ARE WE CONNECTED?
www.americanhalalassociation.org
THE MAGAZINE OF THE AMERICAN HALAL ASSOCIATION
Time For Regulation Am e r i c a ’s H a lal In dus t r y
Call To Action:
Request Halal Products, Services, and US Standards Support Halal Financing, Food, Travel Services, Personal Care & Pharmaceuticals
How to Get Investors for Your Halal Business Meet the Halal Millennials
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CONTENTS
COVER STORY
12 | MUSLIM CONSUMERS
24 | THE BENEFITS OF A
04 | TIME FOR
14 | SAAF SKINCARE
“A better paradigm for skin care”
“Making kids aware and promoting Halal healthy meals”
16 | HALAL FINANCING
26 | CRESCENTRATING
REGULATION
“With Halal Regulation, can America become a major market force?”
FEATURED ARTICLES 08 | AMERICAN HALAL
INDUSTRY NEEDS UNIFORM CONSUMER STANDARDS
“Free guide to Halal foodservice”
10 | WHAT ARE
Mono/Diglycerides
“Call to Action: make a difference!”
“Be the brand for Muslim consumers!”
“Why should you look at Halal Finance?”
SCHOOL LUNCH REVIVAL PROGRAM
“Request to receive Halal friendly travel!”
18 | ISLAMIC FINANCE, HALAL INDUSTRY AND THE MEDIA
“Thomson Reuter’s global finance director gives advice to attract media.”
21 | ATTRACTING
INVESTMENT TO GROW YOUR HALAL BUSINESS
“How can you get investment capital?”
28 | Noor Vitamins™:
A New Dawn For Healthcare Consumers “Arrived! Halal vitamins are here!”
30 | Halal Millennials “Meet today’s Halal consumer”
PAGE 1
bY aLPEr bOLaT
www.halalpak.com
H
OW CAN WE as Muslims achieve simplicity in daily life? The answer is in the Sunnah (life example) of our Prophet (SAW) and in accepting him, his family and his companions as bea¬cons of light who can guide us. They ate simple and pure foods, and were never wasteful. As a rule, we should do our best to indulge in freshly prepared foods made from pure ingredients, and try to avoid processed foods that contain chemical additives and questionable ingredients. Before we enter a res-
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Guiding Muslims Before & After Shopping
www.americanhalalassociation.org
THE MAGAZINE OF THE AMERICAN HALAL ASSOCIATION
Cover Photo Credit. www.Photos.com Cover Design by: Ashfaq Rahim ARE WE CONNECTED?
Simplify Your Life
taurant or fast food “drive thru”, we should ask ourselves, “Would I take the Prophet (SAW) to this restaurant, mixing with men and women, where alcohol is served, where I am not sure if my meal was touched by pork or includes some Haram ingredients? Or would I prepare for him the purest and healthiest meal, and make sure that everything is OK according to his teachings?” By thinking in this direction, you will realize that you avoid most of the products you used to buy and put Halal Certified products or natural products in your shopping cart. The beauty of examining our actions in the light of Sunnah is that to change our attitude and stop some questionable practices that we did not even notice before, and we become preoccupied with using more natur¬al and healthier products. All of this leads to a healthier, less stressful, more natural, simplified lifestyle. Remember Halal is Healthy!
www.americanhalalassociation.org
THE MAGAZINE OF THE AMERICAN HALAL ASSOCIATION
EDITOR IN CHIEF Ahmad Adam PUBLISHING DIRECTOR SR. EDITOR AlperLabadi Bolat Susan ASSOCIATE DIRECTOR EDITOR GuldenEvans Zont Salama EDITOR IN CHIEF PUBLISHING DIRECTOR Ahmad Adam Alper Bolat EDITOR ASSOCIATE DIRECTOR Susan Labadi Gulden ZontEDITOR CONTRIBUTING Hassen A. Hassen CONTRIBaUTING WRITERS CONTRIBUTING WRITERS Ibrahim Bahardeen Ahmad Adam,Abed, FawzanFazal Alsharif, Kelly Alsharif, Mohamed El-Fatatry, AbdalhamidEvans, Evans Syed Rizwan Ashraf, Abdalhamid Salama Evans, Paul Musa Habhab Salama Evans, Susan Yvonne Maffei Aijaz Hussain, MahLabadi, Hussain-Gambles Dr. Ingrid MattsonLabadi Mohamed Issa, Susan Yvonne Maffei, Maria Omar ADVERTISING & SALES Rafi-uddin Shikoh Rushdi Joohi Tahir,Siddiqui Asma Khan ADVERTISING & SALES ART DIRECTOR Asma Ashfaq Khan, Rahim Joohi Tahir
GRAPHIC Design andDESIGNERS Layout by Ibrahim Harun , Kim Puetz Printex Graphics www.printex.us SUPPORT TEAM Graphic Mehmet Yilmaz,Designer Hamdi Munishi Ibrahim Harun
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HALAL CONNECT ISSUE 3
LETTER FROM THE EDITOR
Building Something BIG!
Tennis, biking, swimming, and weightlifting are as much of my life as a good movie and backyard BBQ. Muslims in America partake in just about every aspect of consumerism; yet, they rarely communicate their needs and desires to companies. It’s time to become less complacent and more participative. There are many areas that we need to address, whether it be as consumers, business people, media representatives, or legislators, it’s time to build something BIG! To promote more entrepreneurship and investment, Halal financing is on the rise after disenfranchisement from the global economic pullback. With nearly one fourth of the earth’s population seeking everything Halal, the global demand for Halal exceeds supply; but well meaning business people find enormous hurdles to start-up their enterprises. Often their expectation of finding funding through personal connections to Muslim business people results in disappointment. Sound business plans aside, many have turned toward conventional financing, but times are changing with Halal finance products and investments. The obligation to live a Halal lifestyle, which pertains to all consumables, finance, entertainment, and even fashion, is a cornerstone of every Muslim’s life. While Halal implies things to be lawful in Islam, the concept of Tayyib refers to wholesomeness. Where one finds Halal,
there should also be Tayyib. The current wave of upscale consumers have expressed a preference for humane, eco-friendly, health enhancing, and family friendly Halal options.Yet, corporate call centers are often completely oblivious to the meaning of Halal. The solution can be had if we take the time to contact companies and inquire if ingredients, products, and services offered are Halal.
discern healthy choices is imperative.
This even applies to travel accommodations, amusement park facilities, and airline meals. When enough people ask for such services, companies will respond, as they do for all consumers who make requests in documented quantities. There are opportunities for improvement in the American travel experience, and tourists can find more traveler friendly countries if we do not answer their needs.
Coming full circle to address Halal, Finance, and the Media, Rushdi Siddiqui notes that the media usually doesn’t see relevance or need to report on Halal issues because other things seem more newsworthy. We need to make that buzz, make some phone calls, inquiries for services, and purchase Halal products to demonstrate our purchasing power.
Another trend to watch is the rise of Halal skincare and cosmetic products. This niche has already proved popular in Asia and Europe, and it is yet to rise in America. We have the answer to Halal skincare though within HalalConnect if you can’t wait to try great skincare with botanicals. We were also lucky enough to catch the rising star of NoorVitamins™ shortly after their market launch, and when they were serving the community with healthcare services. Finally, vitamins are available that do not have non-Halal properties, and we certainly hope that this is just the beginning of great things to happen in nutraceuticals, pharmaceuticals, and supplements too.
In addition to the food in the Halal kitchen, we have a terrific and timely insight to a new book, Clean Your Kitchen Green by Yvonne Maffei. This is Tayyib; a comprehensive ethic for caring for our homes, our families, and our environment. This is Islam in practice, reflecting its essence.
So hear this, media reps: Halal is BIG, and it is coming to you new and improved. We, at American Halal Association, will commit to work toward a unified U.S. Halal Standard that will be welcomed in the world, and will help develop regulation of the Halal industry to give integrity, transparency, and to cultivate professional excellence in Halal products and services. By the support of the people, we will protect their interests, educate, and communicate the benefits of a Halal lifestyle. As athletics build strength and capacity, we are ready to build strong ties to create more jobs, a better economy, and a healthier planet. Susan Labadi
School lunch is a popular topic in student council campaigns—and we’ll tip you off to getting a free foodservice kit-- as some Islamic schools are improving healthful qualities by auditing their menus. Healthy kids are our future, and teaching them to
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COVER STORY
time for regulation
America’s Halal Industry
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he growth of the Halal market has become a global phenomenon. With the majority of the Muslim world dependent on food imports to meet their needs, countries such as Australia, New Zealand and Brazil have long been established as major suppliers to the halal market. Currently the USA lags behind these leaders in both sales and regulatory infrastructure by a considerable gap. Is it time for America to step up its game and become a leading player in the Halal industry? And if so, what would it take?
Collective Effort As we are reminded, in the hadith of the Prophet, salla’llahu alayhi wassalam, that the fortunate one is the one who can learn from the experience of someone else, let us take a look at Australia’s experience. It has been suggested that Australia is about a decade ahead of the USA in terms of its approach to supplying the Halal markets. The recognition of the significance of this market by Australia’s industry and government stakeholders has resulted, after many years of internal struggles and difficulties, in a collective effort between the governmental health and safety regulatory bodies, the red meat industry and the various Islamic bodies involved in Halal certification. Getting this three-legged structure in place is not as easy as it sounds; and the pivotal piece of the puzzle to solve is the PAGE 4
HALAL CONNECT ISSUE 3 question of how to manage the Halal certification bodies. Halal certification is, if you will allow me the pun, a real cash cow; an unregulated cash cow that is not always all that Halal either. With no clear standards, no third-party audits, no oversight and riddled with conflicts of interest, Halal certification procedures in the non-Muslim world, especially for meat and poultry, are still in the time of the Wild West before the sheriff came to town.
are verifiably Halal, and a similarly consistent share of the Halal market.
Home on the Range
For the USA to move into a position approaching that of Australia, several changes will need to happen. The first is a question of perception. There has to be recognition by the key decisionmakers that the Halal industry is worth developing. With a global Muslim population of 1.6 billion, around 26% Despite the statutory separation of church and state, the Australians recog- of the global population, the majority of which is import-dependent, the nised – more than a decade ago - that the value of the Halal export market to question is really ‘why would you not the national economy warranted an ef- be interested in this market?’ fective structure to guarantee both the The USA is in the difficult position of quality and integrity of the product, being a global power that has passed and the consequent market share. its peak. It is always hard to accept that from here the road basically leads The result is the AGAHP, the Austradownwards, and even harder to make lian Government Authorised Halal the necessary changes to accommodate Programme. This is effectively a the shifting status on an increasingly collaboration between the Australian fluid world stage. Meat Industry Council (AMIC), Meat and Livestock Australia (MLA) and Being in a dominant position for long the Australian Quarantine Inspection periods of time makes it easy to beService (AQIS). come complacent, and as a major food exporter, this is exactly what can be This collaboration resulted in a set of seen in the Halal industry in the USA. guidelines for slaughter of livestock, the preparation, identification, processing, storage, segregation and certification of Halal red meat products for export to Halal markets.
The trend in the global Halal marketplace is for higher standards, more integrity and a greater degree of oversight surrounding Halal compliance. For example, both Malaysia and Indonesia are now requiring Halal meat to be produced on dedicated lines, and as there are none in the USA, this means that exports to these countries will stop unless some changes are made. While some may argue that these markets are not that important, and that exports to the bigger GCC markets can carry on as usual, but this perspective is to miss the writing on the wall. The Halal markets are evolving. It is becoming a case of choosing between adaption or extinction. Such is the dynamic of the free market. It would be an irony for the USA to miss the very point of the market philosophy that they have defined and exported to the rest of the world. Compared to Australia, the USA Halal industry is still in the dark ages. Halal certification continues to be carried out with no regulatory oversight by the USFDA. There are well-documented cases of export agents buying non-Halal products from major USA
Under the AGAHP, both abattoirs and Islamic bodies must operate under an Approved Arrangement (AA) that meets the AGAHP guidelines. For an Islamic Body to be approved, they must meet the criteria laid down in the government legislation. This naturally caused a shake-down in the number of Islamic bodies that carried out certification, but the result has been a workable tripartite collaboration that has resulted in a Halal industry with consistent high-quality products that PAGE 5
TIME FOR REGULATION manufacturers, obtaining a Halal certificate, ink-jetting a statement of Halal compliance onto the existing labels and sending the products into the GCC markets as certified Halal products. When questioned, the manufacturers will say that they do not manufacture any Halal products...and yet there they are in the Halal marketplace. The fact that this has worked until now is not a proof that it will continue to work in the future. The fact that it is widely known that these practices go on is a strong indication that they will soon have to come to an end. Of course the USFDA is caught in the dilemma of the separation of church and state, but the constitution continually bends to the winds of market forces, and there is every reason to suggest that it would be advisable to be flexible here. What is needed, of course, is an Islamic body that can act as intermediary between the government regulatory bodies and the industry players to carry out the difficult tasks of a) developing a workable US Halal standard, b) regulating the activities of the certifying bodies, many of whom are quite happy with the status quo, and c) providing labelling guidelines to ensure that the Halal consumers, both at home and abroad are not being misled. Whether this task can be carried out by existing American Islamic bodies, or whether a new independent Halal authority will need to be formed remains to be seen. Either way, it is going to be a difficult task. However, there are strong indications that this next step will be necessary. As the rest of the Halal industry players, both national and corporate, continue to evolve to participate more fully PAGE 6
in this emerging market, those that choose not to change will run the risk of being seen for what they are: not as Halal as the competition. For the USA, there is much to be gained by facilitating this more to a more evolved Halal industry. First and foremost, it makes good economic sense. A recessionary climate demands access to new markets, and for the USA, the halal market is underserved both at home and abroad. American Muslims have a choice of around 1,000 certified Halal products on the retail shelves. Compare this with somewhere in the region of 100,000 certified Kosher products and it is not hard to understand why Muslims in the USA spend more money on Kosher than the Jewish community does. From the export perspective, it is really a case of raising one’s game to keep up with the competition. Either that, or don’t pretend to be a serious player. Several recent US trade delegations negotiating FTA’s with countries in the Muslim world have been stumped by the world of Halal compliance, complaining that the rules are too complicated and that they keep changing. Well, for the country that invented the phrase ‘the customer is always right’, it should not be too difficult to bring in the required expertise to understand the rules of the game. Secondly, it makes good political sense to engage with the Halal markets, both domestic and international. With domestic consumers now cited in polls as feeling that they are being ignored, developing the Halal market is a good political move to enable the influential Muslim communities to feel more included. Internationally, it would serve the USA well to demonstrate to the Muslim world that they have not only understood the complexities of
HALAL CONNECT ISSUE 3 Halal compliance, but that they have geared the food exporting industry to ensure that only products with clear Halal compliance are exported to the Muslim world. Left alone, USA Halal exports are a scandal waiting to happen. It is not easy to see what might be the trigger to enable this next move to happen in the USA Halal industry. Most probably it will require a convergence of common interests to recognise that there is mutual benefit to be had on all sides by putting the Halal industry on a secure footing. The Australian example, while not perfect, certainly shows what can be done when there is sufficient goodwill and interest among the necessary stakeholders. In their case, everyone has benefitted; the government, the industry, the Islamic bodies and also the consumers. It is essentially a matter of recognising that something is worth doing, and worth doing properly. And that if you don’t, you will probably be elbowed aside by someone who does. The Halal consumers are not going to go away. This is not a fad or a fashion. The development of the Halal market around the world is going to be one of the major market forces in the coming years, and those who stay ahead of the curve in both the acquisition of expertise and its application will come out ahead. This, after all, is not rocket science. Maybe it would be easier for some if it was. What is required is the arguably more difficult task of managing human beings to arrive at a mutual understanding that it is worth collaborating for mutual benefit.
Abdalhamid Evans Director, Imarat Consultants UK Abdalhamid Evans is the Senior Analyst at Imarat Consultants, a niche UK consulting agency that specializes in the Halal sector, and is also the founder of HalalFocus.com, a leading online news service for the Halal market with around two million page views annually. Abdalhamid worked in Malaysia from 2004-07, during which time he participated in the development of The Halal Journal magazine and the World Halal Forum. He also provided consulting services during this period for the Malaysian government in their efforts to position Halal as an engine of growth for the national economy, and collaborated in drafting the Halal chapter of Malaysia’s 3rd Industrial Masterplan in 2006. From 2008-10 he worked with the Ministry of Industry and Primary Resources of Brunei Darussalam to assist in the development of their Halal agenda as well as their International Halal Market Conference and SME workshop programmes. Abdalhamid is also active in the USA, UK and Europe, and is a founding member of the American Halal Association where he is working with Halal sector stakeholders to develop an accreditation infrastructure for the US Halal industry. Abdalhamid is a seasoned writer and a regular contributor at Halal industry events around the world, and is widely regarded as a thought-leader in the global Halal movement. He has long been an advocate for the development of Halal as catalyst for a new commercial paradigm, and has lobbied for greater involvement from the Islamic Financial sector for many years.
Time will show us who will be up for the task. PAGE 7
American Halal Industry Needs Uniform Consumer Standards
American Halal Industry Needs Uniform Consumer Standards by Maria Omar
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oday’s growing media attention brings the American halal consumer and overall food industry at a crossroads. Today, halal is a familiar word in the global food research and development end of the industry. In fact, after 29 years of promoting and developing halal-certified supply chains, American-Islamic organizations, such as IFANCA, have helped provide halal-certified versions of every ingredient, flavor and spice in the global marketplace. These ingredients are the building blocks of any prepared food, beverage, pharmaceutical or personal care product on grocery shelves. In other words, halal products are no longer an imagined dream. They are now a living reality enjoyed by millions around the world. In contrast, the American halal market is only recently gaining momentum and understanding. In 2010, IFANCA coordinated the first-ever halal education panel at the National Restaurant Show (NRA) 2010. The NRA is one of the world’s largest annual restaurant and hospitality tradeshows. Education sessions at NRA shows have the potential to influence over 960,000 restaurant and foodservice outlets and a workforce of nearly 13 million employees. This education session was titled “Reach over 9 million American-Muslims searching for halal meals”. It provided a unique opportunity for IFANCA to teach foodservice movers and shakers on how better serving the domestic halal market can improve their businesses. It was also a pivotal moment to understand the needs and information gaps faced by chefs, foodservice directors, food buyers and restaurant operators. American hospitals, campus cafeterias and restaurants were ready for halal – and were asking for directions on how to get there. This year, IFANCA was able to give them directions in the form of the world’s first Halal Foodservice Kit™. In the absence of any information of this kind, IFANCA worked with several different food and nutrition professional groups to create the kit, including Med-Diet. “Halal has grown into an essential part of the foodservice industry – you need it everywhere,” says Don Tymchuck, President of Med-Diet/Foodservice Express. Recognizing this need earlier, Med-Diet launched a new division called Halal Healthy, to help American-Muslim college students receive halal care
PAGE 8
packages from home. The Kit is targeted to the needs of food directors of hospitals and college cafeterias, chefs, dietitians, food buyers, and restaurant and hotel foodservice professionals. It contains four documents:
Halal Nutrition Guide
IFANCA found that foodservice chefs and cooks wonder what type of foods to include or avoid in halal meal plans. The “Halal Nutrition Guide” informs of correct food types and preparation information. It also provides substitution ideas if those foods are not in easy reach.
Halal Kitchen In-Service Guide
All across the country, mainstream cafeterias and restaurant kitchens want to serve halal meals but are often too afraid of making mistakes. To rectify this information gap, Med-Diet created the “Halal Kitchen InService Guide”. The guide comes in the form of an in-depth presentation that can be used to learn, as well as teach others working in kitchen operations. This is a resourceful guide to give to a foodservice director at universities, schools, corporate cafeterias and even restaurant kitchens.
Halal Ready-To-Eat (RTEs) Foodservice Distributor Guide
It is a common experience for American halal consumers to have trouble obtaining halal meals at overnight hospital visits. Today, nearly all major foodservice distribution systems have halal ready-to-eat (RTEs) meals. Targeted for the busy hospital foodservice director searching for meals for the overnight halal patient, this guide provides instant contact information for these foodservice distribution systems carrying halal RTEs. American-Muslims can provide this guide to their doctor or hospital next time they visit a healthcare facility for an overnight stay.
Halal Food Buyer Guide IFANCA currently certifies more than 2,500 companies that make halal products. Due to the large demand for global halal products,
there is halal-certified version of every ingredient, flavor, and food product in the food industry. To help food buyers looking for these halal products, IFANCA has listed companies that actively sell halal food products useful to the restaurant and hospitality industry. Food categories range from cheeses to beverage syrups. Today, the American-Muslim market looks full of bright possibilities. However, the real push always has and always will come from consumers. Without a consistent, uniform definition of halal across state lines, it is impossible for any American restaurant, cafeteria, or manufacturer to service halal consumers in a meaningful way. This was specifically noted at the 13th International Halal Food Conference held in Schaumburg, Illinois during April 2011. It is the only conference in North America dedicated exclusively to halal. In his speech, Dr. Mehmood Khan, chief scientific officer at PepsiCo and keynote speaker of the event, emphasized, “We [halal consumers and providers] will not get traction, unless we can come to a common denominator - that this [halal standard] is what we are asking for.” He strongly believed that uniformity, consensus and agreement on halal standards could help leverage a community’s consumer voice, which would in turn attract marketers’ attention. The uniformity of halal production standards, along with grassroots demand, is a powerful equation to helping the food industry better serve halal customers. Simply and truthfully put by Dr. Khan, “When consumers vote with their purchasing power, then businesses listen. Marketers will pay attention. Then we [food companies] have the reason to change the supply chain, all the way from agriculture, through to packaging.” The past few years were pivotal for the American halal market. Consistent media attention since 2002, as well as behind-the-scenes industry education by organizations such as IFANCA, has garnered considerable interest in the uniqueness and market potential of the American halal consumer.Yet for marketers and companies to undertake halal as a strategic business initiative, halal consumers will have to help them by asking for one consistent standard. In other words, today the ball is in the halal consumer’s court.
The Islamic Food and Nutrition Council of America, IFANCA is the leading Halal food certification organization in North America. We are partnering with major retailers like Walmart and Costco, Islamic organizations like ISNA and the American Halal Association, and some of America’s largest food companies like Nestle and Abbott, makers of Similac baby formula to make sure the food you buy is certified halal. Look for the
on the food, cosmetics, and personal care products you buy, and you’ll know they’re wholesome, healthy and halal–without a doubt.
®
777 Busse Hwy, Park Ridge, IL 60068-2470 • 877-HALAL23 • www.ifanca.org
What are Mono & Diglycerides?
What are Mono & Diglycerides? Are they Halal?
S
hoppers who read labels have seen an increasing number of products with mono & diglycerides listed among ingredients. Mono/ diglycerides are just about everywhere and in just about any food product from peanut butter to ice cream to bakery products. They have become so commonplace, that it is difficult to find some products that do not have this ingredient, but shoppers should beware! Presence of this can make products no longer Halal. At Islamic Services of America (ISA), this is one of the many questions that we are frequently asked to provide clarification and explanation to on a continuous basis, so we thought we’d share some information on this very subject.
What are mono/diglycerides and what are they used for? Mono/diglycerides are fatty acids usually derived from triglycerides or phospholipids which are both hydrophilic (attracted to water) and hydrophobic, which repel water. Mono/ diglycerides are used as emulsifier in many foods. Emulsifiers stabilize and suspend compounds within our foods. The simplest way of explaining this is referring to the phrase “Oil and water PAGE 10
by Paul Musa Habhab
don’t mix”, or at least if they do, they will soon separate. Mono/diglycerides keep oils from separating out of products and increase their shelf life as well.
What is their source? Mono/diglycerides are most commonly derived from the skin and bones of animals most commonly swine, but they can also be derived from the hides or bones of bovine (beef)
sources as well. In addition to animal source of origin, mono/diglycerides can also be derived from vegetable sources such as canola or soy. Mono/diglycerides derived from a vegetable source are more expensive. Likewise, when a food producer goes to the extra expense of using mono/ diglycerides of vegetable source of origin they are generally doing so to meet the needs of various consumers who have special dietary needs or restrictions to the use of animal derivatives such as Halal, Kosher or Vegetarian consumers, to name a few. Likewise if the mono/diglycerides are not noted as being sourced from soy or vegetable origin, it is likely and safe to assume that they are derived from an animal source of origin.
Halal (PermissIble) or Haram (Forbidden)? Because too often there are no specific indicators pertaining to the source of origin for mono/ diglycerides, one must assume that their source of origin is from swine because of its preference within the industry relative to its properties and lower cost. Needless to say, they are Haram. In the instance that mono/diglycerides would be of bovine origin, they would only be considered Halal if the animal that they were derived from was subject to a Halal slaughter and the processing of skin/bone was consistent with international Halal standards and Shariah. If the source of origin for mono/diglycerides were derived from vegetables such as soy or canola, they are deemed as Halal.
What should shoppers do? Each time you see a label with mention of mono/diglycerides, please call the company hotline and inquire if the source is Halal? Only by making the effort to call companies will their call centers be able to quantify the demand for Halal, and in time we can affect better, more wholesome products for all consumers. Paul Musa Habhab is Director of ISA www.isahalal.org
MUSLIM CONSUMERS
Muslim consumers
By Mohamed El-Fatatry
Are you taking advantage of the growing consumer segment?
A
niche market of 1.6 billion people globally worth an estimated $1 trillion and $170 billion in the US alone are highly brand loyal and feel ignored by brands. How much would the first mover advantage be worth, to companies that take the lead in addressing this market? And what changes are required to do it successfully?
BEING THE BRAND OF CHOICE FOR MUSLIM CONSUMERS Only 20% of Muslims live in the Arab world and the most populous Muslim country is Indonesia. But where do they stand in terms of Muslim consumer buying power? Some of the most powerful Muslim consumer segments are based in Muslim-minority regions such as North America and Europe. Muslim populations in these countries are professional, educated, affluent and online en masse. Marketers are now recognizing the potential of this underserved market and the real opportunity to garner their loyalty. Recently, several global brands have started reaching out to the AmeriPAGE 12
can Muslim market through targeted messaging on specialized Muslim media. Among them are McDonald’s, Best Buy and Nokia. Outside the US, Nestle, Unilever, P&G, Coca Cola and Pizza Hut are targeting this market. Like many niche segments, marketers must develop market specific strategies and seek out experts who are well entrenched in this market to successfully tap into this opportunity.
• An untapped niche market in North America rapidly reaching critical mass. • An advancing untapped global market that is rapidly increasing its consumption of digital media. • Already attracting many major brands across various sectors (led by Finance, Food). • An opportunity to be the first mover in building loyalty among this growing market segment.
US Muslim Consumer Market Opportunity: 1/4th of world’s population (approx. 1.6+ billion people) associate themselves with the Islamic faith. Consumers from this population are influenced at different levels by communication and/or offerings geared towards this part of their identities. At varying degrees, these consumers have needs, motivations and behaviors that are faith-driven, which include unique celebrations, dietary requirements, family values, ethical and equitable investment/ financing needs, balanced education, philanthropic practices, social responsibility and more. As large as this segment is, it is also highly fragmented globally and not a monochrome segment, given various cultural, language and geographic differences. This has always been a challenge in approaching the Muslim consumer as a market segment. However, with the growth of digital media, which is increasingly attracting the affluent Muslim consumer, marketers now have a new and effective channel to engage this lucrative
HALAL CONNECT ISSUE 3 market. Today there are an estimated 150 million Muslims online and online properties catering to their specific tastes are growing. In addition, mobile is the fastest growing method for accessing the Internet. The manufacturer Nokia alone reaches an estimated 200 million Muslim consumers globally. A significant proportion of Muslims
ers. The largest mortgage services company in this category – Guidance Financial founded in 2002 (with $200 million in home financing available), has today over $1.5 billion worth of homes financed in the U.S . Similarly Amana Funds started with $3.2 million in 1987 and today has more than $2 billion in assets. Advertising Age recently determined
ment on the site represent the depth and breadth of Muslim consumer interests. Data from the site shows that growth sectors include: Fashion and cosmetics, sports and recreation, automotive, travel, health, entertainment, technology, food and finance.
online are based in Muslim-minority markets such as the US and Europe who are also the most affluent globally. Market research by JWT has shown that Muslims consumers in Western countries not only enjoy above-average income and education but are also highly brand loyal and perceptive to advertising that recognizes them as Muslim. JWT has determined that the 6-8 million US Muslims are spending $170 billion a year and 2-3 million UK Muslims are spending £31 billion a year.
that this market was not being tapped into anywhere near its potential. Brands should develop a complete strategy to engage Muslim consumers on all aspects of their lifestyle, and not over-use their religious identity. Muxlim Inc., an integrated media company and advisory company focusing on the Muslim market has established a leadership position by being the trusted partner for many global brands taking their first steps towards the Muslim consumer market. The company provides a full spectrum of services from information products, advertising products, to media planning/buying and advisory services, to ensure that brands have a clear path to the Muslim consumer.
line with other multicultural marketing efforts in its increasing digital and integrated marketing focus. In particular, digital choices for marketers have helped make the Muslim consumer easier to reach and addressable as a single market segment. Muslim social media and other Muslim specific digital channels are emerging as a new gateway to building relationships and loyalty. Additionally, one of the most attractive facts about this market is that it feels ignored by brands and is highly perceptive to marketing that addresses consumers as Muslim.
One key indicator of the strength of this market in the US is the growth of financial services catering to unique Muslim needs (interest-free, ethicallydriven investing, etc…). In 1987 there were two US financial institutions catering to these needs (Amana Funds, and American Finance House – LARIBA.) Today the US is home to at least nineteen providers of Islamic banking products and services, including retail banks, investment banks, mortgage companies, investment advisors and community-based finance provid-
Muxlim.com is a leading source of worldwide Muslim lifestyle trends and insights. The English language site draws in users from over 190 countries but more than half its users come from North America and Europe. Since 2006, it has grown to reach users in more than 5,100 cities across the US alone giving it the widest reach among Muslim media. The topics of engage-
The Muslim consumer market is in
The correct approach to tapping this market is developing a complete strategy with a partner that is well entrenched in this market, not executing short-term tactics or over-using religious identity in marketing messages. Long term market development and building customer loyalty is the most valuable opportunity especially for brands that are first movers in their own sector.
PAGE 13
SAAF SKINCARE
Saaf Skincare:
A Marriage Between Safe Science & Nature Dr. Mah Hussain-Gambles and Susan Labadi
I
n Mah Hussain-Gambles’ world, science does not have to be exclusively technical nor industrial, it is pure and ethical. As a trained pharmaceutical chemist, she drew on this reasoning to launch Saaf Pure Skincare, a line of products that takes its name from the Persian word for pure. “I first started developing creams for my husband, who has very sensitive skin and was allergic to alcohol that is contained in many skincare products. Dr. Mah’s personal journey reflects her philosophy that healing best comes from natural remedies, and her work with clients using homeopathy proved the benefits of combining ancient knowledge with modern science. Using the finest quality organic raw materials with high levels of antioxidants, vitamins, minerals, and oils found in nature, she created a most successful line of skincare products that are formulated and manufactured to protect our world. Mah set up her company when fulltime employment became incompatible with looking after her twins and she has been able to design her life to reconcile family commitments with entrepreneurship. Branching out on her own was also a logical way to fulfill PAGE 14
her desire to use her skills to do more for people. “I’ve often been viewed as a bit of a mad scientist, even when I was younger, when I would make environmentally friendly nail varnish for my friends! I’ve always wanted my inventions to make science as feminine as possible. I want women to feel good about our products, not just in their skin, but in their conscience as well.” Saaf Skincare products are eco-ethical, certified organic, cruelty-free, vegetarian or vegan, and contain no alcohol or GMOs. All eleven products in her line have no perfume, but use rare organic cold-pressed botanicals and steam distilled organic essential oils with healing properties. So the smells are authentic and therapeutic. Saaf Skincare is mostly packaged in glass, for low environmen-
tal impact, and packaging is recyclable. Saaf is also “people-tested” by willing volunteers, so animals are not used, and the products comply with the EU Cosmetic Products (Safety) Regulations. Truly, this line is luxurious while being reassuring for sensitive skin. According to Dr. Mah, “Consumers all over the world are looking for products that are pure and environmentally friendly; but ours are also Halal certified, not just because they contain no pork or alcohol, but by abiding to age-old principles of wholesomeness that eliminate harmful ingredients and exploitation of people or animals.” Obtaining certification for Halal, which means “permissible” in Arabic, proved to be one of
HALAL CONNECT ISSUE 3 the biggest hurdles her small business had to face.Yet despite the lack of certifying bodies in the West and general unfamiliarity with Halal rules, Mah was determined to achieve this goal. “My idea has been simply to roll all the purest elements into a single line for everyone, both Muslims and non-Muslims alike, be they motivated by environmental, ethical, or religious concerns.” The booming global Halal cosmetic market is estimated at over $560 million and growing fast. Mah is therefore bracing for success. “We outsource everything to UK companies, which makes our overhead close to zero. That’s how we managed to survive the recession, even though we launched internationally in 2008, bang in the middle of it!” The challenge has been
worth it, with sales going out to 13 countries and counting. In keeping with the company’s green ethics, sales, marketing and training are all operated via the website, meaning Saaf runs a virtually paper-free office.
Such dedication to quality and stewardship has garnered Mah and Saaf Skincare numerous accolades from across Asia as well as being qualified as one of three European Finalists for
Cartier Women’s Initiative Awards in 2010. Stateside, she was recognized by President Obama at his “Presidential Summit on Entrepreneurship” in April 2010, and she was awarded the British Female Innovator of the Year Award, at the British Female Inventors and Innovators Network Event (June 2009). Mah is listed in Real Business Britain’s 100 Most Entrepreneurial Women (March 2009), and Mah received an MBE in the 2010 Queen’s Birthday Honours List, as well as being presented to Prince Charles when she was short listed for the 10th Asian Women of Achievements Awards 2009. Previously, Mah was formally presented to the Queen and other members of the Royal Family at Buckingham Palace as part of a celebration of top 200 British Female Businesswomen.
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HALAL FINANCING
Halal Financing… A Model for the Banking Industry?? BY Susan LabaDi
I
t took the demise of a global economy to wake up the world to the sensibility of looking at Halal Finance. Greed, corruption, overleveraging and lack of Government regulation have cost us more than fair value for our goods, services, and properties. This disruption in global economics has created a golden opportunity for Halal Finance.
Sales at Guidance Residential. After helping Guidance become one of the largest Islamic home finance companies in the U.S., Aijaz left Guidance to join UIF. UIF has been operating in Michigan since 2003 and offers home financing, commercial financing and deposit accounts through its parent company University Bank, all shariahcompliant.
Presenting at the 5th International Shariah Scholars Forum, Mahathir Mohammed, the respected former Prime Minister of Malaysia, stated, “Collapse of conventional banking, finance and the monetary system has exposed their weakness and the ease with which they can be abused.” The time has come for people to make a choice, but education and communication are imperatives for Halal Finance companies to convey their value and benefits to consumers.
According to Aijaz, Halal financing is conservative by nature. By definition there is no leveraging and risk
Aijaz Hussain, Vice President of National Sales at University Islamic Financial Corp (UIF) knows a thing or two about Islamic Finance. Prior to joining UIF in April 2011, Aijaz worked for the last 8 years as VP Field PAGE 16
is prudently analyzed. Even in the go-go days of “easy” financing, Islamic financial institutions evaluated customers based on common sense metrics like income, down payment and credit. These actions led to lower delinquency and foreclosure rates than the industry in general. This has garnered some degree of popularity and press coverage recently with Muslims and nonMuslims who are taking an interest in exploring these financial solutions. The popular notion that Halal financing is “more expensive” than conventional financing is not true according to Aijaz. While it is true that 10-15 years ago halal financing alternatives were more expensive, these days companies like UIF offer products at or very close to conventional lender rates. “In some cases our pricing is even cheaper than conventional lenders” Aijaz commented. What Aijaz finds most frustrating is that many Muslims don’t even give Islamic Finance a chance because they “think” it is more expensive.
HALAL CONNECT ISSUE 3 The key distinction between Halal financing and conventional lending is the process and methodology. Halal finance is based on the concept of trade, two parties engage in a buy sell business transaction. In a conventional lending transaction money is lent and the profit for the financier is derived from the use of money in the form of interest. Islam is very clear that this type of an arrangement involves usury (riba) and is strictly prohibited. UIF offers two Halal Financing options, Ijara and Murabaha. Both of these options have been approved by some of the top scholars in the field of Islamic finance. An Ijara transaction is very simply a ‘lease to own’ contract. At UIF, a trust purchases the property and leases it back to the customer for a certain
length of time. At the end of the term the customer buys the property from the trust at an agreed upon price. A Murabaha transaction is an ‘installment sale’ contract. The financing company purchases the property and then resells it to the end user at an agreed upon markup price. In both cases since a ‘product’ is changing hands it is an acceptable model of financing from a Shariah perspective. Qualification for Halal Financing is based on three factors; income, credit scores, and down payment. As long as the deal makes sense, closing can take place within 30 days according to Aijaz. Customers with good credit scores can also qualify for low down payment programs. Investors looking to avoid interest
based savings accounts can utilize Shariah Compliant deposit accounts that are being offered through University Bank, the parent company of UIF. The funds invested here are used to finance commercial real estate and masjid construction projects. Maximum limit on commercial projects is $2 Million at UIF. The bottom line, is that as our communities grow and prosper, we need our own Halal financing institutions. We can no longer depend on conventional lenders to fulfill our needs. Companies like UIF have committed substantial resources to help the Muslim community, and it is now our job to support them. The more they grow, the more product offerings they will offer us. Aijaz Hussain can be contacted directly at 630-768-6901 or email: ahussain@uifbanking.com.
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OPPORTUNITY
Islamic Finance, Halal Industry, and the Media
Islamic Finance, Halal Industry and the Media BY Rushdi Siddiqui
“MASS media is the medium that carries the message to the masses and is responsible for controlling our conclusions.”
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I’d like to dissect the above quote and see how the “transmission of message” is being coded and decoded by the Western media with respect to the Halal industry and Islamic finance. Neither the Halal industry nor Islamic finance is time sensitive, hence, western/conventional media business editors often “bump” Halal/Islamic stories for another day, regard them as insignificant or used only during “dry” periods – as they call it. “Where is the Beef?” is the first question editors ask and the onus is on the author to convince them that there is indeed a story to be told and shared. Halal/Islamic have been positioning themselves as not just for Muslims,
but also an alternative to conventional, hence, the industry players must understand that they are benchmarked to developments in the conventional capital markets. While the merger of “faith and finance” and “food and faith” are intellectually interesting, it’s about business and real economy, as Tun Dr Mahathir Mohamad explained during a recent trip to South Korea, where certain evangelists were linking terrorist financing to Islamic finance. Thus, as Halal/Islamic are positioning themselves as “user agnostic”, business proposition and solution, yet the industry developments are not aligned, may be still embryonic even after four decades. For business editors, here is a sample why Halal/Islamic finance stories often don’t make it:
HALAL CONNECT ISSUE 3
* M&A deals are commonplace in all the 10 economic sectors of an economy, many are cross border, and sizes of deals, cash/stock, are into billions of dollars. But, where is M&A in Halal/Islamic finance? For example, consolidation among Islamic banks, in over banked markets like the UAE and Malaysia, is encouraged to achieve size, yet, consolidation seems like the extremely sensitive national security issue. * The world is concerned about “real time data” that provide a pulse on how markets are performing in the US (S&P 500), World (MSCI World), technology (Nasdaq), Europe (STOXX), UK (FTSE), etc. Do the present shariah-compliant equity indexes provide a similar pulse to Islamic equity capital market(s)? No, for the above counterpart Islamic indexes, the dominating compliant companies are western based, like Apple, Pfizer, ExxonMobil and not shariah-based (or by-law companies) like Al Rajhi, KFH, Bank Asya, Bank Islam, Dubai Islamic Bank, Mee-zan Bank, etc, as the former companies have no link to Islamic equity markets. * The world has economic indicators, inflation, unemployment, trade numbers, etc, what and where are the Islamic economic indicators, as espoused by our Islamic economists for the last 40 years? Some/many will be same as “conventional”, however, there must be some that are different and meaning-
ful! For example, as a guest speaker at IIUM (International Islamic University Malaysia) and INCEIF (International Centre for Education in Islamic Finance), I’ve been encouraging applied over academic research, as we need to have data that exhibits pulse of Halal/ Islamic. The business editors are interested in Islamic M&A deals (Aston Martin), western entity issuing a sukuk (GE or IFC), shariah-based indexes, and relevant Islamic indicators, yet these are still work in progress. Obviously, if there are controversies, that are material, everyone is interested to break the news. It seems the news media are, for the most part, the bringers of bad news as bad news gets higher ratings and sells papers. The same editors are simply not interested in another Islamic bank branch opening, or another fast food franchise with a Halal menu certified by a
one-man shop, Islamic fund launched (unless very large), entity winning an award, etc. The above Halal/Islamic finance news is competing with comments from central bank on inflation, growth, hostile acquisitions, stock exchange making a friendly bid for another exchange, the IMF news, and so on. The latter is what news audiences want to read as it impacts their business or provides opportunities.
PR Firm A possible way forward to address the message to the masses is to establish a well capitalized, dedicated and professionally staffed Islamic finance/ Halal communications/public relations firm with their own offices (not rep offices) in the major Islamic finance/ Halal hubs of Malaysia, Dubai and London.
PAGE 19
Islamic Finance, Halal Industry, and the Media counting firms, index providers, etc, it is only natural for Islamic finance to take the lead. For example, an Islamic finance/Halal industry body needs to be established with government and private sector founding shareholders. Its mandate would be to coordinate and facilitate the convergence between the two interrelated sectors.
Conclusion
Its potential clients are the 500 plus Islamic financial institutions, banks, Takaful, iREITs, leasing companies, etc, plus government wanting to be a hub, industry bodies (IILM, IFSB, AAOIFI), major Islamic conferences (GIFF), etc. Surely, a trillion dollar industry (Islamic finance) and US$640 billion industry (Halal) need to have or hire a dedicated communications company to get the right corporate messaging out, build their brand awareness PAGE 20
and loyalty, personality profiling, gain publicity, undertake crisis communications, train executives for media interviews, etc.
First Halal Suggestion Since Islamic finance is miles ahead of the Halal industry in many areas, from global industry bodies to dedicated Islamic windows/units of large law firms, banks, consulting and ac-
In order to capture the attention of the Western media editors, the IF/ Halal messages must carry the following sound bites: * News is not repeating what is already known, Islamic banking is about prohibition against interest and pork or 500 Islamic institutions in 75 countries and growing at 15 per cent per annum, is wasted real space. For the Halal industry, news about ingredients, certification, stunning, etc, is not as important as, say, large companies from Brazilian, Australian, and New Zealand, that sell billions of dollars worth of Halal foods to the GCC are setting up operations in Abu Dhabi, Qatar or Saudi Arabia or issuing a Sukuk for construction of a factory for Halal products. * News is a business opportunity, job/ wealth creation and improvement of lives for their readers * News is about transparency of operations, access to senior executives, and timely submission of financial statements. These types of stories would definitely provide a “hook� to the (Halal) beef ! The writer is global head of Islamic finance for Thomson Reuters based in New York
HALAL CONNECT ISSUE 3
Attracting Investment to Grow Your Halal Business
Y
ou have worked hard and established your Halal business, by the blessings of Allah (swt). Now, you want to take it to the next level to serve the growing needs of your market, but how do you do so? Assuming the demands of your market are such that you would have to scale fast—the obvious answer is to seek growth capital. No doubt this is a tough economic market and raising capital is no easy task. Generally, if you are in a growing industry and have a solid growth story to tell, you can attract investors. Especially, if you are in the Halal food industry, the first part of the equation is easy, as research qualifies Halal food is now an acknowledged growth market in the US and globally. However, relating your business plan to potential investors requires a pragmatic approach when presenting your businesses story. Some Halal business entrepreneurs, given their passion for a Halal lifestyle, may assume that Muslim investors –whether from oil rich nations or successful from conventional business locally--would have consideration for entrepreneurs who focus on the community at large. If that is a big part of
your business story to raise capital, I would strongly suggest – “ferget about it!” This is not to say that you don’t approach Muslim investors, but your story should be all about making a solid business case--for emphasis – you will need a solid business case.
Key Channels:
Let’s first review the major channels for financing that are usually considered:
Bank loans:
The most common avenue for businesses to raise capital is bank loans. For US based Halal industry ventures, this is usually not an option given the interest bearing implications. In terms of Islamic Banks, most Islamic Banks in the US are still not serving the business community in a significant way. Nevertheless, this is still an option to explore.
Friends & Family:
This is usually the most successful form of financing for start-ups and seed financing. However, you are limited by how much you can raise this way. Of course, it is also a very chal-
BY Rafi-uddin Shikoh lenging proposition given the complication this creates with the relationships you have.
Private Investors:
These investors are usually identified again through your private network and contacts, and are high net worth individuals who regularly invest in a select set of ventures. They are however more sophisticated in their evaluation of investments than in your friends and family network.
Industry Venture Capitalists/ Investment firms:
For any substantial fund raising, these are the most promising sources for raising capital today. Also, the venture capital model is one that is for the most part a shariah compliant structure.
Mergers & Acquisitions:
Another avenue that needs to be considered is being acquired by, having major investment by or merging with another industry entity.
PAGE 21
Attracting Investment to Grow Your Halal Business
• Preparing your specific sectors context within the growing Halal industry segment • Substantiating quantitatively as much as possible your relative market share, growth projections, and target market demand • Practicing and showcasing strong financial management and operational processes. Making a Solid Business Case: In many cases, you will not only have Telling your business investment story to prepare a business plan and story, is best manifested in the form of an but will also have to prepare your investment/ business plan and a good business to be attractive to investors elevator pitch that attracts attention (which by the way, in many cases and addresses all the key questions any makes a business stronger anyway.) investor would have. Regardless of • Look at having a great management which channel you pursue, without a team to be attractive to investors good investment plan and story you • Build sustainable brands (rather than will be going around in circles. private-label) strategy Besides the standard components of a • Pursue global positioning within business plan, below are some key conHalal values system. Makes the siderations: market size larger and attractive for • Your unique and defendable business investors. Innovate with a global success “ingredient” or differentiator Halal view: solve the problems of the world • Focus on quality.
Unconventional Means:
In a connected digital world, some innovative fundraising sources are also emerging for entrepreneurs called ‘crowd funding.’ Take a look at VentureBonsai.com, Kickstarter.com, Peerbackers.com. These present novel strategies to gather grassroots supporters and funding.
PAGE 22
Halal Lifestyle Sector Investment Examples:
To prove the point that investments in the Halal market are taking place, below are some examples: Mergers/ Acquisitions:
• Al Islami could sell up to a 30% stake in Al Islami to drive its international growth. Had already acquired Halal fast food chain Al Farooj Fresh • Canada based Premium Brands Holding Corporation’s $2.1 million USD acquisition of the Vancouverbased Halal meat distributor South Seas Meats Corporate Investments:
• GHANIM International Food Corporation Sdn Bhd, which manages and markets “Brunei Halal Brand” is in negotiations to buy shares in one of the largest distribution networks based in United Kingdom and Europe.
HALAL CONNECT ISSUE 3
About the Author:
Angel/VC:
• Saffron Road (American Halal Company) US based premium certified humane Halal packaged food brand has attracted European and US investment. • Muxlim: Largest Muslim lifestyle online network attracting European investors • The 99: Kuwait based comic book series and superhero brands based on Islamic culture and traditions has attracted GCC investment. In summary, the Halal industry should see itself as the next ‘silicon valley’ and pursue investments and growth with the same imagination, innovation and professionalism. The conventional food industry investors are very much seeking investments for the right ‘story.’ Meanwhile, The Islamic
Finance industry globally is starting to wake up to the Halal industry as well. The recently released SAMI Halal index is one manifestation of this while many Islamic investment funds are also focusing on the food, healthcare and education sectors which have obvious Halal industry connections. They are starting to see the value in long-term (5-10yr) investment horizons, at last, and to build sustainable brands that can give them 5x-15x returns.
Rafi-uddin Shikoh is the Managing Director of DinarStandard™--a growth strategy and market intelligence consultancy, focused on the OIC markets (The Organization of the Islamic Conference) and the global Muslim Lifestyle Market™. Through its Research & Advisory services, he has helped companies shape their growth strategy – delivering market expansion analysis, meaningful customer insights, and actionable marketing plans. Rafi-uddin has 12+ years of marketing strategy, and e-business strategy consulting experience with small to Fortune 500 sized companies in the US.
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The Benefits of a School Lunch Revival Program
The Benefits of a School Lunch Revival Program by Yvonne M. Maffei, Editor of MyHalalKitchen.com Over the past year, I’ve been incredibly fortunate, alhamdullilah, to be part of some great changes in our local food movement, particularly in schools. Invitations and warm welcomes into classrooms and gymnasiums to talk to kids about healthy eating and to share my ideas about what is truly healthy with parents and community members have resulted in an amazing exchange of learning opportunities for all of us. Through those exchanges, I’ve come to find out just what everyone is up against in the fight to protect our kids from unhealthy changes in food growth and production, and I have also been better able to guide them in reviving their lunch programs as a result. I was hired as a Culinary Consultant to a Muslim school in the suburbs of Chicago with the purpose of providing recipes and instruction to kitchen staff on how to revitalize their lunch menu by using healthier ingredients, as many organic ingredients as possible and, of course assuring all of these were halal. Another part of the program was to re-evaluate cooking methods to ensure we were offering the healthiest possible presentation of dishes to this school of nearly 300 students. What was most interesting about the entire process was that at the outset, this school was already doing as much as it could to provide healthy PAGE 24
and homemade lunches, but they just wanted to implement more diversity in the lunch menu to expand in tasty options. Their budget, like most schools, was tight. We had to get creative but remain frugal in our spending without sacrificing one inch on flavor, presentation, and the logistics that worked for their school. The benefit in instituting the program went beyond what any of us expected. It was a great opportunity for everyone involved to get updated on information surrounding school foods such as artificial colors, monosodium glutamate, high fructose corn syrup, pesticide use on fruits and vegetables, genetically-modified foods, etc. that are often found in products marketed specifically to children. What are the benefits of reviving your school’s lunch program and how can it actually be done? Below are a few key points I think are worthy to share:
It’s an Opportunity to Learn How Ingredients and Products Have Changed The food industry is constantly changing the way food is grown and the ingredient make-up of packaged products. For example, there may have been a time when butter or oil was used in making a particular cookie where now the company making them is using high-fructose corn syrup instead. Alternatively, some companies are turning a new {green} leaf by offering more natural, organic, and even gluten-free options in their products that they didn’t have even a year ago.
It Helps Schools Find Local Vendors-Ones Who Can Also Be Better for the Bottom Line Many people get the idea that the terms local, organic¸ or seasonal also mean ‘expensive’. Alhamdullilah, due to an increase in consumer demand, many local farmers or small companies are able to offer prices comparable to grocery or wholesale food stores because transportation costs are so low when doing business with growers nearby. Schools can benefit greatly from this by partnering with local small farms for fresh, seasonal pro-
HALAL CONNECT ISSUE 3 duce and also contacting local artisanal vendors for cheese, breads and more. An additional benefit is that the school can talk directly with vendors about the ingredients in their products and even work to negotiate changes in things that might not work for a particular student population.
It Gets Kids Excited About the New Foods They’ll Eat Any time a school is changing the lunch menu, it will need to communicate those upcoming changes to the teachers, students, and their families. In fact, I recommend schools to create a mini marketing campaign to create buzz about the upcoming changes, even giving the new program a name that will excite everyone to participate. Cooking demos and tastings of new menu items are also a great way for everyone to feel they’re an integral part of the process by allowing their feedback to shape the new menu.
It Starts a Dialogue and Revives a Community Spirit Food is a great way to bring people together- even just talking about it. When concerns about the health and safety of children are brought up during a conversation, other parents are bound to feel a common interest in the subject. Talking about an entirely new lunch menu at a school-wide event is a great way to bond as a school community; agreeing that if anything is important, it is in doing everything and anything we can to ensure the kids aren’t exposed to harmful ingredients in food served at lunch or at home. If you’d like help revitalizing your school’s lunch program, make the intention to do so and check out resources that will help you get there. Nothing good ever comes easy, but a step in the right direction is one less step the children will have to deal with later, insha’allah. Yvonne Maffei is a Culinary Consultant to schools and businesses and can help develop recipes and train kitchen staff how to implement healthy, tasty and, of course, halal dishes at your organization. She can be found at www.myhalalkitchen.com or by email: contact@myhalalkitchen.com.
Additional Resources Tools for Schools
Better School Food (www.betterschoolfood.com) Fed Up With Lunch (www.fedupwithschoollunch.blogspot. com/2010/02/time.html) Let’s Move (www.letsmove.gov) My Halal Kitchen (www.myhalalkitchen.com) The Edible Schoolyard Project (www.edibleschoolyard.org) The Lunch Box (www.thelunchbox.org) Organic School Project (www.organicschoolproject.org) Slow Food, USA (www.slowfoodusa.org) Two Angry Moms (www.angrymoms.org) Veggie U (www.veggieu.org)
Visual Resources: Host a community screening of the following documentaries or invite a guest speaker to educate your entire school family on the food issues presented. Dirt: The Movie (www.dirtthemovie.org) Farmageddon (www.farmageddonmovie.com) Food, Inc. (www.foodincmovie.com) Food Matters (www.foodmatters.tv) Fresh: The Movie (www.freshthemovie.com) King Corn (www.kingcorn.net) No Impact Man (www.noimpactmandvd.com) Two Angry Moms (www.twoangrymoms.org) Vanishing of the Bees (www.vanishingbees.com)
halal recipes
my halal kitchen
healthycooking
from
my k i t c h en
to yours
w w w. m y h a l a l k i t c h e n . c o m
CRESCENTRATING
Crescentrating
Enabling Muslims to explore the world with peace of mind by Fazal Bahardeen
Muslims have a very unique attribute when it comes to travel. From a very young age, like from the time they understand the 5 basic pillars of Islam, they develop the lifelong desire to travel and perform Hajj. This not only inspired many to become some of the most pioneering explorers of the world, but they also gave rise to a whole genre of travel writing. Some of the foremost Muslim explorers like Ibn Jubair, and Ibn Batutta left their home towns with the intention of performing Hajj and eventually set out on fascinating journeys exploring different lands and cultures. Somehow during the good part of the last two centuries this pioneering spirit has been subdued among the Muslims. That is all set to change now. Muslim travelers are now one of the fastest growing travel segments. In 2010, it
PAGE 26
was estimated that they spent about $90 billion USD accounting to around 9% of the total expenditure by travelers. This is set to grow to more than $200 billion USD by 2020, amounting to around 15% of the total travelers’ expenditures. This has meant that they have become an important travel segment, whose unique requirements need to be taken into account by travel service providers in developing their services and facilities. The good news is that many service providers are keen to accommodate the needs of these consumers. However, it has also given rise to buzzwords like “Shariah compliant hotels”, “Halal travel”, “Islamic travel “, “Halal hotels” etc. with none of them being fully defined as to what they actually mean. This was the one of the primary reasons for the launch of Crescentrating. The rating system developed by Crescentrating allows the travel services and facilities to be rated based on the facilities they provide to cater to the needs of the Halal conscious travelers. Through Crescentrating the
service provider can choose what level of Halal friendly services that they are willing and able to accommodate. At the same time, it allows Muslim travelers to make an educated choice when planning their trips, based on the level of Halal friendly facilities they are comfortable with.
The hotel Crescentrating is based on scale of 1 to 7, with 7 being the highest rating. The areas considered in the rating includes the level of Halal food services offered, prayer information/ facilities, ease of use of water in the washrooms, ability to cater to the specific needs during Ramadan, the level of non-Halal activities in the hotel, and availability of recreational facilities with privacy for males and females. Hotels rated 1 to 3 at minimum have
HALAL CONNECT ISSUE 3 Halal friendly choices when planning their trips.
information on Halal food and prayer available, while a hotel rated 4 or 5 will have some level of Halal food services in the hotel among other things. Hotels rated 6 and 7 are very specialized hotels serving only Halal food, alcohol free, night club free, family friendly TV channels and having other nice to have Halal friendly services and facilities. Hotels that wish to get a Crescentrating and be listed on its website have to agree to allow for onsite audits.
During the coming months, Crescentrating will launch rating services for theme parks, hospitals, airlines, etc. and eventually cover all services and facilities related to travel and hospitality. www.Crescentrating.com is a specialized website focused on catering to the needs of the Muslim travelers worldwide. From listing of travel services that are rated by Crescentrating to destination guides, airport guides, etc. these help Muslim travelers make
More destinations and travel services have realized the need to include the Halal conscious travelers’ needs in their services and products. The travel service providers have years of experience catering to the changing needs of consumers by adjusting their products. As such, for them, Muslims are just another segment to cater to. Muslim travelers, when planning their trips, also should request to have those services that will make their travel a comfortable one. With the already higher awareness among the travel industry about the Muslim travelers, requesting for these facilities will only further increase the need for them to provide such services. Choosing Crescentrated services will let the travelers explore the world with peace of mind, insha Allah.
Noor Vitamins™: A New Dawn For Healthcare Consumers
Noor Vitamins™: A New Dawn For Healthcare Consumers
BY Susan Labadi
Frustrated, after reading ingredient labels on numerous children’s chewable vitamins, we put them back on the store shelf and walk away. Finding vitamins without gelatin is akin to the search for the Holy Grail. Surprisingly, it’s more than just gelatin, many other ingredients including vitamins themselves (Vitamin A, E, D, and K) can come from non-halal sources. Finding vitamins and supplements to take without concern are mighty hard to find—until recently. A team of U.S. Muslim physicians and pharmacists sought to create halal alternatives to medicines and supplements that had non-halal ingredients; two years later, NoorVitamins™ has arrived, launched by Noor Pharmaceuticals, LLC. As Islam allows the consumption of haram substances if necessary to preserve life or treat illness, we have settled for less-than-halal options.Yet, the question that each of us must answer is, “How far can one reasonably allow this provision for leniency?” If we can legitimately permit non-halal properties in medicines, is it permissible for vitamins, supplements, and PAGE 28
topical therapeutics? The team of concerned health professionals accepted the obligation to research and courageously provide halal alternatives for the benefit of the Muslim and other health conscious people by manufacturing NoorVitamins™. In addition to medical and pharmacology training, the executive team at Noor has extensive pharmaceutical industry experience spanning from
research and development to global business management. In addition, the team brings the balance of Science and Islam to their products and business. Sh. Hatem el-Haj, MD, PhD, a co-founder of Noor Pharmaceuticals, is considered a thought leader in Science and Islam. His medical training provides a scientific perspective to Noor’s products and his PhD in Islamic Studies provides a halal business model where the whole organization practices
HALAL CONNECT ISSUE 3 the highest business principles adhering to Islam. Additionally, NoorVitamins is FDA GMP (Good Manufacturing Practices) certified, and all of Noor’s ingredients and manufacturing is certified halal by American Halal Association member Islamic Services Association (ISA of Cedar Rapids, IA).
Noor Vitamins.com™ features Noor’s most popular products: Omega-3 Fish Oil; Adult MultiVitamin and Mineral; Children’s Chewable MultiVitamin; Prenatal Supplement; and Calcium with Vitamin D. The Health Center and FAQ tabs on the site are informa-
NoorVitamins launched in May 2011 and is already available in several pharmacies in the Northeast, with plans to expand nationally by 2012. Additionally, Dr. Mohamed Issa, Noor’s CEO, stated that the next phases of the company’s development will include development of more Halal vitamin products and extend beyond vitamins to provide halal pharmaceuticals and medicines specifically needed by the Muslim population.
tive resources for consumers seeking healthcare information. A unique feature of the site is the video series, “More Than Honey and the Black Seed,” which features one of Noor’s co-founders speaking about the balance of Science and Islam on satellite TV. In addition the product offerings, leadership at Noor Pharmaceuticals™ is committed to the Muslim community they serve. Noor’s team partners with local healthcare providers to lead community health fairs hosted in masajid, schools and community centers with the goal of educating the community about health-related topics. According to Dr. Issa, “Noor is striving to educate local communities about the ailments that affect our people the most.” Visit www.NoorVitamins.com.
NOORVITAMINS DIDYOUKNOW?
Most major vitamin brands contain non-Halal ingredients Halal Vitamins Now Available
www.NOORVITAMINS.com For customer service and wholesale inquiries: (800) 531-6451
Halal MillennIals
Halal MillennIals:
A Call for Action! BY Ibrahim Abed
According to a study at Columbia University headed by Dr. Louis Cristillo, 1 in 10 students of New York City’s public schools are Muslim. It’s becoming more and more evident that this population is rising. Halal Millenials are underserved and are in the marketplace for Halal jobs, Halal financing, Halal food, Halal travel and are requesting it to be readily available at their fingertips wherever commodities, products, or services are.
T
here is a generation like we’ve never seen before; they are the change-makers, the Halal Millenials. They text while surfing the internet to look for a Halal burger joint. They’re the ones that start and end each day on Facebook. They blog their demand for Halal services, cultural varieties, and speedy convenience at restaurants and supermarkets. In the marketing world, they are called Halal Millennials, aka Generation Y Muslims, born between the 1980s and 2000. They are your young adults who request Halal products and services, whether it be for a picnic with their friends on a weekend hangout, or buying a new home and need Halal financing. PAGE 30
I happen to be one too; balancing a professional, personal, and social life with the challenge to maintain Halal standards means I conduct activities with my family and acquaintances with this Halal Muslim identity in mind. This entails having Halal fun in my social life, not compromising on the food I eat, the people I call friends, and the money I spend. Now how am I supposed to do that if Halal products and services are not available to me wherever I go? There are days that I get frustrated and think how underserved I am as a Halal Millennial consumer. I seek opportunities to build initiative for the Halal Millenials to lead in entrepreneurship, for the chance to serve is far from being fulfilled. Thinking of all the things I do, the types of food I eat, the places I like to visit, the activities I like--with a Halal approach, I represent a strongly significant consumer. As the Halal Millennials are
growing up, earning advanced degrees in college, developing careers, and providing for their families, it becomes quite evident that the need for more Halal products and services are needed. Halal Millennials are glued to the Internet; as the generation that always talks, texts and browses the web. Why not spark awareness of this underserved market through the various channels of the internet? Why not make all the Big Box Retailers aware of these consumers and their needs? Why not build business for these Millennials? We need a call for action! After all, they are here in the new millennium!
Halal
- it’s a big picture. We can help you keep it in focus
The Best of Turkish Cooking
Whether we are asked to guide governments, organise conferences, advise multinational corporations, nurture SME’s or help consumer groups we try always to keep the bigger picture in focus. That’s why we keep Halal firmly in our sights. As part of a global network of commited Halal sector specialists, with expertise right across the board, from farm to factory to family, we keep our finger on the pulse of the Halal movement around the world. With a network from Chicago to Kuala Lumpur, we stay tuned to the movements of this global Halal market. Halal is now in season! It is big. And it is here to stay. If you have it in your sights, we can help you focus.
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imarat consultants
The Best of Turkish Cooking is a great collection of recipes from classical and contemporary Turkish cuisine. Filled with professional photos, detailed instructions, and clear list of ingredients, it is an everyday cookbook for the enthusiasts of healthy Mediterranean food. From soup to desserts, traditional to contemporary, everyone can enjoy trying these recipes. Among the included recipes are karniyarik, a special eggplant dish since the Ottoman times, or wedding soup, a classic item of Turkish hospitality. Don’t miss savory Turkish desserts such as baklava or ashura, Noah’s pudding. Recommended for all kitchens.
Call to Order: 1-855-ANT-BOOK
(1-855-268-2665)
www.tughrabooks.com ISBN: 9781597842099 • 304 pages 8.75 x 10.75 inches • Paperback • $19.95
The Largest Conference in North America dedicated to understanding and marketing to American Muslim Consumers,
a $200 Billion Market.
The 3rd Annual
Promoting Businesses & Entrepreneurs who are developing products for this market
Hyatt Regency â—? New Brunswick, NJ
Saturday, October 29, 2011
00PM
9:00AM - 5:
PRESENTED BY
The American Muslim Consumer Conference For details, please visit:
www.AmericanMuslimConsumer.com
Yvonne Maffei, founder and Editor of My Halal Kitchen (www.myhalalkitchen.com) has just published her first book, Clean Your Kitchen Green: Non-Toxic and Economical Ways to Efficiently Clean Any Kitchen, a pocket guide to helping busy people clean the kitchen in an
environmentally friendly way. An additional reason for writing the book was to increase consumer awareness that many commercial products contain gels with porcine byproducts and how to avoid them by choosing ones that are free of animal products or at least any pork-derived ingredients. She also offers several recipes for homemade cleaning products, giving consumers the tools they need to know exactly what’s in their cleaning products. The portable book is small enough to keep in a purse or pocket so that readers can reference the content while shopping for ingredients or products listed, which features recipes to create homemade
cleaning solutions and resources to purchase recommended eco-friendly ones. Overall, it introduces a non-toxic and organized approach to freshening up and deep cleaning the kitchen in ways that are safe for kids, pets, and the environment. Clean Your Kitchen Green is a compilation of years of experience, research and testing of raw materials and innovative green products that Yvonne has now brought to those interested in the importance of sustainable and eco-friendly practices extending beyond just what we eat. Purchase your copy at www.myhalalkitchen.com or www.amazon.com after June 17, 2011.
Member of the American Halal Association All Natural
No preservatives
100% vegetarian fed
No artificial ingredients
Humanely handled
No coloring agents
Premium Halal hand processed
facebook.com/crescentfoods
www.crescenthalal.com
Your halal mutual fund choices now include a fixed income fund.
To see how Wise Capital Fund (WISEX) can impact your portfolio, call 888-862-9923, www.azzad.net. Halal financial solutions since 1997. 401(K) Plans, IRAs, College Plans & More! All investments are subject to risk. Azzad Funds are not insured or guaranteed. The Fund may be subject to currency fluctuations, credit quality and risks associated with international investing. Investment objectives, risks, charges, expenses and other important information are contained in the prospectus; read and consider it carefully before investing. You may obtain a free copy by calling 888-862-9923 or download a copy from our website www.azzad.net. Azzad Asset Management is the investment adviser to the Azzad Funds.