The premier global halal industry event
T he 2 n d
World Halal Forum Europe H a l a l Products & Services - Going M ains trea m EARLS C OUR T C ONVEN T ION C EN T RE , LONDON 1 0 - 1 1 NOVEMBER 2 0 1 0 | 3 - 4 Z ULHI J AH 1 4 3 1 H W W W . W ORLDHALAL F ORUM . ORG
The World Halal Forum (WHF) is the ‘Premier’ Global Halal Industry Event De l iberation s at WHF sets the dir e ct ion of t h e H a l a l i n dustry, a ff e ct ing ALL GLOBAL S TA KEHOLDERS
The World Halal Forum is the undisputed premier global event bringing together business leaders and stakeholders from across the world under one roof to discuss, consolidate and drive the trillion-dollar Halal industry. World Halal Forum Europe provides a regional focus converging on the challenges and opportunities specifically FOR THIS PART of the world and how it AFFECTS the global value chain. World Halal Forum is acknowledged by the OIC
WHF & the global halal industry
Emerging Halal Market
NORTH AMERICA USD15.3 BILLION
Europe USD69.3 BILLION
• France 6.8 billion • Russian Federation 21.9 billion • United Kingdom 4.3 billion
Asia USD418.1 BILLION Africa USD155.9 BILLION
THE NEWLY PUBLISHED STANDARDS AS WELL AS THOSE CURRENTLY UNDER PUBLIC REVIEW WILL BE PRESENTED AT WHF EUROPE 2010 AND WILL HAVE A PROFOUND EFFECT ON EVERY ASPECT OF THIS EMERGING BUT SIGNIFICANT MARKET
Central & South America USD820 MILLION Australia USD1.6 BILLION
The forum will focus on understanding Europe’s potential for tapping into the USD 2.3 trillion Halal industry. Europe’s domestic Halal market is huge, the Halal food market alone is worth USD 64 billion in 2009, and there are 52 million Muslims currently in Europe and this number is expected to double within the next 20 years. The Halal industry is one of the fastest growing industries, with growth rates exceeding traditional industry sectors. Supply of Halal products and services are dominated by non-European countries, but huge gaps remain between the trade of Halal products and size of the market. This means that there is a large un-tapped potential for European countries to be major Halal players, through understanding Halal trade and market access.
As the Muslim world gets richer, the appetite for trade increases and the demand for value added products increases. The Halal market is ripe for: • • • • • •
Complete product ranges Cultural diversity Pre-cooked meals Toiletries & Personal care Pharmaceuticals Health Supplements
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
World Halal Forum 2010 WORLD HALAL forum 2010 Performance REGISTERED DELEGATES: 783 MEDIA ATTENDANCE: 149 TOTAL: 932 AUDITED PR VALUE (MALAYSIA ONLY) : RM 15 MILLION
The 5th World Halal Forum held on June 21 and 22 at KL Convention Centre was a huge success opening to a highly charged and fully packed hall of over 800 delegates and industry stalwarts from over 35 countries across the world. For some of the repeat delegates, the feedback was that this was the best World Halal Forum held to date! As the prestigious gathering place for all experts, scholars and players in the industry, WHF 2010 has yet again provided an excellent networking platform for all participants. Malaysian Prime Minister YAB Dato’ Seri Najib Tun Abdul Razak who delivered the keynote address during the opening ceremony commended the organizers: “I commend private organisations, such as Kasehdia, who on their own initiative, have brought Government and Private sectors together over the years, enabling various stakeholders in The Halal Industry to sit at the same table and discuss issues affecting our Ummah, not only in Malaysia but globally.” He also urged the industry to think bigger as a Halal Economy: “We need to think beyond industries and move into the larger realm of a Halal Economy. A value based economy rooted in trust, integrity and fairness. And why not? Halal has thrived and will continue to thrive on innovation. Furthermore, Muslims account for one fifth of the global population, with between 1.4 and 1.8 billion spread across 148 countries worldwide, and these numbers continue to grow.”
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
World Halal Forum Europe 2009 WORLD HALAL EUROPE 2009 Performance Registered Delegates : 188 Media Attendance : 22 Countries Represented : 34 MOU Signed : 3 Held at the World Forum Convention Centre in The Hague, Netherlands, from 17 to 18 November 2009. WHF Europe was held for the first time ever outside Malaysia -- with the aim of tapping to the enormous potential of Halal market in the European region. During the two-day session of WHF Europe, participants and speakers agreed that Halal is no longer a taboo in Europe as awareness on Halal products and certification has increased in the last couple of years. Advertising campaigns on Halal products, certification and labels are also on the rise in Europe, particularly in France, which has an estimated five million Muslims population. WHF EUROPE RESOLUTIONS: • The World Halal Forum recognises the importance of animal welfare in the production of Halal food especially in the context of religious slaughter. The forum has resolved that organisations and communities involved in Halal food production should explore ways to reduce pain, distress and other welfare problems in the sourcing and treatment of animals during rearing, transport and slaughter. The World Halal Forum should collaborate with academic researchers and other experts in investigating the welfare implication and acceptability of different practices including pre-slaughter methods of restraint and applications to minimise pain and distress at the time of slaughter. • Halal values and principles are in line with those of Fair Trade. The forum resolved to work towards the integration of Halal with Fair Trade. • The forum resolved to work towards a European Halal Regulations and Accreditation system, starting with a single country as a pilot project, with the country proposed being the United Kingdom.
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
World Halal Forum 2009 World Halal Forum 2009 Performance Registered Delegates : 980 Media Attendance : 54 Countries Represented : 47 MOU Signed : 10 Audited PR Value (Malaysia Only) : RM 10 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 RM 9,698,000 in PR value from the Malaysian media alone. From the opening ceremony to the closing remarks, there was never a dull moment as Press conferences, business matching activities and exhibitions exposed all delegates to a myriad of Halal industry opportunities and challenges. The foyer exhibition areas showcased the International Halal Integrity Alliance, as well as many different business and Islamic-related media. Adjacent to the forum hall was the sponsors’ exhibition area, showcasing Malaysian and prominent international Halal industry players from key segments of the global Halal value chain.
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
World Halal Forum 2008
World Halal Forum 2008 Performance Registered Delegates : 1190 Media Attendance : 200 Countries Represented : 57 MOU Signed : 7 Audited PR Value (Malaysia Only) : RM 10.2 million
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: • 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
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
World Halal Forum 2007 “Harmonising the Global Halal Market” Number of delegates: 914
WHF Industry Dialogues
WHF CEO Round Table
The World Halal Forum – Industry Dialogues are designed to create understanding in different sectors and drill down to the heart of issues faced by industry players, governments, and stakeholders alike. The Industry Dialogues allow specific issues to be addressed and problems resolved before the next World Halal Forum.
The WHF CEO Round Table series is another initiative inline with the World Halal Forum Charter endorsed by the Prime Minister of Malaysia. WHF CEO Round Table will assist and support the development of world-class Halal industry standards covering the entire value chain.
Countries Represented: 37 MOU Signed: 5 Audited PR value in Malaysia: RM4.42 million
The inaugural WHF 2006 “The Global Halal Market – An Industry Perspective” Number of delegates: 463 Countries Represented: 27 Audited PR value in Malaysia only: RM3.79 million
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
government Support & International Recognition “The Malaysian International Halal Showcase (MIHAS) and the World Halal Forum, which received a tremendous response, will be an annual event.� Halal Chapter, 3rd Industrial Master Plan (IMP3), 18 August 2006 Malaysian Government Support The Malaysian Government is committed to playing a leading role in the global Halal industry and establishing Malaysia as a global Halal hub. Towards this end, the Malaysian Government is undertaking a range of initiatives. including endorsing the annual World Halal Forum events.
OIC Recognition 1. Welcome the covening of the 3rd annual World Halal Forum, which was held in Kuala Lumpur, Malaysia on 12-13 May 2008.
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
International Halal Integrity Alliance ADOPTION OF INTERNATIONAL HALAL INTEGRITY ALLIANCE (IHI ALLIANCE), A NON-NATIONAL AND NOT-FOR PROFIT ORGANISATION TO DEVELOP, IMPLEMENT AND MAINTAIN HALAL STANDARD AND CONFORMITY ASSESSMENT SYSTEM IN ASSURING HALAL INTEGRITY THROUGHOUT THE WHOLE SUPPLY CHAIN, AND TO PLAY A LEADING ROLE IN ASSISTING MUSLIM AND NON-MUSLIM COUNTRIES IN HALAL INSTITUTIONAL DEVELOPMENT AND OTHER IMPORTANT AREAS. World Halal Forum 2008 Resolution
From resolution that was passed at World Halal Forum 2008, the International Halal Integrity Alliance (“IHI Alliance”) has started the first of a series of Working Group Meetings to develop the modules for the International Halal Standard. On 2 May 2009, IHI Alliance was invited to present its framework on the development of Global Halal Standards at the Islamic Chamber of Commerce & Industry (ICCI) General Assembly held in Cairo, Arab Republic of Egypt. Addressing the Chamber’s President, H.E Sheikh Saleh Kamel, Board Members and representatives of the Unions of the Islamic States’ Chambers; Darhim Hashim, the Chief Executive Officer of IHI Alliance, had the honour to present the global framework in the presence of the H. E the Egyptian Minister of Trade and Industry, Rashid Mohamed Rashid. IHI Alliance Mandates & Recognition: • Recognition by the Organisation of Islamic Conference at the Foreign Ministers meeting held in Uganda (2008). • Strategic partnership between IHI Alliance and the Islamic Chamber of Commerce and Industry (“ICCI”), an organ of the OIC mandated to be the principal representative of the private sector in OIC member states with regard to values, Halal and quality control.
W o r l d H a l a l F o r u m Acc o m p l i s h m e n t s
World Halal Forum & IHI Alliance 11 modules of the
GLOBAL HALAL STANDARD under ICCI-IHI ALLIANCE partnership
Public Review Under Development
Animal Feed & Inputs
Muslim-friendly Hospitality Services
Public Review Laboratory Testing & Analysis
Under Development
Published
Finance
Animal Welfare
Published Slaughter & Processing
Published
Logistics
ICCI-IHI ALLIANCE HALAL STANDARD
Food Services
Published
World Halal Forum 2008 marked the most significant event for IHI Alliance as the Tun Dato’s Seri Abdullah pledged the Malaysian government’s full support for IHI Alliance with an allocation of RM 15 million over the next 3 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.
Pharmaceuticals
Food Processing
Public Review
Cosmetics & Personal Care
Public Review
Under Development
The World Halal Forum is supporting the growth of the Global Halal Industry through IHI Alliance. Be in pole position at WHF 2010 Europe to learn how the modules will impact your business.
moving ahead
The Halal Industry is Still Developing
US Kosher market is USD 100 billion with 86,000 differentiated products. Muslims purchase more Kosher products than Jews. For every one Halal product on the shelves, there are 86 Kosher products.
The World Halal Forum is committed to developing the Global Halal industry for the benefit of all Muslims. From its inception the forum adopted a very clear set of guidelines and goals to compliment this development. Partnership with WHF means an investment in the future of the Halal industry. The WHF platform brings people together to discuss the one major issue that unifies and benefits all Muslims, show your staff and customers your brand cares.
world halal forum marketing media
Comprehensive Halal Development Program
The World Halal Forum secretariat have been conducting a full developmental program for Halal since 2003. These include • Guidebooks • Magazine • TV Shows • Websites • International Events • International Awards • Training & Consultancy • Awareness
Marketing & Brand Promotion
H ig h I mpact Agree me nts The Forum is not only a platform for discussion and debate, it is also a vehicle for action. Agreements, M.O.U.s, and new initiatives have been announced at WHF that have changed the face of the Halal Industry. Press conferences and signing ceremonies held during WHF, ensure global press coverage.
The World Halal Forum has a strong and effective promotional campaign to ensure the success of the event and the growth of the brand. The brand building campaign consists of advertising and public relation activities, international dialogues and roundtables, and participant promotion. 1. The A dvertising and Promotional 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 • Media fly-in
Marketing & Brand Promotion
3 . World wide Promotion The WHF promotional tours & Industry Dialogues has been held in Jakarta, Istanbul, Sao Paolo (Brazil), Buenos Aires (Argentina) and Singapore to name a few and upcoming includes Jordan and Australia.
4 . Participation P romotion The goal of this 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
Marketing & Promotion examples
brochure & outdoor display
O n-line: W ebsites & Email N ewsletters
P rint advertisement
newsletter & advertorial
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 • APDow Jones • Yahoo News • AP-foodtechnology.com • People.com • AMEinfo • Muslim Guardian Online • Iran News Agency • China View • MeatProcess.com • Islamonline • Biznews Databank.com • Angloinfo.com • Many others... The WHF has been featured in all important media in Malaysia and actively identifies key foreign media to fly in and cover the event, thereby maximising global exposure.
Comparison of PR Value 16,000,000.00 14,000,000.00 12,000,000.00 10,000,000.00 8,000,000.00 6,000,000.00 4,000,000.00 2,000,000.00
2006 3,793,570.63
2007 4,423,913.74
2008 10,214,239.67
2009 9,697,524.75
2010 14,995,849
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