tHe PreMier global Halal industry eVent
the 5th
World Halal Forum glob al H al al indus t ry: regul atory a rC H it e Ct u r e , t r ade and M arK e t aC C e ss
Kual a luMPur ConVention Centre, Mal aysia 21-22 June 2010 |
8 & 9 reJab 1431 H
W W W. W o r l d H a l a l F o r u M . o r g
tHe World Ha l a l ForuM ( W HF ) i s t He ‘ PreM ier’ glob a l Ha l a l i nd us t ry e V e nt
deliber at ion s at WHF W i l l s e t tHe di r e Ction oF tH e H al al indu s try, aF F e Cti ng al l g lob al staKeHolders. PartiCiPat e, u nderstan d an d C Hart tHe F utur e oF tH e glob al H al al i ndustry, ta P into t H e l i F e s t y l e C HoiC e oF 1 . 8 bi l l ion H al al C onsuM ers in a us d 3 tr i l l ion an d g ro Wi ng i ndustry.
WHF & the global halal industry
GRO W ING GLOBAL H ALAL M AR K ET
NORTH AMERICA USD15.3 BILLION
Europe USD69.3 BILLION Asia USD418.1 BILLION
THE NEW INTERNATIONAL HALAL STANDARD TO BE UNVEILED AT THE WHF 2010 WILL HAVE A PROFOUND EFFECTS ON EVERY ASPECT OF THIS EMERGING yet SIGNIFICANT MARKET
Africa USD155.9 BILLION Central & South America USD820 MILLION Australia USD1.6 BILLION
The WHF 2010 will focus on understanding the global Halal regulatory framework, issues relating to trade and market access need to be discussed as well as the need to ask real questions about the viability of tapping into this massive global industry.
As the Muslim world gets richer and bigger, the appetite for trade increases and the demand for value added products increases. The Halal market is ready for:
The Halal industry remains one of the fastest growing industries, surviving strongly against the global economic downturn with growth rates exceeding traditional industry sectors. Supply of Halal products and services are dominated by non-Muslim countries, and huge gaps remain between the trade of Halal products and the market size.
• Comprehensive Halal product ranges • Cultural diversity (exotic food) • Increase in Halal convenience food (ready-to-eat meals) • Toiletries & personal care • Pharmaceuticals • Heath supplements
This means that there is a large untapped potential for countries and companies to be major Halal Players, through understanding Halal trade and market access issues.
M a l ay s i a – t H e g lob a l H a l a l i n d u s t ry l e a de r MALAYSIA HAS LONG RECOGNISED THE IMPORTANCE OF THE HALAL INDUSTRY AND AS EARLY AS 1996, INCLUDED IT IN THE THIRD INDUSTRIAL MASTERPLAN AND THEREAFTER IN THE THIRD NATIONAL AGRICULTURAL POLICY IN 1998. IN 2006, THE HALAL INDUSTRY DEVELOPMENT COPPORATION (HDC) WAS FORMED TO STEER HALAL DEVELOPMENT IN MALAYSIA. IN 2009, HDC HAS BEEN PLACED UNDER THE MINISTRY OF INTERNATIONAL TRADE AND INDUSTRY (MITI) TO FURTHER ACCELERATE THE DEVELOPMENT OF HALAL.
W H y M a l ay s i a ? • a dynamic Business Environment • advancing with Technology • Well-developed Infrastructure • Skilled Human resources • Towards the Economy of Tomorrow • Thought leader in Halal
World Halal ForuM aCCoMPlisHMents
World Halal Forum europe 2009 World Halal euroPe 2009 PerForManCe registered delegates : 188 Media attendance : 22 Countries represented : 34 Mou signed : 3 Held at the World Forum Convention Centre in The Hague, netherlands, from 17 to 18 november 2009. WHF Europe was held for the fi rst time ever outside malaysia -- with the aim of tapping to the enormous potential of Halal market in the European region. during the two-day session of WHF Europe, participants and speakers agreed that Halal is no longer a taboo in Europe as awareness on Halal products and certifi cation has increased in the last couple of years. advertising campaigns on Halal products, certifi cation and labels are also on the rise in Europe, particularly in France, which has an estimated fi ve million muslims population. WHF EUroPE rESolUTIonS: • The World Halal Forum recognises the importance of animal welfare in the production of Halal food especially in the context of religious slaughter. The forum has resolved that organisations and communities involved in Halal food production should explore ways to reduce pain, distress and other welfare problems in the sourcing and treatment of animals during rearing, transport and slaughter. The World Halal Forum should collaborate with academic researchers and other experts in investigating the welfare implication and acceptability of different practices including pre-slaughter methods of restraint and applications to minimise pain and distress at the time of slaughter. • Halal values and principles are in line with those of Fair Trade. The forum resolved to work towards the integration of Halal with Fair Trade. • The forum resolved to work towards a European Halal regulations and accreditation system, starting with a single country as a pilot project, with the country proposed being the United Kingdom.
World Halal ForuM aCCoMPlisHMents
World Halal Forum 2009 World Halal ForuM 2009 PerForManCe registered delegates : 980 Media attendance : 54 Countries represented : 47 Mou signed : 10 audited Pr Value (malaysia alone) : rM10 million
The World Halal Forum (WHF) 2009 saw a gathering of the heads of states, industry leaders and academics under one roof to voice their concerns, outline issues, and plot the future direction of the global Halal industry, which brought together 908 participants from over 47 countries and attracted over 52 local and international media personnel. WHF 2009 generated in excess of rm9,698,000 in Pr value from the malaysian media alone. From the opening ceremony to the closing remarks, there was never a dull moment as press conferences, business matching activities and exhibitions exposed all delegates to a myriad of Halal industry opportunities and challenges. The foyer exhibition areas showcased the International Halal Integrity alliance, as well as many different business and Islamic-related media. adjacent to the forum hall was the sponsors’ exhibition area, showcasing Malaysian and prominent international Halal industry players from key segments of the global Halal value chain.
World Halal ForuM aCCoMPlisHMents
World Halal Forum 2008
World Halal Forum 2008, surpassed all expectations, themed “Sustained development through Investment & Integration” the forum was attended by over 1,200 delegates, Heads of State, Ministers, governors, industry leaders, international media, representing 57 countries and the leading global producers of Halal products and services. Further establishing the World Halal Forum as the Premier event in the Halal Industry. VIPs in attendance included:
World Halal ForuM 2008 PerForManCe registered delegates : 1190 Media attendance : 200 Countries represented : 57 Mou signed : 7 audited Pr Value (malaysia alone) : rM10.2 million
• YAB Dato’ Seri Abdullah Ahmad Badawi, Prime Minister of Malaysia • HE Mohammad Abul Hassan, Head of Kuwaiti delegation, Special Envoy of Kuwait Pm • HE Sheikh Saleh Abdullah Kamel, World Halal Forum Chairman • YAB Tan Sri Datuk Patinggi (Dr.) Hj Abdul Taib Bin Mahmud, Chief minister of Sarawak • YAB Datuk Dr Md. Isa Sabu, menteri Besar Perlis • YB Tan Sri Dato’ Muhyiddin Yassin, minister of International Trade and Industries • HE Dr Ir Anton Apriyantono, minister of agriculture, republic of Indonesia • Mr. Marwan Al Khatib, managing director of dubai Islamic Investment Group (dIIG) • YB Datuk Dr Ahmad Zahid Hamidi, minister in the Pm department • YB Datuk Peter Chin Fah Kui, minister of Plantation Industries & Commodities • Mr. Ömer Faruk Doğan, deputy Undersecretary of Foreign Trade, republic of Turkey
World Halal ForuM aCCoMPlisHMents
tHe inaugural WHF 2006 “tHe global Halal MarKet – an industry PersPeCtiVe” Number of delegates: 463
WHF industry dialogues
WHF Ceo round table
The World Halal Forum – Industry dialogues are designed to create understanding in different sectors and drill down to the heart of issues faced by industry players, governments, and stakeholders alike. The Industry dialogues allow specifi c issues to be addressed and problems resolved before the next World Halal Forum.
The WHF CEo round Table series is another initiative inline with the World Halal Forum Charter endorsed by the Prime Minister of Malaysia. WHF CEo round Table will assist and support the development of world-class Halal industry standards covering the entire value chain.
Countries Represented: 27 Audited PR value in Malaysia alone: RM3.79 million
World Halal ForuM 2007 “HarMonising tHe global Halal MarKet” Number of delegates: 914 Countries Represented: 37 MOU Signed: 5 Audited PR value in Malaysia alone: RM4.42 million
World Halal ForuM aCCoMPlisHMents goVernMent suPPort & international reCognition “tHe Malaysian international Halal sHoWCase (MiHas) and tHe World Halal ForuM, WHiCH reCeiVed a treMendous resPonse, Will be an annual eVent.� Halal Chapter, 3rd Industrial master Plan (ImP3), 18 august 2006 Malaysian goVernMent suPPort The malaysian Government is committed to playing a leading role in the global Halal industry and establishing Malaysia as a global Halal hub. Towards this end, the Malaysian Government is undertaking a range of initiatives including endorsing the annual World Halal Forum events.
OIC RECOGNITION 1. Welcomes the covening of the 3rd annual World Halal Forum, which was held in Kuala lumpur, malaysia on 12-13 may 2008.
World Halal ForuM aCCoMPlisHMents international Halal integrity allianCe ADOPTION OF INTERNATIONAL HALAL INTEGRITY ALLIANCE (IHI ALLIANCE), A NON-NATIONAL AND NOT-FOR PROFIT ORGANISATION TO DEVELOP, IMPLEMENT AND MAINTAIN HALAL STANDARD AND CONFORMITY ASSESSMENT SYSTEM IN ASSURING HALAL INTEGRITY THROUGHOUT THE WHOLE SUPPLY CHAIN, AND TO PLAY A LEADING ROLE IN ASSISTING MUSLIM AND NON-MUSLIM COUNTRIES IN HALAL INSTITUTIONAL DEVELOPMENT AND OTHER IMPORTANT AREAS. World Halal Forum 2008 resolution
From resolution that was passed at World Halal Forum 2008, the International Halal Integrity alliance (IHI alliance) has started the fi rst of a series of Working Group meetings to develop the modules for the International Halal Standard. on 2 may 2009, IHI alliance was invited to present its framework on the development of Global Halal Standards at the Islamic Chamber of Commerce & Industry (ICCI) General assembly held in Cairo, arab republic of Egypt. addressing the Chamber’s President, H.E Sheikh Saleh Kamel, Board members and representatives of the Unions of the Islamic States’ Chambers; darhim Hashim, the Chief Executive offi cer of IHI alliance, had the honour to present the global framework in the presence of the H.E the Egyptian minister of Trade and Industry, rashid mohamed rashid. IHI ALLIANCE MANDATES & RECOGNITION: • recognition by the organisation of Islamic Conference at the Foreign ministers meeting held in Uganda (2008). • Strategic partnership between IHI alliance and the Islamic Chamber of Commerce and Industry (ICCI), an organ of the oIC mandated to be the principal representative of the private sector in oIC member states with regard to values, Halal and quality control.
World Halal ForuM aCCoMPlisHMents World Halal ForuM & iHi allianCe 10 modules of the International Halal standard
anI mal FEEd
F I n a nCE
anImal WE l Fa r E
la B TESTIn G
IHI Alliance Halal Standards
S l a U G H T E r ProCESS
lo G ISTICS & Co ld STo ra G E
Fo o d SErV IC ES
n o n - mE aT P r o C E S S Ed F ood
World Halal Forum 2008 marked the most signifi cant event for IHI alliance as the Tun Abdullah pledged the Malaysian government’s full support for IHI alliance with an allocation of rm15 million over the next three years. H.E. Sheikh Saleh Kamel, President of the Islamic Chamber of Commerce and Industry (ICCI) announced the strategic partnership between IHI alliance and ICCI in his maiden speech as the current World Halal Forum Chairman. This effectively entrusts IHI alliance with the task of implementing the Global Halal agenda mandated to ICCI by the oIC.
CoSmETICS & To IlETr IES
P HarmaCE UT I Cal S
The fi nal 6 modules to be released for public review. Be the ďŹ rst to see what this means for you!
The World Halal Forum 2010 will be an important milestone for IHI Alliance. In 2009 four modules of the Global Halal Standard were released for public review and in June 2010 delegates will see the results. The remaining six modules will now be released in June 2010, marking the start of five months of public review period.
MoVing aHead tHe Halal industry is still deVeloPing
us Kosher market is usd100 billion with 86,000 differentiated products. Muslims purchase more Kosher products than Jews. For every one Halal product on the shelves, there are 86 Kosher products.
The World Halal Forum is committed to developing the global Halal industry for the benefi t of all muslims. From its inception the forum adopted a very clear set of guidelines and goals to compliment this development. Partnership with WHF means an investment in the future of the Halal industry. The WHF platform brings people together to discuss the one major issue that unifi es and benefi ts all muslims, show your staff and customers your brand cares.
MarKeting & Media
World Halal ForuM MarKeting Media CoMPreHensiVe Halal deVeloPMent PrograMMe
The World Halal Forum and secretariat have been conducting a full developmental programme for Halal since 2003. These include • GUIDEBOOKS • MAGAZINE • TV SHOWS • WEBSITES • INTERNATIONAL EVENTS • INTERNATIONAL AWARDS • TRAINING & CONSULTANCY • NON-PROFIT ORGANISTION • AWARENESS EFFORTS
MarKeting & brand ProMotion Hig H i MPaCt agree Me nts The Forum is not only a platform for discussion and debate, it is also a vehicle for action. Agreements, M.O.U.s, and new initiatives have been announced at WHF that have changed the face of the Halal Industry. Press conferences and signing ceremonies held during WHF ensure global press coverage.
The World Halal Forum has a strong and effective promotional campaign to ensure the success of the event and the growth of the brand. The brand building campaign consists of advertising and public relation activities, international dialogues and roundtables, and participant promotion. 1. THE adVErTISInG and P r o mo T Ional ProGrammE • local and international media • Broadcast media • Print media • Internet advertising • Buntings and banners
2 . PU Bl I C rE l aT I o n S • General public relations activities • International launches • local launches in malaysia • International promotional trips • management of media centre for WHF 2010 • media fl y-in
Marketing & Brand Promotion
3 . W o r l d wid e Promo ti on The WHF promotional tours & Industry Dialogues have been held in Jakarta, Istanbul, Sao Paolo (Brazil), Buenos Aires (Argentina) and Singapore to name a few and upcoming includes Jordan and Australia.
4 . Pa rticipatio n P r o mo tio n The goal of this programme is to bring the key decision makers in the global Halal industry to Malaysia for WHF every year. We classify the key players as follows: • Those that have a potential to trade, manufacture and supply raw materials • Those with a potential to invest • Those already considering investment and wanting encouragement to commit • Those that have an influence on Halal development including certification bodies
The participants will be from the following groups: • Key government officials from OIC and Southeast Asia countries • Key industry players in the Halal industry globally • Non-OIC Halal supplying countries like Brazil, South Africa, Argentina • Heads of Certification Bodies and Islamic Organisations • Trade Associations and Chambers of Commerce • International media • Business Associations and SMEs from Malaysia
MarKeting & brand ProMotion ProMot ion s a M Pl e s Bro CH Ur E & oUT do o r d IS P l aY
o n lIn E: W EB SITES & Em a Il n EWSlETTErS
P rInT a dVE rT I SE mEn T
n EWSlE T T E r & adV E rTo r Ia l
WWW.WorldHalalForUm.orG
WWW.HalalJoUrnal.Com
WHF EmaIl nEWSlETTEr
In aPrIl 2008:
aVEraGE 400K HITS PEr
daTaBaSE 29K
• 412,200 UnIQUE VISITorS
monTH and 15K PEr daY
• 21.5 GB BandWIdTH USEd
Media CoVerage
WHF Secretariat manages a world-class media centre during the forum providing press with all the tools and information required.
due to the excellent positioning, branding, programme, professionalism and quality of participants at the WHF, the event has been featured in the media extensively. WHF has been featured in the following international media: • asian Wall Street Journal • newsweek • BBC • aBC • The new York Times • The Guardian • aFP news • aP-dow Jones • Yahoo news • aP-foodtechnology.com • People.com • amEinfo • muslim Guardian online • Iran news agency • China View meatProcess.com • Islamonline • Biznews databank.com • angloinfo.com • many others... The WHF has been featured in all important media in malaysia and actively identifi es key foreign media to fl y in and cover the event, thereby maximising global exposure.
Comparison of Pr Value 11,000,000.00
9,000,000.00
7,000,000.00
5,000,000.00
3,000,000.00
1,000,000.00
WHF 2006
WHF 2007
WHF 2008
WHF 2009
M a i n Pa rt n e r e V e n t THE WORLD’S LARGEST INTERNATIONAL HALAL SHOWCASE
tHe 7tH international Halal sHoWCase (MiHas 2010) THE SPrEadInG InFlUEnCE oF Halal 23 – 27 JUnE 2010 maTradE EXHIBITIon & ConVEnTIon CEnTrE (mECC), KUala lUmPUr
mIHaS 2010 offers the largest and most comprehensive showcase of the world’s Halal products under one roof. mIHaS, which is also malaysia’s largest food and beverage expo, will gather various sectors of the industry from food and beverage, pharmaceuticals, herbal products, cosmetics, healthcare to banking and financial services. Since its first showcase in 2004, mIHaS has established its stature and now draws participants from every corner of the world. Support from various countries across Southeast asia, the middle East to Europe has equipped mIHaS with the extra edge to break through barriers to enter new, young and vibrant markets committed to serve the needs of Halal consumers and to reach a qualityconscious generation seeking quality Halal food products.
Be a part of this USD3 trillion market. Be part of MIHAS 2010.
over the past six years, mIHaS has created business opportunities, introduced new products and developed fresh ideas, accommodating various industry players locally and internationally in the Halal food and services industry. mIHaS is growing from strength to strength and we proudly invite you to explore the exciting opportunities and embrace new ideas that await only at mIHaS 2010.
For more information on mIHaS and its exciting opportunities, visit our website www.halal.com.my or contact: mIHaS SECrETarIaT level 8, West Wing, menara maTradE, Jalan Khidmat Usaha, off Jalan duta, 50480 Kuala lumpur, malaysia Tel: +603 6203 4433 Fax: +603 6203 4422 Email: enquiry@halal.org.my
5tH World Hal al ForuM
g lob al H al al in d ust ry : regu l atory a rC H it e Ct u r e , t r ade and M arK e t aC C e ss Kual a luMPur ConVention Centre, M al aysia 21-22 June | 8 & 9 reJab 1431 H
Be the fi rst to understand the challenges and issues of the global Halal market and get the leaders advantage by participating. See fi rsthand real issues faced to develop and tap into the global Halal industry and provide your input into the WHF 2010 resolution that will set the direction for the years to come.
Key topics to be deliberated: • Harmonisation of Halal Standards • realities and myths of the Halal Industry • International Halal regulatory Framework Creation • Can Halal be used as a non-Tariff Trade Barrier? • animal Welfare and Ethics in the Halal Industry • Inclusion of Halal in Global Sport and Humanitarian Efforts • Investment and Trade opportunities • Growth of Halal Products in retail markets
AWARDS
THE HALAL JOURNAL AWARDS CELEBRATES AND HONOUR SUCCESS, INNOVATION AND HARD WORK IN THIS EXCITING EMERGENT MARKET.
Recognising Excellence AWARDS CATEGORY (You may nominate under more than one category)
• BEST HALAL PRODUCT • MOST CREATIVE MARKETING CAMPAIGN • BEST ISLAMIC FINANCIAL SERVICE OR PRODUCT • BEST CORPORATE SOCIAL RESPONSIBILITY PROJECT • TRAVEL & HOSPITALITY • BEST HALAL-RELATED SERVICE PROVIDER • BEST INNOVATION IN HALAL INDUSTRY • OUTSTANDING PERSONAL ACHIEVEMENT IN THE HALAL INDUSTRY
AWARDS WILL BE PRESENTED AT THE WORLD HALAL FORUM 2010 GALA DINNER ON 21 JUNE 2010
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