The Halal Journal - Sep/Oct 2010 by The Halal Journal

business f lifestyle f trends

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issue

36 :: September+October 2010

Our best Muslimfriendly travel picks for 2011 Plus the deal with “Islamic Tourism”

LIVING h HEALING WITH FOODS FROM PARADISE h TRAVEL: LIVERPOOL WILL NEVER LET YOU DOWN h BOOK: THE OTHER h IN THE LIGHT OF THE ONE – THE UNIVERSALITY OF THE QUR’AN AND INTERFAITH DIALOGUE h ARTIST: SUE ANNA JOE – EXPLORING THE REALM OF PHOTOGRAPHY h MUSIC: MAHER ZAIN – FROM MAINSTREAM MUSIC TO ISLAMIC h MOVIE: MAN PUSH CART

DEATH OF PHILOSOPHY & RISE OF THOYIBAN CONSCIOUSNESS Harmonious balance vs. rapid growth ISLAMIC FINANCE MUST LEAD HALAL INDUSTRY Analysis on food companies

THE RUSSIAN FEDERATION A journey through its history, culture & arts |

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UK £2.95 • Australia AU$6.50 • Malaysia RM9.90 • Singapore S$5.50 • UAE Dhs10

PP 13884/10/2010(025430)

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THE PREMIER GLOBAL HALAL INDUSTRY EVENT

WORLD HALAL FORUM EUROPE FOR THE FIRST TIME IN LONDON

HALAL PRODUCTS AND SERVICES – GOING MAINSTREAM Be in the know. Deliberate issues and understand market trends. Discover a multi-billion consumer segment that is creating a worldwide demand in an industry that includes: • Food • Pharmaceuticals • Logistics • Certification • Travel • Retail

10 & 11 November 2010 | 3 & 4 Zulhijah 1431H EARLS COURT EXHIBITION CENTRE, LONDON 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 in that part of the world and how this AFFECTS the global value chain. World Halal Forum is acknowledged by the OIC

www . worldhalalforum . org

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U N I V E R S A L

I D E A S

Be like a river in generosity and help Be like the sun in tenderness and mercy Be like the night in covering the faults of others Be like the dead in anger and ner vousness Be like the earth in modesty and humility Be like the sea in tolerance Be like your appearance (image), or appear like yourself J alalludin ru m i

EID MUBARAK s e l a m at h a r i r aya a i d i l f i t r i m a a f z a h i r & b at i n

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contents | September + October 2010

Disclaimer :  While all care is taken, the publisher accepts no responsibility for the information contained herein which is believed to be reliable. The publisher/editor takes no responsibility for opinions expressed or implied as they are the writers’ own and do not necessarily reflect that of the publisher or editor who make no warranties governing material, including advertising or features contained within this publication. This publication may not in whole or part, be copied, reproduced or translated without prior written permission of the publisher.

21}

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c ov e r s t o ry

TOP 10 TRAVEL DESTINATIONS FOR 2011 Plus the deal with “Islamic tourism”

28} DEATH OF PHILOSOPHY & RISE OF THOYIBAN CONSCIOUSNESS Harmonious balance vs. rapid growth 34} WHAT IS ISLAMIC BRANDING? Perspectives from Ogilvy Noor

38} FASTRACK MIDDLE EAST Al Jawhara gets highest Halal-friendly rating

39} FASTRACK AMERICAS Mainstream US company stakes claim in USD170 billion American Halal market 40} FASTRACK ASIA Pakistan & Malaysia shake hands for Halal development 41} FASTRACK ASIA Boncafé International opens coffee gallery and academy in Malaysia 46} ISLAMIC FINANCE Islamic Finance must lead Halal industry

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contents

Ed’s Note As Muslims, in keeping with our belief and values, we have become more discerning about our choice of food, clothes,

and even holiday destinations. Many are seeking to

strike a balance between material and spiritual gains in life. This issue covers our TOP TEN travel destinations which were chosen to be Muslim-friendly based on general atmosphere, food and accommodation, things to do, as well as convenience such as prayer facilities. Plan your holiday to one of the hotspots from p21, and do share your experience with our readers when you return.

The religious/conservative concept for Islamic tourism has not yet been theoretically articulated, it is just a matter of time. Zainuddin Abdul Wahab Director General, Islamic Tourism Centre, Malaysia

One of our features is an interesting piece that puts forth the importance of incorporating the thoyib (wholesome) concept with Halal not only in business, but in life too. The author weighs the topic by questioning harmonious balance versus rapid growth – a current trend with the advent of technology, especially in industries today. Read it on p28. Ogilvy & Mather has taken Islamic branding up one notch given its potential and opportunities by launching the first bespoke Islamic branding practice called Ogilvy Noor. Read their perspectives by global CEO of Ogilvy & Mather, Miles Young, on p34. Islamic finance and Halal should be natural allies, but from the look of things, the two sectors are still not working in tandem. Our Islamic finance section (p46) presents Thomson Reuters’ analyses and suggestion how Islamic finance could guide the Halal industry for future developments.

Regulars 07} Global News  A brief insight into events currently shaping the Halal industry around the globe + Calendar of Events 18} IHI ALLIANCE NEWS Updates on activities of the International Halal Integrity (IHI) Alliance 42} Country in Focus Russia – Rich in History, Culture & Arts

Living 55} FEATURE COVER Healing with the Foods from Paradise 62} journey Liverpool will never let you down 66} Browsing The Other in the Light of The One, Medicine of the Prophet, and Fez: The City of Islam in Books; Maher Zain in Music; Sue Anna Joe in Artists; Safi Kids Toothpaste in Products; and Photography and Photojournalism 72} parting words Zainuddin Abdul Wahab, Director General, Islamic Tourism Centre, Malaysia

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Our Living section features recommended entertainment and people of the art scene. In the spirit of seeking physical and spiritual balance in life, we went back to basics: the Quran and our diet. The author shares his experience of how he recovered from illness by incorporating food prescribed in the Quran as dietary supplement (p55). Do drop us your comments to info@halaljournal.com. We publish one such feedback from our previous issue on p12.

Enjoy your read, and in advance, Eid Mubarak to all of our readers.

The Halal Journal Team

the Heart of T he Halal Jour nal

Halal refers to that which the Creator has made lawful. Its opposite Haram, refers to what is forbidden. The realm of Halal extends beyond the obvious references to food and touches on all matters relating to human life. In the commercial arena, all goods and services, market transactions, currencies and other activities come under the judgments of Halal and Haram. These parameters include protecting the environment, humane treatment for animals, ethical investments, the intrinsic value of currencies, and fairness in all commercial transactions. The global Halal market is now a new economic sector, and we believe it will be one of the great market forces in the coming decades.

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Over 130 reviews of restaurants, cafes, food courts, bakeries and confectioners Descriptive photographs Index and icons to find the exact place you want Maps for reference

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“The department would use the soft approach first to get errant hotels to comply, but if they remained stubborn, sterner measures would be taken like exposing the hotels concerned to the public.”

MALAYSIA

JAKIM TO CONDUCT SPOT CHECKS ON HOTELS TO AUTHENTICATE HALAL COMPLIANCE The Malaysian Islamic Development Department (JAKIM) will be conducting spot checks on hotels nationwide to ensure authenticity of Halal certification. Its Director General, Datuk Wan Mohamad Sheikh Abdul Aziz, said the step was necessary to safeguard the interests of Muslim guests at the hotels, local and foreigners alike, besides protecting the good reputation of Malaysia’s tourism industry. He mentioned that JAKIM do not want Muslim visitors to be duped by hotels holding food promotions but do not have Halal certification. A check on JAKIM’s e-Halal website revealed that only 60 hotels had their kitchens Halal certified whereas the number of hotels in the country exceeds 2000. Wan Mohamad said that for a start, the department would focus on popular tourist destinations like Batu Feringgi in Penang, Langkawi, Genting Highlands and Melaka. He added that the department would use the soft approach first to get errant hotels to comply, but if they remained stubborn, sterner measures would be taken like exposing the hotels concerned to the public. In a related development, he said all three-star hotels in Sarawak were in compliance of the certification. This is because of the state government’s policy whereby it only holds government functions at hotels having Halal certification. |SOURCE: BERNAMA, 2 JUNE 2010

Compiled by Zaahira Muhammad

SPAIN

BARCELONA TO BAN ISLAMIC VEILS IN SOME PUBLIC SPACES Barcelona has become the first large Spanish city to announce a ban on the wearing of full Islamic face-veils in some public spaces. The ban was designed to include any headwear that hindered identification, officials said. At least two towns in Catalonia, the region that includes Barcelona, have already announced bans. Belgium and France have both recently taken steps towards restricting the use of full veils in public. Barcelona’s City Council said the ban would be largely symbolic, since it was uncommon to see women in the city wearing the full veil. “Barcelona will forbid the use of the burqa, niqab and any other item which hinders personal identification in any of the city’s public installations,” a council statement said. The ban would cover public spaces such as municipal offices, public markets and libraries – but not the streets. The Mayor of Barcelona, Jordi Hereu, said the measure was aimed purely at ensuring people could be identified, and would therefore include balaclavas, motorbike helmets and ski masks. “In no way does it target religious belief,” he said. The ban is scheduled to take effect in Barcelona after the summer. The Conservative Popular Party (PP) called for the ban to be extended to all public places, including on the street. Full veils have already been banned in public spaces in the Catalan towns of Lleida and El Vendrell. Others are reported to be considering similar measures. |SOURCE: BBC NEWS, 15 JUNE 2010

UNITED KINGDOM

COVENTRY FARMER DEFENDS BACON SUBSTITUTE FOR MUSLIMS A Coventry farmer has insisted he is reacting to demand from traders in trying to give Muslims a taste of pork by producing bacon-style rashers from Halal-slaughtered turkeys. Rod Adlington’s attempts to imitate the meat, which Muslims cannot eat because of their religion,

The Halal Journal welcomes all queries, comments, suggestions and criticisms. Email us at info@halaljournal.com or fax your letters to +603 6203 4072.

has seen a Muslim scholar voice concerns that it could lead to people eating real bacon from pork. The turkey farmer told BBC Asian Network he was reacting to requests from convenience stores he supplies to and said they wanted “really good turkey bacon”. “We kept being asked for it and so we decided to produce it. There’s a want for the product for the Halal market, for the pork-free market and for the slimming market,” he added. Muslims can eat other types of meat apart from pork as long as it is Halal, which means it is blessed as it is killed. Maulana Naveed Ashrafi, a Muslim scholar from Blackburn, said he was concerned as to where eating the turkey bacon rashers could lead to for other Muslims. “It can ultimately lead to people who only eat Halal food ending up eating the real bacon –bacon from pork. The Islamic opinion on this subject would be to avoid eating such foods which have a remote resemblance (to pork) because it could well lead towards eating the real thing”, he said. However, Dr Haifaa Jawed, who lectures in Islamic Studies at the University of Birmingham, said she did not believe there was a problem in eating bacon-style turkey rashers. |SOURCE: BBC NEWS, 17 JUNE 2010

SINGAPORE

CRESCENTRATING WINS AWARD Crescentrating was awarded The Halal Journal award for ‘Travel & Hospitality 2010’ at the 5th World Halal Forum, for its pioneering work in Halal-Friendly Travel. The Halal Journal Awards is an annual award to celebrate and honour outstanding achievement and innovation in the Halal industry and is recognised as the most prestigious global award in the industry. The World Halal Forum was attended by around 900 delegates and leaders in industries, government, research organisations, universities and consumer associations. A pioneer in the development of the Halal-Friendly Travel & Tourism sector, Crescentrating launched the Halal-Friendly Rating for Travel The Halal Journal | Sep+Oct 2010 |

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The Halal Journal welcomes all queries, comments, suggestions and criticisms. Email us at info@halaljournal.com or fax your letters to +603 6203 4072.

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Calendar of Events The Halal Journal Partner Event

and Tourism services and facilities in October 2009 along with its website crescentrating.com. Hotels from 14 countries have now joined the growing list of Crescentrated Hotels. Fazal Bahardeen, CEO of Crescentrating said that this award is in fact a recognition of the Halal-Friendly travel market segment, which is set to be one of the fastest growing market segments in the travel industry.

5 – 7th September 2010 Speciality & Fine Food Fair – London Olympia Exhibition Centre London, United Kingdom Fresh RM Tel: +44 (0)20 7886 3100 Fax: +44 (0)20 7886 3091 Email: info@freshrm.co.uk Web: www.freshrm.co.uk 5 – 8th September 2010 Cosmetic Cosmetica Parque Anhembi Sao Paulo, Brazil Reed Exhibitions Alcantara Machado Tel: +55 11 3060 5000 Fax: +55 11 3060 5001 Email: info@alcantara.com.br Web: www.cosmeticcosmetica.com.br

|SOURCE: TRADE ARABIA NEWS SERVICE, 24 JUNE 2010

MALAYSIA

8 - 11th September 2010 Vietfood & Beverage TBECC - Tan Binh Exhibition & Convention Centre Ho Chi Minh, Vietnam VINEXAD (Vietnam National Trade Fair and Advertising Company) Tel: +84 4 934 3042 Fax: +84 4 824 8137 Email: vietfood @vinexad.com.vn Web: www. foodexvietnam.com 6 – 8th September 2010 VIV China New China International Exhibition Center Beijing, China VNU Exhibitions Europe Tel: +86 10 649 88 358 Fax: +86 10 649 50 374 Email: wang.yunyun@vip.163.com Web: www.viv.net 8 - 11th September 2010 AFEX – Asia Food Expo World Trade Centre Metro Manila (WTCMM) Manila, Philippines Marketing & Exhibitions, Inc. Tel: +632 834 0085 Fax: +632 831 3828 Email: tradeinfo@afex.com.ph Web: www.afex.com.ph 12 - 15th September 2010 Cosmeeting Beyond Beauty Paris Expo Porte de Versailles Paris, France Itec Tel: +33 1 44 69 95 69 Fax: +33 1 44 69 95 68 Email: bbp@itec-france.com Web: www.beyondbeautyparis.com 12 - 15th September 2010 INTERMEAT Düsseldorf Exhibition Centre Dusseldorf, Germany Messe Düsseldorf GmbH Tel: +49 211 4560 900 Fax: +49 211 4560 668 Email: intermeat@messe-duesseldorf.de Web: www.intermeat.de 13 - 16th September 2010 Fine Food Australia Melbourne Exhibition & Convention Centre Melbourne, Australia Diversified Exhibitions Australia. Tel: +61 3 9261 4541 Fax: +61 3 9261 4545 Email: shows@divexhibitions.com.au Web: www.foodaustralia.com.au

The Halal Journal | Sep+Oct 2010 |

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Since the FTA signing, Mukhriz said bilateral trade rose significantly from RM4.6 billion in 2007 to RM6.2 billion in 2008, up 33.9 per cent. Mukhriz also said Malaysia has been recognised as a global Halal hub for sourcing and sale of Halal products and regarded Pakistan as a choice partner to jointly capture the US$2 trillion global Halal business.

FIVE-FOLD RISE IN MALAYSIAPAKISTAN TWO-WAY TRADE IN THREE YEARS, SAYS PAKISTANI SENATOR Judging from the growing trade volume and by tapping unexplored trade potentials, Pakistan-Malaysia bilateral trade can register a fivefold increase in three years, says a Pakistani senator. Senator Abdul Haseeb Khan said that Pakistan and Malaysia can improve their two-way trade and investment substantially by identifying untapped potential areas and encouraging business communities of both countries given the commonality and complementary competencies. The two countries should take full advantage of the “enabling environment made available to them” following signing of the Malaysia-Pakistan Free Trade Agreement in November 2007, he said in a statement after meeting Deputy Minister of International Trade and Industry, Datuk Mukhriz Mahathir. Since the FTA signing, Mukhriz said bilateral trade rose significantly from RM4.6 billion in 2007 to RM6.2 billion in 2008, up 33.9 per cent. Mukhriz also said Malaysia has been recognised as a global Halal hub for sourcing and sale of Halal products and regarded Pakistan as a choice partner to jointly capture the USD2 trillion global Halal business. The issuing of Certificate of Origin to Malaysian businessmen also registered a 79.8 per cent increase since the FTA signing, reflecting Malaysian businessmen’s enhanced confidence to do business with Pakistan. |SOURCE: BERNAMA, 22 JUNE 2010

MALAYSIA

HALAL INDUSTRY TO CONTRIBUTE SIGNIFICANTLY TO MALAYSIA’S DEVELOPMENT The Halal industry will significantly contribute towards the country’s economic development, said International Trade and Industry Minister, Datuk Seri Mustapa Mohamed. Malaysia has been in the forefront of developing standards for the Halal industry that meets international best practices. While saying that Malaysia had a competitive edge in the development of the Halal industry, he added that it was the only country which provided full support for the promotion of Halal products and services. Meanwhile, MM Vitaoils Sdn Bhd, FA Herbs Sdn Bhd, Halagel Sdn Bhd and Kartfoods Sdn Bhd bagged the awards and the winners were referred to as HDC Champions. Prof Zhari Ismail from Universiti Sains Malaysia bagged the Halal Science Award. At the same event, the Halal Industry Development Corporation introduced the HDC iPhone Application, which allows Muslims to search for the Department of Islamic Development (JAKIM) certified products and restaurants that are Halal compliant. The application essentially dispenses Halal information in a timely and relevant manner. |SOURCE: BERNAMA, 23 JUNE 2010

MALAYSIA

JAKIM TO USE PIG DNA DETECTOR DURING OPERATIONS The Islamic Development Department (JAKIM) will use a pig deoxyribonucleic acid (DNA) detector to determine the Halal (permissible in Islam) status of imported and locally produced products. Its Director General, Datuk Wan Mohamad Sheikh Abdul Aziz, said the device, which was created by the University Putra Malaysia’s Halal Institute, would facilitate the authorities in Halal operations. He also said that JAKIM welcomes new tools that can help facilitate business enforcement and monitoring. The creation of the DNA tool is commendable as it contributes to the Halal integrity not only in Malaysia but also abroad. Wan Mohamad said the device, which could detect the DNA of pigs in less than one hour, was also introduced to

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Halal certification bodies from other countries. Twenty-nine Halal certification bodies from 23 countries were appointed and recognised by JAKIM to certify the Halal status of meat and products. |SOURCE: BERNAMA, 24 JUNE 2010

PAKISTAN

‘HALAL’ VERSION OF FACEBOOK HIT IN PAKISTAN The ‘Halal’ version of Facebook — launched by Pakistanis last month after a ban was imposed on the social networking website for featuring blasphemous caricatures — is going strong with 333,000 users having signed up at the last count. Millatfacebook.Com, or ‘MFB’ for short, was launched by six tech-savvy Pakistanis following a furore over the caricatures of Prophet Mohammed on Facebook. The Urdu word ‘millat’ is used by Muslims to refer to their nation. To join MFB, users are expected to “respect humanity, respect beliefs of all people” and “not disrespect anyone”. |SOURCE: BUSINESS STANDARD, 15 JUNE 2010

UNITED KINGDOM

MAKEUP GOES HALAL A new Halal certified range of makeup has hit the market. Samina Pure Mineral Makeup Ltd is the first cosmetics company in UK to sell Halal certified makeup. For Muslim women, this is a fantastic breakthrough, as these cosmetics are purity-assured. The products offered by Samina PMM include a full range of makeup for the face, eyes and lips. Using natural ingredients the range is 100 per cent free of animal products and alcohol. Crucially, the products exclude all chemicals and preservatives, and are completely pure and natural. Samina Akhter started the range as a personal quest to find makeup without any animal and alcohol content, and also free from animal testing. As a Muslim, she was concerned that she was putting unethical products onto her skin. This inspired her to develop her own range of pure and natural

‘It’s estimated there are two million Muslims living in the UK but until now there’s never been a dedicated Halal barbeque range. Now we’ve put that right. We know there is a growing demand for Halal food so for us it is a natural move to offer a barbeque range.’

beauty products. Her name is Samina which also means healthy. The range is produced using the finest natural ingredients possible with a fusion of plant extracts, pure natural minerals, essential oils and vitamins, blended together to form the most beautifying form of makeup. What makes her products different is, unlike most other mineral makeup, the range is free from animal products, alcohol, artificial dyes, FD&C colours, talc, bismuth oxychloride, mineral oil (and its derivatives), paraben preservatives, petroleum derived ingredients, fillers, lanolin, beeswax or any other animal products. Some of these products can cause irritation to the skin, if you have sensitive skin you should avoid them at all costs. Samina pure mineral makeup is for all women of all lifestyles, Muslim and nonMuslims alike. It’s for women who want to look fresh faced and beautiful using products which are actually healthy for their skin and completely pure and natural. Being non-haram and crueltyfree, while also avoiding all toxic chemicals, it gives an ethical option. |SOURCE: MANCHESTER EVENING NEWS, 8 JUNE 2010

UNITED KINGDOM

NOW SUPERMARKET GIANT TESCO OFFERS HALAL RANGE FOR BARBEQUES It already offers more than 100 fresh Halal products to cater for its Muslim customers. Now with the The Halal Journal | Sep+Oct 2010 |

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The Halal Journal welcomes all queries, comments, suggestions and criticisms. Email us at info@halaljournal.com or fax your letters to +603 6203 4072.

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market worth an estimated £2.8 billion a year, Tesco believes it has spotted another gap in the market. The supermarket giant is launching a Halal barbeque food range. It will sell seven frozen chicken and lamb barbeque dishes with plans to add more to the range next year. Only last month Tesco opened its fourth Halal meat counter at its Hodge Hill store in Birmingham. Tesco ethnic food buying manager Steve Ewels said: “It’s estimated there are two million Muslims living in the UK but until now there’s never been a dedicated Halal barbeque range. Now we’ve put that right. We know there is a growing demand for Halal food so for us it is a natural move to offer a barbeque range.” The launch is in line with a general move by restaurant chains such as McDonald’s, KFC, and Nando’s plus sandwich specialists Subway to offer Halal food. Halal is an Arabic word which means permissible or lawful in Islam. In order to be considered Halal, animals bred for meat must not have consumed

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is keen to work with local, regional and international research and development centres to further develop the hub, says Chairman Abdul Malik Kassim. To date, PIHH has secured collaborations with two credible international universities – Chulalongkorn University and Prince of Songkla University, both in Thailand. “Universities from Indonesia have also shown interest to work with PIHH. We are also waiting for the response from Universiti Sains Malaysia and Universiti Putra Malaysia. We may also approach International Islamic University Malaysia,” he said Abdul Malik said the two Thai universities were picked based on their highprofile standing regionally and internationally. |SOURCE: BERNAMA, 22 JUNE 2010

PHILIPPINES

any meat or meat by-products and have been handled in a way to minimise suffering. Tesco is also launching its own brand of kosher beans in response to demand from the Jewish community in the UK. |SOURCE: DAILY MAIL, 5 JUNE 2010

MALAYSIA

PIHH SEEKS COLLABORATIONS TO DEVELOP HALAL HUB The Penang International Halal Hub Development Sdn Bhd (PIHH)

RESTAURANTS TO SERVE HALAL MEALS Muslims will soon find it convenient to dine out in this city as local legislators passed an ordinance requiring restaurants to serve what is fit to their religious dietary laws. The ordinance, penned by outgoing Councillor Maria Belen S. Acosta and passed with finality recently, will require all food establishments here to seek accreditation from a Muslim Ulama Halal certifying and monitoring agency. Once it becomes a law, restaurants found guilty of committing forbidden procedures, such as preparing Halal food using kitchen wares previously used in preparing pork-based food, would face penalties of P500 for the first offense and revocation of business permit for

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“It’s estimated there are two million Muslims living in the UK but until now there’s never been a dedicated Halal barbeque range. Now we’ve put that right. We know there is a growing demand for Halal food so for us it is a natural move to offer a barbeque range.”

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the third and final offense. Muslim communities here are elated with this development as they admit looking for restaurants that adhere to Halal can be frustrating. “Looking for restaurants serving Halal meals is really hard for us. Sometimes we would just go to restaurants and order food that has no haram (opposite of Halal) ingredient. One time, I ordered for a bowl of seafood meal, I got appalled learning there was pork in it,” said Moselemen Ayo-Malambut Macarambon Jr. |SOURCE: MANILA BULLETIN, 30 JUNE 2010

CHINA

SHIHKANG PONKAN ORANGE CAKE GETS HALAL CERTIFICATION A new snack made from ponkan mandarin oranges grown in central Taiwan’s Taichung County has obtained Halal certification, which will pave the way for it to enter Islamic markets abroad, a farmers association said. Halal certification is recognition that products are permissible under Islamic law for use by Muslims.

A new snack made from ponkan mandarin oranges grown in central Taiwan’s Taichung County has obtained Halal certification.

another batch, part of which will be exhibited at a food fair in Malaysia in July,” the spokesman said. Besides Malaysia, the association will also explore markets in other Southeast Asian countries with large Muslim populations, the spokesman said, adding that the association will try to create as much commercial value as possible for second-grade locally grown oranges. |SOURCE: THE CHINA POST, 8 JUNE 2010

The ponkan mandarin orange cake was developed by Taichung County’s Shihkang Farmers Association in collaboration with a food company, an association spokesman said, adding that the association was forced to try to add value to its ponkan mandarin oranges — a major crop in the Shihkang area — following poor sales in 2009. After much trial and error, it came up with the orange cake, the spokesman said. As the cake uses purely natural ingredients and is moderately sweet and full of orange aroma and flavour, he said, it was an instant success when it hit the market in April. “All of the cakes have sold out and we are now preparing to produce

BRUNEI DARUSSALAM

THE BRUNEI TIMES’ VARIETY OF HALAL GOODS AT 5TH INT’L HALAL PRODUCT EXPO The Fifth International Halal Products Expo, held at the International Conference Centre, Berakas, promoted Halal certified goods and served as a platform for the players in the Halal industry to come together to encourage the growth and trade of Halal goods. The expo showcased products from 14 different countries that include goods from well-known names like Nestle, local brands such as Sehat mineral water, Malar Setia and Bents Wangi to international ones like Malaysia’s Kapal Api coffee. There were also restaurants and fast food outlets, like Royal Brunei Catering booth with its popular pastries, to KFC presenting their new black pepper chicken. Besides food products, local Islamic banks also took part in the expo namely Insurans Islam Taib, Perbadanan Tabung Amanah Islam Brunei (Taib) and Bank Islam Brunei Darussalam. |SOURCE: BRUDIRECT, 5 JUNE 2010

The Halal Journal | Sep+Oct 2010 |

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Letter to Editor

In our Jul/Aug 2010 edition, we published an article entitled “Can we be Halal in parts?” This article questioned how the wholesome Halal concept is applied to business and lifestyle, and suggested that there should not be any compromise when dealing with Halal. For example, if a company never pays its suppliers or staff in a timely manner or tries any convoluted way to escape paying, but then spends millions on corporate social responsibility (CSR) projects; can we seriously with full conscience award it a CSR award? Or if a bank which deals only in Shariah-compliant products and instruments, but then uses underhanded manners in all other manner of operations, such as loan recovery, one-sided documentation, and undesirable corporate behaviour; can we look up to them and say they epitomise the spirit of Halal? Here’s a response from one of our readers, Mr. Tabrez Dean, Chairman of the Halal Technical Committee, Federation of Islamic Associations New Zealand.

Being Halal in Parts – A Reality Check By Tabrez Dean

Reading Radha Vengadasalam’s thoughtprovoking article, “Can we be Halal in parts?”, in the recent The Halal Journal certainly sent the mind wandering along the complex path of business ethics and the whole concept of Halal business. Of course reading this article on a dull wet wintery day in Auckland, New Zealand, during Ramadhan allowed one plenty of opportunity to ponder this vexing question, with not much distraction either inside or outside the home! Firstly, to answer the question “can we be Halal in parts?”, I would say the answer has to be the affirmative. In the real world, especially in the global context where Muslims are a minority, we have to address this issue with a certain amount of pragmatism. In multicultural, multi-religious countries, we are constantly offered products and services that are deemed Halal by their inherent quality or religious approval. However, they are often offered by business organisations that also offer nonHalal alternatives as part of their larger product or service offering. This is more pronounced in countries where Muslims are a minority as in most of the Western world. In such countries, often there are no certified Halal versions of such products or services, and the Muslim consumer has to exercise their own judgment and hikmah in The Halal Journal | Sep+Oct 2010 |

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making their consumer choices. One glaring example of “Halal in parts” dilemma is flying national airlines of Muslim countries. All their meals are certified as Halal and comply with Muslim dietary requirements. However, some also choose to serve alcohol on their flights. The same model is adopted by nonMuslim airlines serving Halal meals from Halal certified kitchens while serving liquor in abundance. We, as Muslim consumers, exercise our choice to consume the Halal food yet abstain from the alcohol that is served. However, if we were to apply the criteria of “total Halal experience” during our journey, we would choose not to fly with such airlines that are not totally Shariahcompliant. Whether that would be practical or possible, given one’s intended destination and timing, would be a matter for individuals to decide.

The same examples exist in other areas of commercial life. Whether we stay in a hotel or eat in a restaurant that serves alcohol, use Shariah-compliant banking products that are offered by banks that have their larger business in non-Shariahcompliant banking, purchase groceries from supermarkets that also sell alcohol and pork, we continue to make such choices we deem Halal to the best of our judgement. For these reasons, I would argue as individual consumers, we do accept products and services that are Halal in parts. This now leads me to the other major issue raised in the article. Can businesses or corporations be Halal in parts when we introduce the criteria of business ethics and Corporate Social Responsibility (CSR) as criteria for Halal? As far as their products or services are concerned it may be deemed to be Halal on the basis

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of the fundamental criteria for Halal product or service. If however, one was to delve further into the corporate value chain and introduce Shariah criteria to the sources of funding, sources of material and service, environmental impact of its operations, social responsibility to its workers, community and its consumers, the results may not be so conclusive. In fact it could expose a few skeletons in the cupboard and force an organisation to take an extremely critical look at itself. It would take more than a few certificates to prove an organisation as a good Shariah-Compliant Corporate Citizen (or “wholesome Halal citizen” as Radha words it). In fact, it would require input from all concerned stakeholders into the audit and compliance process to reach this conclusion. This could evolve into our Shariah-compliant Triple Bottom Line reporting for corporates, taking into account the elements of People, Planet and Profit. Some multinational organisations, especially those that are publicly listed and are called to account by their shareholders, have developed their own set of guidelines to ensure compliance to social standards, not only within their own organisation, but also from their suppliers globally. I was party to one such survey which required suppliers to confirm compliance to the multinational corporation’s Fundamental Social Principles criteria with respect to supplier’s employees’. The requirements were: • No forced or child labour • Defined hours of work with transparent and accessible record • Extra hours worked voluntarily and rewarded in accordance with agreements • All payments to employees provided promptly and as agreed • Freedom of association to organised employee bodies (e.g.: unions) • Health and Safety policies defined and implemented to protect workers Adopting similar clear guidelines in the evaluation criteria for corporations would certainly assist in separating the “pretenders” from the clear winners. This brings me to the third point of discussion on the question of “how”? If one is to accept the “Halal in parts” model is a fait accompli and here to stay, then all we can do is to build that acceptance into our evaluation and qualification criteria. For this I would suggest developing a graduated Halal certification programme that reflects Halal compliance as a journey of

continuous improvement rather than a “dead-end” destination. This would clearly define where an organisation sat in its pursuit for Halal “wholesomeness” rather than viewing all Halal approvals as one and the same. Firstly, it is this “dead-end: reached the destination” attitude that is stifling innovation in the Halal industry. Secondly, the lack of definition of Halal standards is what is causing the confusion and leading to the perception of “all Halal standards are equal but some are more equal than others”. This is perhaps why the “more equal” ones are the ones winning the accolades. Although there are several Halal standards with audit and compliance processes to match, I would further suggest we need to grade these into levels to bring about absolute clarity. We could separate these into levels of: 1. Basic Halal Compliance (BHC): say for slaughterhouses, abattoirs and meatworks. 2. Total Halal Management (THM): for manufacturing and service industries from product design and production to customer. The value chain from design of product/ service to sourcing resources, to manufacture and then delivery to the customer (retailer) is assessed for compliance. 3. Total Halal Enterprise (THE): This could be the ultimate status where the total value chain of the enterprise is scrutinised from the very start to the very end. This would require THM as a pre-requisite but additionally have assessment of business funding, CSR criteria as well as final consumer experience in its assessment

of Shariah compliance. This would include input from all stakeholders impacted by the corporations business, including the community, suppliers, employees and the consumers. Having the above classification would define where a business sat in its pursuit of total Halal compliance. This would raise the bar and ensure that to be at the top of their game, businesses would have to be at the THE stage. This would clearly separate the business leaders from the laggards. There would be two additional spin-offs from this classification regime. Firstly, the Halal auditing and certification bodies would also need to lift their game to be able to assess and certify entities for compliance to the higher levels. This would force them to upskill and acquire knowledge and resources to assess to these levels. It would be fair to say that many of them currently will not be able to assess and audit beyond the basic level. This would quickly separate the leaders from the laggards in the certification arena. Secondly, by adopting a THE status with the voice of the consumer as one of the key drivers in the process, businesses will be able to assess the effectiveness of their Halal status with their customers. Furthermore, by focusing on the feedback from the consumer, the Halal industry will be able to innovate and move from an industry-driven enterprise to a consumer-driven one. This would be a much anticipated and welcome change for the discerning Muslim consumer!

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global news | events highlights

Thaifex – World of Food Asia remains first choice for F&B industry in Southeast Asia The biggest ever Thaifex – World of Food Asia drew to a close with 21,401 trade visitors from 101 countries who conducted business with 992 exhibitors representing 24 countries and regions. Around 20 per cent of the visitors came from overseas with most from Malaysia, Singapore, Japan, the US and Hong Kong. Occupying three halls for the first time, the leading trade fair for sourcing Asian food and beverage (F&B) products was a rousing success.

An important investment for F&B manufacturers According to Frost & Sullivan, global retail revenue of food and beverages reached USD11.6 trillion in 2009 and is likely to reach USD15 trillion in 2014. Director General of

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the Department of Export Promotion (DEP) of Thailand, Mrs. Srirat Rastapana said, “Thailand is one of the top food exporters in the world. Our food exports in 2009 have increased by about 20 per cent from the previous year and reached USD8.7 billion in the first five months of 2010. Thaifex – World of Food Asia is a key business platform to facilitate our export trade so it is gratifying to see the international buyers continue to support the event despite having to change their travel plans from May to end of June.”

It is the event of choice for many exhibitors such as The Netherlands Pavilion which took part for the sixth consecutive year. Organiser of the pavilion, Mr. Rubert Konijn, Counselor of Agriculture, Nature and Food Quality from the Ministry of Agriculture, Nature and Food Quality, remarked, “Each year we are growing with more exhibitors as the trade fair is important to both our exporters and importers.” Another repeat group exhibitor is the Philippines Pavilion which gathered 22 food and beverage suppliers

under its flag. Ms. Doris U. Gacho, Officer-In-Charge, Service Business Department, Center for International Trade Expositions and Missions, Philippines, said, “Thaifex - World of Food Asia is a window to the world, particularly for international buyers sourcing Asian food. We would like to continue our participation to strengthen our relationship with our customers whom we meet here annually.” Innovations and trends presented Covering the entire value chain of the F&B industry, Thaifex

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Thailand Chefs Competition to boost foodservice sector

Across the hall, the pleasant clinking of crockery could be heard as chefs in competition whipped up a storm at the Thailand Chefs Competition. A total of 122 teams made up of 200 contestants from top hotels and restaurants in Thailand put their culinary skills to the test as they coveted for 13 awards in five contest categories. Chef Jamnong Nirungsan, President of the Thai Chefs Association of Thailand commented, “The Thailand Chefs Competition has received great support from Thaifex – World of Food Asia. This is the future for young chefs as it provides an excellent platform to showcase new talent at a trade fair of international standards.”

– World of Food Asia is also where the latest innovations and trends are presented. Health and convenience are still the buzzwords driving the global food industry. These key trends were discussed at several seminars where participants engaged in rewarding discussions with panel speakers. Industry professionals spoke on food safety and quality management standards, explored trends of the food market in Asia, China and Japan, challenges in import and export in Asia as well as the organic food market. Recognising the spirit of innovation, the “Best Value Awards for Creative Food Products in Asia” contest was organised to acknowledge and raise the profile of participating exhibitors’ products. The award went to Mit Phol Syrup for its innovation, convenience, health quality, environment friendliness, packaging and taste. First World of Halal a success The new World of Halal, held parallel to Thaifex – World of Food Asia, is a dedicated platform for businesses in the burgeoning Halal trade to connect and expand their networks in the region and around the world – covering F&B, cosmetics and pharmaceuticals, tourism and hospitality, logistics, food technology and catering. A total of 3,805 trade visitors

attended the trade fair and participated in discussions at the supporting World of Halal Conference. The top countries which visited World of Halal came from Malaysia, Brunei, Indonesia, United Arab Emirates, Iran and Israel. The conference engaged participants in a series of sessions covering topics such as meeting Halal market needs, Halal certification practices as well as methodologies on Halal procedures. Mr. Noel Shield, CEO of the Brunei Halal Brand at the Brunei Pavilion, testified to the success of the trade fair, saying, “Thaifex – World of Food Asia is the most important show in the F&B industry and will always be. World of Halal has provided an excellent platform for trade and networking opportunities for businesses interested in promoting the Halal brand. The sessions are definitely eye-openers and we are already looking forward to participating next year.” Thaifex – World of Food Asia and World of Halal are organised by Koelnmesse Pte Ltd in cooperation with the Department of Export Promotion (DEP) and the Thai Chamber of Commerce (TCC). It was opened to trade visitors from 30 June to 2 July and to the public on 3 and 4 July. The next Thaifex – World of Food Asia and World of Halal will be held from 25 – 29 May 2011. The Halal Journal | Sep+Oct 2010 |

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global news | events highlights

EVENT: 2ND WORLD HALAL FORUM EUROPE DATE: 10 – 11 NOVEMBER 2010 VENUE: EARLS COURT CONFERENCE CENTRE, LONDON

Margaret Pietkiewicz-Price

World Halal Forum (WHF) Europe is back this year, to be held in London at the world-class Earls Court Conference Centre on the 10th and 11th November 2010. The theme of the 2nd World Halal Forum Europe is ‘Halal Products & Services – Going Mainstream’.

Europe is emerging as a key market for the Halal industry, with a well established and diverse consumer base with high disposable income. Furthermore, developments in the European Halal marketplace are likely to have a global impact in the coming years, in terms of legislation, accreditation, marketing and consumer understanding. The Halal industry is one of the fastest growing sectors, with growth rates exceeding mainstream industry sectors. At present, the supply of Halal products and services is dominated by nonEuropean countries, but huge gaps remain between the existing trade levels of Halal products and size of the market potential. Hence, there is a relatively large untapped potential for European countries and companies to be involved in the Halal industry. In order to facilitate this, WHF Europe aims to deliver a comprehensive understanding of the potential of the global and regional Halal industry, trade and market access as well as major issues and challenges faced by the industry. It is also a perfect platform to conduct business networking between speakers, panellists and participants of the event to harness the trade opportunities in this industry. From a gathering of high-level participants, industry experts, academicians and scholars, deliberations and resolutions at WHF Europe-London 2010 are likely to shape the future of the Halal industry. Key topics to be deliberated will include: • International Halal accreditation and certification • International Halal Standards and the OIC agenda • The European and UK Halal market potential • Relevant European market issues and challenges • The convergence of the Halal market and Islamic finance • Halal industry case studies • Investment and trade opportunities The Halal Journal | Sep+Oct 2010 |

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• The growing importance of the Halal sector in today’s economic climate • Food safety and quality assurance issues for Halal producers • Growth of Halal products in the European and UK retail market • The impact of changing consumer preference and awareness levels • The importance of the media in shaping the Halal marketplace in Europe • New developments in advertising and branding in the Halal sector • The impact of Halal on the travel and hospitality sectors The World Halal Forum Europe in London will raise the level of discourse within the UK regarding the importance of the Halal sector to the government, industry and consumers. With the Halal market now earmarked as one of the fastest growing consumer sectors in the world, this event is a notto-be-missed opportunity to take part in shaping these developments within the UK and European context. If you are a committed Halal sector stakeholder, this event is not to be missed! Delegate fees are only: EARLY BIRD FEE (till 15th September 2010): DELEGATE FEE: RETURN DELEGATE FEE: GROUP RATES - 3+ (per person):

GBP 425 GBP 475 GBP 425 Upon request

Discounts are available for multiple delegates; feel free to contact info@worldhalalforum.org for details. For more information on the World Halal Forum Europe 2010 and the latest programme, go to www.worldhalalforum.org.

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Organised by:

MINISTRY OF TOURISM, MALAYSIA

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Endorsed by:

Supported by:

KEMENTERIAN PELANCONGAN MALAYSIA

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IHI Alliance news + updates

BIMP-EAGA HALAL INDUSTRY WORKSHOP ROLLS OUT IN BRUNEI DARUSSALAM IHI Alliance in collaboration with German Society for Technical Cooperation (GTZ) rolled out the first Halal Industry Workshop (HIW) in Bandar Seri Begawan, Brunei Darussalam aiming to provide Halal industry entrepreneurs in the country with a road to clearer understanding of Halal and the opportunities that lie within the industry. Held for two days from 12 -13 July 2010, over 20 participants showed up at the event which was the first leg of a series of four workshops scheduled to be held in the region of the Brunei Darussalam-Indonesia-MalaysiaPhilippines East ASEAN Growth Area (BIMP-EAGA) this year. Launched in 1994, BIMPEAGA is a sub-regional economic cooperation that comprises the entire sultanate of Brunei Darussalam; the provinces of Kalimantan, Sulawesi, Maluku, West Papua and Papua in Indonesia; the states of Sabah and Sarawak, and the federal territory of Labuan in Malaysia; the island of Mindanao and the province of Palawan in the Philippines. In November 2009, The Natural Resource Development Cluster and Small and Medium Enterprise Development Council of BIMP-EAGA reconfirmed its thrust to promote for regional integration the Halal poultry value chain during its Strategic Planning Meeting in Kota Kinabalu, Sabah. GTZ later, through its Value Chain Approach, supported the project, initially with the Halal poultry value chain analysis with Accenture, the completion of which will determine how the Halal poultry value chain will be promoted for regional integration in BIMP-EAGA. The initiative between IHI Alliance and GTZ, a private international enterprise The Halal Journal | Sep+Oct 2010 |

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owned by the German Federal Government, is timely with the release of ICCI-IHI Alliance Halal Standards at the recently concluded 5th World Halal Forum in Kuala Lumpur. The standard provided the much needed industry-friendly guidelines throughout the workshop which was targeted at Halal poultry producers. The workshop brought four prominent speakers from Malaysia including Darhim Hashim, CEO of IHI Alliance; Professor Dr. Zulkifli Idrus, Director of the Research Management Centre, University Putra Malaysia; Mohd Roslan Mohd Saludin, Secretary of the Shariah Advisory Council of QSR Brands, owner of KFC Holdings (Malaysia) Bhd; and Dr. Nor Azman Ngah, a qualified DVM (Doctor of Veterinary Medicine) and also the General Manager of Halal Industry Development Corporation (HDC) Halal Park Management. The speakers from their own vast experience in their respective fields stressed the importance of a holistic approach to Halal production. The entire supply chain from feed, handling, welfare, slaughter, processing and transportation was covered in depth. On the second day, the participants were able to observe these practices in reality during the site visit to Golden Chick Farms Sdn Bhd. 2nd BIMP-EAGA HALAL INDUSTRY WORKSHOP IN PONTIANAK, INDONESIA After Brunei Darussalam, the BIMP-EAGA Halal Industry Workshop (HIW) made its way to Pontianak, the capital city of Indonesiaâ&#x20AC;&#x2122;s province of West Kalimantan, in the island of Borneo, in a continuous effort to promote Halal best practices and help in advancing the integration of the Halal poultry sector in the sub-region. The two-day workshop saw 35 people ranging from poultry

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The International Halal Integrity Alliance ( IHI ALLIANCE ) is an international, non-profit initiative created to present the international Halal industry players with one definitive voice. The IHI ALLIANCEâ&#x20AC;&#x2122;s mission is to strengthen the Halal market and uphold the integrity of Halal for the benefit of all.

01 Dr. Nor Azman Ngah, Doctor of Veterinary Medicine and also the General Manager of Halal Industry Development Corporation (HDC) Halal Park Management. 02 Puan Mariam Abdul Latif speaking on the first day of BIMPEAGA Halal Industry Workshop in Pontianak, West Kalimantan 03 Dr. Irwandi Jaswir, Associate Professor from International Islamic University of Malaysia (IIUM) 04 Professor Dr. Zulkifli Idrus, Director of the Research Management Centre, University Putra Malaysia 05 Group photo with Indonesian participants hailing from eight provinces at the end of the first day of the workshop in Pontianak 06 Mohd Roslan Mohd Saludin of QSR Brands sharing the success story of KFC Malaysia 07 Group photo with speakers and participants on the last day of the workshop in Brunei 08 Workshop in session The Halal Journal | Sep+Oct 2010 |

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IHI Alliance news + updates

raisers, consolidators and representatives from companies, related associations and institutions gathered at Hotel Kapuas Palace Pontianak on 15 and 16 July 2010. The event drew participation from 8 provinces and was declared open by the Assistant Governor of West Kalimantan, Drs. Maryadi MSi. Lining up as the speakers were Vice President of Halal Integrity Division of Halal Industry Development Corporation (HDC), Mariam Abdul Latif, together with Dr. Irwandi Jaswir,Associate Professor from International Islamic University of Malaysia (IIUM). Also making their second appearance at the workshop were Dr. Azman Ngah of HDC and Mohd Roslan Mohd Saludin of QSR Brands, both of whom presented a paper during the first round in Brunei Darussalam. The topics of Halal standard and conformity with the Shariah and technical requirements were presented by the speakers on the first day. The session generated positive responses from the participants as many local players were already keen to explore new opportunities in the Halal poultry market for export. On the second day, participants were taken for site visits at three local abattoirs around the city for a first-hand experience on proper Halal poultry production. Pontianak has long been renowned for its capacity for food production especially sugar, pepper and rice. Over the years, the city has grown to become a trading hub between overseas cities and other cities in the West Kalimantan province establishing a strong link with the city of Kuching, Sarawak. The next BIMP-EAGA Halal Industry Workshop is scheduled to be held in Autonomous Region of Muslim Mindanao, Philippines, on a date yet to be confirmed.

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IHI Around the Globe 16 – 17 September 2010 THE 18TH EFLA CONGRESS 2010, AMSTERDAM Event profile: Slated to be held at the NH Barbizon Palace, Amsterdam, the 18th international EFLA congress explores the emergence of private food law by looking at the developments, backgrounds, structures and specific examples of varying nature as well as consequences for businesses and for the EU common market. It focuses on the interplay with public law through accreditation, imposed self-regulation in the form of HACCP or hygiene codes and adoption of non-binding Codex standards in contractually binding private standards. CEO of IHI Alliance, Darhim Hashim, will be presenting a paper on the emergence of Halal standards. 19 – 20 September 2010 THE 17TH MEAT INDUSTRY ASSOCIATION OF NEW ZEALAND’S ANNUAL CONFERENCE Event profile: The 17th Meat Industry Association of New Zealand’s Annual Conference will take place at the Chateau on the Park in Christchurch. This event is organised by The Meat Industry Association of New Zealand Inc (MIA), a voluntary trade association representing New Zealand meat processors, marketers and exporters. CEO of IHI Alliance, Darhim Hashim, will be speaking on the topic of Halal Market Opportunities and Global Standard on the second day of the conference. 26 – 28 September 2010 PRIVATE LABEL OWN BRAND AND CONTRACT MANUFACTURING, DUBAI Event profile: Held at the prestigious Dubai World Trade Centre, PLME-Dubai will showcase a complete view of the industry, providing an annual meeting place for those who are looking to improve existing business, find new business or simply increase their profile in the marketplace. PLME-Dubai will see a convergence of exhibitors, decision makers and solution providers from across the world representing the latest developments of the industry. 1 – 3 October 2010 1 MALAYSIA 1 HALAL CAMPAIGN, NEGERI SEMBILAN, MALAYSIA Event profile: After Johor Bahru, JAKIM’s 1Malaysia 1Halal campaign is moving to Port Dickson, Negeri Sembilan, and expecting bigger crowds not only from the state but also from the Klang Valley. The three-day carnival is going to be packed with local Halal certified exhibitors as well as workshops, forums and other interesting activities. 12 – 14 October 2010 THE SUPPLY CHAIN CONFERENCE 2010, BERLIN Event profile: The objective of the conference is to bring together members of the Consumer Goods Forum for educational exchange of top-of-mind issues in Supply Chain in the retail sector. Supply Chain aims to provide opportunities for Supply Chain senior executives and logistics directors to network and debate the issues. At the event, practical case studies based on real experiences are presented by the speakers representing retailers and manufacturers. 17 – 21 October 2010 SIAL PARIS Event profile: The 24th edition of SIAL Paris will be the world’s largest international food and beverage trade exhibition in 2010 with 5,500 exhibitors and over 147,000 trade-only visitors representing 188 countries serving the needs of all market segments including large-scale distribution, trading companies, import-export, wholesale distribution, specialty retail, foodservice as well as food manufacturing. 25 – 28 October 2010 HALAL CAPITAL MARKETS CONFERENCE, LONDON Event profile: Halal Capital Markets Conference London is set to bring together Halal sector personnel and financial institutions in the Brompton Hall in London Earls Court. With the main aim of stimulating investments in the Halal industry and products, Halal Capital Markets Conference 2010 in London will mediate many financial deals. This is certainly an excellent London event to explore new opportunities in the Halal sector in terms of commerce, industry and business.

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cover story

Top 10 travel destinations By Ruzanna Muhammad

Muslims in this day and age are becoming more educated, and are seeking to strike a balance between material and spiritual gains in life, even when it comes to leisure activities such as travelling. The Halal Journal recommends 10 Muslim-friendly destinations that would appeal to both Muslims and nonMuslims for a fun, comfortable, and knowledgeable travel. These destinations are picked considering Muslim-friendliness based on general atmosphere, food and accommodation, things to do, as well as convenient details such as prayer facilities.

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cover story

Menara Gardens located west of the city is also a popular destination for tourists.

Bekaa valley, Lebanon | Photo by Edith Hdz

Beirut Known as the Paris of the Middle East, Beirut is a bewildering composition of cultures and faiths, perched on a breathtaking sweep of the Mediterranean coastline. Beirut offers a wide variety of attractions, from the beautifully reconstructed colonial relics and mosques in central Beirut’s downtown, to the famous market at Martyr’s Place known as Souk el Barghout to chic bohemian cafés. The scars of its recent turbulent history still remain and are evident in buildings still riddled with bullet holes. Beirut is also richly steeped in history and boasts internationally-renowned museums such as the National Museum and ancient archaeological sites, such as Baalbek – one of the most well-preserved Roman temples in the world. A wealth of shopping districts is also found throughout the city, such as Hamra Street and Mar-Elias Street, where bargains are plentiful. Alternatively visit the many new shopping malls for international brands and designer labels.

place to visit for capturing the essence of old Morocco. The focal point of the Medina is the town square, the Djemaa el-Fna, which from day to night is filled with fortune-tellers, healers selling potions, henna tattooists, acrobats, gnaoua (spiritual musicians), and stalls selling various delectable Moroccan food. Overlooking the square is the minaret of the Koutoubia Mosque with its distinctive HispanoMauresque architecture. North of the square, in the maze of narrow streets, are located the souks of Marrakech where one can buy almost anything at a bargain. The

Damascus The capital city of Syria, Damascus is believed to be one of the oldest, continuously inhabited cities in the world. The majority of the attractions of Damascus are located in the old city, which is surrounded by the remains of an old Roman wall that has been rebuilt several times over two thousand years. The old city is a maze of narrow alleys filled with bazaars, street-cart vendors, fountain courtyards, and coffeehouses. In the heart of the old city, stands the architectural wonder that is the Umayyad Mosque, with its three minarets. The mosque also houses the grave of Prophet Yahya a.s (John the Baptist) in the main lounge. Near the Umayyad mosque is the Souq al-Hamidiyya, a broad street filled with tiny shops which sell anything from spices and silk scarves to leather goods and Syrian handicrafts. The Azem Palace and the Mausoleum of Salah-al Din (Saladin) are also popular historical attractions.

Sarajevo A fascinating confluence of three different civilisations, namely the Roman Catholic in the west, Eastern Orthodox in the east, and Muslim Ottoman in the south, Umayyad Mosque, Damascus | Photo by M. Hussain

Marrakech Located at the foothills of the Atlas Mountains, Marrakech is the third largest city in Morocco after Casablanca and Rabat. A bastion of Berber culture, the city is divided into two parts, namely the old historical city known as the Medina and the new modern town known as the Ville Nouvelle. The Medina remains the The Halal Journal | Sep+Oct 2010 |

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Sarajevo has had a long history of conflict. Today, this city is emerging from the ravages of the Bosnian War to become a tourist destination that is steeped in history. The Old Town in the heart of the city with its cobbled streets, mosques and Turkish style shops placed side by side with synagogues, and Orthodox and Catholic churches, offers a mix of religious cultures found nowhere else in Europe. The Sarajevo market place (“Bašcaršija”) – built in the 16th century and modelled after an Arabian souk, Sebilj Fountain, The Latin Bridge (where the assassination of Archduke Franz Ferdinand occurred which precipitated WW1), Ali Pasha’s Mosque, Sarajevo Cathedral, and Gazi Husref-bey’s covered market building, are just a few of the many historical tourist attractions Sarajevo has to offer. The royal guards at the Buckingham Palace, London | Photo by Akivasha Spring of river Bosnia - beautiful nature 10 km from Sarajevo | Photo by Igor Dugonjic

flora and fauna, Cape Town is also a city of diverse ethnicities – comprising Boers (Afrikaners), English, Xhosa, Cape Malays, people of Indian origin as well as large numbers of new immigrants from Europe, Africa and the rest of the world, making it a true cultural melting pot. The Bo-Kaap, or the old Malay quarter, is a popular tourist attraction filled with colourful cottages, quaint streets and old mosques, including South Africa’s oldest mosque, the Awwal Mosque. For the more adventurous, there are plenty of thrills to be found, such as the hike up Table Mountain through Skeleton’s Gorge or perhaps surfing at the many beautiful beaches around the Cape Peninsula.

Jackass penguins sunbathing on the rocks at Boulders Beach, Cape Town, South Africa | Photo by Julia Jackson

Cape Town Cape Town is the legislative capital of South Africa and is also known as the Mother City. A place of astounding natural beauty, boasting such natural wonders such as the iconic Table Mountain, windswept beaches and a wealth of unique

London Home to the mother of all parliaments, London offers a virtually endless litany of sights and sounds for tourists. Some of the best sights of London are actually seen from the Thames itself – a cruise along the river will allow all the essential tourist attractions to unfold before London’s skyline, namely, the Houses of Parliament, St Paul’s Cathedral, the Tower of London and Tower Bridge, as well as newer attractions such as the London Eye, City Hall and the Millennium Bridge. From Buckingham Palace to the restaurants and cafés in Soho, from the British Museum to Tate Modern, London truly is a blend

of the ancient and the modern. Home to a sizeable immigrant population, London in the 21st century is a melting pot of cultures and cuisines; and yet, despite all the changes it has gone through, London never fails to remain quintessentially British, making it an essential and unforgettable tourist destination.

Perth Perth is the capital of Western Australia and is located by the waters of the Swan River. Boasting a wealth of beautiful beaches and sunny weather, there is never a shortage of places to see or things to do in this vibrant cosmopolitan city. A visit to Kings Park and Botanic Garden offers many scenic vistas of the A breathtakingly beautiful day at Salmon Bay, Perth | Photo by Louise Jensen

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cover story Idyllic beaches of Krabi and Phi Phi islands | Photo by Foong Siew Kuen

islands, Krabi offers many recreational opportunities such as kayaking, sailing, bird watching, snorkelling, island-hopping and sightseeing. Two national parks located in the interior, Khao Phanom Bencha and Than Bokk-horani, offer inland scenic attractions such as waterfalls and caves, as well as opportunities for trekking, bird watching and eco-tours.

city, as well as opportunities to cycle or walk along the river on one of the many walking and cycle paths provided. Shopping and dining opportunities abound in the many malls located in the city centre. The Sunset Coast, a premier stretch of coastline located a short drive north of the city centre, hosts a string of beaches dotted with beach side cafés – an ideal place to unwind and catch the beautiful famed sunsets the coast is named after. The Yanchep National Park, located a short drive inland from the ocean, offers a close-up experience of native Western Australian bush.

Queenstown Located in New Zealand’s South Island, Queenstown has built a reputation for itself as the ‘Adventure Capital of the World’. Situated on the shores of Lake Wakatipu at the foot of the picturesque Remarkable Mountains, Queenstown is a destination for those looking for an adrenaline rush-filled holiday. The resort town offers a plethora of physical activities such as bungy-jumping, caving, sledging, jetboating, skiing, skydiving, mountain biking, canyon swinging, white-water rafting, and hang gliding, amongst many others. But the scenic surroundings of Lake Wakatipu and the Remarkable Mountains also offer spectacular and breathtaking views at sunrise and dusk, granting an opportunity for visitors to unwind and relax. Downtown Queenstown has a shopping district where big brand high street shops share the sidewalks with locally-run boutiques. Queenstown also plays host to a wide variety of events all year round, ensuring that visitors will never lack entertainment while there.

Krabi Located on southern Thailand’s east coast bordering the Andaman Sea, Krabi is one of the most famous tourist destinations in Thailand. With its warm, crystal clear, emerald and turquoise waters, and beautiful secluded beaches dominated by scenic limestone karsts, Krabi is considered to have the most beautiful beaches in Thailand. Much of the province has been declared a national park and this includes the famous Phi Phi Islands, which is an archipelago of six islands located 40 kilometres from Krabi. The islands rank among the most beautiful tropical islands in the world and served as the location for the Hollywood movie ‘The Beach’. With over 150

Kota Kinabalu Originally named Jesselton by the British colonialists, Kota Kinabalu is the capital of the state of Sabah, located in Borneo, Malaysia. Also known as “The Land below the Wind”, it is bordered by the South China Sea. The Tunku Abdul Rahman Islands Park, which is just 10 to 20 minutes by boat from Kota Kinabalu, is a popular tourist destination perfect for relaxing, snorkelling and a wide variety of water sports. The adventurous may want to attempt to scale Mount Kinabalu, the highest peak in South East Asia, located a mere 90 minutes away from the city. The Kota Kinabalu Bird Sanctuary is located in the heart of the city and offers many opportunities for the sighting of many different varieties of bird species. The state of Sabah is home to 30 different ethnic groups, and thus offers a mouth-watering array of cuisine from gourmet meals in restaurants to affordable hawker fare.

Highest point in South East Asia, the summit of Mount Kinabalu | Photo by Devin Kho

Queenstown Sunrise | Photo by Benjamin Earwicker

The Halal Journal | Sep+Oct 2010 |

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Tourism

-The Potential & The Journey Ahead While travel has always been common throughout history, before the 1940s, the diverse prospects of tourism were not as we know it today. “Before World War II, most people stayed in their cities and villages. The only leisure and entertainment consisted of fictional tales about civilisations and cities, written by men of letters and read in living rooms. These tales left their mark through the years on the imagination of the people of the world,” remembers Mr. A.S. Shakiry, the publisher of the Islamic Tourism Magazine. Now, tourism has become a popular global leisure activity. According to the United Nation’s World Tourism Organization (UNWTO), there were over 922 million international tourist arrivals in 2008, with a growth of 1.9 per cent as compared to 2007. International tourism receipts grew to USD944 billion (EUR642 billion) in 2008, corresponding to an increase in real terms of 1.8 per cent. However, the recent recession caused a strong slowdown in international travel demand beginning in June 2008, with growth in international tourism arrivals worldwide dropping to two per cent during the boreal summer months. This negative trend intensified in 2009, which exacerbated in some countries due to the outbreak of the H1N1 influenza virus, resulting in a worldwide decline of four per cent in 2009 to 880 million international tourist arrivals, and an estimated six per cent decline in international tourism receipts. Even so, it was estimated by the UNWTO that international tourism will continue growing at the average annual rate of four per cent. As an economic contributor, tourism remains vital for many countries that thrive on the revenue from businesses with their goods and services, and the opportunity for employment in the service industries associated with tourism, which include transportation, hospitality services, and entertainment venues.

Islamic Tourism : The numbers...

UNWTO estimated that 300-350 million tourists visit places for religious reasons. The 1st Religious Tourism World Congress held in October 2006 estimated that this market is worth USD18 billion annually. According to Fazal Bahardeen, the CEO of Crescentrating (a Singapore-based company focused on the development of the Halalfriendly travel market segment worldwide), “The last 10 years has seen a huge growth in Muslim travellers. We estimate the travel and tourism expenditure of Muslim travellers in 2007/2008 contributed to around six to seven per cent of the total worldwide tourism expenditure. Within a couple of years, this figure could reach around 10 per cent, which would mean a USD100 billion a year market segment.” He added in an interview with AFP, “Muslim travellers account for seven to eight percent of global tourism expenditure, which totalled around 930 billion dollars in 2009, up from just three to four percent 10 years ago. This share is expected to expand to 10 per cent in the next two years.”

What is Tourism? Definitions: Throughout the years, many definitions of tourism came about. The word itself was used by 1811 and ‘tourist’ was used by 1840. The League of Nations defined, in 1936, foreign tourist as “someone travelling abroad for at least twenty-four hours”, and this definition was amended by the UN to include a maximum stay of six months. The Tourism Society of England’s definition in 1976 was: “Tourism is the temporary, short-term movement of people to destination outside the places where they normally live and work and their activities during the stay at each destination. It includes movements for all purposes.” In 1981, the International Association of Scientific Experts in Tourism defined tourism in terms of particular activities selected by choice and undertaken outside the home. The UN, in its Recommendations on Tourism Statistics, classified three forms of tourism in 1994: • Domestic tourism, involving residents of the given country travelling only within this country. • Inbound tourism, involving non-residents travelling in the given country. • Outbound tourism, involving residents travelling in another country. The UNWTO defines tourists as people who “travel to and stay in places outside their usual environment for more than twentyfour (24) hours and not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited.” Etymology: Theobald suggested in 1994 that “the word tour is derived from the Latin, ‘tornare’ and the Greek, ‘tornos’, meaning ‘a lathe or circle; the movement around a central point or axis’. This meaning changed in modern English to represent ‘one’s turn’. The suffix –‘ism’ is defined as ‘an action or process; typical behaviour or quality’, while the suffix, –‘ist’ denotes ‘one that performs a given action’. When the word ‘tour’ and the suffixes –‘ism’ and –‘ist’ are combined, they suggest the action of movement around a circle. Therefore, like a circle, a tour represents a journey in that it is a round-trip, i.e., the act of leaving and then returning to the original starting point, and therefore, one who takes such a journey can be called a tourist.” The Halal Journal | Sep+Oct 2010

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cover story

Photo by Ruzaimi Sany

Islam encourages travelling The Prophet Muhammad once said, “Search for knowledge even in China,” which implies the importance of seeking knowledge and the role of travelling in the acquisition of knowledge. Mankind is also encouraged to get to know one another, to learn about different cultures and traditions, and languages. As stated in the Quran (Surah Al-Hujeraat, verse 13): “Mankind! We created you from a male and female, and made you into peoples and tribes so that you might come to know each other. The noblest among you in Allah’s sight is the one with the most taqwa. Allah is All-Knowing, All-Aware.” As such, tourism is encouraged for Muslim men and women. But which tourism do we aim for? Mr. Shakiry said in his article entitled ‘Religious Tourism: The pivot of tourism between Islamic countries and the attraction of Muslims worldwide’, “It is religious tourism that springs from our faith, and other types of tourism not contradicting our faith and culture, which usually coexist and thrive side by side with religious tourism, such as nature tourism, heritage tourism, linked to the culture of the country, rural tourism, and many other types that can be included in the general term, cultural tourism.”

What is Religious Tourism?

Religious tourism means visits to holy places throughout the year. It includes all kinds of family tourism that respects religious principles, tourism aimed at the discovery of old civilisations and their heritage, visits to cities and countries to come to know them, to rest, or for recreation and treatment. It is one of the most important resources particularly in Muslim countries with rich and diverse heritage. This permanent wealth and treasure exceeds oil, and has attracted The Halal Journal | Sep+Oct 2010 |

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Photos by Dayana Nordin

millions of Muslim visitors throughout history, and will attract hundreds of millions of Muslims and non-Muslims in the future. The essence of religious tourism is found in certain paragraphs of the “Global Code of Ethics for Tourism” adopted on 1 October 1999 by the UNWTO. Tourism from the Islamic point of view is integrated in the global vision of civilised and interdependent tourism, whose principal bases are: 1. Respect for noble human values and ethics which preserve human dignity and pride; 2. Respect for the natural and societal environment; 3. Enhancement of social solidarity by ensuring local people profit from tourist activities; 4. Making the effort to give the right of travel to all people by offering services at suitable prices to all the social classes; 5. Respect for the families of various religions and various people who want to preserve their values and the education of their children; 6. Respect for people who observe Islamic values. *Adapted from the Islamic Tourism Magazine, Issues 23 (May/June 2006) & 34 (Jul/Aug 2008). Titles of articles are ‘“Islamic Tourism” For Whom?’ and ‘Religious Tourism: The pivot of tourism between Islamic countries and the attraction of Muslims worldwide’ respectively.

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Trend

Female-only accommodation Female-only accommodation – a concept relevant especially in Muslim countries for demographic, religious and cultural reasons – became a growing trend in the Middle East since the first female-only hotel was opened by a group of entrepreneurs three years ago in the region. A 2009 Euromonitor International report on world tourism market stated that female-only accommodation should not be considered solely in terms of culture and religion for Arab and Muslim women only, but for non-Muslims alike. Such facilities are most convenient for Western businesswomen and journalists who often travel and feel safer at female-only hotels. Many opportunities exist to promote femaleonly accommodation as part of an overarching travel experience, for example as spas and health centres with lodging option. Female patients could also be a key target for markets developing their medical tourism potential such as in Jordan, Lebanon and Saudi Arabia. In Oman, Yemen, Jordan, and Syria, female-only accommodation may diversify into backpacking and adventure tourism, which is gaining in popularity with Middle Easterners and Westerners alike.

What is Islamic Tourism? The concept of Islamic Tourism is not limited to religious tourism, but extends to all forms of tourism except those that go against Islamic values. It includes tourism that respects noble human and family ethical values and manners. As defined by the Islamic Tourism Magazine, Islamic Tourism includes all types of responsible tourism which are committed to family morals, humanitarian and Islamic values. This concept has been accepted by international organisations and major companies, and has even been used as marketing slogans for exhibitions, conferences, and so on. The UNWTO and the British Reed company adopted it as the slogan for the World Travel Market 2007 exhibition in London – “Responsible Tourism”, and even promoted the concept having emphasised human values in its programme. Mr. Shakiry said, “There were lots of questions about it at first, but it soon became the theme of exhibitions, tourism activities were organised around it, and universities began a study and analysis of the meanings of Islamic tourism, and its human dimension, and to evaluate every aspect of its meanings and prospects. This included research on religious tourism and its historical aspects and an assessment of its activity ad economic performance. There was a consensus among interested persons, and experts on this issue, given its importance and priority and the multiplicity of its profits at all levels.” hj

The Halal Journal | Sep+Oct 2010

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The Death of Philosophy and the Rise of Thoyiban Consciousness

Words by Zack Abdullah

“Today all good things have been made Halal for you. And the food of those given the Book is also Halal for you and your food is Halal for them. ...” (Quran: Surah Al-Maaida, Verse 5)

As the sun rises, the life of postmodern humans begin with the sound of machines, in a crescendo – from an alarm clock,

to the morning radio, to the automobiles driving off into a world of bright hopes and promises. In this beaming era (an urban reality since the 50s at least), machines from the biggest nuclear power plant to the smallest mobile phone, are the slaves of mankind. Or could it be, subconsciously, that mankind is the slave of technology? Through scientific discoveries, technology was created for practical reasons. We depend on technology in building the economy around the globe, not as harmonious symphony that we dream of, but in a chaotic competitive spirit, lured by the magnificent power of foreign exchange. In doing so, silently Mother Nature bleeds, and bleeds again, until she loses her temper. It seems awareness of nature’s existence is not primal in our modern and secular society, as though humans are infused with the numbing competitive spirit of “I must survive”, or “My nation must survive”, as to be the fittest in the anthropogenic economy; when by right we should say, “I must survive along with nature”, or “My nation must survive along with nature”, since without nature we cannot exist. In the light of pure reason, without natural resources we are doomed. Best we critique not the nature of common people, since their good mentality and characters depend on their leaders’ intellectual effort in building a conscious society. But the lost sheep is with the lost shepherd. Furthermore, democracy is made by the people for the people, not for Mother Earth and orang utans, definitely. Why would nature and orang utans need equality or given rights in our advanced technological civilisation? Or even given rights to exist along with us? Anthropocentrism of human supremacy is the The Halal Journal | Sep+Oct 2010 |

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freedom to be the totalitarian agriculturalist. We have all the rights to diminish ecology. We could be gods and demons. Friedrich Nietzsche, the German philosopher, wrote in 1882, “God is dead. God remains dead. And we have killed him. How shall we comfort ourselves, the murderers of all murderers?” This nihilistic yet mindful critique on society could be the mirror for modern day “I must survive” selfish attitude, where the spiritual God that nurtures morality is forgotten, and replaced by a new material god called “Growth”, in economic sense. In the 20th century, we submit to the optimistic nature of “Growth” in global scale. There seems to be a ‘panic attack’ that possessed nations and business corporations to establish “Growth” as their new Mecca. “Growth” in nationalistic development is perceived as the conquest of science, the fountain of technological advancement that contains the elixir for economy. Science is applauded, for it is the only way to exploit the law of nature, and to exploit mother nature herself – while somehow ignoring her needs and sickness – for our benefits, for our “My nation must survive” mantras that keep us in transcendental harmony with “Growth”.

Philosophy is dead The death of philosophy does not mean it should not be taught in schools anymore. It has to be taught, for it sparks our innate intelligence to observe life and nature. But the portion of this disciplinary narcissism that display perplexed grammatical delusions has got to go. The lingering ‘not here neither there’ attitude is not a sign of intelligence, far from wisdom. Questioning is fine, but confusion is not needed in individual and societal improvement. From her womb, philosophy gave birth to two major doctrines of thinking, one is metaphysics – the contemplative thinking; the other is science – the calculative thinking. The marvellous technology of today is the result of philosophising the law of nature hundreds of years ago. Questions led to the discovery of certainties, but the application of certainties developed civilised nations whose future is uncertain. Philosophy is dead when her prodigal son, science – specifically applied science – was exploited in such a way that it separates our existence from the being of nature, by excluding the interest and the importance of nature in many aspects of industrialist scientific applications.

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In the 20th century, we submit to the optimistic nature of “Growth” in global scale. There seems to be a ‘panic attack’ that possessed nations and business corporations to establish “Growth” as their new Mecca.

With the death of philosophy, applied science had taken the lead in shaping the destiny of humankind to embracing “Growth”, where almost everything is about the ‘seen’, the mathematical result in bank accounts and index markets. Martin Heidegger, the German philosopher, describes the dangerous obsession with calculative thinking in our secular age. Calculative thinking, the euphemism for empirical science, is characterised by its objective to dominate and manipulate situations. To Heidegger, science, with its apparent practicality, develops technologies that possess manipulative powers and offer an illusory sense of tangibility, but cannot nourish humanity. He believes modern technological culture portrays the nihilism of modern science, making it the sole criterion of the human sojourn on earth. Undoubtedly, Heidegger’s critique is morally strong, but nevertheless we have to survive in existing reality. Since the beginning of industrial revolution, we have no choice but to live and survive along with science. We put our faith in modern science by consuming artificial flavourings. And with current global economic situation, along with the development of the global Halal industry, and the ‘panic attack’ in establishing “Growth” in nations, it is evident we cannot abandon science. Unconsciously, through the history of our scientific achievements and modern civilisation, we became casual in ignoring our humanity of which the evidence is in global warming, pandemic, genocide, industrial slavery and natural resources depletion. This real life phenomenon seems like an inevitable necessity, an innate survival instinct when “God is dead” in modern society and “Growth” is now seated at the throne. To be close and to be one with “Growth” is the ultimate pilgrimage for most nations. The The Halal Journal | Sep+Oct 2010 |

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‘panic attack’ that goes along with it could unmistakeably be instigated by global economic competition, where in its bowel lies the real plight of humankind – sustainability of natural resources and population growth. Seventy million babies are born every year, as estimated by the United Nations and the US Census Bureau. With exponential growth rate estimated at 1.15 per cent a year (out of the existing 6.8 billion total population), there will be around 210 million babies in three years from now. To help babies survive, how many million metric tonnes of milk must be produced monthly by farmers around the globe? How many trillion kilowatts of electricity and how many million tonnes of crude oil is needed in relation to the production and logistics of milk powder for millions and millions of babies born each year? That is regardless of the fact that crude oil is nearing depletion in the coming years. Do we have enough palm oil plantations to cater the fat consumption of the unstoppable growth? Or will there not be enough since it will, in upmost scientific and environmental nobility, be tragically burned as alternative energy? How fast can the chickens grow to cater the ever growing demand? Should genetic scientists increase the size of chickens and further unnaturally force them to grow faster? Or should the farmers start rearing bigger birds such as ostriches, in the millions? It seems that being frantic with time enhanced the ‘panic attack’ for the rapid establishment of “Growth”. In this demanding situation, the reckless usage of stunning in Halal chicken slaughtering process could be a blessing from applied science. With concern upon the ratio The Halal Journal | Sep+Oct 2010 |

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of sustainability to population growth, albeit there are real painstaking works on sustaining natural resources, the promise of ‘sustainability’ in the world of commercial sectors could be just a marketing ploy in corporate branding strategies and comforting official lullaby in parliaments. The truth is, we cannot stop the propagation of humankind, where world food consumption and energy consumption is steadily rising. At this moment, in the current global economic competition, can we comfortably conclude that applied science must be used ruthlessly and less ethically, and that Mother Nature should be left with her tantrum, since “Growth” is unstoppable? This is where we are now. This is the reality on planet Earth. While we celebrate the grandeur of technological advancements, and serving the god “Growth”, there seems to be a dark and damning reality behind it – the tick-tock of our humanity time-bomb.

Misuse of science would result in the collapse of a civilisation. It is the law of entropy – “misuse” shall give rise to chaos and damage in a system.

The Resurgence We do not blame Einstein for his famous equation E = mc2, which led to the discovery of particular energy that binds protons and neutrons in the nucleus of an atom, where this infinitesimal binding energy, when released through nuclear fission, shall annihilate a city – humans and the creations disintegrate almost in the speed of light, vanish in the furious scream of nuclear explosion, sucked-up in a massive pillar of death. We do not blame science for its implications on the world today, instead we should blame ourselves. Human creations, such as a mere rope, can be useful to tie a block of wood, or can be used to hang oneself to death. Blame not the rope; blame not the creator of

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the rope. The lost sheep is with the lost shepherd. Look for the puppeteer who enslaved the scientists. Science is necessary nonetheless. Still, leaders are responsible in guiding and moulding future scientists to become human beings with soul and awareness. That extends to the leaders as well, by the way. Misuse of science would result in the collapse of a civilisation. It is the law of entropy – “misuse” shall give rise to chaos and damage in a system. Islamic science in the Islamic Golden Age went silent after the Islamic Empire was crushed by the Mongols in the thirteenth century. Now, in the wake of the global Halal industry, the world witnesses the resurgence of Islamic science where it plays an important role in developing and monitoring the Halal industry. We should take note that there is a distinction between modern science and Islamic science, where the latter exists on common ground with metaphysics. In spite of that, Islamic science should not be classified as a Creationist movement, for Islamic science is the origin of empirical science itself with the invention of the Scientific Method by Ibn Al-Haytham (also known as Alhazen), where it improvised the empirical datum system for scientific studies and importantly, invented the usage of the number zero in everyday life, approved by Islamic metaphysical belief that nothingness is an existence ergo zero is quantitative. Modern science was born later in the West, circa eighteenth century, after Islamic science was translated into Latin amidst particular circumstances of Western philosophical evolution. In the West, Islamic science was well digested with some rejections, where the rejections gave way

to the foundation of modern science as ‘value-free’, a purely objective practice. The rejection is natural and necessary for Western culture since Islamic science has its own world view. In the Western world, generated by modern science, the modern age gloriously begun which became the onset for industrial revolution and with it, the destiny of mankind, Mother Earth and the global economy. Islamic science is not the modern science which was imported back into Islamic nations in the nineteenth century through education and transfer of technology, and later treated with Islamic ethics, but is still Western science in essence. This is certainly not Islamic science. In essence, while Islamic science is the origin of empirical science, calculus and algorithm, it has independent views on the nature of reality, distinct from modern science. The fundamental distinction of Islamic science from modern science is its independent view of the universe. This precisely means modern science exists within the Big Bang universe, and Islamic science exists in the Islamic Universe. In his lecture at Massachusetts Institute of Technology (MIT), Seyyid Hossein Nasr stated that, “The Muslims did not just take over Greek science and translate it into Arabic and preserve its Greek character. It was totally transformed into part and parcel of the Islamic intellectual citadel. Any of you who have actually ever studied in depth the text of the great Muslim scientists like Al-Beruni or Ibn Sina (Avicenna) or any Andalusian scientists know that you are living within the Islamic Universe. You’re not living within the Greek Universe. It is true that the particular descriptions might have been taken from the works of Aristotle The Halal Journal | Sep+Oct 2010 |

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or a particular formula from Euclid’s Elements, but the whole science is totally integrated into the Islamic point of view.” While the creationists interpreted the Holy Book scientifically, Islamic science is the complete opposite. Islamic science relies on the Quran as the distinctive parameter for the different nature of actions, existence, and intentions within the practice of science in everyday life. One of the spiritual values of Islamic science is an ideal known as Thoyiban, transliterated as ‘wholesomeness’ which have a deeper philosophical meaning in its usage in the Quran. While Halal is the technical parameter of a process that produce a system or product permissible for human beings, Thoyiban is the ‘Holistic Purity’ of its qualitative existence. In the Quran, the Holistic Purity (Thoyiban) is emphasised on the essential quality of object, food, effort, earning, decoration (art) and human being (particularly female). The state of Holistic Purity is attained by natural relation of good environmental and societal systems whereby its interdependency results in a harmonious parallel existence. Without explicit awareness of this interdependent relation, Holistic Purity in action and existence is unattainable. Muslims in general know from the Quran that Holistic Purity is not only about food, but covers more. For example, the tayammum or dry abulation using sand or dust. Finding a Thoyib sand or dust for tayammum is impossible in a place where the society do not care about the condition of nature (inexistent of Holistic Purity). Logically, in such a place, nature will not respond to our need for tayammum as the sand and dust will be harmful to us. This is Holistic The Halal Journal | Sep+Oct 2010 |

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Purity to the point of dust in the Islamic Universe. Holistic Purity is the Islamic consciousness that define a human being as “one with nature”. And for the Muslims, Holistic Purity is the Sign for confirming that human beings were created from Mother Nature, thus we will face difficulties if the natural balance is disturbed in any way. Ergo, Holistic Purity or Thoyiban as a consciousness covers the rights of human beings and Mother Nature to exist in parallel harmony. This should be the sign for those who think. With the rise of the Halal industry is the re-birth of Islamic science – with its own perception of the universe and its conscious spiritual values. Halal and Thoyib seems to be the best contribution from Islamic science for the betterment of human beings and nature. In this millennium, Holistic Purity seems reflected in the various new-age environmental consciousness trends such as eco-friendly, animal rights, organic practice, radiationfree, zero carbon emission and even fair trade, where the parameters of these trends can be transformed into the parts and parcel of Halal standards, giving more market-value to Halalan Thoyiban practice. In fact, the application of Halal does not need to be monitored by one-dimensional secular standards because Halal, which is beneficial for mankind and nature, is decreed by Allah the Almighty.

Intellectuals, leaders and authorities must ensure the Halal industry and Islamic science is not the cause of wide-spread pandemic and negligence of the environment.

The Emergency Fellow scientists, thinkers and leaders should take heed of the clear and present danger that is the state of our planet Earth and the state of morality in the global economy. Common people are swayed into the entertainment value of this life where most are

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not interested in inspecting the traceability of Halal and Thoyib. And people with low income, they purchase the most affordable Halal goods with no interest in traceability – so long as the Halal logo is there, it does not matter who authorised it, as that is sufficient because they have someone to blame on Judgement Day. There is Halal awareness among the public, but only up to a certain point. Time factor, and more importantly, trust in Halal authorities, shaped their characters, and faith. Babies only want their milk, regardless if the mother adds poison into the milk. Trust is consequential. Intellectuals, leaders and authorities must ensure the Halal industry and Islamic science is not the cause of wide-spread pandemic and negligence of the environment. Thoyiban or Holistic Purity must become a part of our existence, our consciousness, while bearing the trust from common people. In the wake of population exponential growth and concerns for sustainability, Thoyibanism is important in inventing new means of agriculture, food production, and manufacturing process. Where ‘factory’ has a certain negative connotation for its notorious anthropogenic status, industrial innovation under consciousness of Holistic Purity should be able to bring good changes in business practices around the world. In the spirit of Islamic science from the Golden Age, the Halal industry should have a science centre for academicians, intellectuals and inventors in the image of Ibn Sina and Al-Farabi (Alpharabius), gathering the numerous knowledge around the world to be synthesised and refined within the Halal and Thoyiban scope. The science centre should be supported by Islamic universities around

the world where research on Halalan Thoyiban inventions could be carried out and archived. The centre should help nations, corporations and organisations find solutions in the argumentation of Halal matters where solid irrefutable scientific evidence can be seen by the world, and be used in the court of international law for cases such as ethical slaughtering. Fellow Islamic scientists, thinkers, ulemas and leaders should sit together more often to discuss how Thoyiban consciousness should be absorbed by the public and become a part of environmental and societal improvement. Halal and Thoyiban is an essential relation, where in the Quran the words are presented as a pair – Halalan Thoyiban. Since that is what The Authority (Allah) permits us to have, as stated in the Quran, then it is better for us to submit to it, for there could be consequences to human beings and natural resources resulting from our disobedience. Verily, with the death of philosophy and the rise of Thoyiban consciousness, we should understand that in the Halal industry, harmonious balance is pivotal and more important than optimistic rapid growth. hj

References: • “Thoyiban” – The Quran: Al-Baqarah 168; Al-Maidah 4, 5, 6, 88; Al-Anfal 69; Al-Nahl 97, 114; Ali Imran 38; At-Taubah 72; Yunus 22; Ibrahim 24; Al-A’raf 157 • “Tayammum (Sha’idan Thoyyiban)” – The Quran: An-Nisa; Al-Maidah 6 • The Noble Qur’an – A New Rendering of its Meaning in English by Hajj Abdalhaqq and Aisha Bewley • “Islamic Science” – Islam and Modern Science, a lecture by Seyyid Hossein Nasr, MIT (http://msa.mit. edu/archives/nasrspeech1.html) • “Population Exponential Growth” (http:// www.worldometers.info/population/) • “God is dead” – Nietzsche, Die fröhliche Wissenschaft (The Gay Science), Section 125, first published in 1882 The Halal Journal | Sep+Oct 2010 |

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What is Islamic Branding?

Words by Francisca Shaik

interview

University of Oxford’s Saïd Business School hosted its Inaugural Islamic Branding and Marketing Forum on 26-27 July 2010, where 250 business leaders, branding and marketing experts and thought leaders gathered to discuss the key issues that face the growing Muslim market, under the theme “The Growth of Global Islamic Business: Muslim Market Opportunities and Challenges”. With a growing Muslim population of 1.8 billion worldwide and a market amounting to USD2.1 trillion annually and growing, it is only a matter of time before Islamic branding and marketing becomes an expansion plan of businesses around the world. But first, what is Islamic branding and how do we do it? The Halal Journal managed to speak to Miles Young, global CEO of Ogilvy & Mather, about Islamic branding at this Forum held in Oxford, UK. What is your definition of Islamic branding and what’s the difference between mainstream and Islamic branding? Let me start with what Islamic branding is not, which is sometimes mistaken to be a brand that has religious beliefs. Rather I think it is any brand which seeks to empathise Islamic values in order to be either Shariah-friendly or Shariah-compliant; and there’s a spectrum between the two. So I think Islamic branding lies in the intersection between individual brand values and the general values of Islam. In that way, it’s not like, let’s say, “Grey” branding or Latino branding or whatever, where you are really talking just about a segment that you are trying to target. Here, you are talking about value alignment, which is a very, very different thing. The Halal Journal | Sep+Oct 2010 |

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It must be a difficult task because although you’re saying we’re not branding it from a religious perspective but more on values, but the values still stem from the Quran. If you think about the values, they’re all very positive values – passion, transparency, honesty, accountability, community, peacefulness, respect, and humility – and even the values related to colour are all very sympathetic values. I don’t think there’s anything, to be honest, difficult about it. What matters is whether the intention of the marketer and the brander is genuinely sincere; if it’s insincere, then you do get into controversial territory, but if it’s genuinely sincere, you don’t. There are plenty of examples of brands in Malaysia, in particular, that are extremely Shariah-friendly and Shariahcompliant, and Nestlé, one

that has been mentioned in this conference, is a prime example. And I don’t think it has been very difficult for them to align their brand values with Islamic values. The values of, let’s say, Milo would be classic, down-the-line Islamic values, there’s no contradiction between them. But if you’re trying to launch a product that was fundamentally un-Islamic, and then attach Islamic values to it, that would be impossible; it would be very easily discernible as something that was a con or something like that. And there’s danger there, there’s a danger of superficial appropriation. I think you can see that in some Chinese Halal exports. By just simply dropping a label on it, they assume that the job’s done – but it’s not. . How do you think Islamic branding will be accepted in the non-Islamic communities especially in the Western world? I think it’s a challenge, but I think it’s rather like anything which is unknown. There’s an element of fear associated with it. I think the knowledge of Halal in the west is absolutely zero. The knowledge of kosher isn’t particularly strong either if you look at a parallel, but there is a degree of acceptance there. So I think those

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Thereâ&#x20AC;&#x2122;s a massive, massive creative deficit when it comes to any Halal marketing. I think that a very clear outtake of this conference is that there is a huge misunderstanding as to what Halal means in relation to branding. The Halal Journal | Sep+Oct 2010 |

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But if you really want to create a brand, you will have to invest in developing a brand property which is premised on consumer needs. The Halal Journal | Sep+Oct 2010 |

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are seen as alien concepts, and if they’re understood at all, they’re not seemed to be relevant at all to people’s lives. But think about kosher salt for instance, it has started to become a brand choice of preference for gourmets. So in that analogy, I think there’s hope, but there’s a very long way to go. There are two prerequisites: one is education – what does it mean, and why is it good for you? And that goes beyond the benefits of religion. The benefits of religion are of no interest to a Western consumer, so you have to look for the functional benefits, which may be to do with the purity of the process, it may be to do with the greenness, and it may be to do with the hygiene, health and so on. So, those benefits have to be explained in a cultural context which is familiar to the audience. And the second thing comes back to what we’re in business to do, which is to express this whole thing with creativity. There’s a massive, massive creative deficit when it comes to any Halal marketing. I think that a very clear outtake of this conference is that there is a huge misunderstanding as to what Halal means in relation to branding: Halal is not a brand, Halal is an ingredient. And out of a product that is Halal, you can or cannot create a brand, but that is a separate process. So there’s a fundamental confusion between what a product is and what a brand is, what needs to be disentangled within this area of Islamic marketing. And therefore, we can look around and see that there are very few real Halal brands. There are Shariahfriendly brands; they pop up on our index, why? Because Halal is just an ingredient, an ingredient like Intel is an ingredient. And I think the Minister from the Prime Minister’s Office made that point – the next step

must be to move to a higher level of branding and creative expression. So like any other products, Halal products will start to segment in a much more classic way by their user base. Some should appeal to some users, others should appeal to others; but the appeal would be based on all sorts of things other than just Halal conformity. That’s a commodity, ultimately. At the end of the day, when you’ve got the stamp, and when we have proper unified systems of compliance and authenticity, it’s all the same. So you’re back to the normal issue of how you differentiate a product, how you add creativity to that product, how you create a mutual relationship between that product and the consumer – that is branding. I think we’re at a very early stage of exploring that aspect of Islamic branding. I think the Shariah-friendly aspect, the value alignment, that’s well-developed, but the second component isn’t yet. Let’s touch a little on the world’s first bespoke Islamic branding practice, Ogilvy Noor, which was recently launched. Have you seen any challenges since the launch, and do you foresee any more challenges if there was one? The only challenge is being overwhelmed with interest. But then sorting out the interest from projects which are real will be the next challenge. Ogilvy Noor has created a lot of interest at all levels – at the multinational client level, so at the very top are our big global clients and then also small medium sized enterprises. Can you give examples of some of those clients that are already very interested in this? I think both Nestlé and Unilever are very interested in it. Nestlé of course had the

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huge benefit of knowing the South East Asian, in particular, Islamic community, very, very intimately and rightly they see it not at first as a marketing and branding opportunity, but as a business opportunity and indeed it’s a business responsibility actually. If that’s the starting point, it means they have tackled it root and branch which is why they are so effective. But, I think Unilever also has similar aspirations, and I also think Kraft has. It’s ironic in a way that the western-based global multinationals are the ones that are really starting to create the international Islamic brands. Of course in our list of top brands, Noorindexed by country, there are local brands in every top ten, strong local brands, but they don’t tend to cross frontiers yet – that may happen in time. What advice would you have for a client that is really tapping into the Muslim market and hasn’t looked at it yet, and how do you balance between money and integrity? The advice would be to start with the consumer. I think you should start with the consumer and seek to understand their needs, to seek to understand how they segment, and what they want out of a product beyond their functionality. Islamic consumers are not any different from any other consumers in the world – they buy their products packaged, and they see them as brands, they respond to different types of emotion appeal. If you start with the consumer, you have to invest in market research; if you’re not prepared to invest in market research, then you can just give up and go home. There really is no point. It’s a cost of entry and it’s the first step in the journey towards creating brand values as opposed to simply selling products. At the end of

the day, selling products may be perfectly viable as a strategy: you could sell products to someone else, or you could turn it into a brand, or you could sell products to retailers who turn it into a brand; that may be perfectly viable. But if you really want to create a brand, you will have to invest in developing a brand property which is premised on consumer needs. And the only way to do that is by research, and then creativity, and then research, and then creativity until you get something which is a unique brand property. What are your plans for Ogilvy Noor, and what is the future like in the next five to ten years? Just to keep on doing. First of all to get successful projects under our belt and to really contribute to an understanding on behalf of international marketers of what this constituency is like, to demythologise it a bit, and to make it acceptable; and then, also to start building some Islamic brands from Islamic countries out. That would be the thing I would really love to do – to demonstrate that you can create global Islamic brands that ultimately would carry some appeal to Western users. That’s the golden object to search for, and it will take time I think, but in the future, should be possible. I would love to do that, I would love to launch an Islamic brand in the US and have it succeed. I think it has to be done in a way which uses all the tools of Western branding, but for a different end. If they’re not used, you’re not doing marketing and branding. What is Ogilvy Noor’s pioneering book about and who would use it? The book, “Brands, Islam and the New Muslim Consumer – How to Build

Brands that Appeal to the Muslim Consumer Today”, was designed for the use of the CEO of a large corporation and a couple of levels downwards, which is why initially we are selling it (at USD9,450 a book including shipping and handling) as opposed to giving it away. It is designed to be very readable, and not just a report which The book, “Brands, Islam lies in people’s filing cabinet. It’s and the New Muslim intended to be Consumer – How to practical and it Build Brands that Appeal has illustrations. to the Muslim Consumer For example, Today”, was designed there is a page on Halal logos; for the use of the CEO we actually of a large corporation researched a and a couple of levels whole series of downwards, which is why different logos initially we are selling it and then try to (at USD9,450 a book derive which ones appeal to which including shipping and groups more, handling) as opposed and so there is, to giving it away. for example, a clear group which appeals to the “futurists”: neither too Arabic, nor too scholarly nor too gimmicky, nor too modern. So, for a client, there’s an awful lot of insight they can get which has never been previously elicited, such as what the role of design is. We can deduce from that, guidelines which are generally applicable. That is just one example. All in all, this book is the first instructive and practical guide for any brand aiming to appeal to the Muslim consumer today, and will furnish you with up-tothe-minute insights to help you grow your business by appealing to the new Muslim consumer. hj

The Halal Journal | Sep+Oct 2010 |

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fastrack The Halal Journal welcomes all queries, comments, suggestions and criticisms. Email us at info@halaljournal.com or fax your letters to +603 6203 4072.

Middle East •• Al Jawhara gets highest Halal-friendly rating The Al Jawhara Group of Hotels and Apartments – part of the UAE-based conglomerate S.S. Lootah Group – became the first Islamic hotel to receive the highest ‘Crescentrating’ of seven for Shariah-compliant services. The Singapore-based ‘Crescentrating’ is a new rating system that focuses on the Halal travel market segment worldwide and rates hotels on a scale of one to seven based on the services and facilities provided to Halal-conscious travellers. “We are very happy to be the first hotel in the world to be given the highest rating of seven by Crescentrating. As a pioneer in Islamic hospitality, we have been setting benchmarking trends in Shariahcompliant service offerings and are committed to strengthen Dubai’s position as a leader in the sector through Jawhara’s three-decade expertise,” The Halal Journal | Sep+Oct 2010 |

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commented Mr. Nasser Lootah, member of the Board of Directors of S.S. Lootah Group and CEO of its hospitality arms, Al Jawhara Group of Hotels and Lootah Hotel Management. Beyond catering Halal-certified food, offering prayer-related facilities and an alcoholfree environment, Jawhara also provides separate amenities for men and

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fastrack

women and other Shariahcompliant hospitality services in line with the heritage of the region, catering to the privacy and family-oriented needs of the Gulf society. Al Jawhara Group of Hotels and Apartments is the first Islamic hospitality venture in the UAE, established in 1979. It has to its credit the coveted Dubai Quality Appreciation Program for the tourism sector and The Halal Journal Award for ‘Travel & Hospitality 2009’, among other awards and international accreditations. The Jawhara brand was born in 1979 when Hajj Saeed Lootah established the first family hotel in Dubai that offered its services within the guidelines of the UAE’s rich culture of hospitality. With the phenomenal growth of tourism and the increasing number of visitors to Dubai, S.S. Lootah Group invested in the hospitality industry, creating the first “Shariah-compliant Hospitality” hotel chain brand “Jawhara”. The Jawhara group of hotels has a growing portfolio with two hotels – ‘Gardens’ and ‘Metro’ – as well as Al Jawhara Hotel Apartments, offering more than 300 hotel rooms, suites and furnished apartments. Jawhara also introduced “Pure room” for the first time in the Gulf. The “Pure rooms” are so called after being certified by the American company ‘Pure Solutions’, a leader in this area that utilises an

innovative, one-of-a-kind process for maintenance of the rooms. “Jawhara has taken into consideration all aspects of guest requirements to create a truly unique familyfriendly environment offering traditional Islamic hospitality. With an increasing segment of travellers looking for such facilities, we are very pleased to welcome Jawhara to the family of Crescentrated hotels,” said Fazal Bahardeen, CEO of Crescentrating. Hotels from 14 countries have now joined the growing list of Crescentrated hotels. Crescentrating Pte Ltd. is a Singapore-based company focused on the development of Halalfriendly travel market segment worldwide. The Board of Directors and Board of Advisers come from diverse backgrounds, bringing unique skills and knowledge from industries such as Islamic banking and Halal food, research and consultancy, Islamic scholarship and corporate experience. Its website, Crescentrating. com, apart from listing all Crescentrated Halalfriendly hotels, provides guides on destinations, airports, and restaurants, as well as other information like Qiblah locator, prayer time calculator, and so on, to cater to the unique needs of the Halal-conscious traveller. Crescentrating was recently awarded the prestigious The Halal Journal Award for ‘Travel & Hospitality 2010’.

Americas •• Mainstream US Company Stakes Claim in USD170 Billion American Halal Market

The purchasing power of American Muslims is valued at USD170 billion with USD20 billion of that estimated to be spent on food alone. There are nine million Muslims in the US, with Chicago, New York and L.A. having some of the largest concentrations. Still, Halal consumers in the US remain shockingly underserved. Rising to meet their needs Med-Diet Inc. of Minnesota has launched HalalHealthy.com, in time for the Muslim holy month of Ramadhan. It is the first ever national, mainstream company to create a division catering solely to Halal consumers’ needs across the US. “Globally, the Halal market is worth USD2.1 trillion and growing at USD500 billion annually. At Med-Diet, we’ve consistently sought to fulfil niche needs in under-served markets,

whether it’s by providing high quality, good tasting and convenient foods to people with medical needs or those with religious requirements,” said Don Tymchuck, President of Med-Diet and HalalHealthy.com. HalalHealthy.com is a ground-breaking concept: it offers Halal and Halalcertified products that can be purchased with a single click. HalalHealthy. com’s range extends from naturally Halal products such as dates to Halal-certified high protein instant beverages, granola bars and readyto-eat Halal dinners. HalalHealthy.com will only carry products that are Halal certified or Halal. The States of Illinois, New Jersey, Minnesota, California, Michigan and Texas have passed Halal Food Bills to protect Halal consumers from the fraudulent usage of the The Halal Journal | Sep+Oct 2010 |

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fastrack Haji Abdul Malik Kassim (left) and Mr. Asad Sajjad (right) shake hands in agreement [From left (back row): CEO of Punjab Board of Investment & Trade (PBIT); General Manager of PBIT; Assistant Secretary for the Ministry of Livestock; General Secretary for the Farmers Association of Pakistan; and Director of Islamic Religious Affair of Penang State Government, Malaysia.]

term Halal. Enforcement is another story. “There is an undeniable need for certifications from independent Halal certifying agencies such as IFANCA (Islamic Food and Nutrition Council of America),” says Mr. Tymchuck. “Consumers can view the certificates at anytime on our website.” HalalHealthy.com caters to both consumers and the foodservice sector. Its products are available in bulk for universities, hospitals and organisations interested in serving Halal, shelf-stable foods, and as individual purchases for the average Hussain, Syed or Mahmoud family. “We are very interested in learning about Halal products in need of a distribution channel.” “Muslim students on campus, business travellers or even busy moms don’t always have access to Halal meals or Halal stores,” says Mr. Tymchuck. “HalalHealthy.com wants to make sure keeping Halal is only a click away. And we know parents, with kids living on campus, are concerned; especially during Ramadhan. Now anyone can have a nourishing Ramadan Care Pack delivered to their door,” he added. A seven-day supply of Halal goodies is available in three cuisines: South Asian, Middle Eastern and Mediterranean/ African.

The Halal Journal | Sep+Oct 2010 |

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Asia •• Pakistan & Malaysia shake hands for Halal development A memorandum of understanding (MoU) was signed early August this year in Lahore, between Haji Abdul Malik Kassim (Minister of Trade & Religious Affairs of Penang State Government, Malaysia, and Chairman of Penang International Halal Hub or PIHH), and Mr. Asad Sajjad (Secretary General and CEO of Halal Development Council, Pakistan). Halal Development Council is the only registered nongovernment organisation in Pakistan dedicated to the development of Halal Economy, thereby increasing trade and business within the country and exports from Pakistan. Under the MoU, the Halal Development Council will have exclusive co-operation with Penang International Halal Hub, Malaysia, to provide technical advice and consultancy

on development of Halal Industrial Parks in Pakistan. Speaking at the occasion, Haji Abdul Malik said that Malaysia has a strong presence in the market of Halal products. “We do not want to compete, rather we are focusing on complementing each other,” he maintained. He added that the Penang State Government has become a major player in Halal trade in the last two and half years and special efforts would be made on establishment of Halal Industrial Parks in Pakistan. “Today’s MoU is a broad understanding between two parties which will hopefully lead to greater trade relations and we hope that Pakistan would become a player in the Halal products market as well as keeping in view its vast potential.” He added that investments

by local as well as foreign entrepreneurs would be encouraged in this regard. Mr. Asad said that although everything in Pakistan is Halal, Pakistan’s exports are not Halal-certified, thereby losing billions of dollars in trade potential. “We have a strong identity as a Muslim country, but we are not recognised as suppliers of Halal-certified products in the international market,” he added, saying that the Halal Development Council’s goal is to get Pakistani products certified as Halal products. He said Pakistan has a vast potential in exporting Halal products. “We have raw materials and the manpower, and we need to capitalise on these resources effectively.” He was of the view that the ultimate goal of this exercise was to establish Halal Products Export Zones.

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fastrack The Halal Journal welcomes all queries, comments, suggestions and criticisms. Email us at info@halaljournal.com or fax your letters to +603 6203 4072.

Asia •• Boncafé International opens coffee Gallery & Academy in Malaysia

Boncafé International, the 48-year-old pioneer European-style Gourmet Coffee Roaster, announced the opening of a new coffee gallery and academy in Kuala Lumpur, Malaysia. The new learning and training facility showcases and teaches all things coffee. It officially opened its doors on 16 July 2010, 17 months after the flagship Être Bon Gallery & Academy opened in Singapore. Located in Plaza Damas at Sri Hartamas, Kuala Lumpur, Être Bon Gallery & Academy is a facility where Boncafé’s institutional customers can come to be trained on their coffee-making or barista skills. It also showcases the Coffee Journey or crop-to-cup story, and visitors or customers can also view Boncafé products, coffee machines and equipment as well as be able to place orders for premium single origin coffee via Boncafé’s new Roast on Demand service. Being the pioneer in the coffee roasting business since 1962, Boncafé’s vision with the coffee gallery and academy is to promote the coffee story to all who love and partake of this brew everyday of their lives. “We are launching this learning and training facility because we have always had the passion in the company to be good at what we do,” says Bennie Teoh, General Manager of Boncafé Malaysia. “We would like for this new gallery and academy to hold aspirational and hopefully inspirational meaning for those who come through it, a place where they can learn and train to be good at making coffee! Just as we aim to always produce good coffee for the connoisseur, so also those who would want to learn to make a good cup!” continued Teoh. “Many coffee drinkers are clearly familiar and attached to the brew they drink every day, but we thought it’d be interesting for coffee lovers to understand the many processes that go into the whole crop-to-cup journey before they even have that shot of espresso in the cup. After all, coffee is the second largest traded commodity in the world after oil!” said Teoh. Boncafé International is known for producing premium gourmet coffee. As the pioneer European-style coffee roaster in Southeast Asia, and guided by the Swiss tradition of precision and pursuit of perfection, Boncafé prides itself on its quality products and services to its valued customers in foodservice – international hotels and resorts, airlines, restaurants, clubs and retail outlets. Its business philosophy has always been to add value for its customers and partners with its Bon-stop shop of award-winning coffee, teas, chocolate, frappe mixes, juices, dessert toppings, syrups and more! Boncafé has since expanded throughout Asia and the Middle East, with Associate Companies stretching from Malaysia, Hong Kong, Thailand, Cambodia and Dubai, to Guangzhou. Boncafé International is based in Singapore, which also houses the flagship Être Bon Gallery & Academy which educates and trains people on the art of being good...at coffee! It is also home to the best premium single origin beans from all over the world where a fresh roast on demand is just a phone-call away! Boncafé is certified ISO 9001, HACCP and Halal. For more information on the Être Bon Gallery & Academy in Kuala Lumpur, log on to www.boncafe.com.my/etreBon.html. The Halal Journal | Sep+Oct 2010 |

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country in focus

St. Petersburg, Moscow - photo by Gordana Mirkovic

Words by Dayana Nordin

Russia, by far the largest country on earth in terms of surface area, covers over a ninth of the Earth’s land area. Officially known as The Russian Federation, the country extends across northern Asia and almost half of Europe, spanning eleven time zones. Though Russia is vast, large tracts in the north and east are inhospitable and sparsely populated.

Rich in History, Culture & Arts

Russia

The capital of Russia is Moscow, which is the most populous city on the European continent and the seventh largest city proper in the world, a megacity with a population of more than 12 million. Moscow is also a major economic centre. It is home to many scientific and educational institutions, as well as numerous sport facilities. It possesses a complex transport system that includes four international airports, nine railroad terminals, and the world’s second busiest (after Tokyo) metro system that is famous for its architecture and artwork. Its metro is the busiest single-operator subway in the world. Another populous Russian city is Saint Petersburg. It was the capital of Russia for more than two hundred years until 1918, after the Russian Revolution of 1917. It is Russia’s second largest city after Moscow and it is a major European cultural centre, and an important Russian port on the Baltic Sea. History Russia’s history is rich, complex and has seen its share of turbulent times. In its early history, the Greeks, the Huns, Turkic Avars and the Slavic Tribes occupied Russia. Then in the late 9th Century, the Vikings forged them into a nation centered in Kiev. The first monarchic dynasty, which ruled until the Mongol invasion of the 13th century, built Kiev as its capital. The Mongol Empire stretched across the Asian continent and was divided into a number of ‘hordes’ or individual kingdoms; Russia was under the suzerainty of the Khanate of The Halal Journal | Sep+Oct 2010 |

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the Golden Horde. The next two centuries saw the rise of Moscow as a provincial capital and in the late 15th century the Grand Prince of Moscow, Ivan III annexed the rival principalities of Russia, thus becoming the first national sovereign. His grandson, Ivan IV further expanded the state and was the first to hold the title of Tsar. In the early 17th Century, a new Romanov Dynasty continued this policy of expansion across Siberia to the Pacific. Under Peter I (ruled 1682-1725), hegemony was extended to the Baltic Sea and the country was renamed the Russian Empire. During the 19th Century, more territorial acquisitions were made in Europe and Asia. Defeat in the Russo-Japanese War of 1904-05 contributed to the Revolution of 1905, which resulted in the formation of a parliament and other reforms. Repeated devastating defeats of the Russian army in World War I led to widespread rioting in the major cities of the Russian Empire and to the overthrow, in 1917, of the imperial household. The Communists under

Vladimir Lenin seized power soon after and formed the USSR. The brutal rule of Iosif Stalin strengthened Communist rule and Russian dominance of the Soviet Union at a cost of tens of millions of lives. The Soviet economy and society stagnated in the following decades until General Secretary Mikhail Gorbachev introduced glasnost (openness) and perestroika (restructuring) in an attempt to modernize Communism, but his initiatives inadvertently released forces that by December 1991 splintered the USSR into Russia and 14 other independent republics. Since then, Russia has shifted its post-Soviet democratic ambitions in favor of a centralized semi-authoritarian state whose legitimacy is buttressed, in part, by carefully managed national elections, former President Putin’s genuine popularity, and the prudent management of Russia’s windfall energy wealth. Russia has severely disabled a Chechen rebel movement, although violence still occurs throughout the North Caucasus.

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All photos by Maria Li

About 20 per cent of Russians belong to the Russian Orthodox Church. Muslims in Russia account for almost 15 per cent of the population while about two per cent are Christians. Russia has large populations of non-practicing believers and non-believers, a legacy of over seven decades of Soviet rule.

Population The latest estimate on Russia’s population is approximately 142 million people, with the median age of 38.5 years. Ethnic Russians comprise nearly 80 percent of the population, and at the same time it is also home to several sizeable minority groups. There are 160 different ethnic groups and indigenous people that live within Russia’s borders, including Tatar, Ukrainian, Bashkir, Chuvash, and together they speak some 100 languages. The official state language is Russian and despite its wide dispersal, it is homogeneous throughout Russia. About 20 per cent of Russians belong to the Russian Orthodox Church. Muslims in Russia account for almost 15 per cent of the population while about two per cent are Christians. Russia has large populations of non-practicing believers and non-believers, a legacy of over seven decades of Soviet rule. Though the country’s population is comparatively large, its density is low because of the The Halal Journal | Sep+Oct 2010 |

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country in focus

All photos by Maria Li

Islamic graveyard in Derbent, Russia near the Caspian sea - photo by Jack Arrington

Islam in Russia

Islam is presently the second most widely professed religion in Russia with nearly 15 per cent of the population. Islam in Russia has had long presence, extending at least as far back as the conquest of the Khanate of Kazan in 1552 that brought the Tatars and Bashkirs into Russia. The majority of Muslims in Russia adhere to the Sunni branch of Islam and there is about 10 per cent of Shia Muslims. In addition, a tradition of Sunni Sufism is active in a few areas such as Chechnya. The majority of Russian Muslims adhere to the Hanafi School of thought except those in Dagestan who follow the Maleki School. Muslim communities are concentrated among minority nationalities residing between the Black Sea and the Caspian Sea: Adyghe, Balkars, Chechens, Circassians, Ingush, Kabardin, Karachay, and numerous Dagestani peoples. Muslims in Russia are in an economically less advantageous position compared to the rest of the population of the Russian Federation. The situation is particularly bad in the North Caucasus, with low-income levels, high unemployment and high poverty levels. In addition, Muslims are mostly employed in the unskilled labor category that includes a variety of low paying agricultural jobs. On the other hand, the Tatars are much better off compared to other Muslims in Russia. This is, to some extent, due to the fact that the Republic of Tatarstan is industrialised and partly due to the business acumen of the Tatars. Socially, Muslims have made significant progress especially by creating a large number of religious, educational, cultural and media-related institutions as well as charitable institutions. The Halal Journal | Sep+Oct 2010 |

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countryâ&#x20AC;&#x2122;s enormous size. It is most dense near the Ural Mountains and in southwest Siberia and more than 70 per cent of the population lives in urban areas while the remaining lives in rural Russia. â&#x20AC;&#x153;Russia is a riddle wrapped in a mystery inside an enigma.â&#x20AC;? These words by famous British statesman, Winston Churchill aptly throws light on the pulsating art and culture of Russia. The Russians are world famous for their unique artistry coupled together with awe-inspiring architectural landmarks. The different aspects of Russian art and culture find its best expression in its rich heritage. The string of entertainment activities in the country forms an essential part of art and culture of Russia. In 1920, cinema came to be widely used to motivate and inspire people to take active interest in national politics; this form of entertainment still continues to serve as the source of amusement for all sections of Russian society. A comprehensive analysis of art and culture of Russia remains incomplete without mentioning Russian ballets and the majestic Russian operas. Since the early ages, the native music forms of

Russia have undergone significant changes and today are invariably an amalgamation of varied rock and pop music. The scintillating nightlife in the major cities of Russia also offers varieties of gastronomical delights that are hard to ignore. The most famous art museums and galleries in Russia are The State Tretyakov Gallery in Moscow, the State Hermitage and Russian Museum in St. Petersburg while the most famous Russian theaters are the Marlinsky Theater, Bolshoi Theater and Maly Theater. A few influential Russians include classical composers Tchaikovsky and Rachmaninoff, novelists/ philosophers Leo Tolstoy and Fyodor Dostoevsky, dancers Anna Pavlova and Vaslav Nijinsky as well as impresario Sergei Diaghilev, just to name a few. Economy Since the collapse of the Soviet Union, Russia has undergone significant economic changes, moving from a globally-isolated and centrally-planned economy to a more market-based and globally integrated economy. Economic reforms in the 1990s privatized most industries, with notable exceptions

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“Russia is a riddle wrapped in a mystery inside an enigma.” These words by famous British statesman, Winston Churchill aptly throws light on the pulsating art and culture of Russia. The Russians are world famous for their unique artistry coupled together with awe-inspiring architectural landmarks.

09 Kodo as pa 10 Kobe 11 A mo

in the energy and defenserelated sectors. Even so, the rapid privatization process, including a much criticized “loans-for-shares” scheme that turned over major stateowned firms to politically-connected “oligarchs”, has left equity ownership highly concentrated. The protection of property rights is still weak and the private sector remains subject to heavy state interference. Since the turn of the century, Russian citizens enjoyed gains in living conditions. The economy grew rapidly at about seven per cent annually on the heels of high oil prices, robust domestic demand, sound fiscal management and strong macroeconomic fundamentals. The Russian Federation advanced to become a top-ten world economy in terms of dollar GDP. International reserves peaked at USD584.4 billion in August 2008, the third highest in the world and nearly equal to the total external debt. This strong growth increased employment, wages and income for most of the population. Additionally, unemployment reached a record low of 5.4 per cent, while the national headcount poverty rate was nearly cut in half from 2002 to 2007, bringing a

better life to 12.5 million people. Then came the Great Recession and a large anti-crisis response. A triple shock to oil prices, capital flows and external financing led Russia’s real GDP to fall 7.9 per cent in 2009, driven by the drop in domestic liquidity and collapses in industrial production and aggregate demand. In response, the government’s large stimulus package of seven per cent of GDP was broadly effective. The recession did not lead to a currency crash, major bank failures, or large-scale corporate defaults in Russia. Unemployment and poverty increased less than expected due to the government’s interventions. These included increases in minimum and public wages, unemployment benefits, and pensions. The economic decline appears to have bottomed out in mid-2009 and by the second half of the year there were signs that the economy was growing, albeit slowly. With global demand, oil prices, capital flows and domestic demand recovering, Russia’s real GDP is expected to grow 5 to 5.5 per cent in 2010. Household consumption will be the principal driver of economic growth. Long-term challenges include a shrinking workforce, skill mismatches, a high level of corruption, and poor infrastructure in need of large capital investment.

**Sources: BBC News, FAS Worldwide, the World Bank, and Qantara.de, among others. The Halal Journal | Sep+Oct 2010 |

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islamic finance

Islamic Finance Must Lead the Halal Industry

Compiled by Ruzanna Muhammad

Since the term “Halal industry” became a catch phrase a few years ago, it was only natural that Islamic finance was considered its natural ally. But a few years later, the gap between these two industries still exist. Who leads who for future developments? Rushdi Siddiqui, Global Head of Islamic Finance & OIC Countries, Thomson Reuters is of the opinion that Islamic finance must lead the Halal industry, and is backed up by a financial analysis of Halal food companies by IdealRatings, a partner of Thomson Reuters. In this two-sectioned article is an interview with Rushdi, who shares his reasons and expert opinions, and the financial analysis by IdealRatings. I. According to Rushdi... What guidance can Islamic finance provide to the Halal Industry? Chapter two of the Holy Quran, Surah al-Baqarah, makes direct reference to permissibility of trade and prohibition against interest (2:275-79), and consumption of ‘lawful and wholesome foods’ (2:168), yet, like ‘twins’ separated at birth, and now reuniting 1,400 years later. In the past 40 years, Islamic finance has become a global brand, ‘sophisticated and organised’ – many lessons for the more fragmented and less structured Halal industry. Is this the need of the hour? When presenting at the 5th IHMC (International Halal Market Conference) in Brunei last June, I highlighted the convergence between Islamic finance and the Halal industry. However, what was more interesting was getting a firsthand view from experts of industry on country developments in Brunei, Thailand, UAE, Philippines, Singapore, UK, and Bosnia-Herzegovina. What struck me about the Halal industry is the massive potential, possibly bigger than Islamic finance, but the industry has to get its act together on a number of fronts. And, it’s here that Islamic finance can provide some guidance. Although fragmented, the Halal industry has probably made more consumer/ retail inroads in the Muslim and non-Muslim countries than Islamic finance, which presents an interesting distribution channel opportunity for funnelling compliant products. An interesting observation is if a (Muslim) customer loses money in some Islamic investing scheme, he/ she may tend to go back to being a depositor, but if a customer has a bad experience with one Halal (food) vendor, he/ she will go to its competitor. Final point, in the case of (local) economic downturns, the Muslim consumer may opt to invest less or stop altogether, but will still consume Halal foods, may be lesser or generic brands. Put differently, the Muslim customer may be risk averse when it comes to investing, but is market oriented when it comes to Halal food. Chart 1 is a side by side comparison of Islamic finance to the Halal industry What are some of the major areas where Islamic finance can provide guidance? Five areas for consideration are: It can be said that Islamic finance became more focused and structured with the birth of AAOIFI (Accounting and Auditing Organization for Islamic Financial Institutions) in 1991, and IFSB (Islamic Financial Services Board) in 2003, as

The Halal Journal | Sep+Oct 2010 |

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chart 1: comparison of islamic finance to halal industry

they have established guidelines for Islamic financial institutions. Now the Islamic and non-Islamic institutions have a beginning point for better understanding on accounting and auditing, governance, prudential regulations, and so on. The Halal industry has a huge number of certification bodies worldwide. One speaker at the event mentioned 24 in their country alone, hence, causing more confusion than providing guidance. The industry does not have an equivalent of an AAOIFI or IFSB, and it is a need of the hour. The world has accepted Malaysia as an Islamic finance hub, and the country also calls itself a Halal hub. Hence, Bank Negara Malaysia (BNM), an important foundational member of both AAOIFI and IFSB, needs to look into establishing a respected international industry body to take the lead for establishing guidelines, beyond JAKIM (Department of Islamic Development Malaysia) and HDC (Halal Industry Development Corporation).

The Malaysian Halal industry stakeholders need to move from the politics of attention, and, now, must actually do something meaningful or else let Brunei, Thailand or the UK lead. Beyond ingredients and certifications, Malaysia should look into creating a Halal food index (publicly listed companies), and create funds/ ETFs off of it, i.e., Halal as an asset class. This is discussed below.

In Islamic finance, there are non-Muslim country Islamic finance hubs: the UK, Singapore, Hong Kong, and now Luxembourg, France and Australia. All these countries have an established Muslim minority population. Now, what if London, with two million Muslims and a number of certification bodies and western franchisees offering Halal food, also declares itself a Halal Hub? There would be a number of benefits; most importantly an injection of formal ‘regulations’ by a G-20 country and maybe pass-portability to the EU.

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During the IHMC presentation of Peter Vogt, MD for Nestlé Malaysia, he spoke of 55 factories where their Halal food is ‘manufactured’. My thought, initially, was how was it financed? Maybe not relevant to some; but the bigger point is, what an incredible opportunity for bridge-building between Islamic finance and the Halal industry. This type of factory and its offerings are truly asset-backed; so why not the company issue a Sukuk Ijara (leasing) for its next factory where Halal products are produced. If GE Capital can issue a USD500 million Sukuk Ijara in the financial turbulence of late last year, and list on Bursa Malaysia, why not, say, Nestlé Malaysia undertake a similar initiative, thus, creating a potential new source of supply of corporate sukuks, beyond sovereign, and for the Halal industry – a new and acceptable source of financing its hard assets.

Figure 1: AAOIFI-Compliant Halal Food Stocks

Figure 2: AAOIFI-Compliant Food Companies

As in Islamic finance, the Halal industry has issues with lack of SME financing. The IHMC speakers presented on it as the need of the hour, but very little gets done after conferences are over. The lack of SME financing was flushed out during the last session, where Fazal Bahardeen, the founder of Crescentrating, an internet site rating travel/ hotels for ‘Halal-friendly’ options, stated an inability of accessing financing for growth of companies in the Halal sector. A UK company, International Innovative Technologies, maker of industrial milling machines, recently raised USD10 Million in a ‘private equity style sukuk,’ as part of capital raising, hence, a good example for SME Halal companies. Alongside the IHMC, on the lead up to the IHPE (International Halal Products Expo), a competition called ‘Cooking from the Heart’ was organised by the Brunei Halal brand office, Ghanim International. Locals submitted their recipes and the winners who submitted their recipes received prizes and their recipe was served at a threecourse Award Dinner. Two of the winners will be sent to a top hotel in Australia for one week’s training in their restaurant with a top chef. The top forty recipes will be printed in a Cooking from the Heart Cookbook to be available later in the year.

Figure 3: MSCI-compliant food companies

The Halal Journal | Sep+Oct 2010 |

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islamic finance

Now, apply the recipe competition concept for SME financing, as the Islamic banks and maybe the country SWF set aside a few million dollars, including purification moneys, into a fund. Then announce a competition for financing innovative ideas and established products for development of the Halal industry, like date cola, and the judges are a mix of an enlightened Islamic finance person, scholar, official from Department of Agriculture, Halal industry proponents like Hajj Abdalhamid Evans, founder of HalalFocus, and a company executive from somewhere like Nestlé. Hold competitions regionally, and the final presentation made at a Halal event, where the delegates and television audience choose the top 10 winners. A stakeholder approach to insights and jump start SME financing. How do you present the Halal industry as an investment fund opportunity? Working with IdealRatings, we identified 238 publicly listed Halal companies with a market value of USD98 billion (July 2010) from 15 Muslim countries, and then back-tested (July 2009 to July 2010) against a Food index; the results are surprising. We did not apply Shariah screening, as that’s a conversation for another day. Obviously, indexes are the basis for investable products like unit trusts, mutual funds, and so on, hence, now Halal companies may be considered as an investable asset class. Today, we start the journey of convergence between Islamic finance and the Halal industry, as the former is looking for compliant opportunities and the latter is looking for compliant financing and presenting itself as an investment opportunity. A nice reunification after 1,400 years!

II. A financial analysis of Halal food companies This analysis is based on analysing food companies in Islamic countries and therefore, non-Muslim food companies are not included. They can be included in the future but expect results to be even better as it will increase the universe; the complexity is related to what to do with Halal food non-meat from people of the book versus others. Such complexities are to be avoided for now and in the future there need to be focus on how to come up with the right methodology regarding companies in China, Thailand, India, and so on. This will require more development work with regards to the methodology. This analysis only covers listed companies. It does not include private companies – there are many of those companies in the MENA region. Research Methodology Analysis of listed companies in Islamic countries whose business activity (RBSS) is related to:: • Beverages • Fishing/ Farming • Food Processing • Food Distribution • Restaurants These companies are researched by the IdealRatings Research Team for • Non-slaughtered Halal food • Pork • Alcohol • Tobacco The Halal Journal | Sep+Oct 2010 |

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Figure 4: Performance from JULY 2009 to JULY 2010

Table 1: Halal Food Stocks by Business Activity Business Activities Number Market Capitalisation of Stocks (USD) • Fishing / Farming • Food Distribution / Convenience Stores • Food Processing • Personal Products • Restaurants • Beverages - Non-Alcoholic Grand Total

49,969,730,208.74

8 133 1 9 14 238

1,187,060,382.16 40,545,714,100.81 605,643,280.18 2,152,143,772.41 3,572,874,846.85 98,033,166,591.16

Table 2: Halal Food Stocks by Market Capitalisation Business Activities Number Market Capitalisation of Stocks (USD) Bahrain Egypt Indonesia Jordan Kazakhstan Kuwait Malaysia Morocco Oman Pakistan Qatar Saudi Arabia Tunisia Turkey United Arab Emirates Grand Total

3 24 35 5 2 8 86 8 12 10 2 16 1 19 7 238

101,953,879.36 1,711,791,984.48 18,220,219,128.75 174,396,612.56 384,935,656.22 642,254,328.97 47,879,459,337.23 2,950,459,473.86 699,530,852.94 1,782,901,448.41 247,672,740.26 13,693,358,554.23 33,231,603.93 8,657,770,028.05 853,230,961.91 98,033,166,591.16

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“Today, we start the journey of convergence between Islamic finance and the Halal industry, as the former is looking for compliant opportunities and the latter is looking for compliant financing and presenting itself as an investment opportunity. A nice reunification after 1,400 years!”

Table 3: Top Performers by Sector – Restaurant Name Nation Price Change 52 weeks PT Fast Food Indonesia Tbk QSR Brands Berhad KFC Holdings (Malaysia) Bhd. USAS Ucak Servisi A.S. Kout Food Group KSCC

Indonesia Malaysia Malaysia Turkey Kuwait

108.57% 47.87% 43.84% 12.66% -10.81%

Table 4: Top Performers by Sector – Food Processing Name Nation Price Change 52 weeks PT Charoen Pokphand Indonesia Tbk Kent Gida Maddeleri Sanayi ve Ticaret AS Kerevitas Gida Sanayi ve Ticaret A.S. PT Mayora Indah Tbk Three-A Resources Berhad

Indonesia Turkey Turkey Indonesia Malaysia

343.69% 266.34% 237.90% 232.61% 208.33%

Table 5: Top Performers by Sector – Food Distribution Name Nation Price Change 52 weeks Abdullah Al Othaim Markets Co Saudi Arabia PT Tigaraksa Satria Tbk Indonesia Label’Vie SA Morocco Foodco Holding P.J.S.C. United Arab Emirates National Agriculture Marketing Company Saudi Arabia

59.04% 38.98% -0.87% -16.03% -46.05%

Table 6: Top Performers by Sector – Fishing/ Farming Name Nation Price Change 52 weeks Huat Lai Resources Berhad PT Gozco Plantations Tbk TPC Plus Berhad LTKM Berhad QL Resources Berhad

Malaysia Indonesia Malaysia Malaysia Malaysia

122.22% 87.80% 85.71% 67.48% 67.25%

Table 7: Top Performers by Sector – Beverages Name Nation Price Change 52 weeks CI Holdings Berhad Ersu Meyve ve Gida Sanayi AS Coca-Cola Icecek A.S. Spritzer Berhad Kristal Kola ve Mesrubat Sanayi Tic. AS

Malaysia Turkey Turkey Malaysia Turkey

148.70% 87.93% 56.01% 50.72% 45.88%

Companies not involved in these activities are considered to be in the Halal food business, and finally, companies are screened using AAOIFI Shariah Mandate to get the subset of Shariahcompliant Halal food companies. Tables 1 and 2 shows Halal food stocks listed by business activity and market capitalisation respectively. As can be noted in Tables 1 and 2, farming companies (especially the ones in Malaysia) represent the vast majority of Halal food companies due to the involvement in agricultural and especially oil plants which by nature are Halal. In Figure 1, the Shariah screening from AAOIFI were applied to the Halal food companies, and the net result has been few companies available for investing by Islamic investors. Put differently, this shows a Muslim can consume the products of these Halal companies, but cannot invest in these companies as they fail one of the financial ratios (typically debt). It’s a divergence, but also an opportunity for convergence, as these conventional debts may be refinanced with a sukuk. Figures 2 and 3 are heat maps showing companies’ performance according to colours (green is associated with gain and red associated with loss). The heat map reflects an asset allocation approach which would support fund managers in selecting appropriate investments and their respective portfolio weights. Figure 2 reflects the top and worst performing Shariah-compliant “Halal food” companies across the analysed Universe. As can be noted from asset allocation perspective, Malaysian companies such as Nestlé, Kuala Lumpur Kepong Berhad, as well as KFC represents promising investment opportunities. Followed by Malaysia the largest asset allocation should be directed towards Saudi Arabian companies such as Almarai Company and Savola Group, and so on. Similar results are shown in Figure 3 where the asset allocation of Shariahcompliant “Halal food” companies which pass the MSCI (Morgan Stanley Capital International) Shariah guidelines is reflected. Figure 4 shows performance for Halal companies to a Dow Jones (DJ) Food Index from July 2009 to July 2010. As shown in the figure, Halal food companies, in the aggregate, are becoming a proposed index and compared and compared to its conventional counterpart index. Thus, funds are theoretically possibly off of this proposed index, making an asset class available that many did not think of before. Tables 3 to 7 show performance of companies on a 52-week basis, from July 2009 to July 2010. hj

**The interview with Rushdi Siddiqui was previously published with the title, “Islamic Finance Must Lead Halal Industry”, on 17th June 2010 in HalalFocus (www.halalfocus.com), and is printed with permission from HalalFocus, with updates from Rushdi. The Halal Journal | Sep+Oct 2010 |

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islamic finance update Compiled by Zaahira Muhammad

DEUTSCHE BANK INTRODUCES ONLINE ZAKAT SETTLEMENT IN MALAYSIA Deutsche Bank (Malaysia) Bhd (DBMB) has launched an online Zakat settlement solution in Malaysia, leveraging on its web-based platform, db direct internet. A subsidiary of Deutsche Bank AG, DBMB, is the first foreign bank to provide an endto-end Islamic tithe collection solution, which is Shariahcompliant for the Lembaga Zakat Selangor (LZS), the bank said in a statement. Clients can now send and approve their staff Zakat deductions where details of payments will be shared online with the LZS. These Zakat deductions and settlements can now be processed as part of an organisation’s overall staff payroll and claim process, affected through the bank’s suite of cash management solutions, it explained. The bank said that this arrangement will ensure enhanced process efficiencies, leading to time and resource savings. DBMB’s Head of Cash Management Corporates, Yusoff Hassan, said the service marks a significant milestone for the bank in Malaysia as it continues to introduce Islamic banking products to meet clients’ needs. The Islamic Banking business in Malaysia is conducted by DBMB through its Islamic banking window and Deutsche Bank AG, an International Islamic Banking Branch. |SOURCE: BERNAMA, 14 JUNE 2010

JORDAN ISLAMIC BANK WINS THE BEST ISLAMIC RETAIL BANK IN THE WORLD AWARD AND BEST ISLAMIC GROUP IN JORDAN Jordan Islamic Bank was recently named the best Islamic retail bank in the world and the best Islamic bank group in Jordan for 2010, by World Finance Magazine – London, during the annual evaluation of international banks and investment corporations issued in the magazine. According to World Finance, The Halal Journal | Sep+Oct 2010 |

IF update.indd 50

at the Takaful branch office.

points to 6.3 per cent per year. The base financing rate (BFR) of Maybank Islamic Bhd will similarly be revised upwards by 25 basis points to 6.3 per cent. CIMB Bank and CIMB Islamic Bank announced yesterday that they would increase their BLR and BFR by the same quantum. Meanwhile, Bank Islam Malaysia Bhd would raise its BFR by 25 basis points to 6.30 per cent per annum effective 13 July.

|SOURCE: BERNAMA, 10 JUNE 2010

|SOURCE: THE STAR ONLINE, 10 JULY 2010

Abdul Jabbar Karimi, said Islamic banking in the presence of the conventional set-up was increasing with more awareness. President KCCI, Abdul Majid Haji Muhammad, expressed the need for further financial instruments in Islamic banking to leverage the market share which is six per cent at present times. winners are chosen based on a wide array of methodological and practical criteria, including customer service and relationship optimisation, competitive values, financial stability, geographical spread, in addition to other factors such as innovation, flexibility and social responsibility. World News Media is a leading publisher of quality financial and business magazines, enjoying a global distribution network that includes subscriber lists of the most prominent and senior decision-makers around the world, as well as comprehensive airport, hotel and conference site distribution. |SOURCE: ZAWYA, 5 JUNE 2010

TAKAFUL MALAYSIA AIMS TO INCREASE SALES AGENTS TO 1,500 Takaful Malaysia Berhad wants to increase its pool of sales agents to 1,500 by year-end following the introduction of three new products in March, said a senior official. Wan Azman Wan Mamat, Regional Principal Officer (Retail Distribution Division), said Takaful required more agents, particularly youths, with the introduction of Takaful myGemilang, Takaful myGraduan and Takaful myInvest. Takaful myGemilang was introduced to would-be retirees to spend their retirement in comfort; Takaful myGraduan for children’s education finances and Takaful myInvest for savings and investment. “Towards this end, we need more agents to promote the products in the market. We feel youngsters still lack awareness on the importance of Takaful’s diverse products and services,” he told reporters after handing a cheque of RM123,244.18 for a depositor Mahmud Zaudi, 31, who was killed in a road accident last year. Wan Azman handed the cheque to Mahmud’s mother, Mariam Mamat, 56, who received it on behalf of Mahmud’s wife

GREAT POTENTIAL FOR TAKAFUL SECTOR TO CONTINUE GROWTH The takaful industry has great potential to continue its growth on strong demand for its products not only from the Muslims but also the non-Muslims. Minister in Prime Minister’s Department, Senator Datuk Jamil Khir Baharom, said the industry registered a penetration rate of eight per cent compared with six per cent three years ago. Although the takaful industry is still considered new compared with the insurance sector, the eight per cent penetration rate is considered high. Jamil Khir said the takaful industry grew to RM3.5 billion in 2009 with the family segment contributing RM2.1 billion. He said there were 88,895 agents last year, of which 55,898 were in family segment. |SOURCE: BERNAMA, 14 JULY 2010

BANKS TO REVISE DEPOSIT RATES, BLR Several banks will be increasing rates on lending and deposit after Bank Negara raised its key policy rate for the third time this year. Malayan Banking Bhd (Maybank) will revise upwards deposit and base lending rates (BLR), effective 13 July, in line with the increase in the overnight policy rate (OPR) by 25 basis points. Maybank said it would raise deposit rates by up to 25 basis points while the BLR would be increased by 25 basis

ISLAMIC BANKING SHARE TO REACH 15 PER CENT The Islamic banking share would increase to 15 per cent soon, said Head of Islamic Banking, Habib Metropolitan Bank, Muhammad Haroon Ahmed. At Karachi Chamber of Commerce and Industry, he said the Islamic banking enjoys the equity of more than Rs250 billion. Meezan Bank and Bank Islami were considered as pioneers who initiated with separate units and Habib Metropolitan Bank is offering 41 counters for Islamic banking and aims to expand this function in Karachi, Lahore and Islamabad this year. Head of Product Development, Research and Training of Bank, Abdul Jabbar Karimi, said Islamic banking in the presence of the conventional set-up was increasing with more awareness. President KCCI, Abdul Majid Haji Muhammad, expressed the need for further financial instruments in Islamic banking to leverage the market share which is six per cent at present times. “This mode of banking needs special dedication by banking professionals. Islamic banking should be taken up as a cause and the bankers should come forward irrespective of remuneration or perks offered,” Head of KCCI Banking, Ateeq-ur-Rehman said. |SOURCE: DAILY TIMES PAKISTAN, 14 JULY 2010

KUWAIT FINANCE HOUSE (MALAYSIA) MEPS SHARED ATM NETWORK GOES LIVE Kuwait Finance House (Malaysia) (KFHMB) customers are now connected to the MEPS network which facilitates cash withdrawals and balance inquiries between the MEPS member banks’ ATMs.

50 9/1/10 9:58:26 AM

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islamic finance update

All KFHMB account holders have immediate access to their funds through more than 9,000 ATMs nationwide. The bank is the first foreign Islamic bank to offer both MEPS Interbank Giro Payment System (MEPS IBG) and MEPS SAN to customers. MEPS IBG service allows all KFHMB account holders to transfer funds faster and conveniently between 22 MEPS’ participating member banks. IBG transactions can be efficiently performed through the Bank’s internet banking facility, KFH online, and soon, over-the-counter. Commenting on the development, Puan Jamelah Jamaluddin, Chief Executive Officer of KFHMB, said, “This service will further contribute towards the business plans and overall growth of KFHMB. We are able to delight both corporate and individual customers with a more seamless and hassle-free experience. With the implementation of MEPS, we have expanded our network, to serve our customers in areas where we do not have a branch presence. “We aim to have our retail business constitute 50 per cent of the Bank’s undertakings by 2015. Kuwait Finance House Group is renowned for its niche and innovative product offerings. KFHMB will roll-out more of these exciting products and services over the coming months.” |SOURCE: CPI FINANCIAL, 20 JULY 2010

TAKAFUL SIGNS KEY DEAL Takaful International Company has signed a co-operation agreement with Paramount Health, which includes more than 3,000 hospitals in India for takaful network of healthcare providers outside Bahrain. The deal will offer Takaful insurers larger options of speciality hospitals and clinics in India. The agreement was signed by Takaful International Chief Executive Officer, Mr. Younis J. Al Sayed, and Paramount Health Chief Executive Officer, Neyan Shah. This deal will enable Takaful International to expand its health services to all the hospitals that comes under The Halal Journal | Sep+Oct 2010 |

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Paramount Health hospitals’ list for free. Family and Medical Takaful Deputy General Manager, Ali Noor, said that the company continues to develop health products, due to the increase in demand and awareness of its importance. The company is also seeking to attract new hospitals and medical clinics in the Middle East to include them in Takaful’s network of healthcare providers. |SOURCE: GULF DAILY NEWS, 6 JULY 2010

UAB PROFITS HIT DH141M IN FIRST HALF Bank reports 8.4 per cent rise in loans as deposits jump 4.3 per cent. United Arab Bank (UAB) yesterday announced Dh141 million in net profits for the first half of 2010, up 5.3 per cent on the same period last year. Net profit for the first half of 2009 was Dh134 million. For the first six months of the year, total loans and advances increased by 8.4 per cent to Dh5.2 billion from Dh4.8 billion at the end of December 2009. The bank also reported a 4.3 per cent growth in deposits. Since the launch of Islamic banking services last March, the bank acquired Dh335 million in deposits by the end of June. “The bank continues to mobilise low-cost funds and, despite increasing competitive pressure on yields, has improved the interest rate spread by 0.6 per cent,” UAB said. The bank earnings per share improved to Dh0.141 in June compared with Dh0.134 in June 2009. UAB chief executive officer Paul Trowbridge said: “The bank will continue its cautious approach to lending, maintaining its good asset quality alongside its plans to expand business in retail, corporate and Islamic banking which will help UAB achieve its planned results for the year 2010.” |SOURCE: GULF NEWS, 15 JULY 2010

RHB REVISES BLR/BFR The RHB Banking Group has revised its base lending rate (BLR) for RHB Bank Bhd and RHB Islamic Bank base financing rate (BFR) from 6.05 per cent to 6.30 per cent per annum effective tomorrow. The new fixed deposit

An MMA official told Haveeru that an Islamic bank could be established under the current commercial banks regulations. “These regulations are suitable for any kind of bank, but we are drafting specific regulations for Islamic banks before the first establishment,” he said. rates will be 2.75 per cent (for 1-5 months, previously 2.50), 2.95 per cent (6-11 months, previously 2.70 per cent), 3.10 per cent (12 months, previously 3.00 per cent). Group Managing Director, Datuk Tajuddin Atan, said in a statement that the revision was in line with Bank Negara Malaysia’s move to raise the overnight policy rate (OPR) by 25 basis points to 2.75 per cent. |SOURCE: BERNAMA, 12 JULY 2010

TUNE MONEY LAUNCHES TUNE RAYA TAKAFUL COVERAGE FOR HARI RAYA Tune Money Sdn Bhd, the onestop online financial services company of Tune Group, has launched “Tune Raya Takaful”, its first product offering available for online purchase. This innovativedesigned takaful (Islamic insurance) product for family protection during the coming Eid ul Fitr and “balik kampong” season is limited from 7 July to 15 September, with coverage period up to 31 October. Provided by Hong Leong Tokio Marine Takaful Bhd(HLTM Takaful), Tune Raya Takaful gives protection for death and permanent disablement due to accidents. Tune Money said in a statement that each husband-and-wife adult will be compensated RM10,000 while RM5,000 for each child. Muslim participants can also opt for “Badal Haji” or Hajj pilgrimage delegation led by an authorised party which is also applicable to husband-and-wife adults and must be indicated when applying for Tune Raya Takaful. Tune Money Chief Executive Officer, Joyce Lai, said Tune Raya Takaful marked Tune Money’s

foray into Islamic insurance after the launch of its range of online conventional insurance products early this year. |SOURCE: BERNAMA, 12 JULY 2010

MALDIVES ISSUES FIRST ISLAMIC BANK LICENSE Maldives Monetary Authority (MMA) Tuesday issued license to Maldives Islamic Bank Private Limited (MIB) to set up the country’s first Islamic bank. According to the authority’s website, “MMA issued a banking licence to the ‘Maldives Islamic Bank Pvt. Ltd.’ to conduct Islamic banking business in the Maldives, with effect from 2nd August 2010.” An MMA official told Haveeru that an Islamic bank could be established under the current commercial banks regulations. “These regulations are suitable for any kind of bank, but we are drafting specific regulations for Islamic banks before the first establishment,” he said. MIB Managing Director, Harish Haaroon, said the company would set up the bank by the end of 2011. “We hope that the bank will be established within the next six months according to MMA regulations,” he said. A press release issued by the company read that the bank was formulated on 1 April by the government in collaboration with Islamic Corporation for the Development of Private Sector (ICD). While the government and ICD signed the agreement on 4 October 2009, a Memorandum of Understanding (MoU) was reached on 12 April 2007. The government also signed agreements with Dubai International Finance Centre’s Ridge Solutions International Holdings on October 15 and Dubai’s Noor Islamic Bank on 7 July 2008. |SOURCE: HAVEERU ONLINE, 4 AUGUST 2010

52 9/1/10 9:58:40 AM

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September+October 2010

Photos by Fernando Audibert

I found success by adding foods prescribed in the Quran. I am now almost 30 pounds lighter and my cholesterol is now 75 points lower. I have higher energy levels and more clarity of thought. I literally eat all day, but my foods from the Quran diet keeps me healthier in every way.

Healing with the Foods of Paradise

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Words by Mohammad Shaikh

9/1/10 10:03:11 AM

cover feature

Healers from paradise

In early February 2007, I found myself in excruciating pain, in an ambulance speeding towards the hospital. As the deafening sirens roared, I tried to process a hard fact: this time, I was the one tied to a

stretcher inside this van. For me the world stopped and my entire life spun before my eyes. I was completely unsure about what would come next; and my life could really end at any moment. At the hospital, my stretcher rolled towards the emergency room and I realised I was entirely at the mercy of the doctors and their diagnosis of what, how and when each and every measure would be performed. I had no clue what was

going to happen, and could play no part in steering my course. I felt overwhelmed by a profound sense of helplessness. In that instant, I thought of Allah. I prayed for a realisation of the world we live in, my family and the people in my life, the work we do, and whatever was coming next for me. Turning to Allah seemed to be all I could do at that point. I survived, but my mindset had changed. I remained depressed for months; I lost interest in life, work and the meaning of everything. People, events and things did not matter anymore, and all of life seemed unimportant to me. During my recovery, I was placed on a regiment of expensive prescription medications. As the months passed, I began noticing a totally different world, one in which I had never before stepped foot. Unfolding before me was a world of drugdependent sick people; a world of legal drugs. In this new world, I learned tongue-twisting names and considerable effects of a number of drugs. Fascinated, I started reading and researching these The Halal Journal | Sep+Oct 2010 |

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powerful medical elements. In simpler days, I knew (or thought I knew) the whitesmocked doctor as a middleaged man with specialised knowledge and understanding of illnesses and the range of treatment options and that this virtuous personâ&#x20AC;&#x2122;s obligation is to us and us alone and not anyone else; we do not think he has any interest except his patients and the patientsâ&#x20AC;&#x2122; family. Therefore, we entrust him with enormous power, exposing our bodies and revealing our most intimate histories, physical and otherwise, to this total stranger, and expecting loyalty and independent

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Today’s medical industry is a revenueseeking machine, and many physicians fiercely compete for patients in order to maintain and enhance their income. judgment in return. Because of this traditional relationship with medical professionals, it seems perfectly reasonable to leave our health and choices of care in their hands. But throughout my course of never-ending appointments and batteries of tests, I started to get a different picture. My childhood image of a beneficent doctor and angelic nurse was shattered as I discovered that today’s medical professional is a business person, with all the usual passions, virtues and vices, just trying to make a living. They spend the entire day with the ill, and then leave their pagers on during dinner parties. Unlike their predecessors, it is highly unlikely that they entered the field because they are genuinely caring people. Most probably learned at an early age what a high-paying profession it is to be a doctor, and chose this path with simply financial motivation. Today’s medical industry is a revenue-seeking machine, and many physicians fiercely compete for patients in order to maintain and enhance their income. Today’s physicians have economic interests in pharmacies, surgical centres, clinical laboratories, diagnostic imaging centres, and nursing homes, and also continue to have financial interests in ordering services, frequently offering recommendations

Foods in the Quran – Why we need them

“It is He Who sends down water from the sky from which We bring forth growth of every kind, and from that We bring forth the green shoots and from them We bring forth close-packed seeds, and from the spathes of the date palm date clusters hanging down, and gardens of grapes and olives and pomegranates, both similar and dissimilar. Look at their fruits as they bear fruit and ripen. There are Signs in that for people who have iman .” (Quran: Surah Al-An’aam, Verse 99) As Muslims, we can turn to the Quran for assistance in discovering the sacred foods in the context of their benefits and healing properties. Some of this knowledge has been part of a greater body of healing knowledge in Muslim communities around the world for a very long time. It is only recently that some of this wisdom been supported by scientific research proving the immense preventive and healing power of many of these foods. The attention to these foods, over 1,400 years ago, in our holy book is not something we Muslims should take lightly; but instead, make it our sacred duty to incorporate them in our daily diet. I have spent much time researching the foods referred to in the Quran as they relate to our current medical science, and I discovered many preventive and healing benefits. However, we must remember, scientists cannot be aware of nutrients they have not yet discovered. Allah’s value of these foods is sacred! He made these foods unique, and left it to us to discover their amazing effects. The miracle foods revealed in the Quran are secrets which

drug companies would not want us to know; they offer us a greatly simplified, more positive strategy for life – even one single food can make a big difference. Those who believe in the Oneness of Allah and do righteous good deeds are dwellers of Paradise, and they will dwell therein forever. Additionally, the foods of the Quran are all Halal and lawful, and have no side effects. Plants are the colourful garments of the earth, and play a key role in protecting life on this planet. Trees, which cover a third of the earth’s surface, regulate its climate by absorbing carbon dioxide and releasing oxygen. In addition, plants provide nourishment, medicine, shelter, fuel and clothing to humankind and animals alike. Plants also fulfil a beautifying and decorative function. When consumed regularly, fruits mentioned in the Quran can provide the same effect as many over-the-counter and prescription drugs. How would you like to cut your odds of developing cancer in half? Significantly lower your chances of suffering from heart disease, Alzheimer’s, and Parkinson’s disease? Or maybe just look and feel younger? The foods in the Quran offer these benefits and more. I have compiled a list of specific foods stated in the Quran that will keep you in the best shape of your life with regular consumption. These miracle foods are purported to prolong life, erase signs of ageing, prevent diseases, and make you feel terrific. They also happen to be delicious, easily accessible and Halal. The Halal Journal | Sep+Oct 2010 |

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cover feature

Foods of the Quran! What Are They? Many kinds of fruits are mentioned in the Quran, which will be available for believers in Paradise. “In the earth there are diverse regions side by side and gardens of grapes and cultivated fields, and palm trees sharing one root and others with individual roots, all watered with the same water. And We make some things better to eat than others. There are Signs in that for people who use their intellect.” (Quran: Surah Ar-Ra‘d, Verse 4). In this verse, it is very clear that Allah considers some fruits of higher quality than others. We now turn our attention to the Quran and discover the following foods – classified as foods of Paradise:

Milk Honey

Pomegranates

Grapes

Dates Figs

Ginger

Olives

Although we are still discovering all the nutrients in these foods, it should be our sacred duty to incorporate them in our diets. The medical industry’s financial game is a complex maze of hospitals, specialists, pharmaceutical companies, physicians and a whole array of suppliers, manufacturers and laboratories. The odds of winning against this gigantic profit The Halal Journal | Sep+Oct 2010 |

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mongers machine is no more than trying to cheat our way out of a Vegas table. With no fear of accountability, the Sheriff and Judge are married with no divorce in sight. This financial game is of such high stakes that many doctors possibly believe in their own big lie of morals and money subjecting humans to sometimes painful, dangerous and even

Banana unnecessary medical procedures. That February day, I entrusted my life and health to people whose ethics and practices are questionable, and my loved ones and I were subjected to needless pain for monetary gain all under the name of trust and care. Yet I believe my pain has a purpose and a lesson to be shared.

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It’s all about fibres Digestive track a bit sluggish lately? Chances are you are not getting enough fibre in your diet. New health guidelines recommend at least 25 grams of fibres a day in your diet, but many experts suggest aiming for 30 grams. Foods in the Quran are high in fibres and rich in powerful antioxidants, which help you look and feel younger and lower your chances of cancer, heart disease and diabetes. Beating diseases like cancer before they start is a must, and certain Quran foods can make it possible. These foods stated in the Quran can cut your chances of getting cancer by up to 50 per cent – a very impressive impact. Magnesium is an important, but often overlooked, part of a healthy diet. Foods high in magnesium, such as dates and raisins, also help fight a variety of cancers and preserve youthfulness. If you find it difficult to get enough magnesium in your daily diet, consider dates. Aside from the many health benefits, most of these foods are naturally delicious and quite easy to incorporate in your diet. The knowledge that you are helping your body fight disease and stay young and healthy with every mouthful is a worthy reward. So now we turn to the foods mentioned in the Quran. In regard to the sacredness of food, they cover a wide spectrum of issues, and how it played an important role in the cultural, and to some extent the religious, background of the community in which the Prophet Muhammad (p.b.u.h) experienced the revelation of the Quran, and lived the life as described in the Sunnah – the life example of the Prophet Muhammad, (p.b.u.h). We draw on it, therefore, not as the text

of any single tradition, but as an important pointer towards ideas about sacred food appearing in all three Abrahamic traditions. Beneficial foods mentioned in the Quran makes one think deeply upon the verses in the Quran, and realise that Allah has provided all sorts of explanations in His Book, and shown people several ways to make life easier in both this world and the next. Another subject that attracts the attention of people of understanding is the Quran’s mention of specific foods which are good for human health. The Quran mentions several fruits that modern science has shown to have preventive effects on several diseases. Fruits, which benefit the human body in many ways, also taste very good. In the Quran, Allah draws attention to their diversity and beauty, and calls us to ponder their miraculous creation. Allah creates various kinds of fruits, each of which has a different taste and smell, although they grow in the same soil and are nourished with the same water. Fruits grow in mud and extract from the soil only those essential nutrients (minerals) which benefit human health. But how could the soil know what nutrients to provide? Similarly, could fruits have the ability and intelligence to break down the soil into its component parts in order to absorb the exact amount needed? Nonetheless, this system operates in such perfect order that every plant species has a specific and unique colour, taste, and smell, and contains a fixed amount of minerals and vitamins. Allah, the sole Owner and Governor of the universe, created this order and expressed it to humanity so we may reflect upon it and thank Him.

If doctors are legal drug dealers, their patients are, essentially, lifetime paying clients. By prescribing poisons for our bodies, doctors can actually ensure that we never heal.

based on these interests. In each of these arenas, physicians generate income for themselves or third parties, supposedly on behalf of the patients. My image of a doctor – a grey-haired man in a long white coat, completely altruistic and interested only in my well-being – started looking like the wolf awaiting Little Red Riding Hood. I came to realise that in fact, today’s physician is a legal drug dealer. In researching the medical industry, I found that we are gravely ill to the tune of 1.3 million cancer diagnoses each year, more than four million disabled arthritics, and 17 million diabetics. I discovered a bleak world without happiness, only the sad faces of working families who must pay top dollars for drugs just to exist. Everyone seemed to be sick and dependent on some prescription drug or another, for that day, that week, or that month. I met people who were seeking relief with prescription antidepressant, antihypertensive and antibiotic, as well as non-prescription remedies marketed and sold with promises to fight tension, allergies, obesity, high blood pressure and fatigue. I visited health food stores and saw the searching in their faces as they looked for that single “magic bullet”; a concept which would explain the success of powdered drink meals and vitamin supplements. I have found there is no manmade “magic bullet” pill, that there never was, and 61 that, chances are, there never The Halal Journal | Sep+Oct 2010 |

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9/1/10 10:05:34 AM

cover feature

Quranfood.com

I created this online guide to serve as a Quran-based, holistic approach to spiritual and physical health. An ever-growing body of scientific research demonstrates the importance of holistic treatments focusing on the mind-body connection for good health. In this regard, folk remedies of ancient peoples often prove astonishingly effective. This practical guide helps readers apply the remarkable healing power of the fruits described in the Quran to common ailments, from using grapes to cure bacteria and viruses to arthritiseasing and wrinkle-removing properties of olive oil. This collection of practical and inspirational healing secrets also includes the sacred medicinal drink that prevents blood clots, relieves pain, and melts fat off artery walls, as well as real-life examples of the curative power of dates, olive and olive oils, pomegranates, figs, grapes, ginger and other blessed fruits of Paradise. If you have read this far, you probably have many ideas by now, so please implement them. Mine is to help humans stay away from drugs by incorporating foods of Paradise in our lives. It took me three years plus to research, learn and gain the knowledge along with the courage to write this guide book (www.Quranfood.com) and also put under a contract an olive orchard where we already have grapes, ginger and a few pomegranates planted. My mission is to plant figs, dates, banana and incorporate honey and milk, which are certified Halal and organic. It has become a sacred duty for me and I ask you to join hands in this sacred task and pass this information to as many as you can and teach them the benefits of a drug and disease-free life. The wonders of one food from Paradise can make an impact beyond our comprehension and if we can touch one life and keep one away from a â&#x20AC;&#x2DC;drug dealerâ&#x20AC;&#x2122;, then I would consider that a life in paradise. The Halal Journal | Sep+Oct 2010 |

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What can you do? I believe humans are being asked to play a game with a blindfold on. In the meantime what can you do? I believe we should all partner up for humanity and start to incorporate the foods stated in the Quran in our daily diet. A few years ago, I reached a point in my life where I got sick because of what I ate; my life was headed in a different direction. I finally ended up in a hospital, and after that experience, I knew I had to get answers. I learned a lesson and the nature of my lesson was a race for life. I do not harbour ill feelings towards the hospitals or doctors who served me but I believe we should strive towards a society where there are no doctors. Foods of Paradise a day will keep the Doctor away. I also discovered that on most of the foods of Paradise there has been little research done. It is time we Muslims devoted our resources towards that goal.

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will be. I learned that many companies perform their own research, and then make wonder claims regarding the effects of their products. In all of my research, I kept returning to one troubling fact: coronary heart disease, adult diabetes, various forms of cancer, high blood pressure, arthritis, headaches and migraines, allergies, and fatigue are all connected to the standard American diet. I began to realise a need to change how I look at food. As a Muslim, I wanted to know the best foods according to Allah and His words (in the Quran), and the most truthful information regarding the impacts of food choices. I found success by adding foods prescribed in the Quran. I am now almost 30 pounds lighter and my cholesterol is now 75 points lower. I have higher energy levels and more clarity of thought. I literally eat all day, but my foods from the Quran diet keeps me healthier in every way. When will I ever get better? I remember the second doctor who came to see me in the hospital: with my chart on his clipboard in hand, he said, “Mr. Shaikh, you will be around medicine and doctors for a long time,” as if he knew there was no cure. I now understand what he meant; a patient goes where the doctor tells them to.

Doctors have full control of a patient’s medical care, from prescriptions, to surgery, to diagnostics, to nursing care, to all the decisions of discharge or transfer to other facilities. If doctors are legal drug dealers, their patients are, essentially, lifetime paying clients. By prescribing poisons for our bodies, doctors can actually ensure that we never heal. What the doctors know is often just what they are told by drug companies, claimed as medicine. Doctors are kept up-to-date on treatment and drugs to prescribe by the pharmaceutical companies themselves. Heart disease is the leading cause of death of adults in the United States and affects 60 million Americans. Our lifestyle and unhealthy food choices have equal, if not greater, impact on arterial health. Many of us end up taking medications (legal drugs), in turn putting more poison into our bodies. It seems that one of every four people who read this will die of a heart disease. There is no quick cure for heart disease, but it is important to know that proper foods of Quran and learning to eat right can be critically beneficial. The heart beats 2.5 billion times in a normal life span; what an amazing organ! Shouldn’t it be

taken care of ? I recommend including foods prescribed in the Quran in your daily diet for a healthy, disease-free life. At certain times in our lives we face challenges and experience downfalls. We may feel angry, confused, betrayed, disappointed or disillusioned – the helpless victims of circumstance. These trials and tribulations, however, can bear soul level gifts. They can teach and heal us, and help show us things about ourselves that need changing and healing to experience the levels of happiness, love and health we desire. By using adversity as a path to healing, we can find hope in times of despair. We can trust not only that the pain will pass, but that there is meaning, purpose and dignity in our suffering. Once a crisis passes, we may want to forget about it, but this is no time to close the book. Instead, it is a time to turn the page and experience a new chapter. This is how I trust in my healing, your healing, and the healing of the body of humanity. Remember, drug companies are happy to provide drugs to makes us feel better, and only prosper when we suffer diseases. But foods suggested in the Quran can end the vicious cycle, and naturally keep us disease-free and healthy. hj

*Reference: “The Noble Qur’an – A New Rendering of its Meaning in English” by Hajj Abdalhaqq and Aisha Bewley. *Note: The book is a result of an extraordinary and very painful journey, without the support of my wife, Rana, and both my daughters, Sheila and Nazia Shaikh, I don’t know if I would have survived that journey or come out of it with the courage and clarity it took to write it. To my beloved and beautiful wife, Rana, thank you for shining a sweet, warm and bright light when there was so much numbness, coldness and darkness. I love you more then I can express in words. *About the Author: Mohammad Shaikh (MA in International Relations) is a social scientist, author, and founder of Quranfood.com. Born and raised in Lahore, he grew up visiting dense forests of Punjab with his Father who was an officer in the Forest Division thus building a strong connection with trees, fruits and nature. At a very young age he started to learn and study the mythology of many cultures and gained knowledge of the spiritual world and came to realise of the unspeakable powerful intelligence of Allah. Much of Mohammad’s inspiration to write about Quran Foods comes after the February 2007 incident and has a very simple but powerful message – a message from Allah’s book the Holy Quran’s foods of Paradise. Mohammad’s programme is based only on foods from the Quran which are in itself a diet and exercise to not only treat heart disease but also offers all humans well being and prevention of major diseases and illnesses. Since the 2007 incident, he has run trial after trial looking at whether lifestyle choices involving Quran foods can be as powerful in treating disease as drugs, radiation, chemotherapy and surgery, and has discovered that Quran foods lifestyle is a treatment not just a prevention. Everyone knows that it is good to eat well and exercise, but very few people know that if you incorporate Quran foods in your daily diet to people who are sick, you can reverse it. The Halal Journal | Sep+Oct 2010 |

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9/1/10 10:05:52 AM

tourism

leisure

food

Liverpool Will Never Let You Down Words by Ruzaimi Sany Zainuddin

Liverpool is a city with great cultural heritage and was awarded the European Capital of Culture in 2008. It is located in the North West of England. Must do... No visit to Liverpool would be complete without visiting the Merseyside waterfront, a UNESCO World Heritage Site since July 2004. The best way to see this fantastic waterfront is to take a Mersey ferry. To get up close and personal, take a stroll along the Albert Dock which will probably fill your camera’s memory card with pictures of the largest collection of Grade 1 listing buildings in the UK. Albert Dock also houses the Tate Liverpool, a fine modern art gallery which is home to the national collection of modern and contemporary art in the North of England, a must see if you love art. Other award-winning attractions include Merseyside Maritime Museum which tells the history of Liverpool as being one of the important ports in the world; and International Slavery Museum which explores the historical and humanity aspects of slavery by addressing the many untold stories of the slave trade. For The Fab The Halal Journal | Sep+Oct 2010 |

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Four, also known as The Beatles, avid fans, there is The Beatles Story for a magical tour to see how four young lads from Liverpool were propelled to worldwide fame and fortune to become the greatest band of all time. Do check out The Hard Day’s Night Hotel, a splendid building built in 1884 which have been converted into the first The Beatles-themed boutique hotel. If your feet aren’t up to it, go on the Magical Mystery Tour which takes you around the city to see everything Beatles related. The Royal Liver Building is one of the most recognisable landmarks

in Liverpool with its iconic mythical Liver Birds best viewed from the River Mersey. Popular legend has it that if these two birds were to fly away, the city would cease to exist. Liverpool is home to one of the most successful footballs club in the history of English football; the Liverpool Football Club (LFC). Their fans are famous worldwide for the unique atmosphere they create by singing their anthem ‘You’ll Never Walk Alone’ on every match day. It is a definite ‘dreams come true’ for LFC fans to be able to visit their famous stadium – Anfield.

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tourism

leisure

food

Insider tips Inhabitants of Liverpool are called Liverpudlians but more often described as the Scousers as they speak Scouse – the accent and dialect of English found only in Liverpool and its surrounding Merseyside areas. The Scouse accent is uniquely distinctive and sound wholly different from the accents used throughout the UK. Most souvenir shops do sell Scouse dictionaries, so learning some simple words or phrases would be useful. You can also find some useful words online. 03 01 Downtown, 02 The Beatles Story, 03 Die Hard Fan, 04 Welcome To Liverpool, 05 Anfield Stadium, 06 Liverpool ONE

Islamic Tourism The Liverpool City Region is a great place to eat and has some of the best restaurants in the UK. From tapas to pasta; from brunch to traditional British; from AfroCaribbean to Chinese; Liverpool’s gastronomic delights have everything for everyone. Halal food is easily available as even the Nando’s outlet in Queen Street serves Halal chicken and there is a myriad of Middle Eastern and Indian restaurants in London Road and Renshaw Street. The city has one of the earliest mosques in Britain, founded in 1887 by William Abdullah Quilliam, a lawyer who had converted to Islam while visiting Morocco. Returning to the Merseyside he began to promote Islam in Britain as Abdullah Quilliam by establishing Liverpool Muslim Institute. Abdullah Quilliam have influenced the paths of other converts, including his mother, his sons,

and scientists and intellectuals and his example lead to the conversion of over 150 Englishmen to Islam. Abdullah Quilliam was influential in advancing knowledge of Islam within the UK, and gained other converts through his literary works and charitable institutions. Abdullah Quilliam’s work in Liverpool stopped when he left England in 1908 for Turkey and the Muslim community there dispersed thereon. Currently, there are three mosques in Liverpool: the largest and main one, AlRahma mosque in Toxteth. The Halal Journal | Sep+Oct 2010 |

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8/30/10 9:54:19 AM

tourism

leisure

food

Writer at Anfield

07 World Museum Liverpool 08 Albert Dock area 09 Albert Dock 10 St George’s Hall 11 Radio City Tower

Top shopping haunts... Liverpool ONE is a huge 1.65 million sq ft of shopping and leisure, which includes 160 shops, more than 20 bars and restaurants, a fantastic 14 screen cinema and a five-acre park. It is anchored by two UK leading departmental stores; John Lewis and Debenhams. It also offers a mixture of familiar high street chains and fashionable boutique stores such as Pull & Bear, Ted Baker and Zara. Football fans, especially those from Liverpool FC and city rival Everton FC, will spend an exciting time at Liverpool ONE where both teams’ megastores are situated side by side. But if one has the budget to The Halal Journal | Sep+Oct 2010 |

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splurge, Cheshire Oaks Designer Outlets which is about 20km from the Liverpool City Centre is the destination to go. It the largest Designer Outlet in the UK with an incredible 145 stores offering all the labels you desire. What to avoid... Crime rate in Liverpool is low compared to most other cities in the UK. You are no more likely to be a victim here than most other European cities. However, as in other cities, you should observe a few simple precautions. Stay alert of your surroundings and be discreet with money and expensive personal belongings. Be particularly aware of people who approach you in the streets with stories of having lost their train fare home. These are typically begging techniques. Despite Liverpool being a friendly and safe place, especially in commercial and tourist oriented areas, a slightly sinister side appears after hours. If you should wander into a less desirable area

you should be very wary of the areas. Some of the City’s districts, such as Page Moss and Croxteth, are best avoided by tourists who are not familiar with the area. Another thing, do avoid wearing football shirts, particularly Manchester United shirts. These shirts, when worn in Anfield stadium neighbourhood make you an easy target for abuse, especially on match day. Rivalry between both teams on and off the pitch is known worldwide.

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High Blood Pressure, Heart Disease and Stroke By losing weight, the risk from these three life threatening illnesses is dramatically reduced. Heart disease and stroke are the biggest killers, and the main reason for this is an unbalanced diet and being overweight. People who are overweight have a greater chance of suffering from high cholesterol and high levels of blood fat. Type 2 Diabetes It is a fact that nearly nine out of ten people who are diagnosed with Type 2 diabetes are overweight. If you are overweight, losing some weight could help you better manage your diabetes. Increasing physical activity as well as losing weight will benefit you greatly as it will increase your blood circulation. Cancer Being overweight has been linked with many kinds of cancer especially those affecting women. Cancers that are associated with being overweight are those of the breast, cancer of the uterus, ovary, gallbladder and colon. Cancers affecting men that are also linked to being overweight are cancers of the colon, prostate and rectum. Losing weight will certainly reduce the risk of these cancers developing. Sleep Apnoea The condition of sleep apnoea is where one would stop breathing for a brief period and then begin to snore very heavily. Because of this constant sleep interruption, sleep apnoea, the body does not get the proper rest that it needs and, in addition to being overweight, this combination could result in heart failure. Losing those extra pounds will certainly help reduce sleep apnoea and may even get rid of it altogether.

Osteoarthritis Pain The extra weight exerts added pressure on the joints such as the knees, hips and lower back resulting in severe pain for sufferers of this condition. Losing weight eases the pain and, in some cases has been known to totally eliminate osteoarthritis pain as the pressure relieved by losing weight can make a life changing difference. A weight loss solution? Shape CLA SlimZTM is an advanced meal replacement with SaffinolTM from the Netherlands. It is a natural and effective source of weight management. SaffinolTM is a type of conjugated linolenic acid isomer or CLA and is formulated from safflower oil, and is one of the most potent forms of CLA available.

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in healthy weight management, Shape CLA SlimZTM has won several accolades locally and globally. It has been awarded the ‘Asia Pacific Super Excellent Brand’. It was also voted by Guardian customers as their favourite meal replacement drink and won the ‘Customers’ Choice Awards’. Additionally, SaffinolTM won the prestigious award for ‘Best Slimming Ingredient’ in France organized by the international scientific organization International Society for Antioxidant in Nutrition and Health. You too can keep fit and trim. Try Shape CLA SlimZTM today! For more information, log on to www.groway.com.my. The Halal Journal | Sep+Oct 2010 |

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browsing

art & literature

photography + photojournalism

goodstuff

Film Title: Man Push Cart Genre: Drama Director: Ramin Bahrani Producer: Ramin Bahrani, Pradip Ghosh, and Bedford T. Bentley III Produced by: Noruz Films Cast: Ahmad Razvi, Leticia Dolera, Charles Daniel Sandoval, Ali Reza, Farooq “Duke” Mohammad, Upendran K. Panicker, Arun Lal, Razia Mujahid, Hassan Razvi, Mustafa Razvi, Altaf Houssein, and Bill Lewis Select Festivals & Awards: World Premiere – 62nd Venice Film Festival, FIPRESCI International Critics Award at 49th London Film Festival, Best Actor at 46th Thessaloniki International Film Festival, Special Mention of Jury at 54th International Filmfestival MannheimHeidelberg, Official Selection – Sundance Film Festival 2006, Official Selection – New Directors / New Films Festival 2006, Special Jury Prize Ahmad Razvi’s Seattle International Film Festival 2006, First Film Award International Film Festival of Setúbal Portugal 2006

Man Push Cart tells the story of Ahmad (Ahmad Razvi) a former Pakistani rock singer who ekes out a living selling coffee and donuts to morning commuters from his push cart in Midtown Manhattan. Ahmad supplements his income by selling bootleg porn DVDs, carefully saving his money to afford a place where he might be able to live with his estranged young son. It is a harsh, often humiliating life, but Ahmad carries on with a stoic dignity and sensitivity, seemingly determined to find his way. Then, the dull routine of his life is brightened by two developments: the arrival of a young Spanish woman (Leticia Dolera) working down the street in a newspaper kiosk; and an offer of assistance from a wealthy fellow Pakistani (Charles Daniel Sandoval), who remembers Ahmad’s

former life as a rock star. While Ahmad strives to pursue these two new possibilities of a better life, the film returns regularly to the act of him setting up his cart in the early morning darkness: his preparations for opening, the other immigrants who prepare the city in middle of the night, his exchanges with his customers as they buy coffee, tea and bagels from him. This gives Man Push Cart a deliberate rhythm as it explores the complex and The Halal Journal | Sep+Oct 2010 |

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hidden depths of the character, who we learn is desperately hanging on to his small dreams in the midst of grief and despair. The denouement of the film is utterly heartrending, yet inevitable. Ahmad’s momentary glimpse of an escape from a circumscribed world closes down again and he has to pick himself up and focus on the same things he started with. Beautifully observed, Man Push Cart is a subtle and technically accomplished film, wholly original in subject, location and characters. It is a haunting and insightful feature that gives a revealing picture of a rarely depicted community in the Big Apple and is highlighted by strong central performances and stunning photography. *Note: Synopsis & photos taken from Noruz Films’ website

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Sue Anna Joe – Exploring the realm of photography

Sue Anna Joe was born in 1982. While growing up she was always involved with the arts; she liked to draw, write poetry, and was involved in the theatre. In 2003, she picked up her first digital camera. She started taking self-portraits and it was during this experimenting stage that she fell in love with photography. She found that photography was the perfect tool for self-expression. No longer a mere hobby, over the years she has won: • International Photography Awards, 2009 (First Place, People: Self-Portrait pro category)

• International Photography Awards, 2009 (Honourable Mention, Special Digitally Enhanced pro category) • Filem Festival Malaysia – 21, 2008 (Best Poster Award) • Vida! Attitude Award, 2004 (Photography) She has also been featured in some magazines, media, made television appearances and conducted workshops for photography enthusiasts. She has recently

established Itudio Studio in Kelana Jaya to offer design and photography services. Even though she is a new mother, she welcomes opportunities to continue explorative work in photography. **Note: Biography taken from Sue Anna Joe’s blog. Images of her work are taken from her portfolio on Deviant Art (SubterfugeMalaises). The Halal Journal | Sep+Oct 2010 |

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Title: The Other in the Light of the One – The Universality of the Quran and Interfaith Dialogue Author: Reza Shah-Kazemi Publisher: Islamic Texts Society (1992) Language: English ISBN-13: 978-1903682-463 (Hardback); 978-1903682-470 (Paperback)

As a result of world events over the past few years, Islam has entered our consciousness in an unprecedented way. The Quran, the guiding text for over one billion Muslims, is being looked to for answers to questions like: does the Quran promote peace and harmony or discord and conflict, does it contribute to pluralism or exclusivism, and is its message spiritual or fanatical? In The Other in the Light of the One, Dr Reza Shah-Kazemi illustrates how, throughout the centuries, Sufism has traditionally been a bastion against two tendencies: worldliness and literalism. Based on a profound study of the Sufi perspectives of the like of Ibn Arabi, Kashani, Rumi and Ghazali, this book is an attempt to answer the above questions and is an invitation to study the universality that is undoubtedly present in the Quran. Its aim is to relate some of the most profound interpretations of the Quran to philosophical and spiritual questions concerning interfaith dialogue. However, the purpose is not to just reproduce the ideas of the Sufis, but to build upon principles, to take advantage of insights, and to apply them creatively to contemporary conditions. The author illustrates how a universalist perspective based on Sufi hermeneutics provides a third way between secular pluralism and religious exclusivism. The Other in the Light of the One provides the faithful of all the different religious communities with the basis for dialogue and mutual enrichment within dimensions of religious life and thought that go beyond the outward forms of belief, yielding fruit not only in the practical domain of peaceful coexistence, but also and above all, in the fertile fields of metaphysical insight, immutable values, contemplative inspiration and spiritual realisation. For Muslims, this book offers a pioneering view of da’wa, in that it proposes effective ways of putting into practice the many Quranic verses that commend discourse with others in a manner that is ahsan – ‘finest, most beautiful’. Dr Reza Shah-Kazemi is a Research Associate at the Institute of Ismaili Studies, London, United Kingdom. His areas of research are Comparative Religion, Islamic Studies, and Sufism. *Note: Book description was extracted from The Islamic Texts Society’s website. For more Islamic-related publications published by The Islamic Texts Society, log on to www.its.org.uk. The Halal Journal | Sep+Oct 2010 |

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Title: Medicine of the Prophet Author: Ibn Qayyim al-Jawziyya Translated by: Penelope Johnstone Publisher: Islamic Texts Society (1998) Language: English

Title: Fez: City of Islam Author: Titus Burckhardt Publisher: Islamic Texts Society (1992) Language: English

ISBN-13: 978-0946621-224

ISBN-13: 978-0946621-170

Medicine of the Prophet is a combination of religious and medical information, providing advice and guidance on the two aims of medicine – the preservation and restoration of health – in careful conformity with the teachings of Islam as enshrined in the Qur’an and the hadith, or sayings of the Prophet. Written in the fourteenth century by the renowned theologian Ibn Qayyim al-Jawziyya (d. 751AH/1350AD) as part of his work Zad al-Ma’ad, this book is a mine of information on the customs and sayings of the Prophet, as well as on herbal and medical practices current at the time of the author. In bringing together these two aspects, Ibn Qayyim has produced a concise summary of how the Prophet’s guidance and teachings can be followed, as well as how health, sickness and cures were viewed by Muslims in the thirteenth and fourteenth centuries. The original Arabic text offers an authoritative compendium of Islamic medicine and still enjoys much popularity in the Muslim world. This English translation is a more complete presentation than has previously been available and includes verification of all hadith references. Medicine of the Prophet will appeal not only to those interested in alternative systems of health and medicine, but also to people wishing to acquaint themselves with, or increase their knowledge of, hadith and the religion and culture of Islam. Penelope Johnstone holds a doctorate in history of Arabic medicine and herbals and now teaches Arabic at Oxford University.

Fez, City of Islam is undoubtedly one of Titus Burckhardt’s masterpieces. It conveys a profound understanding of the sacred roots that nourish Islamic culture and civilisation. As a young man in the 1930s, Burckhardt spent some years in Morocco where he became acquainted with several remarkable representatives of the spiritual heritage of the Maghrib. Although he committed much of this experience to writing, it was not until the 1950s that these writings were developed into a book. In Fez, City of Islam, Burckhardt writes of the history of a people and their religion – a history that was often violent, often heroic and sometimes holy. The book relates the teachings, parables and miracles of the saints of many centuries and demonstrates not only the arts and crafts of Islamic civilisation, but also its sciences and administrative skills. Burckhardt’s unique black and white photographs from the 1930s are included. In addition, 41 new colour illustrations have been specially selected to enhance Burckhardt’s originals. Here, text and illustrations come together to provide an insight into the way the life of a people can be transformed at every level by a religious tradition.

*Note: Book description was extracted from The Islamic Texts Society’s website. For more Islamic-related publications published by The Islamic Texts Society, log on to www.its.org.uk. ** Orders can be sent directly to The Islamic Texts Society.

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art & literature

Maher Zain – From Mainstream to Islamic

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Maher’s first musical inspiration came from his father, who was a singer himself, performing locally in the beautiful Mediterranean city of Tripoli, Lebanon. Maher got his first keyboard when he was only ten and ever since then, music officially became an integral part of Maher’s world. His family moved to Sweden when Maher was only 8, where he continued his schooling and later obtained a degree in Aeronautical Engineering. After being involved for a while in the music scene as a music producer, Maher was introduced to RedOne (who has worked with chart-topping artists like Akon, Lady Gaga, Enrique Iglesias and Michael Jackson) and later moved to New York, working with chart-topping artists such as Kat Deluna. Maher had what many would describe as a dream job for someone so young in such a glamorous business, but it wasn’t so for Maher: “I loved the music but I hated everything that surrounded it; it always felt like something wasn’t right”. Leaving behind a lucrative career in the mainstream music industry in New York, Maher chose instead to make music which reflects his roots of being European, Arab and Muslim and to inspire youth across the world. In January 2009, he signed with Awakening Records (who launched the career of British artist, Sami Yusuf). In early March 2010, Maher’s debut album Thank You Allah was released and reached the number one spot on Amazon’s World Music charts and number nine on the R&B charts. His album fuses elements of R&B, traditional spiritual music, pop, Arabic and Turkish music into daring arrangements, fearlessly reviving spiritual music with a contemporary flair, making Thank You Allah an instant classic of great power and timeless, unassailably intense spirituality. In January 2010, Maher’s track Ya Nabi Salam Alayka was voted as the Best Song for 2009 in a music competition organised by Nujoom FM (Egypt’s biggest music radio station). His music video, Insha Allah, was shot on location in London and directed by famous British director Mike Harris (who has worked with Coldplay and Madonna). His latest video The Chosen One – about the life and the peaceful teachings of Prophet Muhammad (p.b.u.h.) – was shot in Los Angeles. Maher has already performed at sold out concerts in Algeria, Australia, Belgium, Canada, Egypt, England, France, Holland, Sweden, and the US amongst others and is fast becoming the ‘next superstar of Islamic music’. After his experience in the music industry, Maher feels blessed to be able to finally find the right way, put his talent to its best use, and produce music that is closer to his roots, and now feels it’s his turn to help others through his music to do the same: “If I had one thing I’d like to tell people out there, it would be that it’s so easy to see the right way if we just open our eyes and look properly; that’s what happened to me.” **Note: Biography adapted from Maher Zain’s official Facebook page. Photos are also from his official Facebook page.

Start dental care early with SAFI KIDS Toothpaste

Familiarising children with the habit of brushing their teeth every day is very important to ensure their oral health will be maintained for the rest of their lives. SAFI KIDS Toothpaste, which is specially formulated for the growth and dental care of children, is available in three flavours – Strawberry, Bubble Gum, and Grape – to promote oral hygiene habits among children. “The practice of good hygiene and oral health must be nurtured since childhood,” said Mahsuri Sulaiman, Senior Manager of Products for SAFI. “Using flavoured toothpaste is a way to make the practice of brushing teeth a fun experience.” SAFI KIDS Toothpaste contains calcium to restore minerals, strengthen teeth, and prevent dental cavities. It also does not contain sugar and fluoride, and is gentle to children’s soft gums. Halal certified by JAKIM (Department of Islamic Development Malaysia), SAFI KIDS Toothpaste is an addition to SAFI’s range of products. SAFI is a Halal certified Malaysian personal care brand and is also famous for its skin care products and toiletries that meet the needs of Muslim men and women. All SAFI products do not contain alcohol and gelatine, and are created exclusively for the use of modern Muslims who want to maintain a clean and healthy lifestyle. SAFI KIDS Toothpaste is available at all supermarkets and hypermarkets in Malaysia in 40g tubes sold at RM2.40 each. The Halal Journal | Sep+Oct 2010 |

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8/30/10 9:55:13 AM

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Top Chicken seller at a night market in Malaysia By Mark Piet Bottom Left A harvest room in the middle of a paddy field in Jiao Xi, Taiwan By Layla Qamar Bottom Right Where do we go now? Signage in Bangkok By Layla Qamar

The Halal Journal | Sep+Oct 2010 |

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art & literature

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Top Eid Mubarak fashion sale on the streets of Kuala Lumpur By Faizal Ortho Bottom Police patrolling the streets of Sudan By Nur Abdullah

The Halal Journal | Sep+Oct 2010 |

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8/30/10 9:55:32 AM

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parting words The Islamic Tourism Centre (ITC) was registered under the Ministry of Tourism, Malaysia to undertake strategic research on market intelligence, particularly on emerging tourism markets, and in the provision of capacity building services. It is committed to serve the government and other stakeholders by providing an objective and impartial understanding on national, regional and global tourism issues, and to promote goodwill among Muslims via tourism. Its latest project is the first edition of the International Islamic Tourism Conference (IITC) and International Islamic Travel Mart (IITM) to be held concurrently on 28-31 October 2010 in Kuala Lumpur, Malaysia. The Halal Journal managed to get an interview with ITC’s Director General, Mr. Zainuddin Abdul Wahab.

A Few Words on Islamic Travel & Tourism What is your definition of Islamic travel and tourism? It is very broad and cannot be determined through one or two concepts. It includes visits to holy places in various seasons throughout the year, family tourism that respects religious principles, tourism aimed at discovering old civilisations and their heritage, visiting cities and countries to gain knowledge, rest, or for recreation and treatment purposes. What does the future hold for Islamic travel and tourism? The religious/ conservative concept for Islamic tourism has not yet been theoretically articulated, it is just a matter of time. Islamic resorts, hotels, destinations and programmes, will shape tourism activities – alcohol-free accommodations where gender-segregation and moderate dressing will be strictly respected and controlled; available prayer-rooms on-site; Islamic transportation facilities; gender-segregated sport and wellness facilities; and Islamic entertainment programmes. Elements of this concept are already implemented in domestic tourism in Saudi Arabia, the UAE and Iran. What is the aim of ITC? ITC’s core activity is to facilitate Tourism Malaysia in strategic research for tourism-related policies that will enhance and sustain the development of the local tourism industry. ITC also serves in an ‘advisory’ capacity to Tourism Malaysia and other relevant tourism organisations in areas devoted to sustainable tourism. In undertaking this task, ITC pursues the following strategic objectives: • Carry out research on market intelligence, particularly on emerging tourism markets, and tourism research The Halal Journal | Sep+Oct 2010 |

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projects, for Tourism Malaysia and other relevant tourism organisations for strategic policy formulation and implementation. • Collaborate with other tourism research institutes and institutes of higher learning locally and internationally. • To provide capacity building in human resource and professional skills standards and service quality for officials from the government agencies and private sector organisations in tourism. • Undertake information exchange in sharing of sustainable best practices in tourism and developing strategic partnership with governmental, intergovernmental and nongovernmental organisations. • To facilitate study visits and attachments within tourism with the aim of networking to attract potential tourists to Malaysia. Is lack of awareness about the industry one of the reasons why a conference such as IITC is needed? The conference itself does not pave the ground in introducing the tourism potentials of Islamic countries to the world, but it prepares the ground for development of this industry. It puts the spotlight on the rich cultural heritage and assets of Islamic tourism and makes the tourism industry players aware of the new opportunities. What are the objectives of IITC and IITM?? The objectives are to: • Identify key issues, trends and opportunities for Muslim travel and tourism and how a host country can tap the potentials for sustainable development and for the benefit of the local community at large.

• Provide a platform for exchange of information and sharing experience of best practices in planning, management and implementation of policies and programmes on effective marketing strategies, investment, safety and security by the public and private sectors to facilitate and promote greater Muslim travel and tourism. • Provide business-to-business platform for tourism business partners to focus on Islamic travel and tourism. • Create and sustain interest amongst non-Islamic countries in developing Muslim travel packages to respective markets. • Provide a possibility for all visitors to discover the ‘whole Muslim world within a few hours’. These objectives will be achieved through deliberations around three main themes: • Muslim Tourism: Issues, Impacts and Opportunities – promoting, marketing and management of Muslim tourism. • Muslim Tourism: Development – how to successfully develop and promote Muslim tourism packages by host destinations. • Muslim Tourism: Case Studies – the presentation of case studies will allow the demonstration of best practices, the application of theory to real life contexts, and the implications for successful planning, promotion and marketing for Muslim travel and tourism in the future.

leverage on the growing interest of tourists to Muslim and nonMuslim countries. Speakers have been chosen for their expertise and experience in various sectors of the industry which will help delegates to develop tourism and business practices. It will also be a unique platform to learn about the markets involved and the approach required to make an impactful entry. Within the Islamic global community, there exists many markets which have not been discovered and tapped from both cultural and business perspectives. This conference will enable participants to network in their respective areas of interest.

What are the aims of ITTC? The conference will be the first to bring Muslim and nonMuslim leaders and companies from a broad range of tourism clusters to discuss ways to

Contact Zaidi or Alyssa at +603 2287 2897 or itcm@itc.gov.my.

How has the response for this event been? We have received enquiries from South Africa, Europe, Brunei Darussalam, Indonesia and others to participate in this inaugural International Islamic Tourism Conference & Travel Mart 2010, which will be an annual event. We are expecting 200 local and international participants for the conference, which is targeted to senior government officials, airline operators, travel agents, academicians, post-graduate students, travel media, tour operators, and many others. Tourism Malaysia will bring in 100 buyers and media worldwide and we urge tour operators, hoteliers and other industry players to showcase their product to these buyers. Space is limited and we hope that those interested will register now.

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