World Halal Forum 2009 - Post Event Report by KasehDia Sdn Bhd

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ÂŠ 2009 KasehDia Sdn Bhd Information contained herein is the sole property of KasehDia Sdn Bhd. This information shall not be disclosed, copied and/or distributed in part or in whole to any other parties without prior written permission of KasehDia Sdn Bhd

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WORLD HALAL FORUM 2009 POST EVENT REPORT 4-5 MAY 2009

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CONTENTS ACHIEVING GLOBAL HALAL INTEGRITY .......................................................... 7 Overview.......................................................................................................... 7 SPONSORS, PARTNERS AND SUPPORTERS .................................................... 10 SPEAKERS, PANELISTS & PROGRAMME ......................................................... 11 SIGNINGS OF MEMORANDUMS OF UNDERSTANDING .................................. 19 KEYNOTE ADDRESS BY THE MINISTER OF MITI ............................................ 20 WORLD HALAL FORUM 2009 – RESOLUTION ................................................. 25 ATTENDANCE SUMMARY ................................................................................ 26 GALA DINNER AND HALAL JOURNAL AWARDS .............................................. 27 PRESS CONFERENCES – A PICTORIAL SUMMARY.......................................... 30 WORLD HALAL FORUM EXHIBITION .............................................................. 31 SITE VISITS – WORLD HALAL FORUM EXTENDED PROGRAM ....................... 33 MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS ..................... 34 ADVERTISING & PROMOTION ........................................................................ 35 OUTDOOR ADVERTISING SUMMARY .............................................................. 36 SUMMARY OF MEDIA COVERAGE ................................................................... 38 TOTAL PR VALUE FOR WHF 2009 CAMPAIGN ................................................ 45 SUMMARY OF DELEGATE SURVEY RESULTS & ANALYSIS .............................. 46 WORLD HALAL FORUM EUROPE – 2009 ......................................................... 57 WORLD HALAL FORUM 2010 .......................................................................... 57 ABOUT THE ORGANISER - KASEHDIA ............................................................ 57

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Hosted by The Inaugural World Halal Forum

The Global Halal Market â&#x20AC;&#x201C; An Industry Perspective

The Second World Halal Forum

Harmonising the Global Halal Market

The Third World Halal Forum

Sustained Development through Investment & Integration

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THE 4TH WORLD HALAL FORUM ACHIEVING GLOBAL HALAL INTEGRITY

Overview The World Halal Forum (WHF) 2009 saw a gathering of the heads of states, industry leaders and academics under one roof to voice their concerns, outline issues, and plot the future direction of the global Halal industry, which brought together 908 participants from over 47 countries and attracted over 52 local and international media personnel. WHF 2009 generated in excess of RM7,652,000 in PR value from the Malaysian media alone. From the opening ceremony to the closing remarks, there was never a dull moment as Press conferences, business matching activities and exhibitions exposed all delegates to a myriad of Halal industry opportunities and challenges. The foyer exhibition areas showcased the International Halal Integrity Alliance, as well as many different business and Islamic-related media. Adjacent to the forum hall was the sponsorsâ&#x20AC;&#x; exhibition area, showcasing Malaysian and prominent international Halal industry players from key segments of the global Halal value chain. During lunch, delegates were served a fusion of various dishes of local and international cuisine. International delegates from diverse industries and countries shared their perspectives of the Halal industry and its entire value chain within lunch hour. This unique scene and business networking opportunity truly made the World Halal Forum a must-attend event. 7|Page

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The Gala Dinner was a classy yet cultured end of an insightful first day of the World Halal Forum. Walking down the route to the Gala Dinner was a corridor filled with a flurry of networking between guests, delegates and industry experts in a more relaxed environment. After the arrival of the guest of honour, Tun Abdullah Hj Ahmad Badawi â&#x20AC;&#x201C; the former Prime Minister of Malaysia, and a multimedia presentation, guests were treated to the soothing tunes of the traditional gamelan music throughout the rest of the dinner accompanying delectable Asian cuisine where all beef served were succulent high quality and Halal meat from Uruguay. Just as dessert was served, it was time for Tun Abdullah to present the Halal Journal Awards, which are the highest recognition possible for those in the Halal industry. The night finally came to an end as guests, dignitaries and delegates bid farewell and returned home to prepare for the next dayâ&#x20AC;&#x;s forum.

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HIGHLIGHT FACTS Theme: Achieving Global Halal Integrity Attendance: 908 Countries Represented: 47 Audited PR Value: RM 9,690,000

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VIPS & PARTICIPANTS

MEDIA QUOTE

World Halal Forum 2009, surpassed all A WORLD CLASS EVENT.. expectations, themed “Achieving Global Halal Integrity” the forum was attended by over 908 delegates, Ministers, governors, industry leaders, international media, representing 47 countries and the leading 4th of May 2009 global producers of Halal products and services; further establishing the World Halal Forum as the Premier event in the Halal Industry. This was reflected in the VVIP participation during the two-day Forum, including the presence of the former Malaysian Prime Minister at the Gala Dinner. Below is the list of VVIP guests and participants at the 2009 World Halal Forum. 1. Y.B Dato‟ Mustapa Bin Mohamed, Minister of International Trade And Industry, Malaysia 2. H.E. Sheikh Saleh Abdullah Kamel , World Halal Forum Chairman 3. Y.B. Dato‟ Mukhriz Bin Tun Dr. Mahathir, Deputy Minister of International Trade And Industry, Malaysia 4. YAB Lim Guan Eng, Chief Minister of Penang, Penang State Government, Malaysia 5. YB Haji Abdul Malik Kassin, State Minister for Domestic Trade & Consumer Affairs, Penang State Government, Malaysia 6. H.E Dr Mustafa Ceric, Grand Mufti of Bosnia and Herzegovina, Bosnia and Herzegovina Government 7. H.E Sop Ra, Deputy General Director, Cambodia Ministry of Commerce, Cambodia 8. H.E Nadir Yousif El-Tayeb, Ambassador, Sudan Embassy in Malaysia 9. H.E Amar Belani, Ambassador, Embassy of the Democratic People's Republic of Algeria 10. H.E Hani Abdel Kader Ahmed Shash, Ambassador, Embassy of Egypt in Malaysia 11. H.E Lamia Aasi, Ambassador, Embassy of the Syrian Arab Republic 12. H.E Masahiko Horie, Ambassador, Embassy of Japan in Malaysia 13. H.E Zeljko Bosnjak, Ambassador, Embassy of the Republic of Croatia 14. Mr. David kersey, Commissioner, New Zealand High Commission 15. YB Hajjah Norah Tun Abdul Rahman Ya‟kub, Tanjung Manis Halal Hub, Malaysia

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SPONSORS, PARTNERS AND SUPPORTERS The World Halal Forum is a truly global event and the largest Halal industry event in the world. The ability to successfully stage the World Halal Forum relies heavily on the support and commitment from all our partners. The secretariat and organiser, KasehDia Sdn Bhd gratefully acknowledges and thanks the following for their support and partnership of the World Halal Forum and for the development of the Halal Industry: HOST PLATINUM SPONSOR GOLD SPONSOR SILVER SPONSOR EVENT SPONSOR

PREMIUM SUPPORTERS

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OFFICIAL MEDIA MEDIA PARTNER

PARTNER EVENT COMMUNICATIONS TRAVEL AGENCY VENUE

International Halal Integrity Alliance Ltd Halal Industry Development Corporation Sdn Bhd KFC Holdings (Malaysia) Bhd Nestle Products Sdn Bhd Malaysian Biotechnology Corporation Sdn Bhd Lembaga Tabung Haji Berhad Malaysia Airlines Cargo Sdn Bhd Al-Amar (Lebanese Cuisine) Chemical Company of Malaysia Berhad Intertek Testing Services (S) Pte Ltd Colgate-Palmolive (M) Sdn Bhd Kuwait Finance House (Malaysia)* RHB Islamic Bank Berhad* Islamic Development Bank Business Owners Union Tourism Malaysia INAC (Uruguay – Instituto Nacional de Carnes) Prime Minister‟s Department Islamic Development Department of Malaysia (JAKIM) Kuala Lumpur City Hall (DBKL) Department Standards Malaysia SIRIM Berhad Ministry of Science Technology & Innovation International Islamic Trade Finance Corporation The Halal Journal Channel Oasis (Astro) Processed Food Industries Investors OIC Today SME Magazine Malaysia SME* Dinar Standard Islamic Finance News Asia Food Journal Halal Focus Sinar Karangkraf MIHAS GO Communications Sdn Bhd Indalucia Travel Sdn Bhd Kuala Lumpur Convention Centre

Special acknowledgement to all our exhibitors for adding value to the forum by showcasing their companies to our delegates & guests.

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SPEAKERS, PANELISTS & PROGRAMME Introducing the new format for the fourth World Halal Forum, saw two separate streams running concurrently allowing more debates and in-depth analysis on various aspects influencing the global Halal market, involving open panel discussions between delegates and international experts from the fields of religion, industry and science. The Standards stream deliberated on the proposed framework for the Global Halal Standards that will include 4 out of ten modules: Logistics; Animal Feeds; Animal Welfare; and Slaughter and Processing. The Forum marked the first day of a 5 month public review of these modules and generated spirited feedback and comments. Parallel to the Standards stream was the Business and Trade stream, which principally involved captains of the industry, as well as representatives from major Halal producing nations, who were invited to partake in deliberations on the latest developments in the Halal industry on a global scale. Key Topics Deliberated:          

Standards and conformity issues in the GCC International Halal accreditation and certification International Halal Standards Developing the Halal Industry with Islamic understanding The ASEAN Halal market European market access OIC development agenda Halal market and Islamic finance Industry case studies Investment and trade opportunities

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Hosted by Monday, May 4, 2009 SESSION 1 Opening Ceremony & Keynote Addresses Opening Remarks by MC Doa recitation by Imam Feisal Abdul Rauf, Founder of the Cordoba Initiative United States of America Welcome Remarks Hajjah Jumaatun Azmi Founder, World Halal Forum Malaysia Opening Speech Y.B. Datoâ&#x20AC;&#x2122; Mustapa Bin Mohamed Minister of International Trade and Industry Malaysia Keynote Address World Halal Forum Chairman His Excellency Sheikh Saleh Abdullah Kamel President of the Islamic Chamber of Commerce and Industry Kingdom of Saudi Arabia

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SESSION 2 Overview Session Industry Leaders Panel Objectives & Pre-Forum Resolutions  Contextualise Past Achievements  Set Future Direction  Debate Topic: How Far Should Halal Go? Mr. Darhim Dali Hashim (Session Chair) Chief Executive Officer International Halal Integrity Alliance (IHI Alliance) Mr. Teymor Nabili News Anchor Al Jazeera United Kingdom YBhg. Dato’ Seri Jamil Bidin Chief Executive Officer Halal Industry Development Corporation Malaysia YBhg. Dato' Dr. Abd. Aziz Jamaluddin Director General Department of Veterinary Services Ministry of Agriculture and Agro-Based Industries Malaysia Dr. Hani Al-Mazeedi Associate Research Scientist Kuwait Institute for Scientific Research Kuwait Mr. Irfan Sungkar Industry Advisor, KasehDia Sdn. Bhd. Republic of Indonesia Mr. Nordin Abdullah Director Strategia International, Australia Mr. Badlisyah Abdul Ghani Executive Director / Chief Executive Officer CIMB Islamic Bank Malaysia Mr. John E. Lamb Agribusiness Team Leader Agriculture and Rural Development Department The World Bank United States of America

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SESSION 3 Parallel Streams MAIN STREAM Developing the Halal Industry

Strategic Investments in Halal-Related Industry H.E. Dr. Mustafa Ceric Grand Mufti of Bosnia and Herzegovina Bosnia and Herzegovina

Role of Pilgrim Fund in Development Tuan Syed Saleh Syed Abdul Rahman Senior General Manager, Corporate Finance Department, Lembaga Tabung Haji, Malaysia  Strategic Investment  Vertical Integration  Case Study

Halal Tourism and Islamic Hospitality Mr. Hani Lashin General Manager Al Jawhara Group of Hotels and Apartments United Arab Emirates

The Role of the Islamic Development Bank In Promoting the Halal Industry Ms. Hairani Othman Project Officer Islamic Development Bank Malaysia

Panel Discussion Mr. Nordin Abdullah (Session Chair) Director, Strategia International Australia YBhg. Dato' Dr. Abd. Aziz Jamaluddin Director General Department of Veterinary Services, Malaysia Mr. John E. Lamb Agribusiness Team Leader, Agriculture and Rural Development Department The World Bank, United States of America

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IHI ALLIANCE STANDARDS STREAM IHI Alliance Standards Development & Integrity Assurance Strategies Mr. Darhim Dali Hashim Chief Executive Officer International Halal Integrity Alliance (IHI Alliance) Halal Logistics Standard Mr. Marco Tieman Chief Executive Officer LBB International The Netherlands Panel Discussion and Q & A Mr. Abi Sofian General Manager, Container and Engineering Services, NorthPort (Malaysia) Bhd Malaysia Mr. Hasib Salkic Executive Director, Halal Europe Bosnia and Herzegovina

Halal Foodservice Standard Tuan Hj. Rafek Salleh Certification and Training Manager, Halal Audit and Compliance, Malaysia Airlines Malaysia

Panel Discussion and Q & A Mr. Abdul Aziz Mohamad Chairman Halal Excellence Centre Halal Excellence Centre and Safety LSG Sky Chefs Brahim Malaysia Dr. Hani Al-Mazeedi Associate Research Scientist Kuwait Institute for Scientific Research Kuwait

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Tuesday, May 5, 2009 SESSION 4 Parallel Streams MAIN STREAM

IHI ALLIANCE STANDARDS STREAM

Special Address Crisis as Turning Point For Halal Business YBhg Tan Sri Dato’ Muhammad Ali Hashim Chairman, KFC Holdings (Malaysia) Bhd Malaysia Session Chair: Mr. Irfan Sungkar Industry Advisor, KasehDia Sdn Bhd Q&A Halal Animal Welfare Standard Featured Muslim Markets

An Overview of Minority Muslim Markets Hajj Abdalhamid David Evans Senior Analyst, Imarat Consultants  Lessons from North America  Stimulating Halal Consumer Power  Halal Identity and Society in Transition

Halal Market in France Dr. Cédomir Nestorovic Professor, Management Department ESSEC Business School Paris, France  New Generation of Halal Consumers  Features of the Market  Main Challenges

Panel Discussion Mr. Jalel Aossey Director, Midamar Corporation United States of America Mr. Shamim Yusuf Research and Development Manager Al Jawhara Group of Hotels and Apartments United Arab Emirates Ms. Hafida Atid Ethnomarketing Consultant Engineer France Mr. Ali Chawk Chairman, Executive Committee World Halal Council Australia

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Dr. S. Abdul Rahman World Society for the Protection of Animals India

Panel Discussion and Q & A Prof. Dr. Zulkifli Idrus Director, Research Management Centre, University Putra Malaysia Malaysia MV Dr. Rasto Kolesar Farm Animal Programme Manager World Society for the Protection of Animals United Kingdom

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SESSION 5 Parallel Streams MAIN STREAM Convergent Industries and Issues

Good Manufacturing Practice for Halal Foods Dr. Zohair S. Mulla Consultant, Food Sector Saudi Food and Drug Authority Kingdom of Saudi Arabia

Market Data, Issues and Future of Halal Food Industries Mr. Irfan Sungkar Industry Advisor, KasehDia Sdn Bhd Republic of Indonesia  Latest Data and Research Finding  Fragmentation and Polarization Issues  The Way Forward

 

Organic Industry Dr. Mah Hussain Gamble Founder, Saaf International United Kingdom Organic Standards Organic Certification Panel Discussion

Hajj Abdalhamid David Evans (Session Chair) Senior Analyst, Imarat Consultants Ms. Selma Djukic President, White Owl Global Services Ltd. Canada Mr. Oscar Tjakra Southeast Asia Team Food and Agribusiness Research and Advisory Rabobank, Singapore Mr. Tarik Dodic Secretary General Foreign Trade Chamber Bosnia and Herzegovina

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IHI ALLIANCE STANDARDS STREAM

Halal Animal Slaughter Standard Part 1 – Poultry Dr. Nor Azman Ngah General Manager of Capacity Development Halal Industry Development Corporation Malaysia

Panel Discussion and Q & A Prof. Dr. Zulkifli Idrus Director, Research Management Centre, University Putra Malaysia Malaysia Dr. S. Abdul Rahman World Society for the Protection of Animals India Prof. Dr. Farouk Gad Professor of Molecular Biology and Biotechnology Department of Biology, Faculty of Science University Brunei Darussalam

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SESSION 6 Parallel Streams MAIN STREAM Accelerating and Modernising the Halal Industry Session

IHI ALLIANCE STANDARDS STREAM

Managing Liability on Product Quality and Safety Under the Global Economic Turbulence Dr. Jochen P. Zoller President, Intertek Food Services Germany

Halal Animal Slaughter Part 2 â&#x20AC;&#x201C; Bovine and Ovine

Key Focus and Innovations in Strengthening the Halal Industry YBhg. Dato' Dr Mohd Hashim Ahmad Tajudin Group Managing Director Chemical Company of Malaysia Berhad Malaysia Biotechnology Alternatives in Supporting the Growth of Halal Industry YBhg. Datoâ&#x20AC;&#x2122; Iskandar Mizal Mahmood Chief Executive Officer Malaysia Biotech Corporation Malaysia Integrity And Reducing Trade Barriers Mr. Chris Buckthorp Senior Vice President Fahim Technologies Australia Panel Discussion YBhg. Tan Sri Datuk Dr Yusof Basiron (Session Chair) Chief Executive Officer Malaysian Palm Oil Council Malaysia Mrs. Fadilah Baharin Director General Department of Standards Malaysia Malaysia Mr. Paul Troja Director Rockdale Beef Pty. Ltd. Australia

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Mr. Paul Habhab Director Islamic Services of America United States of America

Panel Discussion and Q & A

MV Dr. Rasto Kolesar Farm Animal Programme Manager World Society for the Protection of Animals United Kingdom Dr. Abdul Rahman World Society for the Protection of Animals India Dr. Hani Al-Mazeedi Associate Research Scientist Kuwait Institute for Scientific Research Kuwait

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SESSION 7 Closing & Resolution Formation Resolution Formation Bridging the Gap (Members to be confirmed during forum) Representatives from various agencies and industries stakeholders Mr. Darhim Dali Hashim Chief Executive Officer International Halal Integrity Alliance (IHI Alliance) Mrs. Fadilah Baharin Director General Department of Standards Malaysia Malaysia Mr. Nordin Abdullah Director, Strategia International Australia Mr. Irfan Sungkar Industry Advisor, KasehDia Sdn Bhd Republic of Indonesia

Summation and Closing Remarks World Halal Forum Chairman His Excellency Sheikh Saleh Abdullah Kamel President of Islamic Chamber of Commerce and Industry Kingdom of Saudi Arabia

The World Halal Forum CSR Program All the speakers and panellists were presented with a token of appreciation, handwoven Songket, as part of the secretariatâ&#x20AC;&#x;s corporate social responsibility project. The Songkets are a heritage token from the state of Terengganu (Malaysia), made by single mothers to support their children.

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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 Malaysia‟s intention to use WHF as a platform to strengthen ties between countries and we are confident that shared initiatives such as these will promote unity and understanding as well as create opportunities towards further growth, development and prosperity of participating countries. Organisations use the WHF platform to launch significant partnerships and programmes, the MOUs signed at WHF 2009 are as follows: # 1

Description (MOU Between:) KFC Holdings (Malaysia) Bhd (KFCH) and Yum! Restaurants (India) Pvt. Ltd. (Yum! India) (KFCH to operate KFC restaurants in Mumbai and Pune, India spearheading KFCH entry into the huge Indian market)

Halal Industry Development Corporation (HDC) and; SIRBEGOVIC d.o.o. (a member of SIRBEGOVIC GROUP), (HDC and Sirbegovic Group to work together to undertake and implement measures towards establishing and developing BosniaHerzegovina Halal Hub)

Penang International Halal Hub (PIHH) and Strategic Alliances and MOUs with the following parties;  Asian Finance Bank Berhad  Unicorn International Islamic Bank  Al-Jawhara Gardens Hotel  Hotel Seri Malaysia (Pulau Pinang) Sdn Bhd  D’Ferringghi Hotel & Restaurant  Global Livestock Corporation Sdn Bhd  Fresh Frozen Resources Sdn Bhd  Intan Farm (M) Sdn Bhd  Penang Development Corporation (PDC)  Century Total Logistics Sdn Berhad  SIRIM QAS International Sdn Bhd  Penang Port Sdn Bhd

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KEYNOTE ADDRESS BY THE MINISTER OF INTERNATIONAL TRADE & INDUSTRY MALAYSIA Below are key extracts from Yang Berhormat (The Honourable) Dato’ Mustapa Bin Mohamed keynote address on the morning of Monday, 4 May 2009. It is an honour for me to welcome you to the fourth annual World Halal Forum. I would also to record my appreciation to His Excellency Sheikh Saleh Kamel for his chairmanship of the World Halal Forum of which I believe elevates this event to a much greater height. I also wish to convey my appreciation to the organiser of this event, KasehDia, for their vision and hard work. For all delegates and participants, especially those from foreign countries, our warm welcome to all and I hope you enjoy your stay in our beautiful country. I am pleased to see that despite the current economic crisis and threat posed by the influenza A, this year‟s forum has attracted close to a thousand participants from more than forty five countries. It is indeed encouraging to see that the interest in the global Halal industry is strong enough to overcome these challenges. This confirms the Halal industry has great untapped potential, but we need strong concerted effort and collaboration among the global Halal industry stakeholders and especially. This year‟s forum marks a significant milestone for the global Halal industry. Themed „Achieving Global Halal Integrity‟; the fourth World Halal Forum in 2009 is the culmination of efforts and hard work of all industry stakeholders involved since the inaugural event in May 2006. The recurring theme from the previous three World Halal Forums and in fact from practically all the other Halal-related conferences and forums held all over the world, is the need for a global Halal standard to harness the growth potential of this industry. Latest research from the World Halal Forum estimates for Halal food alone, the global market size is worth USD 635 billion. This is substantial increase compared to the global Halal food market 20 | P a g e

Hosted by size in 2004 which was only USD 587 billion. In 2010, it is projected that the global market size will continue to increase to USD 642 billion. It is interesting to note that the size of Halal food market in the non-Muslim countries is substantial, the market in Europe stands at USD 67 billion. This means it is wrong to say that the potential of Halal food only lies within the Muslim countries; non-Muslim countries offer huge opportunities for Halal food producers. While we are all aware that the existing market size of the global Halal food is huge, research indicates that the global trade of Halal food products represents less than 10 percent of the global Halal food market size. The current global Muslim population stands at 1.8 billion, this represents 28 percent of the total population, however the total global Halal food market is significantly lower, at 16 percent compared to the size of global food market, meaning there is a very significant gap. There are several reasons for this. First, most Muslim countries especially those in Asia and Africa still rely on basic and non-tradable food products which largely supplied locally and not internationally traded. Second, while Halal certification is a necessary, is it sufficient on its own to succeed in international trade? Third, Halal markets are not similar everywhere. Each is a fragmented market by ethnicity, location, income and few other determinants. Fourth, as Halal products are universal products, the quality, safety, packaging and labelling must represent world-class standards. Experience has shown us that most Halal products in the Middle-East have failed due to poor packaging, inconsistent supply and lack of sustained branding. Fifth, integrity in the Halal supply chain must be preserved. Once consumers lose confidence in the status of Halal, sales and trade will be affected. Thus, it is imperative to have an international Halal standard with the highest assurance of integrity. In Malaysia, the size of the Halal food market is estimated to be USD 8.2 billion. Trade in Halal products is one of the fastest growing business sectors in Malaysia. Although detailed statistics related to Halal products is not readily available due to international harmonized coding (HS code) system for custom records on external trade which is not â&#x20AC;&#x153;Halal-friendlyâ&#x20AC;?, Malaysian exports of Halal food products to the Organization of The Islamic Conference member countries increased significantly to about USD 640 million in 2007 and is projected to continue to rise to USD 900 million this year. 21 | P a g e

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Among the OIC countries, Malaysia, Indonesia, Turkey and Saudi Arabia are the four largest open economies with substantially large external trade volume. While intraOIC trade is still low, I am very confident that given the higher awareness level and growing demand for Halal products and services all around the globe, Malaysia shall register significant increases in the trade account in the coming years. I already mentioned the need for an international Halal standard to preserve and protect the integrity of Halal within the whole supply chain. At the same time, this can also foster the growth of international trade of Halal products. In the last summit of Organization of The Islamic Conference (OIC) in Senegal, a resolution was reached for the first time whereby Halal will be an important agenda, and this task was entrusted to the Islamic Chamber Of Commerce And Industry (ICCI) under the leadership of His Excellency Sheikh Salleh Abdullah Kamel. ICCI also reached an agreement with the international Halal integrity alliance (IHI Alliance), a non-national, not for profit organization to be the global Halal authority and also to increase awareness level of Halal as preferred choice among consumers world-wide. Delegates and participants of the third World Halal Forum in 2008 passed a resolution to endorse and support the work of IHI Alliance. In this context, Malaysia is amongst the first country to formally endorse the activities of IHI Alliance and therefore, I strongly urge other countries to do the same for the benefit of ummah. Since receiving the endorsement from the Malaysian government, IHI Alliance has been working tirelessly engaging with Islamic scholars, industry experts and stakeholders in many parts of the world. Today, I am proud to announce that we are a few steps towards achieving that vision, a vision whereby international Halal standards can be presented and Halal integrity in the whole supply chain can be preserved and assured. The draft international Halal standard will be revealed to the public for the first time at this forum, in the standards stream.

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Hosted by On this note, I also urge other countries to contribute to this endeavour. There have been some comments that the whole Halal agenda or activities, including those of IHI Alliance and the draft standard is too Malaysian centric. In my opinion, this should not be the case if other countries are engaged in the development process. We need stronger collaboration and inclusivity. Malaysia cannot and does not want to do it alone and without strong partnership and collaboration with other countries this vision cannot be achieved. I urge all delegates present here today in this forum to actively take part in this process and share the knowledge gained in your home country. Our government is on hand to offer our expertise and many 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 its approach to developing the Malaysian Halal standard. This methodology has been provided to other countries around the world as part of our duties to spearhead the development and promotion of Halal and hence, the growth of Halal industry in the world. Malaysia first started Halal certification back in 1994. However only ten years later in 2004, the first Malaysian Halal standard MS 1500:2004 was published. This goes to show the immense and meticulous task of developing a standard at the national level; now we are discussing the international level which brings a whole new set of challenges. I am pleased to announce some major milestones achieved since the last world Halal forum. Since the Halal Industry Development Corporation or HDC took over the role of certification from the Department of Islamic Development or JAKIM, more than a thousand local and international companies have been audited and certified. In January this year, the Tanjung Manis Halal Park in Sarawak state of eastern Malaysia, was launched. For those of you who were at last yearâ&#x20AC;&#x;s forum, you may recall the wonderful display and conceptual images of the planned development. Now we can safely say that this concept is a reality. More than USD 2 billion has been invested in this Halal park and I look forward to new investment into this Halal park and other Halal industrial zones throughout the country. For our foreign delegates, I urge you to make time within your busy schedule to visit these Halal industrial parks and witness for yourself these achievements.

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Hosted by I would like to take this opportunity to thank all the sponsors and supporters of the world Halal forum; it is pleasing to see industry taking a leading role in the development of this industry. I would also like to specially thank the Halal Industry Development Corporation for once again demonstrating Malaysiaâ&#x20AC;&#x;s commitment to Halal by being the Platinum sponsor and to the International Halal Integrity Alliance for hosting the World Halal Forum. I pray for godâ&#x20AC;&#x;s grace and blessings for a most productive and successful forum. On that note with the recitation of Bismillahir Rahmanor Rahim, it is now my pleasure to officially declare the World Halal Forum 2009, open. Thank you.

Download the Speech Download the full speech at the Ministry of International Trade & Industry website, follow this link:

http://www.miti.gov.my/cms/genArticlePdf?id=com.tms.cms.article.Ar ticle_ac89f220-c0a81573-7cd87cd8-a1700b56

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WORLD HALAL FORUM 2009 â&#x20AC;&#x201C; RESOLUTION The final session of WHF 2009 was the resolution formation panel. This panel was made up of key speakers and panellists, including the World Halal Forum Chairman H.E Sheikh Saleh Kamel, the CEO of IHI Alliance, Mr Darhim Hashim and amongst others. The Forum concluded on a high note with the following resolution: 1. Awareness level on Halal should be increased as there are variations in the meaning of Halal in many parts of the world 2. The World Halal Forum should be taken to different parts of the World. Events should be held in North America, South America, Middle East, Africa and Europe. WHF Europe will be the first to be held. 3. Support the efforts of IHI Alliance in developing international Halal standards; To keep up to date on the developments of this resolution, log on to www.worldhalalforum.org.

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ATTENDANCE SUMMARY The World Halal Forum (WHF) 2009 exceeded all expectations despite the economic downturn and global spread of the Influenza H1N1 virus, severely affecting spending & travel. 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 908 participants from 47 countries and attracted over 52 local and international media personnel.

Argentina

Malawi

Australia

Malaysia

394

Mauritius

Austria

Bangladesh

Netherlands

Belgium

New Zealand

Bosnia Herzegovina

Nigeria

Brazil

Pakistan

Brunei Darussalam

Philippines

Cambodia

Poland

Canada

Russia

Saudi Arabia

Denmark

Egypt

Serbia

France

Singapore

Germany

South Africa

Ghana

Spain

Great Britain

Sudan

Hong Kong

Suriname

India

Switzerland

Taiwan

Indonesia

Iraq

Thailand

Italy

Turkey

Japan

UAE

Korea (S)

Uruguay

United State of America

Unlisted

Total WHF 2008 Attendance Registered delegates Registered Media Total

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908 52 960

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GALA DINNER AND HALAL JOURNAL AWARDS The first day of the World Halal Forum 2009 was capped by the glittering Gala Dinner, attended by Tun Dato‟ Seri Abdullah Ahmad Badawi & Datin Seri Jeanne Abdullah and H.E Sheikh Saleh Kamel and wife. The Gala dinner provided the perfect opportunity for delegates to mingle and discuss the day‟s events and discuss the future. The Halal Journal Awards is an annual event organised to celebrate and honour success, innovation and hard work in this exciting emerging market and is recognised the most prestigious award in the global Halal industry. The awards were presented by the former Prime Minister of Malaysia, Tun Abdullah Ahmad Badawi, in the presence of the World Halal Forum Chairman, H.E Sheikh Saleh Abdullah Kamel. Below is a pictorial summary of the evening, which saw more than 900 guests, including Ambassadors, Ministers and heads of companies, in attendance. The Gala Dinner „a touch of class‟..

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Hosted by 2009 Halal Journal Awards

HONOURING OUTSTANDING ACHIEVEMENTS IN THE HALAL INDUSTRY The winners within their respective categories are:

1. Best New Halal Product: AYS Sdn Bhd (Malaysia) for its Sri Kulai Ready to Eat Meals. Awarded for its contribution in developing and manufacturing the worldâ&#x20AC;&#x;s first microwaveable Halal frozen ready-to-eat Malaysian meals, offering authentic, mouth-watering Malaysian cuisine locally and internationally. 2. Most Creative Marketing Campaign for a Halal Product: Saaf International (United Kingdom). Awarded for their vibrant and interactive website featuring its range of Organic, Eco-ethical and Halal certified skincare products â&#x20AC;&#x201C; the first of its kind in the West. With a virtually paperless office, they run all their marketing, training and point of sale system online, including handling new enquiries and distributor management. 3. Best Islamic Bank: Khazanah Nasional Berhad (Malaysia). Awarded for the issuance of USD550 million Islamic exchangeable trust certificates (Sukuk) by, Paka Capital Ltd. This was the first Sukuk to offer Islamic investors exposure to the Chinese market, the first exchangeable Sukuk to offer zero periodic payment and is listed in 3 other stock exchanges. The issuance was over-subscribed 10 times its offered size with the offer closing 3 hours after opening.

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Hosted by 4. Best Corporate Social Welfare Project: Chemical Company of Malaysia (CCM) Bhd (Malaysia). Awarded for their nationwide Champs Educational School Programme initiative (CHAMPS) â&#x20AC;&#x201C; to raise awareness and educate children on the importance of health, and health supplements targeting primary school children. Champs has supported the Knowledge Discovery National Spelling Competition and the production of a Health Booklet with Malaysiaâ&#x20AC;&#x;s Ministry of Education. 5. Best Travel and Hospitality: Al Jawhara (Dubai, UAE). Awarded for its very own unique Islamic Hospitality concept offering wholesome family atmosphere, with all modern facilities required in a hotel. Al Jawhara prides itself in following the Shariah principles as the highest order in business ethic code, offering their guests the best Halal hospitality in the region. 6. Best Halal Related Service Provider: Astro Oasis (Malaysia). Awarded to recognise their efforts and dedication in providing programmes for lifestyles based on Islamic values. Astro Oasis is a platform for communities in Malaysia, Indonesia, Brunei and other Islamic countries to gain knowledge and input in numerous ways to bring goodness and peace, with programs ranging from education, entertainment, information, and documentaries - presenting the lifestyle of moderate Muslims. 7. Outstanding Personal Commitment & Achievement in the Halal Industry: Dr. Hani Mansour Al-Mazeedi (Kuwait). This is an award to recognise and honour Dr Hani as one of the pioneers to promote Halal in a holistic manner integrating HACCP and Halal and taking the concept across the whole supply chain right to downstream products. His experiences and active participation have enabled him to travel worldwide, championing a unified Halal system not only on food but other industries including cosmetics, consumables, medicine, pharmaceuticals and fertilisers. Dr. Hani is well sought after for his expertise in finding forgeries in Halal certifications.

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Hosted by

PRESS CONFERENCES – A PICTORIAL SUMMARY

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Hosted by

WORLD HALAL EXHIBITION Running adjacent to the World Halal Forum main hall is the sponsorsâ&#x20AC;&#x; exhibition area showcasing international Halal brands representing key segments of the global value chain. The Exhibition had 37 booths for all parts of the Halal Value Chain. It was well attended by all delegates and invited guests. Booth Set-up (selection of photographs)

VIP Tour of Exhibition Area (selection of photographs)

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Hosted by List of Exhibitors at World Halal Forum 2009 No

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Company

Kuwait Finance House(Malaysia) Berhad

Totalife (M) Sdn. Bhd.

RHB Islamic Bank Berhad

Astro Oasis

KFC Holdings (Malaysia) Bhd

Lembaga Tabung Haji

Halal Industry Development Corporation Sdn Bhd

Tanjung Manis Halal Hub

International Halal Integrity Alliance (IHI Alliance)

MASkargo

CCM Pharmaceuticals Sdn. Bhd.

Al-Amar Lebanese Cuisine

Department of Standards Malaysia, MOSTI

Olipro Biotechnology Sdn. Bhd.

Colgate and Palmolive (Marketing) Sdn. Bhd.

Hot-Can Sdn. Bhd.

AYS Sdn. Bhd.

Malaysia Palm Oil Council

Pure Intentions Sdn Bhd (Jerneh By Sheila Majid)

Saaf Pure Skincare UK ( Saaf International)

Uruguay National Meat Institute

25 26

Fahim Technologies International Institute Malaysia(IAIS Malaysia)

CIMB Islamic Bank Berhad

Bosnia & Herzegovina

Penang International Halal Hub

Intertek

MISC Integrated Logistics Sdn. Bhd.

OIC Today

Asia Food Journal

Imarat Consultants

Processed Food Industry

Kumpulan Karangkraf

SME & ENTREPRENEURSHIP MALAYSIA

Advanced

Islamic

Studies

Hosted by

SITE VISITS – WORLD HALAL FORUM EXTENDED PROGRAM WORLD HALAL FORUM 2009 SITE VISIT 06th MAY 2009 A must attend occasion:   

Absorb and understand characteristics of the pharmaceutical and logistic industry Evaluating pharmaceutical & transportation sector for investment potential Networking opportunities for local & international halal industry players

Following the two-day forum was the Investment Site Visit to promote the Malaysian based Halal industry. Twenty delegates from countries such as Singapore, Russia, the Philippines and Malaysia visited two major Halal establishments in the country. The two sites visited were Chemical Company of Malaysia Berhad (CCM) and Malaysia Airlines Cargo Sdn Bhd (MASKargo).

Delegates saw first-hand the pharmaceutical production line at CCM with detailed technical explanations from the tour guide. Delegates were also taken to CCM‟s quality control laboratory where product testing and sampling are carried out. 

Be enlightened on state of the art infrastructure & facilities Malaysia offers

CCM PHARMACEUTICALS SDN BHD, BANGI SELANGOR & MALAYSIA AIRLINES CARGO SDN BHD, SEPANG SELANGOR

Fill below if you are interested: (WHF 2009 delegates just fill your name and WHF ID NO)

PARTICIPANT NAME:__________________________PASSPORT / IC NO_________________ DESIGNATION: ___________________________________ WHF ID NO_________________ COMPANY NAME: ____________________________________________________________ ADDRESS:___________________________________________________________________ COUNTRY:__________________________________________________________________ TELEPHONE NO:_____________________________________________________________ FAX NO:____________________________________________________________________ EMAIL:_____________________________________________________________________ NATURE OF YOUR BUSINESS:___________________________________________________

At MASKargo, delegates were taken on a tour to the dry warehouse, the cold storage facility, as well as the animal hospital. According to the WHF Secretariat, the site visit was organised to share knowledge and the technical know-how in Malaysia‟s Halal pharmaceutical and logistics sectors.

INVESTMENT VISIT

06TH MAY 2009 (WEDNESDAY)

TIME

ACTIVITY

0845

Depart from Traders Hotel, Kuala Lumpur.

0930

Arrival of Delegates at CCM Pharmaceuticals Sdn Bhd.

0940

Welcoming Speech & Introduction to CCM & CCM’s Halal Initiatives by En Leonard Ariff bin Abdul Shatar, Director, CCM Pharmaceuticals Division

Plant tour of CCM Pharmaceutical Sdn Bhd. 1000 Refreshment at CCM Pharmaceutical Sdn Bhd. 1100 Depart from CCM Pharmaceuticals Sdn Bhd. 1200 Arrival of Delegates and Welcome at MasKargo 1230 Welcome address by En. Mohd Yunus Idris, 1245

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- MasKargo Business Development & Sales General Manager. Presentation by En. Ibrahim Mohamed Salleh,

Hosted by

MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS The World Halal Forum has a strong and effective promotional campaign to ensure the success of the event and the growth of the brand. The brand building campaign consists of advertising and public relation activities, international dialogues & roundtables and participant promotion. 1. The Advertising and Promotional Program: • Local and International Media • Broadcast media • Print Media • Internet advertising • Buntings and banners 2. Public Relations: • General public relations activities • International launches • Local launches in Malaysia • International promotional trips • Management of media centre for WHF 2008 3. Worldwide Promotion The WHF promotional tours & Industry Dialogues have been held in Jakarta, Istanbul, Sao Paolo (Brazil), Buenos Aires (Argentina) and Singapore to name a few and upcoming one includes Jordan and Australia. 4. Participation Promotion The goal of this program is to bring the key decision makers in the Global Halal Industry to Malaysia for WHF every year. We classify the key players as follows: • Those that have a potential to trade, manufacture and supply raw materials • Those with a potential to invest • Those already considering investment and wanting encouragement to commit • Those that have an influence on Halal development including certification bodies. The participants will be from the following groups: • Key government officials from OIC and Southeast Asia countries • Key industry players in the Halal industry globally • Non-OIC Halal supplying countries like Brazil, South Africa, Argentina • Heads of Certification Bodies and Islamic Organisations • Trade Associations and Chambers of Commerce • International media • Business Associations and SME‟s from Malaysia 34 | P a g e

Hosted by

ADVERTISING & PROMOTION Print Advertising And Online Promotion The World Halal Forum began an online promotion programme from November 2008 and building in intensity to May 2009. Online promotion through regular email blasts and newsletters to industry related database of over 40k verified contacts. An example of the email blast is shown here: IHI ALLIANCE UNVEILS THE GLOBAL HALAL STANDARD FOR PUBLIC REVIEW AT THE WORLD HALAL FORUM 2009 Kuala Lumpur - International Halal Integrity Alliance (IHI Alliance) unveils the Global Halal Standards at the World Halal Forum this year as host to the prestigious event. A global halal standard has been the most sought after solution to the Halal food sector which is worth over USD630 billion globally. Halal has various interpretations in different geographies and according to the different madhhabs (schools of thought). Although Islamic law specifies the requirements for halal food and the ingredients in halal food products, differences in interpretation have necessitated the development of a unified standard, which was first envisioned in the 1990s. The set of guidelines drawn up by the Secretariat of the Codex Alimentarius Commission, a joint food standards programme under the United Nationâ€™s World Health Organisation (WHO) and Food and Agriculture Organisation, in 1997, also pointed out the issues of the different interpretation and practices of the different madhhabs. Talks of a unified platform have been going around and the global halal standard is vital to foster growth of the global halal industry. There have been interests and efforts from all over the world, countries with their own set of regulated guidelines and government organisations to streamline the standard of Halal. The lack of mutual recognition among the various jurisdictions almost makes it impossible for exporters to deal with certain countries. The Halal market is not constrained to the Muslim countries only. Based on a survey conducted on consumption of Halal food in both Muslim and non-Muslim countries, the total Halal food expenditure on a per capita basis is the highest in Muslim minority countries within Europe and North America. At the World Halal Forum 2006, over 30 different countries were represented consisting of a crosssection of stakeholders across the whole industry supply chain. The outcome of the Forum that was universally supported by the delegates was the need for a Global Halal Standard. The task to spearhead this effort was mandated to IHI Alliance via a strategic collaboration with the Islamic Chamber of Commerce & Industry where its President, His Excellency Sheikh Saleh Abdullah Kamel, concurrently sits as the Chairman of the IHI Alliance. The development of the Global Halal Standard had gone through various technical meetings from every corner of the world. From the regions of Europe, Middle East and Africa and the Asia Pacific, these modules were being deliberated and discussed with the major industry players, government associations and non-profit establishments. And finally, at the World Halal Forum 2009 on the 4 to 5 May, these modules of the Global Halal Standard will be tabled for the first time to the public. The 5 modules which will be unveiled are Logistics, Animal Slaughter, Animal Welfare, Food Service and Food Processing. International Halal Integrity Alliancs (IHI Alliance) IHI Alliance is an international non-profit organisation created to uphold the integrity of the halal market in global trade through recognition, collaboration and membership. It has made a strategic collaboration with the Islamic Chamber of Commerce & Industry (ICCI), a body which has been mandated by the Organisation of Islamic Conference (OIC) as the principal representative of the private sector in OIC Member States with regards to values, Halal and quality control. IHI Alliance programmes include the Halal standards and certification system, to harmonise the Halal standards by setting up guidelines and best practices; education and promotion to create awareness, training professionals and branding of Halal as the standard of choice; and research and development, to resolve new issues. Being an active body of the OIC which represents 90 percent of the Muslims worldwide, IHI Alliance plays a very important role in developing the global Halal industry, which has vast potential growth.

For more information please contact : Miss Azlin Ramli at azlin@ihialliance.org International Halal Integrity Alliance Ltd (LG05848) 16-2 Jalan 27/70A Desa Sri Hartamas 50480 Kuala Lumpur Malaysia T : +6 03 2300 1344 F : +6 03 2300 1312 W : www.ihialliance.org

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

Print Advertising included placements in all leading Malaysia papers leading up to the World Halal Forum. As well as continous advertising in the Halal Journal and other related trade publications from around the world. For more information on attending the World Halal Forum, log on to www.worldhalalforum.org, or call the WHF Secretariat at +603 6203 1025. Book your seat now!

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Hosted by

OUTDOOR ADVERTISING SUMMARY 1) Street Buntings A total of 996 street side buntings were placed prior to WHF 2009. 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

Along Jalan Sultan Ismail

Along Jalan Pinang

Along Jalan P Ramlee

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

Along Bangsar and towards Pusat Bandar Damansara

Along Jalan Kuching

Along Jalan Maharajalela

Along the road and towards Dataran Merdeka

10.

Along Jalan Syed Putra

11.

Along Jalan Tun Perak

12.

Along Jalan Pudu

13.

Along Jalan Tunku Abdul Rahman

14.

Along Jalan Tun Razak heading North and South

15.

Along Jalan Kinabalu - Jalan Loke Yew - Jalan Cheras

16.

Along Jalan Pusat Bandar Damansara to Taman Tun Dr Ismail

17.

Along Jalan Duta

18.

Along Jalan Parlimen

19.

Along Lebuh Ampang to Kampung Baru

Along Lebuhraya Mahameru

Along Lebuhraya Persekutuan

Along Lebuhraya Cheras-Kajang

Along Lebuhraya Lingkaran Tengah Kedua (MRR2)

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Hosted by

B. Billboards Temporary road side billboards were placed at the following locations: 1. 2. 3. 4. 5.

Jalan Jalan Jalan Jalan Jalan

Kuching Sultan Ismail Tun Razak Mahameru Syed Putra

C. OIC & WHF Street Buntings An additional 300 OIC & WHF Streetside buntings were placed around KL 2 weeks preceding WHF 09

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Hosted by

SUMMARY OF MEDIA COVERAGE A. World Halal Forum CEO Round Table 1 The WHF CEO Round Table series is an initiative in-line with the World Halal Forum Charter endorsed by the 5th Prime Minister of Malaysia. WHF CEO Round Table will assist and support the development of world-class Halal industry standards covering the entire value chain. The objective of the CEO Round table is to bring major stakeholders within the Halal value chain and industries together to discuss, identify and outline a standard of unity for the industry and supply chain, benefiting the entire sector and supporting sustainable development. This World Halal Forum CEO Round table on â&#x20AC;&#x17E;Traceability and the Global Halal Industryâ&#x20AC;&#x; saw over 90 participants representing Multi-National Corporations, local businesses and Government Ministries & Agencies. For the full report please download from: http://www.worldhalalforum.org/ceo-roundtable-past.html

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Hosted by B. Sponsors Appreciation Event All partners and Sponsors of World Halal Forum 2008 were invited to a sponsors appreaciation event, held on August 13, 2008. This event served 2 purposes, an opportunity for the organiserâ&#x20AC;&#x;s to publicly thank the sponsors and to begin promoting WHF 09.

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Hosted by C. World Halal Forum CEO Round Table 2 Effective strategies and smart partnerships between the public and private sector are essential for success in this globalised society. This is increasingly important in the Halal sector and issues of Trade and Market Access were discussed in depth.

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Hosted by D. World Halal Forum â&#x20AC;&#x201C; Media Briefing The World Halal Forum conducts a media briefing 3-4 months prior to the event to generate pubilicity and prepare the media for the upcoming highlights. The briefing was chaired by H.E Sheikh Saleh Kamel, who also witnessed the signing of an MOU between Chemical Company Malaysia Berhad and the World Halal Fourm, renewing their commitment to support the Forum and the Halal industry.

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Hosted by

E. World Halal Forum – Offical Launch & Malaysia Halal Week

LAUNCH OF WORLD HALAL FORUM 2009 & Halal Malaysia Week SIME DARBY CONVENTION CENTER 21ST APRIL 2009. 10.00am EVENT PROGRAMME

10.00am

Arrival of Media & Guests

10.20am

Arrival of VIPS

10.25am

Opening Remarks and DOA Recitation

10.30am

Welcome Address by Hajjah Jumaatun Azmi (Founder and Managing Director, KasehDia Sdn Bhd)

10.40am

The World Halal Forum was officially launched on the 14th of Arpil and also highlighted Malaysia‟s commitment to the Halal Industry coordinated events in May. Featuring firstly the World Halal Forum, followed by the World Halal Reseach seminar and finally the International Halal Showcase. The International Halal Integrity Alliance (IHI Alliance) was announced as the Host of WHF 09 and the Halal Industry Development Coporation (HDC) also reaffirmed Malaysia‟s commitment to WHF by becoming Platinum Sponsor.

Speech by Y.Bhg Dato’ Seri (Chief Executive Officer, International Halal Integrity Alliance)

10.50am

11.00am

Launching Ceremony

11.15am

Press Conference

11.45am

Media Briefing session

12.05pm

Refreshments Served

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Hosted by

Selection of Coverage â&#x20AC;&#x201C; World Halal Forum 4 & 5 May 2009

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Hosted by G. Special Coverage – TIME Magazine The World Halal Forum and KasehDia Research & Consulting provided information, pictures and data for the cover story “The Halal Economy” written by Carla Power in the May 24 issue of TIME Magazine.

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Hosted by

TOTAL PR VALUE FOR WHF 2009 CAMPAIGN

RM 9,697,524.75 Comparison of PR Value 12,000,000 10,000,000 8,000,000

WHF 2006

6,000,000

WHF 2007

4,000,000

WHF 2008

2,000,000

WHF 2009

0 WHF 2006

WHF 2007

WHF 2008

WHF 2009

SUMMARY OF MEDIA COVERAGE FOR WHF 09 4 & 5 MAY (Malaysia Only)

Total Total Total Total

Number Number Number Number

of of of of

Print Articles TV Clips Radio Clips On-Line Articles

64 55 8 78

PR Value calculations are based solely on Malaysian coverage. The value does not reflect international TV & Print coverage. Advertising value has not been added to the PR value.

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Hosted by

SUMMARY OF DELEGATE SURVEY RESULTS & ANALYSIS All delegates at the World Halal Forum 2009 were asked to provide their feedback and opinions through a distributed survey form. This section is a summary of the results, for the full report, analysis and insights produced by KasehDia Research & Consulting please contact the secretariat at: info@worldhalalforum.org The survey had the following objectives:  to identify participant‟s involvement in the Halal or related industry  to ascertain delegate‟s position on several issues faced by the Halal industry  to identify their position on the current practices of Halal certification as well as the issue of global accreditation  to measure general awareness and knowledge on Islamic finance  to collect opinion and suggestions about the World Halal Forum. Out of 908 total participants from 47 countries; a total of 165 respondents were sampled. This represents about 18 percent of the total number of participants, which in terms of sample size is statistically adequate. In terms of countries representation, there were 18 countries involved, which represent 38 percent of the total number of countries at WHF 2009. Countries represented in this survey are shown in Figure 1: Figure 1: Country’ Background of the Respondents Saudi Arabia 1.8% France 1.8%

Netherlands 3.6% UK 1.8% Turkey 1.8% Taiwan South 1.8% Africa 3.6% Singapore

USA 3.6% Germany Bosnia UAE 1.8% 7.3% 3.6%

Australia 5.5% Brunei 3.6% Canada 5.5%

1.8% Philippines 5.5% Pakistan 3.6%

Malaysia 41.8%

Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

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Hosted by Respondents from Malaysia were the largest, with a total of 69 respondents or 41.8 percent of the total samples. This was followed by Bosnia & Herzegovina with 12 respondents, accounting for 7.3 percent of the total. At the World Halal Forum 2009, there was a strong delegation from Bosnia & Herzegovina, led by Grand Mufti of Bosnia & Herzegovina, H.E. Dr. Mustafa Ceric. Australia, Canada and the Philippines ranked third where each of these countries had the same number of respondent i.e. 9 respondents, each accounting for 5.5 percent of total. United States of America (USA), United Arab Emirates (UAE), the Netherlands, South Africa and Pakistan ranked fourth. Each of them had 6 respondents, accounting for 3.6 percent share for each country. Other countries represented in this Survey included Middle-East (Saudi Arabia and Turkey), Europe (France and Germany) and Asia (Taiwan and Singapore). Industry Background of the Respondents Of the total 165 respondents sampled during World Halal Forum 2009, the specific industry involved in or within the Halal-related sectors was found to be quite diverse, ranging from government officers for food and export facilitation to educational program, the industry itself (agro-based, manufacturing, trading), Halal certification issuers, Halal service sector (consultancy, media) and others (in this case: foreign embassy representative and Non-Governmental Organization / NGO). The breakdown of the industry background is depicted in Figure 2 Figure 2: Industry Background of the Respondents Others 5.5%

Agro-based 9.1%

Consultancy 10.9% Manufacturing 12.7%

Media 5.5%

Trading 7.3% Government 18.2%

Marketing 9.1%

Certification 21.8% Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

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Hosted by

Halal certification and the related process of issuing Halal certificate is an industry sector where 36 respondents (21.8 percent) stated they involved in. Thus, Halal certification is the largest industry sector represented in this survey. This is followed by 30 respondents from government, representing 18.2 percent of the total respondents. Manufacturing sector ranked third where seven 21 respondents (12.7 percent) involved in this sector. Other leading industry or sectors included consultancy (18 respondents or 10.9 percent), food and agro-based (15 respondents or 9.1 percent) and Marketing (15 respondents or 9.1 percent). Trading (export and import) followed with 12 respondents or 7.3 percent. Media sector (printed, online, TV channels, etc) had 9 respondents involved in or about 5.5 percent of the total. Others, consisting of 9 respondents (5.1 percent share), include representatives from foreign embassies in Kuala Lumpur; an Imam from a leading Mosque in Europe and lecturers/ academicians from universities. Participant Involvement in the Halal Industry Judging from the participants/delegates during the 1st through to the 3rd World Halal Forum, the rate or degree that participants are involved in the Halal Industry normally dominated by „Very High‟ (76 – 100 percent involvement rate) and „Medium to High‟ (51 – 75 percent). However, there are always fluctuations in the „Low to Medium‟ (26 – 50 percent involvement rate), „Minimal to Low‟ (1 – 25 percent) and „No Involvement‟ (Less than 1 percent). Knowledge acquisition on the subject matter and awareness level are the two main factors, among others that explained the variations. The survey conducted during WHF 2009 found that involvement rate of „Very High‟ is still leading with 69 respondents reporting that they are highly involved in the Halal industry within their respective field. Details of the findings can be seen in Figure 3:

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Hosted by

Figure 3: Rate of Involvement in the Halal Industry No Involvement 3.6% Minimal to Low 18.2% Very High 41.8% Low to Medium 7.3%

Medium to High 29.1% Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

Based on the findings, in general, those with an involvement rate of more than 50 percent in the Halal industry, e.g. within the specific sector or activities where the respondents are involved/working in, reached 70.9 percent. This is the combined percentage from respondents which answered „Very High‟ and „Medium to High‟ involvement rate. As mentioned earlier, most of the respondents have a „Very High‟ involvement rate within the Halal industry. This was demonstrated by 69 respondents, representing 41.8 percent of the total respondents in the survey. This was followed by „Medium to High‟ involvement rate with 48 respondents or 29.1 percent of the total. Ranked third was „Minimal to Low‟ (1 – 25 percent involvement rate), by 30 respondents, accounting for 18.2 percent share. „Low to Medium‟ involvement (26 – 50 percent) by 12 respondents (7.3 percent of the total respondents) while „No Involvement‟ (meaning: less than 1 percent involvement rate) by 6 respondents, which accounts for 3.6 percent of the total respondents who participated in this survey.

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Hosted by Main Issues for the Development of the Global Halal Industry Discussions with the global Halal industry stakeholders as well as further deliberations during various multi-country events in the past, such as World Halal Forum Industry Dialogue (WHF-ID) and CEO Roundtable have found that there are five important issues, among others, which have to be addressed for efficient development of the Halal industry worldwide. These are:     

Global Halal Standards Development Common Certification/ Audit Process Access to Finance/ Grants Trade Issues Human Resources Development

During WHF 2009, respondents were asked to prioritize these issues according to their importance. The result is presented in Figure 4: Figure 4: Rank of Main Issues for the Development of the Halal Industry* 90.0%

83.6%

80.0% 70.0%

63.6%

60.0% 50.0% 40.0% 29.1%

30.0%

27.3%

23.6%

20.0% 10.0% 0.0% Global Standards Devn't

Common Certification Process

Trade

Human Resources Access to Finance Devn't

*Note: percentage of respondents which answered ‘most important’ and ‘important’ for each issue Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

As presented in Figure 4; two issues can be seen as the most important, namely global standards development (83.6 percent) and common certification, inspection and audit process (63.6 percent). These two issues rank much higher than the other three issues, namely trade-related issues (29.1 percent), human resources development (27.3 percent) and access to finance/ grant (23.6 percent).

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Hosted by Although the definition of Halal has generally been accepted and agreed upon by Muslims worldwide, there are significant gaps when it comes to practical implications in the industry. Due to differing Halal standards, not only between countries but also within each individual country due to the presence of numerous Halal certification bodies where fundamental differences exist between them. Hence, confusion, misunderstanding and even abuses have occurred. The above situation was a major concern for the respondents, especially those from the following industries - agro-based, manufacturing and trade. An example was highlighted where a company had to be certified by three (3) different Halal certification bodies as each of them applied a different standard. For the industry, this means a higher burden for production cost which will eventually be passed on to the customers. On this note, WHF participants agreed that the effort by IHI Alliance to present various modules of global Halal standards is a major initiative which they hope will eventually address this issue once and for all. The issue of a common Halal certification, inspection and audit process was also seen as very important by the respondents and in most cases, respondents thought when global Halal standards were in place, this will also address to a certain degree, the issue of common processes of certification, inspection and audit for Halal products/ services. It may not eliminate the entire differences that exist today, but at least there will be more transparency on how the certification, inspection and audit process will be conducted. What Types of Regulations are Needed for the Halal Industry? Given the fact that the global Halal industry is a fragmented industry where various factors such as ethnicity, location, purchasing power and culture are the major determinants; regulating the global Halal industry is a major concern. During WHF 2009, respondents were asked which type of regulation would be more suitable for the Halal industry; whether it be a government regulated approach or industry-led / private sector-driven initiative, or not sure. On this question, respondents, from various countries in the world, either from Muslim-majority countries (Malaysia, Pakistan, UAE, etc) or from Muslim-minority countries (European countries, Singapore, Australia, etc), gave a mixed answer as presented in Figure 5.

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Figure 5: Type of Regulation Most Suitable for the Halal Industry Not Sure 30.9%

Government 52.7%

Industry-led or private sectordriven 16.4% Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

As presented in Figure 5, government regulation has been favoured by 52.7 percent of the respondents as the most suitable regulation for the Halal industry. However, this answer mainly came from respondents from Muslim-majority countries, particularly Malaysia. For other respondents, namely those from Muslim-minority countries, an industry-led or private-sector driven regulation perceived as the most suitable type of regulation for the Halal industry (16.4 percent). Moreover, a significant percentage of the respondents (30.9 percent) didnâ&#x20AC;&#x;t provide an answer to this question. This could be a sign that other types of regulation may be needed, either a combination of both â&#x20AC;&#x201C; public-private sector- or someone else, such as the Organization of the Islamic Conference (OIC) may be required to play a role in this issue. Majority of WHF Participants Have Access to Overseas Markets The World Halal Forum is a platform for global Halal industry stakeholders to exchange ideas and network with each other, it is imperative to ensure that participants are of high quality organizations and businesses. One simple measurement of this is the ability to penetrate overseas markets. In this survey, the respondents were asked if their organizations have access to overseas markets. This means the ability to penetrate export markets for agrobased, manufacturing, trading, retail and marketing companies. For Halal certification agencies, this means certifying Halal products in foreign countries. For 52 | P a g e

Hosted by media and consultancy, this means having clients from foreign countries or projects located overseas. In general, 70.9 percent of the total respondents stated that they already have access to overseas markets while on the other hand, 29.1 percent of the total respondents admitted that they do not have (or have not been able to) access overseas markets. The findings on this issue are depicted in Figure 6. Figure 6: WHF Participants: Access to Overseas Markets No 29.1%

Yes 70.9%

Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

WHF Participant’s Comments on Trade Liberalization of Halal Products When the issue of whether Muslim-majority countries should include Halal products and services into Free Trade Agreement (FTA) with Non-Muslim Majority countries was first brought up, the initial reaction from the Halal industry stakeholders was negative / pessimistic, a resounding „No‟ (source: The Halal Journal on-line poll 2008). Over the years, with awareness levels increasing that Halal products do cover the entire supply chain of any consumer good; and that these products are not only for Muslims, but also for Non-Muslims everywhere in the world. Increase in this awareness level has probably played a role in changing the initial reaction and mindset. During WHF 2009, this survey asked whether Halal products should be covered in Free Trade Agreement (FTA) between Muslim and Non-Muslim countries. It appears that participants of WHF 2009 realised the advantage of free trade agreements for promoting Halal products in the Non-Muslim countries. As presented in Figure 7, 53 | P a g e

Hosted by 83.6 percent respondents agreed that Halal products should be covered and 16.4 percent respondents said â&#x20AC;&#x17E;Noâ&#x20AC;&#x; or did not agree with it. Figure 7: Inclusion of Halal Products into FTA with Non-Muslim Countries No (Didn't Agree) 16.4%

Yes (Agree) 83.6% Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

Usage Pattern of Islamic Banking by WHF Participants During the World Halal Forum 2009, the idea that Halal products are also about financing free from Riba is definitely stronger and few speakers/panellists also discussed the importance of Islamic banking for the Halal products. During WHF 2009, respondents were asked whether their organization used Islamic banking and financial services. Based on this survey, it was found that 52.7 percent of the respondents stated that their organization already used Islamic banking facilities while on the other hand, a significant percentage, 47.3 percent of the respondents admitted that they did not use Islamic banking facilities (Figure 8).

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Figure 8: Usage of Islamic Banking among WHF Participants

No 47.3% Yes 52.7%

Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

Among those answered â&#x20AC;&#x17E;Noâ&#x20AC;&#x;, the fact that Islamic banking is not available in their country was given as the main reason. However, it should also be noted that many of WHF delegates are non-Muslim, which could be simply ignorance on this facility or have limited knowledge on the advantages of Islamic banking system vis-a-vis conventional banking system. Comments on World Halal Forum 2009 The World Halal Forum 2009 was attended by 908 participants, and roughly 45 percent were new delegates (did not attend previous years). To gauge participantâ&#x20AC;&#x;s opinions about success and purpose of WHF, especially in comparison to the other Halal conferences, seminars, Forums held all around the world, this survey also asked the respondents to answer a question whether they agree with a statement that World Halal Forum is the Premier Halal Forum/ conference/ seminar based on their experiences. The finding is shown in Figure 9.

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Figure 9: World Halal Forum as the Best Halal Forum in the World

30.9 35 25.5

30 25

14.5

20 15 10 5 0 Neutral

Strongly Agree

Agree

Source: World Halal Forum (WHF) 2009 Survey, KasehDia Sdn Bhd; 4-5 May 2009

The highest comment/ neutral (30.9 percent) means that WHF 2009 is the first World Halal Forum that the respondent have ever attended. Ranked second (25.5 percent) are from those which have said „Strongly Agree‟, meaning they strongly agree with the statement and also finds WHF 2009 was able to achieve all its objectives. Those who said „Agree‟ (14.5 percent) finds WHF 2009 was able to achieve most of its objectives.

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WORLD HALAL FORUM EUROPE â&#x20AC;&#x201C;2009 One of the many outcomes of WHF 09 was the overwhelming demand and subsequent agreement with partners to hold the World Halal Forum in different regions around the world. The regions include North & South America, Europe, Africa and the Middle East. Malaysia will always remain the main host country for the World Halal Forum, due to its strong support and position as the worldâ&#x20AC;&#x;s thought leader for the Halal industry. The World Halal Forum will be heading to Europe for the first time. Scheduled for 27 & 28 October 2009, in the Netherlands, this marks an important step for the Forum. For

sponsorship

opportunities and info@worldhalalforum.org or visit:

delegate

information

please

contact:

http://www.worldhalalforum.org/whfeurope/index.html

WORLD HALAL FORUM 2010 WHF 2010 will be held once again at the world class facilities of the Kuala Lumpur Convention Centre, on the 11 & 12 May 2009. Issues of trade & market access will be discussed alongside presentation of the remaining modules of the IHI Alliance standards. The global standard will has had a major impact on the Halal industry; we are expecting exciting updates on the development of these standards. Malaysia Truly Asia welcomes delegates with World class accommodation and shopping, Spouse program. For more information visit www.worldhalalforum.org

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ABOUT THE ORGANISER - KASEHDIA

KasehDia is a boutique firm that specialises in creative developmental frameworks aimed at the betterment of society. Our programmes are designed to be catalysts for the creation of sustainable and thriving economies, and inspired societies. The KasehDia Framework consists of an exceptional mix of communication platforms with research and training and lobby efforts done at international level. The companyâ&#x20AC;&#x;s diverse framework portfolios, ranging from art to agrifood, make KasehDia a specialised firm for many sectors with its unique offerings. Due to its prolific and cutting edge work, KasehDia has been featured in The New York Times, BBC, Bloomberg, Asia Wall Street Journal and the International Herald Tribune among others, since its establishment in 1999.

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OVERVIEW Kasehdia believed there was a need for a fresh and contemporary approach in communicating and applying good ideas in our society. KasehDia strives for distinction, and thrives with our creative and out-of-the-box approach to achieving business solutions. Our group comprises multi-talented individuals constantly working toward strengthening and expanding KasehDiaâ&#x20AC;&#x;s portfolio. Our Companyâ&#x20AC;&#x;s business portfolio includes content development, integrated marketing solutions, publishing, production, research, training and events. KasehDia is most notable for its Halal mission. 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. Malaysiaâ&#x20AC;&#x;s edge in ideas leadership for the Halal sector does not stop at its far sighted government policies and initiatives. The private sector, one of them being KasehDia are fully aware of the prospect of Halal and its applications in business and is offering a range of products and services to meet the demands of the market. Most notable for its Halal mission, the company has systematically gathered data and intelligence on the global Halal market covering thousands of Halal restaurants, certification agencies, and government and industry sectors since 2002. KasehDia presently has the most complete and up-to-date data and intelligence on the growing Halal markets worldwide. KasehDia was entrusted to establish a non-for-profit organisation to protect and develop the global Halal industry as part of the resolutions of the World Halal Forum in 2006. KasehDia founded the International Halal Integrity (IHI) Alliance, the first-of its kind organisation whose members are made up of the Halal manufacturers and service providers worldwide.

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Hosted by 1. EVENTS KasehDia has a proven track record of organising world class events. The company is the creator and organiser of the annual World Halal Forum (WHF), already earmarked as the official Halal platform for the Government of Malaysia. It is the first Halal-related forum in the world to focus on the business aspect of Halal. KasehDia also has experience creating and managing international events such as the WHF Industry Dialogues that took place in 8 countries in 2007 including South Africa, China, Australia, Bosnia, Thailand, Brunei, among others. The WHF platform has increased its scope into the CEO Roundtables series as key industry leaders‟ required focused approach on specific issues. Plans are also afoot for inter country business forums, movie financing conferences and creative contents creation conferences.

“By being in Malaysia, we‟ve had the opportunity to really understand the intricacies and depth of the Halal concept and its applications in business and general lifestyle. This is because of Malaysia‟s mixed cultural make-up and the respect and understanding we have between the people of various faiths. “We don‟t take Halal for granted in Malaysia compared to the rest of the world and that is why we have thought leadership in this area. “KasehDia is currently in the thick of things in the Halal sector and we feel very fortunate to be able to contribute to the global developments. We‟d like to continue to work with all parties who have a stake in this industry”. HJH Jumaatun Azmi, Founder

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Hosted by 2. PRODUCTION a) TV SHOWS AND DOCUMENTARIES To date, KasehDia has produced two seasons (13 episodes each) of Halal Journal TV which is a show on the business and lifestyle of 'Halal'. Documentaries entitled 'Conversations with Muslims in Bangkok', 'Global Halal Market' and a documentary on the Muslims of Bosnia is in progress and KasehDia will be producing more TV programmes and documentaries in 2009/2010. b) FEATURE FILM Our movie is a revolutionary Malaysian feature production carrying positive messages embedded through creative and compelling story telling. Set in Malaysia‟s beautiful rural landscape and cosmopolitan Kuala Lumpur, HAQ is an action-packed story of courage, faith, love and sacrifice amidst the supernatural. It will engage the young and old, regardless of gender, race and religion with its Hollywood-like storytelling and production techniques. The high quality feature film, produced for the local and international markets is set to create a new benchmark for the local film industry. 3. RESEARCH & CONSULTING and TRAINING KasehDia‟s research and consulting unit provides advisory services to organisations, industries and governments who require a practicable insight into Halal. KasehDia was commissioned to draft the Halal Chapter of Malaysia‟s 3rd Industrial Master Plan by the Ministry of International Trade and Industry in 2006 and developed the preannouncement initial framework of the Halal Industry Development Corporation for the Prime Minister‟s Office. Our strategy of excellence in service has lead to the establishment of a Training Unit. Training has always been a key consideration within the company with weekly training courses held for staff cultivating excellence at all levels and we have appropriated our own philosophy and encrypted it into training for our clients as we empower our clients to be effective Knowledge Workers for tomorrow‟s economy. Our approach is one that allows us to work closely with our clients to ascertain optimum learning objectives and convert them into tangible educational returns. The utilised medium ranges from a one-on-one session, to management workshops, to skill specific training sessions. Our bespoke approach ensures an integrated learning experience leveraging off the “best practices” of managerial learning taxonomy.

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Hosted by Training clients include SME Bank, CIMB Bank, Mayban Fortis, Etiqa Takaful, Yayasan Malaysia, IIR Middle East and the Halal Industry Development Corporation, for all of whom we have developed specific training packages. The Halal Journal Workshop Series is a service for the magazine readers as well as business owners interested to convert their business to Halal and expand their market. 4. PUBLICATIONS For the layperson, KasehDia created the International Halal Food Guide Series in 2003. The series include guides on the Halal restaurants in Kuala Lumpur, Singapore, Australia, Dubai, Canada, New Zealand and London. The series won the prestigious Madrid- based Gourmand Awards for 'Best Guidebook in the World 2004'. For the industry and trade community, KasehDia has published the trade magazine called The Halal Journal since 2004. The bi-monthly publication covers topics related to the Halal and Muslim markets worldwide including manufacturing, trade, regulations and finance. Distributed in 35 countries, The Halal Journal was appointed the official media to several international bodies like the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT) on Halal Food and most Halal trade shows throughout the world. Affiliation with The Halal Journal, World Halal Forum or KasehDia is currently regarded as endorsement for the various Halal trade shows. 5. OUR AWARDS The International Halal Journal Awards, created to honour achievements and excellence in the global Halal industry is handed out by our Prime Minister to ten international role models of the Halal industry in each year since 2006. CREATIVITY, promotional efforts and management aptitude in applying the Halal criteria is used to judge at arriving at 12 restaurants for the Third International Halal Restaurant Awards, listed in the Halal Food Guide published by KasehDia

Affiliation with The Halal Journal, World Halal Forum or KasehDia is currently regarded as endorsement for the various Halal trade shows around the world. KasehDia has the most up-to-date data and intelligence on the growing Halal markets worldwide.

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Hosted by ACCOLADES FOR KASEHDIA

KasehDia Founder and Managing Director Jumaatun Azmi Asia Pacific Emerging Entrepreneur Award By Enterprise Asia, Kuala Lumpur 2008

Most Promising Young Entrepreneur

By Malaysia Canada Business Council â&#x20AC;&#x201C; Business Excellence Award 2008

The Halal Journal Continuing Contribution to the Halal Islamic Journal Award

By International Islamic Finance Forum under the patronage of H.H. Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime, Minister of the United Arab Emirates, Ruler of Dubai, 2008

International Halal Food Guide Series Top 3 Best Guide in the World Award Gourmand Awards, Madrid 2004

OUR CLIENTS

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

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