World Halal Forum 2010 - Post Event Summary

WORLD HALAL FORUM POST-EVENT REPORT 21 & 22 JUNE 2010

State of the Industry: Market Access & International Trade

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Š 2010 KasehDia Sdn Bhd Information contained herein is the sole property of KasehDia Sdn Bhd. This information shall not be disclosed, copied and/or distributed in part or in whole to any other parties without prior written permission of KasehDia Sdn Bhd. KDSB/RPT/2010/06-002

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CONTENTS INTRODUCTION ................................................................................................ 5 A)

THE WORLD HALAL FORUM CHARTER ...................................................... 5

B)

WHF TRACK RECORD ............................................................................... 7

C)

SIGNINGS OF MEMORANDUMS OF UNDERSTANDING ................................ 8

D)

THE HALAL JOURNAL AWARDS GALA DINNER ........................................... 9

E)

WHF GLOBAL PROGRAMMES .................................................................. 10

STATE OF THE INDUSTRY: MARKET ACCESS & INTERNATIONAL TRADE ...... 11 OVERVIEW ..................................................................................................... 11 SPONSORS, PARTNERS AND SUPPORTERS .................................................... 14 SPEAKERS, PANELLISTS & PROGRAMME ....................................................... 15 SIGNINGS OF MEMORANDUMS OF UNDERSTANDING .................................. 24 LAUNCHING OF ICCI-IHI ALLIANCE HALAL STANDARD ................................ 25 ATTENDANCE SNAPSHOT ............................................................................... 26 SUMMARY OF PARALLEL SESSION – GM CROPS & HALAL ............................. 27 KEYNOTE ADDRESS BY THE PRIME MINISTER OF MALAYSIA ....................... 28 THE HALAL JOURNAL AWARDS AND GALA DINNER ...................................... 34 PRESS CONFERENCES – A PICTORIAL SUMMARY.......................................... 38 WORLD HALAL FORUM - EXHIBITION............................................................ 39 SITE VISITS – WORLD HALAL FORUM EXTENDED PROGRAM ....................... 40 MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS ..................... 41 ADVERTISING & PROMOTION ........................................................................ 42 OUTDOOR ADVERTISING SUMMARY .............................................................. 43 SUMMARY OF MEDIA COVERAGE ................................................................... 45 TOTAL PR VALUE FOR WHF 2010 CAMPAIGN ................................................ 48 STATE OF THE GLOBAL HALAL INDUSTRY – AN OVERVIEW .......................... 49 SUMMARY OF DELEGATE SURVEY RESULTS & ANALYSIS .............................. 58 WORLD HALAL FORUM EUROPE –2010 .......................................................... 63 WORLD HALAL FORUM 2011 .......................................................................... 63 ABOUT THE ORGANISER - KASEHDIA ............................................................ 64

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INTRODUCTION The World Halal Forum (WHF), established in 2006, has become an integral part in the development of a viable global Halal industry and in promoting the concept of Halal for the benefit of the global market. The event is positioned as a global Forum for the industry and government players in the Halal market. It has been intended from the outset for the WHF to have a comprehensive global reach, and at the same time to be a focal point for stakeholders. a) THE WORLD HALAL FORUM CHARTER

From its inception, the World Halal Forum has adopted a very clear set of guidelines and goals that compliment Malaysiaâ€&#x;s global Halal Hub ambitions. The WHF Charter was acknowledged by the 5th Prime Minister of Malaysia Tun Abdullah Ahmad Badawi at the inaugural WHF in 2006.

The World Halal Forum Charter has also been endorsed by the presiding WHF Chairman.

H.E. Sheikh Saleh Kamel

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Hosted by b) WHF TRACK RECORD The Inaugural World Halal Forum 2006

The Global Halal Market – An Industry Perspective

Number of delegates: 463 Countries Represented: 27 Audited PR value (Malaysia only): RM3.79 million The Second World Halal Forum 2007

Harmonising the Global Halal Market

Number of delegates: 914 Countries Represented: 37 MOU Signed: 5 Audited PR value (Malaysia only): RM4.42 million The Third World Halal Forum 2008

Sustained Development through Investment & Integration Registered Delegates : 1,190 Media Attendance : 200 Countries Represented : 57 MOU Signed : 7 Audited PR Value (Malaysia Only): RM10.2 million The Fourth World Halal Forum 2009

Achieving Global Halal Integrity

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

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Hosted by c) SIGNINGS OF MEMORANDUMS OF UNDERSTANDING The World Halal Forum is a gathering of market leaders from the global Halal industry to address issues affecting the development of this sector. It is Malaysiaâ€&#x;s intention to use WHF as a platform to strengthen ties between countries, and shared initiatives such as these will promote unity and understanding as well as create opportunities towards further growth, development and prosperity of participating countries.

World Halal Forum as a platform to launch major international initiatives.

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Hosted by d) THE HALAL JOURNAL AWARDS GALA DINNER The Halal Journal Awards is an annual event organised to celebrate and honour success, innovation and hard work in this exciting emerging market and is recognised as the most prestigious award in the global Halal industry. The Awards night is hosted by the World Halal Forum and continues to position Malaysia as the leader in recognising excellence in the global Halal industry.

Award Categories  Best Product  Most Creative Marketing Campaign  Best Islamic Financial Service or Product  Community & Environmental Development  Travel & Hospitality  Best Service Provider  Best Innovation  Outstanding Personal Achievement  The Gala Dinner: „a touch of class‟...

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Hosted by e) WHF GLOBAL PROGRAMMES

The WHF CEO Round Table series is another initiative in-line with the World Halal Forum Charter. WHF CEO Round Table will assist and support the development of world-class Halal industry standards covering the entire value chain.

The World Halal Forum – Industry Dialogues are designed to create understanding in different sectors and drill down to the heart of issues faced by industry players, governments, and stakeholders alike. The Industry Dialogues allow specific issues to be addressed and problems resolved before the next World Halal Forum.

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THE 5TH WORLD HALAL FORUM – STATE OF THE INDUSTRY: MARKET ACCESS & INTERNATIONAL TRADE

Overview The halls and corridors of the Kuala Lumpur Convention Centre (KLCC) were once again decorated with banners and buntings of the World Halal Forum (WHF) which hung from the ceiling and lined the hallway. By 9 am on 21 June 2010, the third floor of KLCC was abuzz with delegates and exhibitors milling about, talking and laughing as they waited in anticipation for the arrival of the Malaysian Prime Minister, Dato‟ Sri Mohd Najib Tun Abdul Razak, for the opening of the fifth WHF.

FACTS Theme: State of the Industry: Market Access & International Trade Attendance: 932

Themed „State of the Industry: Market Access and Countries International Trade‟, the fifth WHF kicked off the Halal Represented: Malaysia Week, which was followed by the third World 46 Halal Research Summit and culminated with the seventh International Halal Showcase (MIHAS). The Halal Audited PR Value: Malaysia Week has once again made Malaysia a focal RM 14,995,849 point not only for Halal trade, but also in thought leadership, and makes an excellent example of publicprivate initiatives to advance the Halal industry to the forefront of the global economy.

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Organised by KasehDia Sdn Bhd, WHF 2010 received approximately 900 participants from close to 50 countries who discussed and deliberated on various issues that revolved around the Halal Economy – a convergence of the Halal industry and Islamic finance sector, which brings together Muslims and non-Muslims across all cultures and ethnicities. With the potential of Halal to be a conduit for greater harmony and acceptance across national and cultural boundaries, this year‟s theme was timely as the world economy opens doors for a striving and promising Halal Economy.

Encouraging and supporting the idea of Halal Economy, the Malaysian Prime Minister said in his opening speech, “Realising the potential of the Halal industry requires a thorough understanding of all the issues and challenges that face it. We‟ve aimed high and achieved a lot, but it is time to take stock and realistically assess our progress in order to effectively re-evaluate our strategies, ensuring that we‟re on the right track to fully capitalise on enormous untapped potential that remains.

Consensus and cooperation, especially among Muslim nations, will be critical to our success. I ask all those involved to focus on practical and effective measures towards this theme, and not become hindered with pedantic exertions.”

Pushing for harmony and universal acceptance for a Halal economy, Najib emphasised on the “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.”

He added, “As the new generation of Muslims are better educated and able to obtain a higher income level, many sectors are creating products and services to cater to this growing consumer demand. This, coupled with the larger acceptance of Halal by those of other faiths, has resulted in the Halal mindset transforming from being just food products to the „farm to fork‟ approach. This has, in turn, triggered demands in other areas, such as non-food consumer products, Islamic Finance, logistics and other sectors such as tourism.”

A research conducted by the World Halal Forum Secretariat stated that the global Halal products market is estimated at a whopping USD2.3 trillion (not including banking), and 67 per cent or USD1.4 trillion of this market is comprised of food and beverage. Pharmaceuticals make up 22 per cent or USD506 billion, with cosmetics and personal care amounting to USD230 billion.

With an astronomical potential size of the total Halal market, the Halal Economy deserves serious consideration by governments, industry players, investors, scholars and the academia globally.

Najib affirms: “This is the mark of an economy in its infancy, and with concerted effort, we can nurture it into a thriving, robust economy. Taking this into consideration, I applaud all of you for participating in a forum such as WHF. Each of us understands that the work we do here can ultimately boost labour, capital, land resources, both supply and demand, leading to overall economic development particularly for Muslims.”

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Hosted by “Halal is a growing industry that seeks to be culturally inclusive. It is based on wholesome Islamic values that have a universal appeal. Halal as a brand is a reassurance of safety, quality and humane treatment of animals. It embodies values that are not just for Muslims, but for everyone. As a Muslim leader, I am reaching out to Muslims and those of other faiths globally. Join us in this altruistic endeavour and together we can benefit from the Halal economy, which has enormous and still largely untapped potential,” he added.

However, the Halal economy, just like any other economy, has its own issues. To overcome the major hurdles and challenges that lie ahead for the Halal industry, Najib recommends for all to establish and maintain strong strategic alliances with mainstream players, and to leverage the best expertise available if Muslims are to advance in this field. “I foresee powerful synergies as a result of smart partnerships between mainstream industries and Muslim organisations. Muslims must seize opportunities to propel themselves into higher value-added activities and knowledgebased skills, such as quality assurance and compliance, training, management and branding.”

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SPONSORS, PARTNERS AND SUPPORTERS The ability to successfully stage the World Halal Forum depends hugely on the support and commitment from all our partners. The secretariat and organiser, KasehDia Sdn Bhd, gratefully acknowledges and thanks the following for their support and partnership of the World Halal Forum and for the development of the Halal industry: HOST PLATINUM SPONSOR SILVER SPONSOR EVENT SPONSORS PREMIUM SUPPORTERS SUPPORTED BY

OFFICIAL MEDIA MEDIA PARTNERS

PARTNER EVENT TRAVEL AGENCY VENUE

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International Halal Integrity Alliance Ltd Dallah Albaraka Nestle Products Sdn Bhd Chemical Company of Malaysia Berhad Colgate-Palmolive (M) Sdn Bhd AmIslamic Bank Islamic Development Bank Islamic Chamber of Commerce & Industry Tourism Malaysia Department of Islamic Development Malaysia (JAKIM) Prime Ministerâ€&#x;s Department Ministry of Science, Technology & Innovation (MOSTI) Kuala Lumpur City Hall (DBKL) Standards Malaysia SIRIM Berhad International Islamic Trade Finance Corporation Department of Veterinary Services Malaysia Malaysia External Trade Development Corporation (MATRADE) The Halal Journal OIC Today SME Magazine Malaysia SME Halal Focus Arab Asia Business TV Halal Economy Global Islamic Finance Aswaq Oxford Business Group Amilin TV 7th International Halal Showcase (MIHAS) Indalucia Travel Sdn Bhd Kuala Lumpur Convention Centre

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SPEAKERS, PANELLISTS & PROGRAMME Key topics at the World Halal Forum 2010 Topics discussed throughout the two-day forum were:  Perspective from Fiqh on Global Halal Regulation  Debunking the Myths: Understanding the Facts and Figures of the Global Halal Market  Variations in Halal Rules and Practices, Consumer Demands and Certification  Regulatory Framework for Halal Industry in New Zealand  Halal Malaysian Standards: Global Recognition  Halal Foods Assurance System for Worldwide Humanitarian/ Relief Efforts  Ethics and Corporate Responsibility in the Halal Industry: Case of CCM Group  Integrating Multimodal Transports and Production Chain for the Halal Industry New additions to this year‟s programme were two workshops concurrently held on the second day of the forum – „Marketing Halal Products‟ and „Genetically Modified Crops and Halal‟ (covered in more detail, later in this report).

The „Marketing Halal Products‟ workshop covered the following topics:  Overview and the Rise of Muslim Consumers  Understanding Global Market Requirements and Consumer Behaviour  Halal Values and Product Price Premium  Other Issues on Marketing Halal Products

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Hosted by Monday, 21 June 2010 07:30 am – Onwards

Registration

09:30 am – 11:30 am

SESSION 1 OPENING CEREMONY & KEYNOTE ADDRESSES

09:30 am – 09:40 am

Arrival of the Prime Minister of Malaysia Y.A.B. Dato' Sri Mohd Najib Tun Abdul Razak Opening Remarks by MC

09:40 am – 09:50 am

Doa Recitation by Dr. Mohammad F.M.S. Al Motairan Kuwait University Kuwait

09:50 am – 09:55 am

World Halal Forum Video Presentation

09:55 am – 10:05 am

Welcome Remarks Founder of World Halal Forum Hajjah Jumaatun Azmi Malaysia

10:05 am – 10:25 am

Keynote Address Prime Minister of Malaysia Y.A.B. Dato' Sri Mohd Najib Tun Abdul Razak

10:25 am – 10:35 am

Witnessing of MOU Signings

10:35 am – 10:50 am

Tour of Sponsors Exhibition Area

10:50 am – 11:00 am

Press Conference

11:00 am – 11:30 am

Networking & Refreshments

11:30 am

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F O R U M

B E G I N S

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11:30 am 01:00 pm

STATE OF THE INDUSTRY: PANEL DISCUSSION Mrs. Hakimah Mohd Yusoff Deputy Director/ Halal Hub JAKIM, Malaysia YBhg Dato’ Seri Jamil Bidin Chief Executive Officer Halal Industry Development Corporation Malaysia Mr. Darhim Hashim (Moderator) Chief Executive Officer International Halal Integrity (IHI) Alliance

11:30 am 12:30 pm

Mr. Irfan Sungkar Industry Advisor World Halal Forum Secretariat Indonesia Mr. Badlisyah Abdul Ghani Executive Director / Chief Executive Officer CIMB Islamic Bank Malaysia Dr. Cédomir Nestorovic Associate Professor, Management Department ESSEC Business School Paris France Dr. Haluk Anil DIALREL Project Cardiff University United Kingdom

12:30 pm 01:00 pm 01:00pm 02:00pm

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Questions and Answers

Salat Dhuhr, Networking and Refreshments

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02:00 pm – 05:00 pm

SESSION 2: CURRENT REALITIES OF THE HALAL INDUSTRY Perspective from Fiqh on Global Halal Regulation

02:00 pm – 02:30 pm

02:30 pm – 03:00 pm

Dr. Mohammad F.M.S. Al Motairan Kuwait University Kuwait Debunking the Myths: Understanding the Facts and Figures of the Global Halal Market Mr. Irfan Sungkar Industry Advisor, World Halal Forum Secretariat Indonesia Variations in Halal Rules and Practices, Consumer Demands and Certification

03:00 pm – 03:30 pm

Dr. Haluk Anil DIALREL Project Cardiff University United Kingdom Panel Discussion:

03:30 pm – 05:00 pm

Mr. Darhim Hashim (Session Chair) Chief Executive Officer International Halal Integrity (IHI) Alliance Mr. Tamer Fawzi Mansor General Supervisor Central Islamica Brasileira de Alimentos Halal (CIBAL Halal) Brazil

05:00 pm

END OF DAY 1

07:45 pm 10:30 pm

THE HALAL JOURNAL AWARDS GALA DINNER

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SESSION 3: INTERNATIONAL TRADE & REGULATION IN GLOBAL HALAL INDUSTRY Regulatory Framework for Halal Industry in New Zealand

09:00 am – 09:25 am

Dr. Tony Zohrab Director - Market Access New Zealand Food Safety Authority New Zealand The Needs of Standardisation to Ensure Competitiveness in the Industry

09:25 am 09:50 am

Mr. Rafaiq Bakri Zakaria Director of Strategic Management Division Standards Malaysia Malaysia Panel Discussion: Mr. Darhim Hashim (Session Chair) Chief Executive Officer International Halal Integrity (IHI) Alliance

09:50 am 10:30 am

YBhg. Dato’ Dr. Aziz Jamaluddin Director General of Department of Veterinary Services Ministry of Agriculture and Agro-based Industry Malaysia YBhg. Prof. Dato’ Dr. Muhamad Muda Professor Universiti Sains Islam Malaysia Malaysia

10:30 am10:45 am

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Press Conference, Networking and Refreshments

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10:45 am 12:15 pm

SESSION 4: HALAL ASSURANCE TO CATER MASS MARKET Halal Foods Assurance System for Worldwide Humanitarian/ Relief Efforts

10:45 am11:05 am

Mr. Hisham Harun Hashim Member of Governing Board International Red Cross & Crescent Societies Switzerland Ethics & Corporate Responsibility in the Halal Industry: Case of CCM Group

11:05 am 11:25 am

Mr. Leonard Ariff bin Abdul Shatar Director, Pharmaceuticals Division Chemical Company of Malaysia Berhad Malaysia

Integrating Multimodal Transports & Production Chain for the Halal Industry 11:25 am 11:45 am

Mr. Dirk Becquart Director for Development & Chief Commercial Officer Port of Marseille France Panel Discussion: Mr. Irfan Sungkar (Session Chair) Industry Advisor World Halal Forum Secretariat Indonesia

11:45 am 12:15 pm

Dr. CĂŠdomir Nestorovic Associate Professor, Management Department ESSEC Business School Paris France Mr. Wang Xihui Chairman China Council for the Promotion of International Trade (CCPIT) Qinghai Provincial Committee China

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12:15 pm 12:45 pm

SESSION 5: RESOLUTION FORMATION Resolution Formation 

12:15 pm 12:30 pm

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Accelerating the Growth of Regional & Global Halal Industry  Accelerating Halal Trade Ensuring Better Market Access in Bilateral and Multilateral Trade  Collaboration with Multinational Institutions Issues and Challenges: Local, Regional and Global Halal Industry Halal as Integration of Values, Animal Welfare, Ethics & Consumer Interest  The Way Forward

Closing Remarks 12:30 pm 12:45pm

12:45 pm – 02:00 pm

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World Halal Forum Founder Hajjah Jumaatun Azmi

Press Conference, Salat Dhuhr, Networking and Refreshments

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PARALLEL SESSION: (Forum Hall) MARKETING HALAL PRODUCT

02:00 pm 02:10 pm

Welcome Remarks Mr. Irfan Sungkar Workshop Leader World Halal Forum Secretariat Indonesia

02:10 pm 02:30 pm

Module 1 Overview and the Rise of Muslim Consumers

02:30 pm 04:00 pm

Module 2 Understanding Global Market Requirements and Consumer Behaviour

04:00 pm 04:15 pm

REFRESHMENTS & NETWORKING

04:15 pm 04:45 pm

Module 3 Halal Values & Product Price Premium

04:45 pm 05:00 pm

Module 4 (Summary) Other Issues on Marketing Halal Products & Concluding Remarks

05:00 pm 05:30 pm

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Q&A Session

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PARALLEL SESSION: (Room 306) GENETICALLY MODIFIED (GM) CROPS & HALAL Welcome Remarks Dr. Anwar Nasim Organization of the Islamic Conference Standing Committee on Science and Technology (COMSTECH) Pakistan

The Rise of GMO Crops And Their Impact 02:10 pm 02:30 pm

02:30 pm 02:45 pm

02:45 pm 03:00 pm

Dr. John Bennett Honorary Senior Research Fellow, Institute of Biochemistry, Molecular Biology and Biotechnology, University of Colombo Sri Lanka

Global Status of Biotech Crops: Benefits to Developing Countries Dr. Behzad Ghareyazie Member, Higher Council of Biotechnology Head, New Technologies Division, Center for Strategic Research, Iran

Islam & GMO Dr. Hani Al-Mazeedi Associate Research Scientist Kuwait Institute for Scientific Research, Kuwait PANEL DISCUSSION:

03:00 pm 04:15 pm

Dr. Anwar Nasim Organization of the Islamic Conference Standing Committee on Science and Technology (COMSTECH) Pakistan Mrs. Hakimah Mohd Yusoff Deputy Director/ Halal Hub JAKIM, Malaysia

04:15 pm 05:00 pm

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Dr. Mohammad F.M.S. Al Motairan Kuwait University Kuwait Mrs. Mariam Abdul Latif Vice President - Halal Integrity Halal Industry Development Corporation Malaysia

Statement on the Islamic Stance on GM Foods

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SIGNINGS OF MEMORANDUMS OF UNDERSTANDING The World Halal Forum is a gathering of market leaders from the global Halal industry to address issues affecting the development of this sector. It is the intention to use WHF as a platform to strengthen ties between countries and we are confident that shared initiatives such as these will promote unity and understanding as well as create opportunities towards further growth, development and prosperity of participating countries.

Organisations use the WHF platform to launch significant partnerships and programmes. The MOUs signed at WHF 2010 are as follows:

1

Penang International Halal Hub and Malaysia-Yemen Investment

This is an agreement that is meant to bring investments into Malaysia and Yemen through cooperative working relationship with the government and business community. Malaysia-Yemen Investment is established for macro & micro consultancy in developing Halal Industrial Park in Yemen.

2

Agreement between IHI Alliance and PPIH & IIUM

On the second day of World Halal Forum, IHI Alliance signed a Memorandum of Understanding (MoU) with Penang International Halal Hub and International Islamic University Malaysia (IIUM) in two separate ceremonies. The collaboration with PIHH will have IHI Alliance assisting the developmental agency with their Halal training programmes while the MoU signed with IIUM highlighted a new working relationship for both parties in Halal standard development.

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LAUNCH OF ICCI-IHI ALLIANCE HALAL STANDARD The World Halal Forum 2010 saw the debut of the highly anticipated ICCI-IHI Alliance Halal Standard published modules to an overwhelming audience of Halal industry stakeholders who gathered in Kuala Lumpur for the 5th edition of the Forum.

In the historic ceremony, Malaysia‟s Prime Minister the Honourable Dato‟ Sri Mohd Najib Tun Abdul Razak witnessed a symbolic handover of the first copy of Logistics, Food Services, Slaughtering and Processing, and Animal Welfare modules from the CEO of IHI Alliance, Darhim Hashim, to Dr. Hani Mansour Al-Mazeedi who was representing the Islamic Chamber Of Commerce & Industry (ICCI).

The four Standard modules were initially released as drafts during last year‟s World Halal Forum before undergoing a public review period from 4 May 2009 to 31 December 2009. Comments and suggestions were compiled and incorporated into revisions before all modules were submitted to the IHI Alliance Shariah Board for final approval.

More information can be found at: www.ihialliance.org.

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ATTENDANCE SNAPSHOT The World Halal Forum 2010 was once again a tremendous success. The forum still saw government heads, industry leaders and academics coming together under one roof to voice their concerns, outline issues, and plot the future direction of the global Halal industry, which brought together 780 participants from 46 countries and attracted around 150 local and international media personnel.

Total WHF 2010 Attendance Registered delegates Registered Media Total

# 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Delegates Country Albania Argentina Australia Belgium Bosnia and Herzegovina Brazil Brunei Darussalam Canada China Denmark Ecuador France Germany Great Britain India Indonesia Iran Italy Japan Jordan Kazakhstan Kuwait Malawi Malaysia Morocco New Zealand Oman Pakistan Palestine Philippines

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783 149 932

Number 1 2 10 1 4 2 12 2 8 2 2 12 4 9 5 13 6 4 8 2 2 3 1 535 1 4 2 10 2 9

31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47

Romania Saudi Arabia Senegal Serbia Singapore South Africa Sri Lanka Switzerland Syria Taiwan Thailand The Netherlands Turkey United Arab Emirates United States (USA) Yemen Unlisted Total

1 4 2 4 21 7 3 2 1 5 15 13 5 2 6 2 12 783

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SUMMARY OF PARALLEL SESSION – GM CROPS & HALAL World Halal Forum facilitates meeting of Ulama and GM scientists The World Halal Forum 2010 (WHF) organised a half-day session on “Genetically Modified Crops & Halal” which brought ulama and GM scientists together to discuss the permissibility of GM foods in the context of Islam. This issue commands serious attention as Islam places much importance to the way food is prepared and its origin. The session was attended by a number of prominent scientists and Shariah experts from around the world. The topics discussed were GM technology, its impact, the global status, benefits to developing countries, safety issues, and Islam‟s perspective of GM technology.

The session attracted a large audience who were mainly scientists, academia, and religious authorities. After much deliberation, the experts and participants concluded that GM crops and products from Halal origin that have undergone food and environmental safety tests are acceptable in the Islamic world as Halal, there is need to strengthen awareness on biotechnology to enable decision-making, and the involvement of ulama in discussions related to biotechnology should be enhanced.

For the full report, please visit: http://www.worldhalalforum.org/register_report.html

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KEYNOTE ADDRESS BY THE PRIME MINISTER OF MALAYSIA Below are key extracts from Yang Amat Berhormat (The Right Honourable) Dato’ Sri Mohd Najib bin Tun Haji Abdul Razak’s keynote address on the morning of Monday, 21 June 2010.

and International Trade‟.

I am honoured to welcome you to the 5th World Halal Forum, where key stakeholders of the global Halal industry from over fifty countries have gathered here in Kuala Lumpur. Over 900 delegates from both government and private sectors are here to discuss and deliberate on various issues of significance to the Halal industry in line with this year‟s WHF theme, „State of the Industry: Market Access

Participation in this event continues to rise each year, reflecting the forum‟s importance and its role as a crucial enabler in both developing and setting the agenda for the global Halal industry.

Today marks the beginning of Halal Malaysia Week, during which a series of international events will take place, beginning with the 5th World Halal Forum, followed by the 3rd World Halal research summit, and culminating with the 7th International Halal Showcase (MIHAS). I am extremely pleased to see that Malaysia is once again the focal point, not just for Halal trade, but also in thought leadership.

The Halal Malaysia Week, a joint threeparty effort between KasehDia Sdn Bhd (for WHF), Malaysia External Trade Development Corporation or MATRADE (for MIHAS) and the Halal Industry Development Corporation or HDC (for WHR Summit) is an excellent example of public-private partnership initiatives to advance the Halal industry to the forefront of the global economy. Historically, Halal Malaysia Week has been a focal point for global industry players, with deals and transactions in 2008 amounting to RM2.2 billion and increasing to RM3.23 billion in 2009. This year, this figure is expected to exceed RM3.8 billion. Halal Malaysia Week firmly positions Malaysia as a beacon of the global Halal industry; highlighting Malaysia‟s thought leadership credentials and its strong statement of intent to be the World‟s Halal Hub.

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Ladies and gentlemen, Halal brings together Muslims across all cultures and ethnicities. It also has the potential to be a conduit for greater harmony and acceptance across national and cultural boundaries. Such harmonisation was clearly demonstrated by the University of Massachusetts which in 2008 strove to serve Halal food in their dining halls, as well as in bistros and hotels in Beijing which saw the value of being Halal, and finally, with the 5star “Hotel Kunlan” serving Halal cuisine exclusively in one of its restaurants.

Halal is a growing industry that seeks to be culturally inclusive. It is based on wholesome Islamic values that have a universal appeal.

Halal as a brand is a reassurance of safety, quality and humane treatment of animals. It embodies values that are not just for Muslims, but for everyone.

As a Muslim leader, I am reaching out to Muslims and those of other faiths globally.

Join us in this altruistic endeavour and together we can benefit from the Halal economy, which has enormous and still largely untapped potential.

Halal must continue its journey towards becoming the premium brand recognised throughout the world as a symbol of quality and excellence. In the Halal sector, the critical component of integrity is traditionally carried out by Islamic bodies. As such, it is imperative that best practices are incorporated by these bodies in order to better position them to protect the integrity of the Halal market.

There are over 300 bodies globally offering Halal certification; typically these are Islamic associations, and at times even a “one-man” show. Only one third of these are legally registered entities. Only 15 per cent of them are recognised by JAKIM, Malaysia‟s National Body for Islamic Development as well as certification. But we must ask how many are accredited in line with international benchmarks and hence capable of certifying based on international standards? At the same time, related industries must bear in mind that the Halal industry cannot exist without solid Shariah foundations, and therefore must continue to inculcate and reflect Islamic values. This is a crucial point in maintaining the integrity of Halal products and services.

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Hosted by In order to overcome the major hurdles and challenges that lie ahead for the Halal industry, we must work to establish and maintain strong strategic alliances with mainstream players. And we must leverage the best expertise available if we Muslims are to advance in this field.

I foresee powerful synergies as a result of smart partnerships between mainstream industries and Muslim organisations. Muslims must seize opportunities to propel themselves into higher value-added activities and knowledge-based skills, such as quality assurance and compliance, training, management and branding.

Ladies and gentlemen, My government is offering our expertise and years of experience in Halal certification and standards development. The Department of Standards Malaysia has adopted the most stringent methodology of benchmarking against international best practices in developing Malaysian Halal standards. This methodology has been provided to other countries as part of our duty to spearhead the establishment and promotion of international best practices.

The year 2000 saw the introduction of Malaysiaâ€&#x;s first Halal Standard, MS1500. Since its creation, this standard has undergone 2 revisions, the latest MS1500:2009. This proves Malaysiaâ€&#x;s immense and meticulous capacity for developing standards at national level. Discussing such standards at the international level presents an entirely new set of challenges.

Malaysia has sought to highlight and therefore extend the gift of Halal awareness to the world. Through events like The World Halal Forum and MIHAS, as well as the tireless efforts of the Department of Islamic Development (JAKIM) and the Ministry of International Trade and Industry (MITI), Halal has been accepted as an industry in its own right. This acceptance has grown to such an extent that the mainstream industry is gravitating to Halal.

Because of this fact, now is the time to capitalise on this acceptance, beginning with laying the foundation for uniformity.

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Malaysia seeks to amplify our role by working towards The Development of Global Standards within the larger Halal industry. I am pleased to announce today, that the International Halal Integrity Alliance (IHI), an initiative born out of the World Halal Forum, has moved one step closer to achieving the goal of a harmonised Halal industry with the publication of 4 modules of the Global Halal Standard. I am proud to say that this was achieved with vital input from JAKIM, and Standards Malaysia as well as from international stakeholders. Having obtained the mandate together with the Islamic Chamber Of Commerce & Industry (ICCI) at the OIC Islamic Summit in Dakar, Senegal in March 2008, the IHI Alliance is now strongly poised to establish itself as the global Halal authority and may begin the process of unifying a fragmented community.

Ladies and gentlemen, Another area of strength for Malaysia is Islamic finance. Islamic banking should take on a leadership position in the banking world. Islamic banks have not been as affected by the recent economic meltdown because Shariah-compliant banks are set up based on real economy. Islamic finance took root in Malaysia over 45 years ago; our legal framework and architecture are already strong and robust whilst the world is just beginning to embrace the concept. Malaysia is regarded as an authority in this sector and we are more than happy to contribute our experience and expertise to spur Islamic finance development on a global level as evidenced by the establishment of Malaysia International Islamic Financial Centre (MIFC).

From Malaysiaâ€&#x;s leadership we must move towards the bigger picture and not just focus on sectoral issues. The Muslim world should collaborate to act and think beyond conventional frameworks and wisdom. Muslim nations should unite to form a New Economic Model, and I urge all parties to merge individual silos, to strengthen our economies for the benefit of the ummah. For this, my government continues to pledge Malaysiaâ€&#x;s support wherever it is needed and sought.

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Ladies and gentlemen, 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.

Islam is the fastest growing religion both through birth and conversion. As the new generation of Muslims are better educated and able to obtain a higher income level, many sectors are creating products and services to cater to this growing consumer demand. This coupled with the larger acceptance of Halal by those of other faiths has resulted in the Halal mindset transforming from being just food products to the „farm to fork‟ approach. This has, in turn, triggered demands in other areas, such as non-food consumer products, Islamic finance, logistics and other sectors such as tourism.

The global Halal products market is estimated at USD2.3 trillion, not including banking. Research by the World Halal Forum secretariat found 67 per cent, or USD1.4 trillion, of this market is comprised of food & beverage.

Pharmaceuticals make up 22 per cent or USD506 billion, with cosmetics & personal care totalling USD230 billion. If we include the services sector for Halal, and we should give this serious consideration, the potential size of the total market is astronomical.

This is the mark of an economy in its infancy, and with concerted effort, we can nurture it into a thriving, robust economy. Taking this into consideration, I applaud all of you for participating in a forum such as WHF. Each of us understands that the work we do here can ultimately boost labour, capital, land resources, both supply and demand, leading to overall economic development particularly for Muslims.

Ladies and gentlemen, The theme of this fifth edition of WHF, „State of the Industry: Market Access and International Trade‟, is timely. Realising the potential of the Halal industry requires a thorough understanding of all the issues and challenges that face it. We‟ve aimed high and achieved a lot, but it is time to take stock and realistically assess our progress in order to effectively re-evaluate our strategies, ensuring that we‟re on the right track to fully capitalise on enormous untapped potential that remains.

Consensus and cooperation, especially among Muslim nations, will be critical to our success. I ask all those involved to focus on practical and effective measures towards this theme, and not become hindered with pedantic exertions.

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I commend private organisations, such as KasehDia, who on their own initiative, have brought government and private sectors together over the years, enabling various stakeholders in the Halal industry to sit at the same table and discuss issues affecting our ummah, not only in Malaysia but globally. We have progressed into an era of private business enterprise, and should take the lead in developing initiatives and innovative frameworks for universal good and betterment of society.

The government of Malaysia will continue to support the World Halal Forum and Halal Malaysia Week and continue to encourage all key players to show their support and commitment towards this worthy cause.

I take this opportunity to thank all sponsors and supporters of the World Halal Forum and Halal Malaysia Week; I am pleased to see the private sector taking a leading role in the development of this industry. I wish to specially thank the Dallah Albaraka Group for becoming platinum sponsor of the World Halal Forum, demonstrating Islamic finance and bankingâ€&#x;s synergy with Halal, and I also thank International Halal Integrity Alliance for hosting the 2010 World Halal Forum.

I pray for Allahâ€&#x;s grace and blessings for a productive and successful forum over the next two days. On that note with the recitation of Bismillahir-rahmanir-rahim, it is my pleasure to now officially declare the World Halal Forum 2010, open.

Thank you.

Wabillahitaufiq Walhidayah Wassalamualaikum Warahmatullahi Wabarakatuh.

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THE HALAL JOURNAL AWARDS AND GALA DINNER The Halal Journal Awards, first awarded in 2006, is the Halal industry‟s most prestigious and sought after Awards. It is a symbol of excellence and distinction, and marks milestone achievements within the industry. This year‟s awards were presented at The Halal Journal Awards Gala Dinner, exclusively held by KasehDia Sdn Bhd and sponsored by Nestlé (Malaysia) Berhad, to honour and celebrate success within the global Halal industry at KLCC on 21 June 2010.

That night, guests present got a chance to have a taste of the Malaysian culture with a line-up of cultural stops outside the dining hall after a long first day of the forum.

Quiet chatters of excitement were heard as guests were entertained by the tunes from the local traditional musical instrument, gamelan; songket and basket weaving; batik painting; as well as Hard-Knocks (to shape pewter into bowls, and so on) by Royal Selangor – Malaysia‟s renowned pewter company.

An interesting difference from previous years at this year‟s Awards was a presentation on comic as entertainment by special guest speaker, Dr. Naif AlMutawa, renowned the world over for his creation of THE 99 – a series of graphic novels and super heroes based on the Islamic archetype.

As the guests were full, relaxed and entertained, The Halal Journal Awards 2010 were presented by the former Malaysian Prime Minister, YABhg Tun Abdullah Ahmad Badawi to seven companies and individuals from around the world for their outstanding initiatives in seven out of eight categories.

The Most Creative Marketing Campaign award category has been left out at the discretion of the judges this year as there were no suitable nominees commendable of the award, although nominations for The Halal Journal Awards 2010 came from all over the world including the United Kingdom, Australia, Saudi Arabia, Kuwait, the United Arab Emirates, and many others.

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Hosted by Taking part of the limelight that evening was Malaysia‟s songstress and entrepreneur, Dato‟ Siti Nurhaliza, who took home Best Product award for SimplySiti – a Halal beauty and skincare range using the latest technology in skincare. The products are suitable for all women, particularly in hot and humid climates, and Muslim women in particular as it cuts down the routine of taking off make-up before prayers and putting it back on.

The award for Best Islamic Financial Service or Product went to FORAS International Investment Company of Jeddah, Saudi Arabia. FORAS was established at the initiative of the Islamic Chamber Of Commerce & Industry (ICCI) with partnership of the Islamic Development Bank. It signed an agreement with the Ministry of Housing in Mali, to finance a housing project amounting to USD500 million, constructing 60,000 residential units for low income people.

Community & Environmental Development was awarded to ColgatePalmolive (Malaysia) Sdn Bhd, for their nationwide „Bright Smiles, Bright Futures‟ and „Oral Health Month‟ dental programmes. This initiative of oral hygiene and cleanliness is in line with Islamic practices. Colgate-Palmolive‟s products are Halal certified by JAKIM, and together with the Malaysian Dental Association, have worked tirelessly and successfully to promote and raise awareness on 'Zero Cavities‟ to over 500,000 children in Malaysia.

In the area of Travel & Hospitality, the award went to Crescentrating Pte Ltd of Singapore, a pioneer in the field of „Halal-Friendly Travel‟, launching the world‟s first rating standard for Travel and Tourism facilities and services for Halalfriendliness. Crescentrating.com focuses on supporting Muslim travellers‟ needs worldwide by providing useful information such as Hotels with Halal eateries, hotel rooms with Qiblah directions, prayer times, and hadiths related to travel, amongst other useful tips.

Al-Jazeera English bagged the award for Best Service Provider as an influential global information brand, and as the world's first global English language news channel headquartered in the Middle East. It provides news and current affairs reporting from the developing world back to the West and from the southern to the northern hemisphere. The channel pushes boundaries by giving voice to untold stories, promotes debate, and challenges established perceptions.

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Hosted by This year's Best Innovation award went to ImHalal.com, founded by IranianKuwaiti brothers based in The Netherlands. ImHalal.com has revolutionised the search market for Muslims by coming up with the world's first Islamic orientated search engine that uses a search algorithm to rate the relevancy of websites that is based on the culture, lifestyle and mindset of Muslims. It gives Muslims worldwide the chance to explore the internet without coming across immoral or pornographic content. ImHalal.com has been hailed a success after it attracted more than three million visitors in its first month of operation.

Finally, the award that recognises Outstanding Personal Achievement went to Dr. Naif AlMutawa, a Kuwaiti clinical psychologist and creator of THE 99, the first group of comic superheroes born of an Islamic archetype, as Muslims believe that power is ultimately God and God has 99 key attributes.

Recently, Forbes named THE 99 as one of the top 20 trends sweeping the globe and most recently, President Barack Obama praised Dr. Naif and THE 99 as perhaps the most innovative of the thousands of new entrepreneurs viewed by his Presidential Summit on Entrepreneurship. THE 99 has grown from a comic book series into a franchise boasting theme parks, a global animation series, co-produced by media giant Endemol, and will be teaming up with cultural icons Batman, Superman and Wonder Woman.

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Hosted by CONGRATULATIONS TO THE HALAL JOURNAL AWARDS 2010 WINNERS a) Best Product: SimplySiti Sdn Bhd, Malaysia b) Most Creative Marketing Campaign: NOT AWARDED c) Best Islamic Financial Service or Product: FORAS International Investment Company, Saudi Arabia d) Community & Environmental Development: Colgate-Palmolive Marketing Sdn Bhd, Malaysia e) Travel & Hospitality: Crescentrating Pte Ltd, Singapore f) Best Service Provider: Al-Jazeera English, Malaysia g) Best Innovation: ImHalal.Com, Netherlands h) Outstanding Personal Achievement: Dr. Naif Al-Mutawa, Kuwait

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

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PRESS CONFERENCES – A PICTORIAL SUMMARY

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WORLD HALAL FORUM - EXHIBITION Running adjacent to the World Halal Forum main hall is the sponsorsâ€&#x; exhibition area showcasing international Halal brands representing key segments of the global value chain.

The Exhibition had booths for all parts of the Halal value chain. It was well attended by all delegates and invited guests.

Booth Setup (selection of photographs)

VIP Tour of Exhibition Area (selection of photographs)

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SITE VISITS – WORLD HALAL FORUM EXTENDED PROGRAMME A visit to Universiti Sains Islam Malaysia (USIM) A special treat for delegates was a site visit to Universiti Sains Islam Malaysia (USIM) in Nilai, Seremban – just an hour away from Kuala Lumpur – on 23 June. Hosted and organised by the university, WHF delegates got an exclusive tour of the university‟s research and testing laboratories in the Faculty of Science and Technology, as well as the World Fatwa Management and Research Institute (INFAD).

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MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS The World Halal Forum has a strong and effective promotional campaign to ensure the success of the event and the growth of the brand. The brand-building campaign consists of advertising and public relation activities, international dialogues and roundtables, and participation promotion.

1. The Advertising and Promotional Programmes: • 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 3. Worldwide Promotion The WHF promotional tours & Industry Dialogues have been held in Jakarta, Istanbul, Sao Paolo (Brazil), Buenos Aires (Argentina) and Singapore to name a few and upcoming ones include Jordan and Australia.

4. Participation Promotion The goal of this programme is to bring 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 Asian countries • Key industry players in the Halal industry globally • Non-OIC Halal-supplying countries like Brazil, South Africa, and Argentina • Heads of Certification Bodies and Islamic Organisations • Trade Associations and Chambers of Commerce • International media • Business Associations and SMEs from Malaysia 41 | P a g e

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ADVERTISING & PROMOTION Print Advertising and Online Promotion The World Halal Forum began an online promotion programme from November 2009 and building in intensity to July 2010.

Online promotion through regular email blasts and newsletters to industry-related database of over 40,000 verified contacts. An example of the email blast is shown here.

World Halal Forum was also promoted consistently on the following websites: - www.worldhalalforum.org - www.halaljournal.com - www.ihialliance.org - www.kasehdia.com The online campaign was also augmented through online media partner promotion, event listings, online press releases, website linking, and Google-related advertising.

Print advertising included placements in all leading Malaysian papers leading up to the World Halal Forum, as well as continuous advertising in The Halal Journal and other related trade publications from around the world.

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OUTDOOR ADVERTISING SUMMARY 1) Street Buntings A total of 996 streetside buntings were placed prior to WHF 2010. Special thanks must go to DBKL for the support given to WHF in allowing these buntings to be placed.

1.

Along Jalan Ampang to Jalan Sultan Ismail

2.

Along Jalan Sultan Ismail

3.

Along Jalan Pinang

4.

Along Jalan P Ramlee

5.

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

6.

Along Bangsar and towards Pusat Bandar Damansara

7.

Along Jalan Kuching

8.

Along Jalan Maharajalela

9.

Along the road towards Dataran Merdeka

10.

Along Jalan Syed Putra

11.

Along Jalan Tun Perak

12.

Along Jalan Pudu

13.

Along Jalan Tunku Abdul Rahman

14.

Along Jalan Tun Razak heading North and South

15.

Along Jalan Kinabalu - Jalan Loke Yew - Jalan Cheras

16.

Along Jalan Pusat Bandar Damansara to Taman Tun Dr Ismail

17.

Along Jalan Duta

18.

Along Jalan Parlimen

19.

Along Lebuh Ampang to Kampung Baru

20

Along Lebuhraya Mahameru

21

Along Lebuhraya Persekutuan

22

Along Lebuhraya Cheras-Kajang

23

Along Lebuhraya Lingkaran Tengah Kedua (MRR2)

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Hosted by B. Billboards Temporary roadside billboards were placed at the following locations: 1.

2.

3.

4.

5.

6.

Jalan Kuching Jalan Sultan Ismail Jalan Tun Razak Jalan Mahameru Jalan Syed Putra Lebuhraya Persekutuan

C. OIC Today & WHF Street Buntings An additional 300 OIC & WHF Streetside buntings were placed around KL a week preceding WHF 2010.

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SUMMARY OF MEDIA COVERAGE A.

Selection of Coverage – World Halal Forum 2010

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TOTAL PR VALUE FOR WHF 2010 CAMPAIGN

RM 14,995,849 16,000,000 14,000,000 12,000,000

RM

10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 2006

2007

2008

2009

2010

Year

DATE

EVENT

PR VALUE (RM)

May – June 2010

GENERAL LEAD-UP COVERAGE (Interviews, Press Releases, Etc)

4,196,072

20 April 2010

HALAL MALAYSIA WEEK PRESS CONFERENCE (Print & Broadcast: Malaysia Only)

1,538,943

21-22 June 2010

WORLD HALAL FORUM 2010 MEDIA COVERAGE (Print & Broadcast: Malaysia Only)

8,980,897

21 June 2010

THE HALAL JOURNAL AWARDS 2010 MEDIA COVERAGE (Print & Broadcast: Malaysia Only)

TOTAL PR VALUE

279,937

14,995,849

PR Value calculations are based solely on Malaysian coverage. The value does not reflect international TV & Print coverage and online coverage.

SUMMARY OF MEDIA COVERAGE FOR WHF 2010 21 & 22 June (Malaysia Only)

Total Total Total Total

Number Number Number Number

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of of of of

Print Articles TV Clips Radio Clips Online Articles

64 55 8 78

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STATE OF THE GLOBAL HALAL INDUSTRY – AN OVERVIEW The rapidly changing global environment has added to the complexities of the Halal industry. At the same time, Muslim consumers and others are taking more factors into considerations before making purchasing decisions. It is known that factors such as rising income levels, higher level of education and access to information, increasing demand for convenient products as well as rising concerns on good process values such as health, ethical and nutritional values, do have an impact on purchase decision and behaviour. It should also be noted that religion and beliefs (value sets) are becoming more important factors that influence consumers‟ purchase decisions and behaviours.

Emerging Interests The Halal industry itself is quite unique in the sense that it is the largest industry where religious values and beliefs are upheld during the entire production chain process. As we enter the new decade of rapid globalisation and liberalisation, there is an emerging interest towards Muslim consumers in almost every part of the world.

A worldwide published report by A.T. Kearney [2007] revealed the following:

“Since Muslims are the fastest growing consumer segment in the world, any company that is not considering how to serve them is missing a significant opportunity to affect both its top and bottom line growth. Although there are political and social pitfalls to consider, the opportunities are so vast and far reaching that they greatly outweigh the risks. With many of the world‟s consumer segments reaching a saturation point, the Muslim consumer is fast becoming a new outlet to build a base for future growth.”

Muslims in Europe There is no reliable population data that categorises religious affiliation in European countries because European governments generally do not collect ethnic and/or religious statistics. While incomplete and disperse official statistics may be available, these are often biased.

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Hosted by The Halal Journal and WHF Secretariat has completed an extensive two-year research assignment to determine a reasonable projection of Muslim population and size of the Halal market based on the best proxies, comparison of various estimates, and field research with the aim to develop the closest reliable projection. Based on this research, the projected number of Muslims in the whole of Europe, EU-15, and several major European countries is as shown in Table 1:

Table 1: Projection of Muslims in Europe & Selected Countries, 2005/2010 No.

Country

Muslim Population (‘000) 2005

2010

1

Total Europe

51,200

54,700

2

EU – 15 (Western/ Northern)

19,750

25,230

3

France

5,866

6,780

4

Germany

3,450

4,160

5

United Kingdom

1,720

2,180

6

The Netherlands

940

1,050

In Europe, the Muslim population is expected to reach 54.7 million in 2010, an increase from 51.2 million in 2005. In most cases, these are migrants from Muslimmajority countries such as Turkey, parts of Asia, North Africa, as well as the other African states. The Russian Federation has the largest Muslim population (about 22 million), followed by France, Germany, United Kingdom and The Netherlands in that order. In EU-15 (Western/ Northern Europe) countries, the number of Muslims was close to 20 million in 2005, projected to continue increasing to 25.23 million by 2010.

Although Muslims in Europe are often criticised for seeing themselves as a distinct group, in reality they are far from this homogenous characteristic, especially after taking into account dietary, lifestyle and other socio-economic backgrounds. The Turkish Muslims, representing almost 70 per cent of Muslims in Europe, have little in common with the predominantly Algerian and Moroccan Muslims in France who are in turn very different with Asian and Suriname-origin Muslims in The Netherlands.

Despite these distinctions, some striking phenomena are observed: Muslims require Halal food and will put in great effort to obtain it. Secondly, Muslims are fast being integrated with the global economy.

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Hosted by The Halal industry is an industry where the products are universal, and are not only destined for Muslim consumers alone; making possible opportunities larger than the 1.83 billion Muslims in the world, as they only constitute one-fourth of the global population. Although it is destined universally, the Halal industry has a singular theological parameter that the products being manufactured must be permissible for Muslim consumption, which means that they are not against Islamic principles and values.

On the other side, the Halal market and industry is not a single market and industry; it is beyond country boundaries and fragmented by many issues in various regions.

Therefore, having a real understanding of the industry itself, including the issues is crucial to ensure efficient translation into a fundamentally strong and sustainably growing industry for the benefit of all stakeholders involved, and especially for the ummah as a whole.

Understanding Awareness Level Issues The present Islamic resurgence and increasing complexities of international trade as well as consumer markets have led to increasing awareness from consumers on the contents, process, sources and values of products and services. Product research conducted by the World Halal Forum secretariat in 2008/2009 found that the awareness level is not only increasing but widening beyond meat and food products, towards other sectors such as logistics, cosmetics, pharmaceuticals and animal feed.

Figure 1: Average Awareness Level

Meat & MeatBased

Processed Food

Pharmaceuticals

Cosmetics & Personal Care

While awareness level is increasing and widening, the concept of „Halal‟ or „What is Halal‟ becomes polarised at the same time. Halal has become symbolic and culturesensitive while still being theologically defined. The meaning is also found to be dynamic and heterogeneous, or socially constructed during a period of time.

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Hosted by Geographical locations where Muslims live also influence and result in variations of the Halal concept they adopt. What is acceptable to one ethnic or cultural group or a country may not be acceptable to another ethnic group or country. At the same time, Muslims all over the world agree that Shariah principles and values govern the lives of every Muslim, and influence the trends and beliefs of every Muslim.

Halal Certifiers – Confidence and Awareness Awareness level is currently focused on institutions issuing Halal certificate and Halal label/ logo, with the exception of Malaysia, Indonesia, Brunei Darussalam and Singapore where the Halal certificate issuer are the government or quasigovernment institution. In the Middle Eastern countries or many other Islamic countries, consumers presume all foods are Halal and put the responsibility on assurance to their governments.

In non-Muslim majority countries (for example countries in Europe or the Americas), Halal certification is issued by private certifying bodies or Islamic Associations and even Mosques. The secular state will not intervene in the Halal certification, or at most only deal with Halal labelling regulations. Thus, consumers place their confidence and awareness level on issuers that have positive characteristics such as in-depth knowledge, range of activities, concerns on public/ Muslim welfare, honesty/ transparency as well as competency to perform Halal certification-related tasks such as inspection, auditing and supervision.

However, the issue of information availability has become important. Public information on this matter is grossly asymmetric and rarely available, leaving consumers to make their own judgements and often these are inaccurate. This has to be addressed with an effective and implementable consensus of all stakeholders within the industry, followed by readily available information.

Who are the Consumers?

It is important to note that Muslim consumers are also global consumers. With all the characteristics of being global consumers, they also expect and demand that the Halal products they purchase are „world-classâ€&#x;. Consumers are beginning to demand that products are sourced, produced, processed and distributed in a manner that is safe for the environment, animal welfare-conscious, ecologically friendly and having ethical producers and sellers who deal in fair trade and are socially responsible. This trend exists in any market in the world, especially in the emerging and developed countries.

Muslim consumers have become more outwardly religious in their attitude and purchase decisions. It was found that the second and the third generations of Muslims in Western countries (who typically were born in those Western countries) have generally shown a higher awareness level on Halal and its related issues, than their parents or the older generations (who were mainly born in their homelands).

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Market Development and Trends Demographic Trends Europe is facing unprecedented demographic changes that will impact society and the economy. These changes have huge implications for the demand of goods and services. Furthermore, a number of long-term trends are continuing and intensifying – some will dramatically affect the way Europeans think, live, and shop. Once these trends and related products are in motion, they cannot be stopped, irrespective of origin.

Migration has become a key source of population growth in Europe without which the European population (specifically EU member countries) would have already begun to decline. Migrants tend to have higher fertility rates than the local population, and hence, faster population growth. On the reverse, generally, the European population is ageing. The population structure is changing as a consequence of demographic trends. People are living longer and are healthier.

European Caucasians are getting married later or not at all resulting in the average number of children per household to decline.

Lifestyle Changes As demographic changes take place, important lifestyle changes that increasingly impact the type of products and services people buy is developing. Lifestyle changes include: adapting to a more flexible lifestyle; rising income and increased middle class segments and more women at work, which translate into rising disposable income within households and higher affordability of goods and services.

Time and Demand for Convenience Increase in desire for convenience includes demand for ready-made meals and convenient food. Time is important, particularly for younger people. People are prepared to pay for products and services that will save time.

Values in the Halal Industry One of the main principles of the Islamic Shariah is the removal of doubt, particularly when it comes to business. Terms are made clear, transparent and fair while agreements are witnessed. If the process by which the Halal industry obtains proof of Shariah compliance is itself not transparent and free of conflict or vested interest, then the actual foundations of the Halal industry itself are not stable. For any industry to be able to grow on a sustainable basis, the fundamentals must be strong, the rules and requirements should be openly published, easily accessible and conducted fairly.

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Hosted by The Quranic injunctions that give humanity the responsibility for the welfare of the earth and everything on it have been more readily understood by non-Muslims. But for the new generation of Muslims, exposed to Western ideas and values as well as thinking process, mixed with a sincere desire to take on Islam in a way that is genuinely transformative, these concerns plus Halal concept will merge into a comprehensive fusion of „Halal Valuesâ€&#x;.

Values in the Halal industry are not remote from the modern world. Halal is an allinclusive concept. It is universal and goes beyond religious obligation. The current chain of process in the Halal industry is adapting to consumer interests and consciousness, as consumers are taking into account external sets of values for what they are willing to buy. Products that uphold values such as ecologically friendly, fairly traded, ethical business and social responsibility through the entire operation and respect for animal welfare are favourable.

This is also supported by the recent World Halal Forum Europe 2009 resolution from November 2009, in The Hague, the Netherlands. Delegates agreed that: 1. The World Halal Forum recognises the importance of animal welfare in the production of Halal food especially in the context of religious slaughter. The forum has resolved that organisations and communities involved in Halal food production should explore ways to reduce pain, distress and other welfare problems in the sourcing and treatment of animals during rearing, transport and slaughter. The World Halal Forum should collaborate with academic researchers and other experts in investigating the welfare implication and acceptability of different practices including pre-slaughter methods of restraint and applications to minimise pain and distress at the time of slaughter.

2. Halal values and principles are in line with those of Fair Trade. The forum resolved to work towards the integration of Halal with Fair Trade.

3. The forum resolved to work towards a European Halal Regulations and Accreditation system, starting with a single country as a pilot project, with the country proposed being the United Kingdom.

All players within the Halal industry must be aware that Halal is not only about the product itself, but also about how the process is being conducted. It is a production and process driven concept, and it was already in place since the time of Prophet Muhammad (p.b.u.h).

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Hosted by International Trade, Market Access and Emerging Issues Halal products in reality are already close to becoming mainstream products, catering to the diverse consumers (Muslims and non-Muslims) across countries in the world.

Information dissemination for trade situation and figures of Halal products in the world is arguably very hard to compile accurately. For instance, Halal products are treated the same with non-Halal products in export-import coding by Custom agencies across the world. It has the same Harmonised System coding (HS Code) everywhere. Therefore, from only this basic fact, it is understandable that accurate calculation and reporting of trade on Halal products is difficult.

Although accurate reporting of trade data of Halal products is relatively hard to conduct accurately, estimation can be made after computing the Trade Proportion Ratio (TPR). This can be done by dividing the trade (import) figure with total demand (consumption) figure. Using this method, for example on the case of Halal meat products, the estimated trade ratio is about 14.8 per cent in terms of volume.

As a comparative figure, for total global meat products (Halal and non-Halal); the proportion rate is about 12.9 per cent if it is calculated in terms of volume (refer to Figure 2).

Figure 2: Global Meat Consumption to Halal Meat Trade 1667.4 MT

214.5 MT

208.7 MT 30.8 MT

MT: Metric Tonne

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Hosted by Issues on Trade and Market Access While the trade of Halal products have arguably been expanding over the years, there are several factors that inhibit the growth of trade of Halal products in the world. The following issues are, inter alia, among the most important: • High Proportion of Non-Traded Products. Non-traded products means subsistence products or products intended for local consumption only. This category is normally non-traded within the world trade scene; • Lack/ Unavailability of Halal standards for production process. Out of the 57 OIC member countries, less than 10 countries have a Halal standard. Standards provide a common international language for trade accepted by all, or if not, most of the trading countries. Without a Halal standard, a unified common product specification is hard to accept; • No single accepted global standard. Different Halal standards exist in the world and there are different interpretations on major issues, which inhibit trade. If the matter cannot be resolved, Halal can be accused of being a trade barrier, or the largest buyers will simply impose its own standard; • Logistic problems. Halal represents the whole supply chain, which includes logistic activities. However, not many producers realise the importance of this.

Hence, the issue can be either lack of the use of logistic services that are Halalcompliant, or there is no facility for Halal logistics, or if there is such facility, lack of usage of such facility. An example is the Halal warehouse in Port of Rotterdam which is largely left empty; • Lack of mutual recognition amongst Halal certifiers. There are almost 200 Halal certifiers in the world, but very few mutually recognise each other. Individual Halal certifiers believe their own process is the best. This has the potential to push the main buyers, such as world-wide hypermarkets to develop and issue its own version of Halal certification, and if enough major retailers do this it could make existing Halal certifiers redundant almost overnight; • Lack of government recognition. The Halal industry is an industry where Islamic principles and values are attached to the „base‟ or primary industry, such as food industry, meat industry, and so on. Countries that lack the strength in this industrial base maybe reluctant to develop a Halal industry because there is the misconception that Halal is only about meat and food products. For example in Belgium where not a single cocoa tree is planted, does not mean the government cannot initiate the development of the Halal chocolate industry. It is indeed already well-known that Belgium is one of the best exporters of chocolate in the world; hence the country has the potential to be the centre of Halal chocolate initiative, such as the trading hub, and so on. In another example, where a country already initiated a Halal development plan, the lack of coordination between various government agencies, as well as weak public-private sector partnership hindered the development potentials of the Halal industry in that country.

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Hosted by • Role of Multinational Institutions. While World Bank, Islamic Development Bank and some multinational agencies have already started looking into the development potential of the Halal industry, it is still on a limited basis. For example, coding of Halal products still do not exist which makes calculation of trade of Halal products extremely difficult. This issue needs wider recognition and concerted efforts

by Islamic countries or by the OIC. To sum up, we are witnessing the transformation to a new stage of Halal industry in many parts of the world. Amalgamation of issues on awareness level, production processes, Halal values, latest trends and developments within the industry and market around the globe will converge and take this industry into a new paradigm.

One thing is certain, no single country is able to dominate and influence the whole growth chart of this industry. It is indeed a result of our collective efforts, understandings and actions that will lead the way forward. For all that we know and understand the truth is that these affairs and issues belong to Allah SWT. It will unfold by default according to His Power and His Will. The more we understand this basic ideals, the greater our collective chance to achieve success in developing the Halal industry around the globe.

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SUMMARY OF DELEGATE SURVEY RESULTS & ANALYSIS Figure 1: Respondents by Industry Sector

Respondents by Industry Sector

Halal certification bodies/ Islamic associations 10%

Media 3% Others Individuals 7% 4%

Government/ Government agencies 45%

Academia 14% Manufacturers Manufacturers Non-Food Food 7% 10%

As presented in the figure above, the majority of the respondents were either from the government or government agencies sector, which is about 45 per cent of the total respondents sampled. This is followed by respondents from the academic sector with around 14 per cent representation. In addition, roughly 10 per cent were from international and local Halal Certification Bodies or Islamic associations while another 10 per cent were from the food manufacturing sector. The remaining respondents were from non-food manufacturing sector, the media, individual delegates, and others.

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Hosted by Figure 2: Halal topics with the most interest

% of Respondents

Halal topics with the most interest

80 60 40 20 0

76

72

72

45 Status of the Industry

Trade-related Issues

Halal Certification Progress on Global Halal Standards

The respondents were asked to give their views on the topic that is of most interest to them in reference to the Halal industry. Out of the four topics listed, the topic that the respondents have most interest in is on “Halal Certification” with approximately 76 per cent agreement. This is followed by “Status of the Industry” and “Progress on Global Halal Standards”, both with about 72 per cent. About 45 per cent of total respondents picked the topic of “Trade-related Issues”.

Figure 3: Halal awareness level by sector

Halal awareness levels by sector Islamic Finance 24.1 24.1 Halal Logistics 62 Food Ingredients 27.6 31 Cosmetics and Personal Care 68.9 Pharmaceuticals 58.6 Processed Foods 24.1 31 Meat and Meat-Based 10.3 13.8 0

20

48.2 34.5 34.4 24.1 37.9 41.3

3.4 6.8 3.4

75.9

40 60 80 % of Respondents Low Medium High

100

120

Based on the chart above, the levels of Halal awareness as rated by the respondents differ between sectors. Not surprisingly, the food and ingredients sectors have the highest levels of awareness with the Meat and Meat-based sector at the top with roughly 76 per cent. This is followed by Processed Foods sector with about 41 per cent, and Food Ingredients sector with nearly 35 per cent. The sector with the lowest level of awareness is the Cosmetics and Personal Care sector with about 69 per cent. Halal Logistics sector and Pharmaceuticals sector were also viewed to have low levels of awareness, with around 62 per cent and 57 per cent agreement respectively.

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Figure 4: Top priority growth initiatives by respondents

% of Respondents

Top priority growth initiatives 90 80 70 60 50 40 30 20 10 0

79.3 55.2

51.7

48.3

27.6 Improving Production Processes towards Halal Compliance

Improving Cost Competitiveness

Having a Halal Strong Networking New Market Entry System/ Halal and Partnership with and Export Market Standard Manual/ Other Halal Industry Access Internal or External Players Halal Advisory Board

As can be seen above, the respondents have rated the growth initiatives relevant to their organisations. The highest rated is “Strong Networking and Partnership with Other Halal Industry Players” where nearly 80 per cent of respondents perceived it to be the most important. Below that is “Improving Production Processes towards Halal Compliance” with about 55 per cent, “Having a Halal System/ Halal Standard Manual/ Internal or External Halal Advisory Board” garnering almost 52 per cent, “New Market Entry and Export Market Access” with 48 per cent and “Improving Cost Competitiveness” with nearly 28 per cent.

Figure 5: Obstacles in expanding Halal business

Though scores of companies are interested in expanding their current Halal businesses, there are many obstacles that hinder them from being involved in the industry further. As rated by the respondents, the top four hurdles are the “Regulatory Situation in Both Domestic and International Markets” with nearly 45 per cent of respondents agreeing, “Shortage of Skilled Workers with Good Knowledge on 60 | P a g e

Hosted by Halal” with about 38 per cent, as well as “Lack of Government and Industry Programmes” and “Lack of Comprehensive Information on Halal Industry and Markets” that were equally ranked with nearly 35 per cent of respondent agreement respectively.

Figure 6: Most important strengths in export markets

The respondents ranked their views on the most important strengths to have to being successful in export markets. The highest ranked is “Product Quality”, by almost 83 per cent of the respondents. The second most important strength is “Food Safety” with about 55 per cent and third is “Regulatory Control and Assurance Systems” with roughly 48 per cent. “Brand Recognition” is ranked fourth with about 38 per cent, while “Product Traceability” and “Price Competitiveness” had 34.5 per cent respectively.

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Hosted by Figure 7: Who should address these issues?

The respondents were asked to identify the organisation that should address the issues faced by the industry. The majority of the respondents feel that the industry and government should work together to resolve the issues such as “Facilitation of Collaborative Organisation and Association Networks”, “Development of Technical Expertise and Regulatory Information in Export Markets”, “Development and Coordination of Standards, and Regulation Management Systems”, and “Coaching and Mentoring of Industry Participants in Business Growth Process Development (i.e. business planning, demand opportunity commercialisation, developing a culture of innovation)”. At the same time, the government should also focus on: “Negotiation for the Removal of Trade Barriers to Export Markets”, “Facilitating Access to Capital and Funding for Business Growth Initiatives”, “Development of World-class Research Facilities”, and “Development of World-class Education Programmes”.

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WORLD HALAL FORUM EUROPE 2010 The World Halal Forum will once again be heading to Europe, tentatively scheduled for November 2010 in London.

For sponsorship opportunities and delegate information, please contact info@worldhalalforum.org or visit www.worldhalalforum.org.

WORLD HALAL FORUM 2011 WHF 2011 will be held again at the world-class facilities of the Kuala Lumpur Convention Centre, on the 4 & 5 April 2011.

Issues of trade & market access will be discussed alongside presentation of the remaining modules of the Global Halal Standards by IHI Alliance. The Global Halal Standards will have a major impact on the Halal industry; we are expecting exciting updates on the development of these standards.

Malaysia Truly Asia welcomes delegates with world-class accommodation, shopping, and spouse programme. For more information, visit www.worldhalalforum.org.

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ABOUT THE ORGANISER - KASEHDIA KasehDia Sdn Bhd was formed in 1999 as a niche communications and consulting company with a strong commitment in promoting Universal Islamic values and good values in a contemporary manner throughout the world. We do this through our mélange of strategic programmes that serve to both disseminate and retrieve information through our events, communications and research arms. We have a strong forte in publications, events, branding and consultancy, and now in filmmaking.

KasehDia is most noted as a gravitational force within the global Halal industry. The systematic gathering of data and intelligence on the global Halal market covering thousands of Halal restaurants, certification agencies, governments and industries since 2002 has made the company a beacon of knowledge to industry players, politicians, governments and scholars alike.

Our inspired, inventive universal ideas are all-inclusive and have the ability to transcend economic, cultural, socio-political, ethnic and religious borders, and shape international agendas. KasehDia takes immense pride in creating some of the world‟s firsts in the Halal industry: The World Halal Forum, The Halal Journal and the Halal Food Guide series that are not just company flagships, but also the nation‟s. With these brands, the Company continues to push the frontiers of knowledge within the Halal sector.

KasehDia Consultancy was involved in the drafting of the Halal Chapter of Malaysia‟s 3rd Industrial Master Plan after being appointed as consultant by the Ministry of International Trade and Industry in 2006. We also developed the initial framework of the Halal Industry Development Corporation for the Malaysian Prime Minister‟s Office.

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AT THE HELM Jumaatun Azmi is the founder and Managing Director of KasehDia Sdn Bhd. Under Jumaatunâ€&#x;s visionary leadership, the company has created world renowned events and publications and consulted the government on various Halal matters. Jumaatun is the Editor of The Halal Journal, a trade publication on the Halal industry currently distributed in over 35 countries.

She also founded the award winning Halal Food Guide series, which to date has covered eight countries.

Jumaatunâ€&#x;s other accomplishments in the Halal industry include the creation of The World Halal Forum, Halal

Journal TV, The Halal Journal Award, Halal Restaurant Awards, and The Halal Journal Workshop Series.

Due to her prolific efforts in fortifying this fragmented industry and for spearheading a unique approach to creative communications, Jumaatun, together with the company have been applauded in both the local and international media including Forbes, Guardian UK, The New York Times, Asia Wall Street Journal, International Herald Tribune, Time Magazine and The Economist to name a few. She holds a degree in communication (Honours) from the University of Hartford, Connecticut, USA.

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Hosted by THE HALAL JOURNAL

The Halal Journal is a bi – monthly magazine which covers topics related to the Halal and Muslim markets worldwide including manufacturing, trade negotiations and Islamic finance, circulated in over 57 countries.

The Halal Journal is read by: international leaders, stakeholders, NGOs, policymakers, consumers and corporations. The Halal Journal is the first and only publication that notes and reports all the trends and news within the Halal industry in its entirety.

The Halal Journal is the leading international media brand in the Halal market, which covers the following key topics:

   

Lifestyle Travel & Tourism Entertainment Arts & Culture Dining

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 

  

Trends International agendas Halal educational programmes Recent developments Facts and findings Ideas and discussions

     

Business Insights Entrepreneurial ventures New markets Up-to-date information Industry leaders Latest developments

Hosted by THE HALAL GUIDES Introduced in 2003, KasehDia‟s Halal Food Guide Series (Kuala Lumpur – English & Arabic, Dubai, Singapore, London, Thailand, Australia, Canada, New Zealand and Halal Drinks) were the first of its kind in the world, winning “Best Guide in the World” at the prestigious Gourmand World Cookbook Awards.

The Halal Food: Kuala Lumpur 2007/08 guide reviewed over 100 restaurants, cafés and outlets with Halal fare. The Kuala Lumpur 2010/11 edition reviewed over 130 restaurants, cafés and outlets with Halal fare that are Muslim-friendly, offering exclusive discounts to readers with a special mention of establishments‟ signature dishes.

Famous for their delicious seafood, we found countless wonderful restaurants and cafés ranging from little kebab shops to a Spanish Tapas bar.

Halal Food Australia showcases some of the best Halal eateries Australia has to offer. The guide is organised by areas with six main chapters, namely Adelaide, Brisbane, Gold Coast, Melbourne, Perth and Sydney.

“Making a bid to become the Muslim world‟s leading proponents of Halal Food …. the guides will certainly improve the range of dining options available” – Asian Wall Street Journal

“Muslim travellers need not play the guessing game anymore when it comes to finding Halal food in a foreign country” – The Star Metro, Kuala Lumpur “This directory is highly comprehensive and is definitely value for money!” – The Star Special

“A guidebook dedicated to travelling students, businessmen, tourists and Muslims everywhere” – Bernama Press, Kuala Lumpur “A 148-page user-friendly guidebook that is small and practical to carry around” – New Straits Times, Malaysia

“Best Guides in the World” - Winner at the prestigious Gourmand World Cookbook Awards

“….the world‟s best series of Halal food restaurant guides.” – The Asian Wall Street Journal

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Hosted by RESEARCH AND CONSULTING DIVISION KasehDia is notable for its global Halal framework. Since 2002, the company has systematically gathered data and intelligence on the worldwide Halal market covering thousands of Halal restaurants, certification agencies, and government and industry sectors.

KasehDia‟s Research and Consultancy Division was created to assist organisations based on its experience and market intelligence which it has gathered over the years.

KasehDia‟s Research and Consultancy assignments completed to date: Client

Services provided

Asian Productivity Organization (APO) Japan

KasehDia‟s expertise was approached to provide resource and information to assist in this World Bank Global Development Initiative. The project entailed E-learning on exporting Agribusiness products to global market.

Texchem Berhad & Sushi Kin Sdn Bhd

KasehDia was appointed as the lead consultant to research “Consumer perception and purchasing behaviour for various Japanese foods and restaurants”. The objective of this engagement was to ascertain the importance of Halal certification within the Japanese food industry in Malaysia.

This research covers a „Market Survey‟ for 500 respondents, which was conducted in Peninsular Malaysia.

KasehDia conducted a study on the “Development of

Halal Industry Development Corporation (HDC)

Knowledge-Based Information for Halal Products in the Global Market”. The project included market survey (interview and other methods) to stratified consumers and industry players in 3 regions/ 8 countries, with a total of 4,000 respondents across these countries.

Rabobank, The Netherlands

KasehDia was involved in a collaborative effort with Rabobank Strategic Research & Advisory Team to produce a “Map for International Trade in Halal Meat Products”.

Malaysian Palm Oil Corporation (MPOC)

KasehDia was assigned to conduct an analysis on the Indonesian Palm Oil industry and assess the competitiveness of Malaysian exports of palm oil products.

Autonomous Region of Muslim Mindanao (ARMM), Philippines

KasehDia assumed the advisory role in the setting up of agribusiness and Halal food industrial development in the Autonomous Region of Muslim Mindanao, Philippines.

Commerce Asset Venture, CIMB Group

KasehDia provided market intelligence and conducted supply chain analysis for a study on “Mapping and Supply Chain Analysis for High Margin Agri-Food Products in Malaysia and ASEAN countries”.

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ANOTHER REPORT

BY THE WORLD HALAL FORUM SECRETARIAT

KasehDia Sdn Bhd (492275-W) 31-2, Jalan 22A/70A Desa Sri Hartamas 50480 Kuala Lumpur Malaysia Tel: +603 6203 1025 Fax: +603 6203 4072 www.kasehdia.com www.halaljournal.com www.worldhalalforum.org

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