:00 am 09:00 am – 09:10 am 09:10 am – 09:20 am
Registration SESSION 1: OPENING CEREMONY AND KEYNOTE ADDRESS Doa Recitation WHF Introduction Video
09:20 am – 09:30 am
Welcome Remarks: Hajjah Jumaatun Azmi Founder and Managing Director World Halal Forum/ KasehDia Sdn Bhd Malaysia
09:30 am – 10:00 am
Speech by H.E. Dr. Mustafa Ceric Grand Mufti of Bosnia and Herzegovina Bosnia and Herzegovina
10.00 am – 10:15 am
Networking & Refreshment
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10:15 am – 12:30 pm
SESSION 2: OVERVIEW OF THE GLOBAL AND THE EUROPEAN HALAL INDUSTRY
10:15 am – 10: 45 am
Potential of the Halal Market, Issues and Tackling Possible Repercussions Drs. Irfan Sungkar Industry Advisor World Halal Forum Secretariat/ KasehDia Sdn Bhd Indonesia
10:45 am – 11:15 am
European Halal Food Industry: Potentials, Trends and Issues Dr. Cédomir Nestorovic Professor, Management Department ESSEC Business School Paris France
11:15 am – 11:45 am
The Growing Significance of Halal in Global Market Expansion Mr. Frits VAN DIJK Executive Vice President Zone Director for Asia, Oceania, Africa and Middle East Nestlé Suisse S.A. Switzerland Panel Discussion Mr. Darhim Hashim (Panel Chair) Chief Executive Officer International Halal Integrity (IHI) Alliance Ltd a partner of Islamic Chamber of Commerce and Industry (ICCI-OIC), Kingdom of Saudi Arabia
11.45 am – 12:30 pm
Drs. Irfan Sungkar Industry Advisor World Halal Forum Secretariat/ KasehDia Sdn Bhd Indonesia Hajj AbdalHamid David Evans Senior Analyst Imarat Consultants United Kingdom Other Panellists
12:30 pm – 14:00 pm
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Lunch & Solat al-Dhuhr
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14:00 pm – 16:30 pm
14:00 pm – 14:30 pm
SESSION 3: HALAL AS PREFERRED CHOICE AND INDUSTRY CHALLENGES Bridging the Gap Between International Food Safety Standards and Halal Standards Dr. Jochen P. Zoller President Intertek Food Services Germany
14:30 pm – 15:00 pm
Growth of Halal Products in the Retail Market Mr. Bahri Ouzariah Vice-Chief Executive Officer - Halal Food Group Oriental Viandes Group France
15:00 pm 15:30 pm
Social and Economic Empowerment of Small Producers through Fair Trade Paul Meyers President World Fair Trade Organisation (WFTO) United States of America
15:30 pm – 16:00 pm
The Pharmaceutical Industry: An Emerging Halal Growth Sector YBhg. Dato’ Dr. Mohd Hashim Ahmad Tajudin Group Managing Director Chemical Company of Malaysia Berhad Malaysia Panel Discussion Ir. Marco Tieman (Panel Chair) Chief Executive Officer LBB International The Netherlands
16:00 pm – 16:30 pm
Mr. Darhim Hashim Chief Executive Officer International Halal Integrity (IHI) Alliance Ltd a partner of Islamic Chamber of Commerce and Industry (ICCI-OIC), Kingdom of Saudi Arabia Other Panellists E n d
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o f
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SESSION 4: MAJOR ISSUES: SUPPLY CHAIN MANAGEMENT, ANIMAL WELFARE & RITUAL SLAUGHTER
09:00 am – 09:25 am
Preserving Halal Integrity in the Whole Supply Chain Ir. Marco Tieman Chief Executive Officer LBB International The Netherlands
09:25 am – 09:50 am
Animal Welfare and Halal Animal Production According to Shariah Dr. Michael Appleby and Dr. S. Abdul Rahman Council Member Farm Animal Welfare Council United Kingdom
09:50 am – 10:15 am
Ritual Slaughter: Challenges and Advantages Dr. Joe Regenstein Professor - Head of Cornell Kosher and Halal Food Initiative Department of Food Science, Cornell University United States of America Panel Discussion: Drs. Irfan Sungkar (Panel Chair) Industry Advisor World Halal Forum Secretariat/ KasehDia Sdn Bhd Indonesia
10:15 am – 10:30 am
Mr. Syed Rasheeduddin Ahmed Founder and President Muslim Consumer Group for Food Products USA United State of America Mr. Dino Khalid Senior Manager – Standard Development International Halal Integrity (IHI) Alliance Ltd a partner of Islamic Chamber of Commerce and Industry (ICCI-OIC) Kingdom of Saudi Arabia Other Panellists
10:30 am – 10:45 am
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Networking & Refreshment
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10:45 am – 12:05 pm
SESSION 5: HALAL CERTIFICATION AND ROLE OF REGULATORY FRAMEWORK
10:45 am – 11:15 am
Halal Certification and Regulatory Issues Mr. Darhim Hashim Chief Executive Officer International Halal Integrity (IHI) Alliance Ltd a partner of Islamic Chamber of Commerce and Industry (ICCI-OIC) Kingdom of Saudi Arabia
11:15 am – 11:45 am
Importance of Comprehensive and Modern Halal Standards in Production Process Mr. Rafaiq Bakri Zakaria Director of Strategic Management Department of Standards Malaysia Malaysia Panel Discussion Hajj AbdalHamid David Evans (Panel Chair) Senior Analyst Imarat Consultants United Kingdom
11:45 am 12:05 pm
Drs. Irfan Sungkar Industry Advisor World Halal Forum Secretariat/ KasehDia Sdn Bhd Indonesia Other Panellists
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12:05 pm 12:30 pm
SESSION 6: RESOLUTION FORMATION Resolution Formation (Representatives from WHF, Various Agencies and Industries Stakeholders) Mr. Darhim Hashim (Session Chairman) Chief Executive Officer International Halal Integrity (IHI) Alliance Ltd a partner of Islamic Chamber of Commerce and Industry (ICCI-OIC), Kingdom of Saudi Arabia Drs. Irfan Sungkar Industry Advisor World Halal Forum Secretariat/ KasehDia Sdn Bhd Indonesia
12:05 pm – 12:25 pm
Professor Dr. Joe Regenstein Head Cornell Kosher and Halal Food Initiative, Department of Food Science Cornell University United States of America Hajj AbdalHamid David Evans Senior Analyst Imarat Consultants United Kingdom Other Panellists
Closing Remarks Hajjah Jumaatun Azmi Founder and Managing Director World Halal Forum/ KasehDia Sdn Bhd Malaysia
12:25 pm – 12:30 pm
F O R U M
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A N D
C O N F E R E N C E
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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 Europe 2009 are as follows: # 1
Description (Between:) IHI Allaince and The Agency for Quality Halal Certification (Bosnia & Herzegovina. The Agency for Quality Halal Certification of Bosnia & Herzegovina became the first certification body to be awarded the status of Associate Member of IHI Alliance after successfully completing the Preliminary Review process conducted in Tuzla in August 2009. The ceremony was witnessed by His Eminence Dr. Mustafa Ceric, Grand Musti of Bosnia & Herzegovina and accepting the certificate was the Agency’s director Mr. Amir Sakic.
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Agreement between IHI Alliance and the Halal Standard Institute of Thailand The Halal Standard Institute of Thailand became the first certification body to form a strategic collaboration with IHI Alliance in implementing the Global Halal Management System (GHMS) in Thailand. Signing on behalf of IHI Alliance was Darhim and representing the institute was director Anirut Smuthkochorn. Also present to witness the ceremony was the Secretary General of The Central Islamic Committee of Thailand (CICOT), H.E. Khun Pichate Satirachaval.
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WORLD HALAL FORUM EUROPE 2009 – RESOLUTION The final session of WHF Europe 2009 was the resolution formation panel. This panel was made up of key speakers and panellists. 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 To keep up to date on the developments of this resolution, log on to www.worldhalalforum.org.
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ATTENDANCE SUMMARY The World Halal Forum Europe 2009 exceeded all expectations despite the being held in Europe for the first time. 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 146 participants from 26 countries and attracted over 22 local and international media personnel.
# 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
Delegates Country Number % Argentina 2 1.37 Australia 3 2.05 Belgium 7 4.79 Bosnia and Herzegovina 4 2.74 Brazil 2 1.37 Brunei Darussalam 4 2.74 Bulgaria 1 0.68 France 9 6.16 Germany 7 4.79 India 1 0.68 Italy 5 3.42 Malaysia 15 10.27 Pakistan 2 1.37 Philippines 2 1.37 Romania 2 1.37 Serbia 1 0.68 Spain 4 2.74 Suriname 1 0.68 Switzerland 8 5.48 Thailand 7 4.79 The Netherlands 21 14.38 Turkey 3 2.05 United Arab Emirates 2 1.37 United Kingdom 19 13.01 United States of America 4 2.74 Unlisted 10 6.85 Total 146 100.00 Total WHF E 2009 Attendance Registered delegates Registered Media Total
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146 22 168
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IHI ALLIANCE MEMBERSHIP MEETING After the conclusion of the World Halal Forum Europe in Netherlands, IHI Alliance hosted a luncheon and closed-door meeting for all participating members on 18 November 2009. Making the list of attendance were members‟ representatives from Australia, Belgium, Bosnia, Germany, Italy, Malaysia, Netherlands, Pakistan, Serbia, Spain, Switzerland and Thailand. The meeting gathered IHI Alliance‟s members for the first time in Europe which entailed a roundtable discussion on issues and concerns in the Halal industry. The topics of global Halal standards, universally accepted certification and accreditation were among the topics throughout the meeting. CEO of IHI Alliance, Darhim Hashim in his welcome speech called for the meeting to also be an avenue for members to share knowledge and explore new opportunities for collaboration. “Let this meeting be working platform for all of us to establish common ground towards tackling the challenges and opportunities that the Halal industry has to offer,” said Darhim. Earlier at the World Halal Forum Europe, The Halal Standard Institute of Thailand became the first certification body to form a strategic collaboration with IHI Alliance in implementing the Global Halal Management System (GHMS) in Thailand. Signing on behalf of IHI Alliance was Darhim and representing the institute was director Anirut Smuthkochorn. Also present to witness the ceremony was the Secretary General of The Central Islamic Committee of Thailand (CICOT), H.E. Khun Pichate Satirachaval. GHMS is IHI Alliance‟s latest foray to bring about a global harmonisation to the Halal industry. Apart from Halal assurance, the program also covers four other principles i.e. quality management services (QMS), food safety, corporate social responsibility (CSR) and environmental management, aiming to position Halal as the highest standard of choice for all.
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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 & roundtables and participant promotion. 1. The Advertising and Promotional Program: • 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 2008 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 one includes Jordan and Australia. 4. Participation Promotion The goal of this program is to bring the 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 Asia countries • Key industry players in the Halal industry globally • Non-OIC Halal supplying countries like Brazil, South Africa, Argentina • Heads of Certification Bodies and Islamic Organisations • Trade Associations and Chambers of Commerce • International media • Business Associations and SME‟s from Malaysia 28 | P a g e
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ADVERTISING & PROMOTION Print Advertising And Online Promotion The World Halal Forum began an online promotion programme from November 2008 and building in intensity to May 2009. Online promotion through regular email blasts and newsletters to industry related database of over 40k verified contacts. An example of the email blast is shown here: IHI ALLIANCE UNVEILS THE GLOBAL HALAL STANDARD FOR PUBLIC REVIEW AT THE WORLD HALAL FORUM 2009 Kuala Lumpur - International Halal Integrity Alliance (IHI Alliance) unveils the Global Halal Standards at the World Halal Forum this year as host to the prestigious event. A global halal standard has been the most sought after solution to the Halal food sector which is worth over USD630 billion globally. Halal has various interpretations in different geographies and according to the different madhhabs (schools of thought). Although Islamic law specifies the requirements for halal food and the ingredients in halal food products, differences in interpretation have necessitated the development of a unified standard, which was first envisioned in the 1990s. The set of guidelines drawn up by the Secretariat of the Codex Alimentarius Commission, a joint food standards programme under the United Nation’s World Health Organisation (WHO) and Food and Agriculture Organisation, in 1997, also pointed out the issues of the different interpretation and practices of the different madhhabs. Talks of a unified platform have been going around and the global halal standard is vital to foster growth of the global halal industry. There have been interests and efforts from all over the world, countries with their own set of regulated guidelines and government organisations to streamline the standard of Halal. The lack of mutual recognition among the various jurisdictions almost makes it impossible for exporters to deal with certain countries. The Halal market is not constrained to the Muslim countries only. Based on a survey conducted on consumption of Halal food in both Muslim and non-Muslim countries, the total Halal food expenditure on a per capita basis is the highest in Muslim minority countries within Europe and North America. At the World Halal Forum 2006, over 30 different countries were represented consisting of a crosssection of stakeholders across the whole industry supply chain. The outcome of the Forum that was universally supported by the delegates was the need for a Global Halal Standard. The task to spearhead this effort was mandated to IHI Alliance via a strategic collaboration with the Islamic Chamber of Commerce & Industry where its President, His Excellency Sheikh Saleh Abdullah Kamel, concurrently sits as the Chairman of the IHI Alliance. The development of the Global Halal Standard had gone through various technical meetings from every corner of the world. From the regions of Europe, Middle East and Africa and the Asia Pacific, these modules were being deliberated and discussed with the major industry players, government associations and non-profit establishments. And finally, at the World Halal Forum 2009 on the 4 to 5 May, these modules of the Global Halal Standard will be tabled for the first time to the public. The 5 modules which will be unveiled are Logistics, Animal Slaughter, Animal Welfare, Food Service and Food Processing. International Halal Integrity Alliancs (IHI Alliance) IHI Alliance is an international non-profit organisation created to uphold the integrity of the halal market in global trade through recognition, collaboration and membership. It has made a strategic collaboration with the Islamic Chamber of Commerce & Industry (ICCI), a body which has been mandated by the Organisation of Islamic Conference (OIC) as the principal representative of the private sector in OIC Member States with regards to values, Halal and quality control. IHI Alliance programmes include the Halal standards and certification system, to harmonise the Halal standards by setting up guidelines and best practices; education and promotion to create awareness, training professionals and branding of Halal as the standard of choice; and research and development, to resolve new issues. Being an active body of the OIC which represents 90 percent of the Muslims worldwide, IHI Alliance plays a very important role in developing the global Halal industry, which has vast potential growth.
For more information please contact : Miss Azlin Ramli at azlin@ihialliance.org International Halal Integrity Alliance Ltd (LG05848) 16-2 Jalan 27/70A Desa Sri Hartamas 50480 Kuala Lumpur Malaysia T : +6 03 2300 1344 F : +6 03 2300 1312 W : www.ihialliance.org
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 Malaysia papers leading up to the World Halal Forum. As well as continous advertising in the Halal Journal and other related trade publications from around the world. For more information on attending the World Halal Forum, log on to www.worldhalalforum.org, or call the WHF Secretariat at +603 6203 1025. Book your seat now!
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SUMMARY OF MEDIA COVERAGE A.
Selection of Coverage – World Halal Forum Europe
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Hosted by B. World Business – CNBC The World Halal Forum Europe was featured as a special segment on CNBC – World Business in January 2010. A link to the video is below: http://www.youtube.com/watch?v=B2Jsrdgv-yg World Business Alan Friedman and Managing Editors John Defterios and Eckart Sager head up a team of award-winning international correspondents who cover a region stretching from Europe to the Far East, North America to South Africa; investigating the latest global developments that will affect you. World Business can be seen on 14 broadcasters around the globe; CNBC across Europe and the United States, PBS across the United States, CNBC Asia across Asia, Al Arabiya across the Middle East, CNBC Africa across Africa, TVN24 in Poland, TA3 in Slovakia, RTV Maribor in Slovenia, ManagemenTV in South America and Summit TV in South Africa. We reach over 300 million homes and can be seen on over 40 of the world‟s leading airlines as World Business Special Edition, Tech Watch and Business of Sport.
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C. Special Coverage – TIME Magazine The World Halal Forum and KasehDia Research & Consulting provided information, pictures and data for the cover story “The Halal Economy” written by Carla Power in the May 24 issue of TIME Magazine.
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IMPORTANCE OF THE EUROPEAN HALAL MARKET Note: The following (www.halaljournal.com)
is
articles
are
provided
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Food Market Trends and the Muslim Markets of Europe Islam is the largest religion in terms of number of followers (Muslims) in the world with the average annual growth rate of about 1.80 per cent per annum (average non-Muslim is about 1.12 per cent per annum). While the exact number of Muslim population worldwide is hard to come by, our research indicated that the total number of Muslims worldwide reached 1.83 billion in 2009. Europe has a Muslim population of about 51.2 million in 2009. The number has grown by 140 per cent since the last decade and continues to outpace that of the non-Muslims. Consequently, this pool of Muslims in Europe plays a major role in the global Halal market for various reasons: i.
ii. iii.
iv.
Europe has the third largest concentration of Muslims after Asia and the African countries, with much larger number of Muslims compared to North America, Australia/ the Pacific countries, and Latin America. European Muslims have higher purchasing power, meaning the market potential is big; The demographic structure of Muslims in Europe is skewed towards the younger/ educated Muslim generation with higher purchasing power; Dominated by immigrants from Turkey, North Africa (Morocco, Algeria, Tunisia, and others), the Middle Eastern and some Asian countries, these communities have faster population growth and higher household size. For example, the average Muslim immigrantâ€&#x;s household size is between 4.0 and 4.5 persons. The average household size for the whole EU-27 is 1.8 persons; Halal products are becoming mainstream and the awareness is increasing. As Halal food and products are not only for Muslims, but rather for everyone in the world regardless their religious affiliation, makes Halal a perfect match for Europeâ€&#x;s multicultural consumer market.
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Hosted by Table 1: Muslim Population in France & Major European Countries, 2005 No Country Population (Million) Total Muslim % Muslim 1 Total Europe 727.40 51.20 7.0% 2 EU-15 (Western/ Northern) 389.04 19.75 5.1% 3 France 62.00 5.86 9.5% 4 Germany 82.20 3.45 4.2% 5 United Kingdom 60.30 1.72 2.9% 6 The Netherlands 16.30 0.94 5.8% Source: KasehDia/World Halal Forum Secretariat from various sources
Muslims in Europe In EU-15 (Western/ Northern Europe), the number of Muslims was close to 20 million in 2005. This represents about 5.1 per cent of the total population in 15 founding countries of the European Union (EU-15). France has the largest number of Muslim population at about 5.86 million, accounting for about 9.5 per cent of the total French population in 2005. Germany ranked second with approximately 3.45 million Muslims, followed by United Kingdom with 1.72 million Muslims and the Netherlands with about 0.94 million Muslims or 5.8 per cent of the total Dutch population.
Halal products are becoming mainstream and the awareness is increasing. As Halal food and products are not only for Muslims, but rather for everyone in the world regardless their religious affiliation, makes Halal a perfect match for Europeâ€&#x;s multicultural consumer market.
This number is widely projected to continue increasing from 19.75 million in 2005 to 25.2 million in 2010 within the EU-15 countries. Moreover, in the whole of Europe (including Russia), the total number of Muslims is expected to reach 54.7 million in 2010, increasing from 51.2 million in 2005. The projected number of Muslims in the whole of Europe, EU-15 and several major EU countries is shown in Table 2. Nonetheless, in the absence of formal and accurate demographic data for Muslims in almost all European countries, this projection can vary, should higher quality data and field research findings are obtained.
Table 2: Projection of Muslims in Europe and Selected EU Countries, 2010 35 | P a g e
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Country
1 2 3 4 5 6
Total Europe EU – 15 (western/northern) - France - Germany - United Kingdom - The Netherlands
Muslim Population (‘000) 2005 2010 51,200 54,700 19,750 25,230 5,866 6,780 3,450 4,160 1,720 2,180 940 1,050
Source: KasehDia/ World Halal Forum Secretariat from various sources
The rapid rise in Muslim population in major European countries is mainly due to the higher population growth of Muslim families compared to the average national growth. It is widely estimated that the population growth of Muslim families is about 30 to 40 per cent higher than the national average population growth in most of the European countries – a trend that also exists in the global context. Migration is an important source of population As noted in Table 2, the total growth in Europe. Without migration, the total number of Muslims in the European population would have already started whole of Europe, including the to decline. Migrants tend to have higher fertility Russian Federation is rates than the local European population. There projected to reach 54.7 million is also internal migration within the European in 2010. countries, primarily from some of the new EU member states to Western and Northern Europe. For Muslim immigrants, the Turkish forms the largest community in Europe followed by North Africans (from Algeria, Morocco, Tunisia, and so on), and Asians. The Halal Food Market in Europe First of all, as mentioned earlier, it is a daunting task to get the exact number of Muslims in each non-Muslim majority country. The revelation of the exact number of Muslims is interplay between national and regional political situation, socio-economic conditions, and inter-ethnic as well as inter-religion issues. This is the main reason why there will never be an agreement on how many Muslims are actually living in Europe, as well as in the whole world. On this matter, to get the best estimate on the number of Muslim population in each country within Europe as well as other parts of the world, we have to conduct our own field research in major European countries. This has been done by interviewing Muslim leaders and experts in each country, and by looking at the estimates from several sources such as the United Nations Population Database, Eurostat, other international agencies, and a number of Islamic population database and various sources in the web. Thus, in order to get the best projection on the size of the Halal food market in Europe and other parts of the world, we multiply the best available estimates of 36 | P a g e
Hosted by Muslim population as explained above with the average annual per capita food consumption. In order to have the equality of food expenditure, the per capita food consumption is computed based on purchasing power parity across each country. The result of calculation of the global and European Halal food market size in terms of consumption is shown in Table 3: Table 3: Estimated Breakdown of the Global Halal Food Market Size (USD Billion) 1. Africa 2. Asian Countries - GCC Countries - Indonesia
Global Halal Food Market Size, 2009-2010 2009 2010 (p) 634.6 661.6 150.3 155.9 400.1 418.1 43.8 46.0 77.6 80.7
- Malaysia 3. European Countries
8.2 66.6
8.6 69.3
- France (EU) - Russian Federation (non EU) - United Kingdom (EU) 4. Australia/ Oceania
17.4 21.1 4.1 1.5
18.2 21.9 4.3 1.6
5. American Countries
16.1
16.7
Source: Calculated based on data from World Bank IDC; UN Population Database, other Muslim Population database, and internal WHF research in Europe, Middle East and South East Asia during 2008/ 2009; (p) Projected
The Russian Federation, a non-EU member country, has a larger number of Muslims in Europe, estimated between 20 and 25 million Muslims. Among the EU member countries, France has the largest number of Muslim population, which was 5.87 million in 2005 and estimated to reach 6.5 million in 2009. Although the Muslim population in the Russian Federation more than triple the Muslim population in France, because the per capita food consumption is smaller, the total size of the Russian Halal food market is only slightly more than France. With much higher income per capita and purchasing power, France has a total market size of USD17.4 billion. About half of this market is located in areas surrounding Paris, where the Muslim population can be as high as 30-40 per cent of the total Muslim population in the whole country. Next to France, main countries with substantial Halal food market size are Germany, United Kingdom and the Netherlands. 37 | P a g e
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Based on Table 3, the current size of Halal food market in all of the European countries, including France, is estimated to reach USD66.6 billion in 2009 and is projected to rise to USD69.3 billion in 2010. Thus, the European Halal food market size is considerably high and it is close to the total market size in Indonesia – the country with the largest Muslim population in the world with more than 200 million Muslims. The present market size of Halal food products in Europe is attractive, but the future is even brighter. This is due to the fact that purchasing power of Muslim consumers in Europe is, on average, much higher than those living in Asian countries. Secondly, population growth of Muslims in most European countries is higher than the national average or compared to non-Muslims. Thirdly, in most European countries, there exist transitions of generations from the first and second generations of Muslim immigrants to the third and younger generations of French-national Muslims of various ethnic/ nationality backgrounds. These transitional factors have resulted in the existence of educated and professional Muslim societies; socially, they are relatively assimilated with the nonMuslim communities compared to the earlier generations. Moreover, there is a sign that this generation is also gradually detaching themselves from the traditional food of their origins/ ethnicities to follow global trends, such as trends towards convenience foods and ready meals, health food, and so on. However, as Muslims, they still require that these changes are in accordance to their basic Islamic values and food products purchased must be Halal. The changes in European Halal food market can be seen in various existing trends. For example, in France, television advertisements and promotional billboards on Halal food products have started appearing this year and this was intense during Ramadhan – something that have never existed in the years before. All the above elements have resulted in a market where the growth of Halal food consumption is projected to grow stronger, which will lead to increasing trade potential either between European countries, or between European countries with non-European countries. Europe as a Multicultural Consumers’ Market Given the existence of various factors such as migration, and higher number of multiethnic and multicultural tourists, the direct and indirect consequence is a trend for European consumers, either Muslims or non-Muslims, to be more open to an international lifestyle and this is reflected in new types of food products being offered in the European markets. Muslim migrants in Europe contributed to these multicultural markets as they bring their own consumption habits to Europe, which creates specific demand for products from their country of origin, and at the same time, serve to widen the domestic market for those particular products. In major European countries, such as France, Germany, United Kingdom and the Netherlands, it is common to see Muslim residents start their own businesses, such as in the areas of restaurants and catering, as well as retailing and wholesaling. As a 38 | P a g e
Hosted by result, product ranges are widening towards more international and multicultural products, including Halal food products across European countries. This growing internationalisation and multicultural products-base has pushed the tourism industry further; enabling European countries to receive Muslim tourists with easy accessibility for Halal food products, restaurants and related needs for Muslim travellers from all over the world (mosques, availability of the Holy Quran in hotels, and so on). Supermarkets, hotels and restaurants have responded to this new demand and have started to offer Halal food products in their mainstream offerings. Consumer Trends and Opportunities for Premium Halal Products It is globally recognised that higher living standards is related to how people spend their money. While consumers are cutting their expenses in certain area, they also tend to spoil themselves by consuming premium products as manifestation in a trend toward healthy eating, natural or organic products, and high end food products. Although this is not a common case for consumers with lower income, our research in major European countries found that consumers are willing to pay premium for products with better quality and safety as well as product integrity and Halal assurance. The main reasons for this trend are: (1) European household income, both Muslim or non-Muslim households, have increased steadily over the past 30 years, including their wealth with the rise in property and other asset values; (2) The rapid growth of mass retailers and low price outlets resulted in excess purchasing power of the consumers for higher price/ premium products, and; (3) European women, including Muslims, who are significant drivers of premium spending are working more, earning more and starting to play a more influential role in purchasing decisions and behaviour. The above trend observed in most European countries led to better potentials for high end and processed Halal food products rather than the initial trend towards primary Halal food products. Opportunities for „freezer-to-fryerâ€&#x; products such as chicken nuggets, sausages, burgers, ready meals and other types of convenience foods are increasing. While the current demand are largely being fulfilled by local companies, rising future demand shall open new opportunities for non-European companies to start investing in market observation to find targeted markets and products that they are able to supply.
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Hosted by Leading European Companies Some leading food companies in Europe have realised this and are taking the opportunities this market has to offer. The leading examples are:
Nestlé SA, Switzerland. Through prudent research and implementation of measures, Nestlé has already 75 factories out of its 481 total factories across the world producing Halal food products through Halal-certified manufacturing process. Nestlé is the biggest food company in the world that produces Halal food products, reporting total sales generated from Muslim countries at USD3.0 billion
Leading European retailers such as Tesco in the UK, and Carrefour and Groupe Casino in France targets Muslim customers through the adoption of Halal section in their hypermarkets. In 2005, Tesco UK introduced the Halal section in part of its outlets (117 hypermarkets or 6 per cent of total number of outlets). By end of 2009, the percentage is expected to increase to more than 20 per cent. Asian companies, including from Malaysia, are trying to fulfil the demand for Halal products by these outlets for European consumers.
Doux, the leading chicken meat exporter in France and also across the European market acquired Frangosul, another chicken meat producer in Brazil, in order to maintain their competitiveness in the export market due to gradual removal of export subsidy in the EU. Europe has about 11 per cent market share of the total import of Halal meat from the GCC countries.
Other major European companies with strong presence in Asia are: Friesland Coberco Dairy Foods Holding (Frisian Flag), the Netherlands: Dairy products (Dutch Lady, and other brands) Arla Foods Group, Denmark: Dairy products Danish Crown Group (Emborg, Tulip Foods), Denmark: Halal meat products (frozen, canned, and so on) Groupe Lactalis, France: Dairy products Ferrero Rocher, Nutella, and others While the potential or market size is large, the international trade of Halal food products at present is still relatively small – projected at below ten per cent of the potential market size. This gap is relatively untapped due to the gross misunderstanding of Halal products and other Halal-related matters by some companies, consumers, and even NGOs (non-government organisations) and multinational institutions. If the market is fully understood, European food companies and retailers should be able to reap the benefits from the Halal food market not only in Europe but also globally by developing appropriate strategies.
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Hosted by Another perspective on Halal and the European Market There is a useful feature available on Google, whereby you can see the interest in a particular subject, based on search frequency over a given period of time. Worldwide interest in Halal, based on Google searches, has doubled in the past five years; this fact has provided us with some statistical foundation for claims that the global Halal market is growing. It is clear from the graph that the change over the past 18 months has been more dramatic than over the preceding four years, confirming the view that the Halal market is heating up, despite a general cooling in many other sectors. Halal in Europe Without going into the claims and counter-claims circulating on YouTube about the changing demographics in Europe, it seems to be apparent that the Muslim population of Europe is not only increasing, but has an above average growth rate. Certainly the European Muslim consumer is becoming a target demographic for retailers and manufacturers, especially in the food sector. As one up-market restaurateur in London commented, referring to his Ramadhan fastbreaking customers, “They're all young, professional and moneyed and all quite trendy – they've got disposable incomes to go out and have really great food, and they know they can get Halal meat here.” Halal food is increasingly available in mainstream retail outlets throughout Europe, including under the supermarkets „own label‟ offerings. It is important to recognise that what we are seeing now is in many cases the result of decisions made several years ago; such is the time-frame for big corporate decisions to become visible in the marketplace. Similarly, it is significant that Halal is now being seen as a potential engine of growth in economies from all over the world, leading us to surmise that we are likely to see a continued increase in the Halal market, driven by growing consumer demand (and confidence) and the retailers‟ willingness to supply it. Furthermore, this new view of Halal as an engine of growth is going to be underpinned with policy decisions by governments keen to find ways to strengthen fragile economies.
Balancing Priorities 41 | P a g e
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Opening up potential fertile new areas, without alienating existing supporters is a balancing act in both politics and business. On the political front, the recognition that developing products and services for the Halal market can play a significant role in both domestic and export markets is becoming more common. Political and economic climate also plays a role in determining the extent to which producers will openly target and supply Muslim consumers, and also the extent to which those consumers feel confident to demand the kind of products and services they want. The change of administration in the USA generated an almost immediate sigh of relief among the 8-9 million US Muslims. This was accompanied by an economic turmoil that saw many of the largest players in the food sector looking around for new markets and strategies to maintain market share – or in some cases just to try and stay afloat – and finding the Halal sector a promising candidate. This brought Muslim consumer power into the spotlight, and the realisation that US Muslims have a combined spending power of an estimated USD16 billion (on food products) is opening up a new market niche. Not only have WalMart and CostCo recognised the importance of this market, but some major food producers are also considering serving the Halal market as a means of breathing fresh life into a tired business plan. The question is often how to do this without alienating existing customers. In the UK, Dominos Pizza and KFC have changed to a Halal menu in outlets with a high Muslim population, with signs in the windows and certificates on the wall…and not without some degree of backlash. In Finland, McDonald‟s is selling Halal chicken burgers without making any publicity at all, buying more than half of their chickens from Danish producer Danpol, who comply with Halal procedures, and saying that their decision is based on quality, rather than religion. Whether this will produce its own backlash remains to be seen, but the decision is an interesting one. For this is perhaps where the real opportunity lies, in the cross-over market.
Access All Areas 42 | P a g e
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Halal meat and poultry, if the raw materials are high quality, and if the Halal guidelines are correctly followed, should be among the highest quality produce available anywhere. Correct Halal slaughter means less blood in the carcass, less toxin and bacteria content in the meat; it is safer, healthier and has a longer shelflife, and despite the negative image of Halal slaughter, when done correctly, it is less traumatic for the animals. Halal food has the potential to be the ultimate cross-over market product, and the companies that recognise this, and can build it into their strategic planning, will be the ones to put themselves into a strong market position – if they can get the puzzle right. The Emerging European Market There is no question that the European Halal market is a viable and untapped emerging market. The question of how best to access it is a more complex problem than might be the case in other minority markets, such as in North America, where the Muslim populations are arguably more integrated and affluent, and most people are originally from somewhere else anyway. The socio-political landscape in Europe is more complicated. It is made up of different countries, each with a Muslim population originating from a different continent, bringing their own differences of culture, taste and schools of thought that became merged, to a greater or lesser extent, with their new European Muslim identities. Not to mention their own ideas of what constitutes Halal! Add to this the complexities of European politics, and the often difficult relationships with the wider Muslim world and their own Muslim minorities, as well as the influence of the right-wing and animal welfare groups; it seems clear that developing the lucrative Halal markets in Europe may well be a long and interesting journey. Perhaps the weakest link in the value chain is the credibility of the domestic Halal certification bodies. The development of Halal as an industry is in turn forcing the evolution of the certification process away from the image of the religious figure with limited understanding of the 21st century food industry, and towards the emerging picture of a new hybrid figure, as well-versed in the appropriate Shariah law as in the complexities of food science and market logistics. 43 | P a g e
Hosted by It was a telling moment, in the spring of 2009 in Chicago, when the quality control expert from one of the worldâ€&#x;s largest food and ingredient manufacturers outlined, in a formal presentation, what „big industryâ€&#x; needs from the Halal certification process: Independence and transparency of a) Standards, b) Audit, and c) Certification and the emergence of competent Accreditation Bodies to oversee the whole process. With the World Halal Forum now entering the European arena in November 2009, it seems likely that we will see an increased focus on this emerging regional Halal market. A complex mix of colonial history, identity, immigration, politics, ethics, and of course money, this new chapter promises to be one of the most interesting instalments in the meeting of Islamic Shariah with the modern world of trade and commerce. It is unlikely to be boring.
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WORLD HALAL FORUM 2010 WHF 2010 will be held once again at the world class facilities of the Kuala Lumpur Convention Centre, on the 11 & 12 May 2009. Issues of trade & market access will be discussed alongside presentation of the remaining modules of the IHI Alliance standards. The global standard will has had 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 and shopping, Spouse program. For more information visit www.worldhalalforum.org
WORLD HALAL FORUM EUROPE –2010 The World Halal Forum will once again heading to Europe. Tentatively scheduled for October 2010 in the United Kingdom. For sponsorship opportunities and delegate information please contact: info@worldhalalforum.org or visit:
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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 programs 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 film making. 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 are not just company flagships, but 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 Jumaatunâ€&#x;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. Jumaatunâ€&#x;s other accomplishments in the Halal industry include the creation of The World Halal Forum, Halal
Journal TV, 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 has 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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Hosted by 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, cafes and outlets with Halal fare. The Kuala Lumpur 2010/11 edition will review over 200 restaurants, cafes 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 cafes 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 travelers 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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Hosted by 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, NGOâ€&#x;s, policy makers, 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:
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Hosted by 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. The division has serviced the following clients: KasehDia‟s Research and Consultancy jobs completed to date: Client
Services provided
Asian Productivity Organization (APO) Japan
KasehDia‟ sexpert 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 on “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 were conducted in Peninsular Malaysia. KasehDia conducted a study on the “Development of
Knowledge-Based Information for Halal Products in the Global Market”. Halal Development Corporation (HDC)
Client
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. Regions and countries involved are: (1) Southeast Asia (Indonesia, Malaysia and Singapore),; (2) Middle-East (United Arab Emirates and Saudi Arabia) and; (3) Europe (the Netherlands, Germany and France) Services provided
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.
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Autonomous Region of Muslim Mindanao (ARMM) regional government, Mindanao, The Philippines Commerce Asset Venture, CIMB Group
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KasehDia assumed the advisory role in the setting up of agribusiness and halal food industrial development in autonomous Muslim region of Mindanao, Philippines. KasehDia provided market intelligence and conducted and 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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By 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 www.haqthemovie.com www.halalguides.com
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