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THE PREMIER GLOBAL HALAL INDUSTRY EVENT

THE 6TH

World Halal Forum The Power of Values in Global markets KLCC CONVENTION CENTER, KUALA LUMPUR, MALAYSIA

4 - 5 APRIL 2011 WWW.WORLDHALALFORUM.ORG

participate and get a glimpse at the future of the global halal industry


MALAYSIA - SETTING THE AGENDA Y.A.B Dato’ Sri Mohd Najib Tun Razak Keynote Address, 21 June 2010

“We need to think beyond industries and move to the larger realm of a Halal economy…a value-based economy rooted in fairness, integrity and trust” One of the key issues to be deliberated in 2011 is the progress of the inevitable convergence of Halal products and Islamic Financial services. These two the shariah-based industries form the foundations of an emerging Halal Market Economy, and Malaysia, as a strategic stakeholder in both sectors, is the perfect location to explore this exciting new platform. The WHF 2011 will bring a renewed spirit of creative vision and cutting-edge thinking to the Halal industry. With the IHI Alliance now fully in charge of the technical issues relating to Halal standards development, certification and accreditation, the WHF 2011 will explore the next 5-year horizon of potential within this ‘values-based’ Halal marketplace.

Key sessions will focus on: • Progress reports from WHF and IHI projects world wide • Islamic Finance in the Halal Industry • Leveraging on Halal Values in mainstream markets • Coming Trends in the Halal sector • The Role of the media in changing perceptions about Islamic values • The rise of Halal friendly-travel and hospitality


STRENGTHENING GLOBAL HALAL MARKET

NORTH AMERICA USD15.3 BILLION

Europe USD69.3 BILLION Asia USD418.1 BILLION Africa USD155.9 BILLION

“Estimated size of global halal food sector for 2011 is USD 661 billion”

Central & South America USD820 MILLION Australia USD1.6 BILLION

Strong emerging sectors include: Halal market sectors in many parts of the world continue to remain recession-proof, and to outpace the growth of related mainstream market sectors. The world’s 1.8 billion Muslims (close to 25% of the world’s population) are becoming better educated, more discerning and with a higher household income, and have triggered a worldwide demand for mainstream products and services that are in line with Islamic values.

• Comprehensive food offerings across cultural and price • • • • • •

boundaries Ready-to-eat meal solutions Fast-food and take-away outlets Personal care, toiletries and cosmetics Health products and pharmaceuticals Travel and hospitality services, including medical tourism Food service ranges for hospitals and educational establishments


World Halal Forum 2010 The 5th World Halal Forum held on June 21 and 22 2010 at KL Convention Centre was a huge success opening to a highly charged and fully packed hall of over 800 delegates and industry stalwarts from over 35 countries across the world. For some of the repeat delegates, the feedback was that this was the best World Halal Forum held to date! As the prestigious gathering place for all experts, scholars and players in the industry, WHF 2010 yet again provided an excellent networking platform for all participants. Malaysian Prime Minister YAB Dato' Seri Najib Tun Abdul Razak who delivered the keynote address during the opening ceremony urged the industry to think bigger as a Halal Economy: “We need to think beyond industries and move into the larger realm of a Halal Economy. A value based economy rooted in trust, integrity and fairness. And why not? Halal has thrived and will continue to thrive on innovation. Furthermore, Muslims account for one fifth of the global population, with between 1.4 and 1.8 billion spread across 148 countries worldwide, and these numbers continue to grow.� Host of WHF 2010, International Halal Integrity Alliance (IHI Alliance), announced and presented four published Global Halal Standards (ICCI-IHI Alliance Halal Standard), which were available for purchase at the forum.

World Halal Forum 2010 Performance Registered Delegates Media Attendance Countries Represented MOU Signed: Audited PR Value (Malaysia Only)

820 150 37 4

RM15 million


MEDIA COVERAGE WHF 2010


GALA DINNER & THE HALAL JOURNAL AWARDS

A Touch of Class & Prestige

The winners of the 2010 Halal Journal Awards, presented by the former Prime Minster of Malaysia

All delegates to the World Halal Forum are invited to attend the Gala Dinner on the first night and witness the prestigious Halal Journal Awards ceremony, honouring outstanding achievements, excellence and innovation in the global Halal industry.


WORLD HALAL FORUM ACCOMPLISHMENTS

World Halal Forum Europe 2010 WORLD HALAL EUROPE 2010 PERFORMANCE Held at the Earl’s Court Conference Centre in London on 10-11 November, the 2nd World Halal Forum Europe was held with the theme “Halal Products and Services – Going Mainstream” Highlights from the WHFE included 1. There is a growing concern that the proposed ‘Amendment 205’ due to be presented before the European Parliament bill to enforce labelling of meat from un-stunned slaughter will stigmatise Halal and Kosher meat products and this does not comply with World Trade Organisation guidelines on preventing unnecessary barriers to trade. 2. There is a pressing need for the formation of independent national accreditation agencies that will develop clear standards, advise, monitor and regulate the activities of the various Halal certification bodies, particularly in the non-Muslim world.

6. Halal, if managed intelligently, has the potential to be a significant engine of growth for the UK economy. In the light of the current economic climate, these issues needs to be explored, not sensationalised.

3. Clearer labelling for Halal food is necessary to enable consumers, both Muslim and non-Muslim, to make informed choices as to what they are buying and eating.

Resolutions:

4. The mainstream media’s handling of the Halal food issues in the Western world is consistently characterised by misinformation, bias and provocative language that fans the flames of controversy without offering any solutions. There needs to be more balanced input from responsible media, including the Muslim media, to provide a clear and unbiased picture of Halal-related subjects. 5. The extent of the domination of the Halal food market by multinational companies is becoming ever clearer. There is a pressing need for more Muslims to get involved in this industry, from the perspective of food production as well as research, innovation and investment.

. .

The WHFE drafted a formal declaration to oppose amendment 205 that was sent to Muslim Members of the European Parliament to lobby in Brussels. (Amendment 205 was dropped and was not passed into law) A four-way agreement was signed by The International Halal Integrity Alliance (IHI), The Islamic Society of North America (ISNA), The American Halal Association (AHA) and the Muslim Council of Britain (MCB). These four bodies will collaborate on issues relating to Halal Standards development and the formation of a network of national Halal Accreditation bodies to ensure greater integrity throughout the supply chain.


W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s

World Halal Forum Europe 2009 WORLD HALAL EUROPE 2009 Performance Registered Delegates : 188 Media Attendance : 22 Countries Represented : 34 MOU Signed : 3 Held at the World Forum Convention Centre in The Hague, Netherlands, from 17 to 18 November 2009. WHF Europe was held for the first time ever outside Malaysia -- with the aim of tapping to the enormous potential of Halal market in the European region. During the two-day session of WHF Europe, participants and speakers agreed that Halal is no longer a taboo in Europe as awareness on Halal products and certification has increased in the last couple of years. Advertising campaigns on Halal products, certification and labels are also on the rise in Europe, particularly in France, which has an estimated five million Muslims population. WHF EUROPE RESOLUTIONS: • 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. • 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. • 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.


W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s

World Halal Forum 2009 World Halal Forum 2009 Performance Registered Delegates : 980 Media Attendance : 54 Countries Represented : 47 MOU Signed : 10 Audited PR Value (Malaysia Only) : RM10 million

The World Halal Forum (WHF) 2009 saw a gathering of the heads of states, industry leaders and academics under one roof to voice their concerns, outline issues, and plot the future direction of the global Halal industry, which brought together 908 participants from over 47 countries and attracted over 52 local and international media personnel. WHF 2009 generated in excess of RM9,698,000 in PR value from the Malaysian media alone. From the opening ceremony to the closing remarks, there was never a dull moment as press conferences, business matching activities and exhibitions exposed all delegates to a myriad of Halal industry opportunities and challenges. The foyer exhibition areas showcased the International Halal Integrity Alliance, as well as many different business and Islamic-related media. Adjacent to the forum hall was the sponsors’ exhibition area, showcasing Malaysian and prominent international Halal industry players from key segments of the global Halal value chain.


W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s

World Halal Forum 2008

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. VIPs in attendance included:

World Halal Forum 2008 Performance Registered Delegates : 1190 Media Attendance : 200 Countries Represented : 57 MOU Signed : 7 Audited PR Value (Malaysia Only) : RM10.2 million

• YAB Dato’ Seri Abdullah Ahmad Badawi, Prime Minister of Malaysia • HE Mohammad Abul Hassan, Head of Kuwaiti Delegation, Special Envoy of Kuwait 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 Department • YB Datuk Peter Chin Fah Kui, Minister of Plantation Industries & Commodities • Mr. Ömer Faruk Doğan, Deputy Undersecretary of Foreign Trade, Republic of Turkey


WORLD HALAL FORUM ACCOMPLISHMENTS

WORLD HALAL FORUM 2007 “HARMONISING THE GLOBAL HALAL MARKET” Number of delegates: 914

WHF INDUSTRY DIALOGUES

WHF CEO ROUND TABLE

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.

The WHF CEO Round Table series is another initiative inline with the World Halal Forum Charter endorsed by the Prime Minister of Malaysia. WHF CEO Round Table will assist and support the development of world-class Halal industry standards covering the entire value chain.

Countries Represented: 37 MOU Signed: 5 Audited PR value in Malaysia: RM4.42 million

THE INAUGURAL WHF 2006 “THE GLOBAL HALAL MARKET  AN INDUSTRY PERSPECTIVE” Number of delegates: 463 Countries Represented: 27 Audited PR value in Malaysia only: RM3.79 million


W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s government Support & International Recognition “The Malaysian International Halal Showcase (MIHAS) and the World Halal Forum, which received a tremendous response, will be an annual event.� Halal Chapter, 3rd Industrial Master Plan (IMP3), 18 August 2006 Malaysian Government Support The Malaysian Government is committed to playing a leading role in the global Halal industry and establishing Malaysia as a global Halal hub. Towards this end, the Malaysian Government is undertaking a range of initiatives including endorsing the annual World Halal Forum events.

OIC Recognition 1. Welcomes the covening of the 3rd annual World Halal Forum, which was held in Kuala Lumpur, Malaysia on 12-13 May 2008.


W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s International Halal Integrity Alliance ADOPTION OF INTERNATIONAL HALAL INTEGRITY ALLIANCE (IHI ALLIANCE), A NON-NATIONAL AND NOT-FOR PROFIT ORGANISATION 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. World Halal Forum 2008 Resolution

From resolution that was passed at World Halal Forum 2008, the International Halal Integrity Alliance (IHI Alliance) has started the first of a series of Working Group Meetings to develop the modules for the International Halal Standard. On 2 May 2009, IHI Alliance was invited to present its framework on the development of Global Halal Standards at the Islamic Chamber of Commerce & Industry (ICCI) General Assembly held in Cairo, Arab Republic of Egypt.  Addressing the Chamber’s President, H.E Sheikh Saleh Kamel, Board Members and representatives of the Unions of the Islamic States’ Chambers; Darhim Hashim, the Chief Executive Officer of IHI Alliance, had the honour to present the global framework in the presence of the H.E the Egyptian Minister of Trade and Industry, Rashid Mohamed Rashid. IHI Alliance Mandates & Recognition: • Recognition by the Organisation of Islamic Conference at the Foreign Ministers meeting held in Uganda (2008). • Strategic partnership between IHI Alliance and the Islamic Chamber of Commerce and Industry (ICCI), an organ of the OIC mandated to be the principal representative of the private sector in OIC member states with regard to values, Halal and quality control.


WORLD HALAL FORUM ACCOMPLISHMENTS WORLD HALAL FORUM & IHI ALLIANCE 10 modules of the International Halal standard

World Halal Forum 2008 marked the most signiďŹ cant event for IHI Alliance as the Tun Abdullah pledged the Malaysian government’s full support for IHI Alliance. H.E. Sheikh Saleh Kamel, President of the Islamic Chamber of Commerce and Industry (ICCI) announced the strategic partnership between IHI Alliance and ICCI in his maiden speech as the current World Halal Forum Chairman. This effectively entrusts IHI Alliance with the task of implementing the Global Halal agenda mandated to ICCI by the OIC.

The World Halal Forum 2009 & 2010 saw modules of the global halal standard released for public review.


moving ahead The Halal Industry is Still Developing

US Kosher market is USD100 billion with 86,000 differentiated products. Muslims purchase more Kosher products than Jews. For every one Halal product on the shelves, there are 86 Kosher products.

The World Halal Forum is committed to developing the global Halal industry for the benefit of all Muslims. From its inception the forum adopted a very clear set of guidelines and goals to compliment this development. Partnership with WHF means an investment in the future of the Halal industry. The WHF platform brings people together to discuss the one major issue that unifies and benefits all Muslims, show your staff and customers your brand cares.


marketing & media


Marketing & Brand Promotion H ig h I mpact Agree me nts The Forum is not only a platform for discussion and debate, it is also a vehicle for action. Agreements, M.O.U.s, and new initiatives have been announced at WHF that have changed the face of the Halal Industry. Press conferences and signing ceremonies held during WHF ensure global press coverage.

The World Halal Forum has a strong and effective promotional campaign to ensure the success of the event and the growth of the brand. The brand building campaign consists of advertising and public relation activities, international dialogues and roundtables, and participant promotion. 1. The A dvertising and Promotional PROGRAMME • Local and international media • Broadcast media • Print Media • Internet advertising • Buntings and banners

2 . Public Relations • General public relations activities • International launches • Local launches in Malaysia • International promotional trips • Management of media centre for WHF 2010 • Media fly-in


Marketing & Brand Promotion

3 . World wide 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 includes Jordan and Australia.

4 . Participation P romotion The goal of this programme 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 SMEs from Malaysia


MARKETING & BRAND PROMOTION PROMOT ION S A M PL E S BROC HUR E & OUT DOOR DISPL AY

PR INT ADVE RT ISE ME NT

NEWSLE T T E R & ADVE RTOR IAL

ONLINE : W EB SITES & EMAIL N EWSLETTERS


MEDIA COVERAGE

WHF Secretariat manages a world-class media centre during the forum providing press with all the tools and information required.

Due to the excellent positioning, branding, programme, professionalism and quality of participants at the WHF, the event has been featured in the media extensively. WHF has been featured in the following international media: • Asian Wall Street Journal • Newsweek • BBC • ABC • The New York Times • The Guardian • AFP News • AP-Dow Jones • Yahoo News • AP-foodtechnology.com • People.com • AMEinfo • Muslim Guardian Online • Iran News Agency • China View MeatProcess.com • Islamonline • Biznews Databank.com • Angloinfo.com • Many others... The WHF has been featured in all important media in Malaysia and actively identifies key foreign media to fly in and cover the event, thereby maximising global exposure.

Comparison of PR Value 15,000,000.00

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

WHF 2009

WHF 2010


t a : M-2-20,

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WHF 2011 - General Presentation  

General Presentation

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