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Staking a Claim for 'Brunei Halal'

Source:ringier Release Date:2011-10-17 1008
Food & Beverage
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WORLDWIDE, the halal market is more important than ever in the food and beverage industry and there are no signs of a slowdown in the near future. According to industry statistics; the global halal food market has recently exploded. Currently estimated to between $550 and $667 billion annually, the market for halal foods is projected to continue to grow in the future. This is partially due to the rising affluence and influence of the Muslim community, and a growing interest in the non-Muslim world in the health and safety benefits of halal foods.  The door has figuratively "swung open" and created exciting opportunities for emerging and developing economies to stake a claim in global and domestic halal markets.

Non-alcoholic sparkling beverages, some in champagne-style bottles, were well received at the Thaifex—World of Food Asia


One of these pioneers is positioning to carve off a piece of the halal pie: with the official launching of their global halal brand in October 2010, Brunei Darussalam is determined to penetrate this lucrative market. The Sultanate may not have a big food processing industry, but this has not stopped the government of this small sovereign state from launching a national brand into the lucrative halal market. What makes the brand, "Brunei Halal" unique is that it is the first government-initiated project to help the Sultanate diversify the industrial sector and build a more sustainable economy. Created by the Ministry of Industry in co-operation with the Brunei Islamic Religious Council, the Ministry of Religious Affairs and the Ministry of Health, the programme's goal is to build confidence in the brand and make it a recognisable trademark standing for quality and safety worldwide.
Brunei Wafirah Holdings Sdn Bhd, a government-owned company, was established as owner of the brand. Wafirah has since entered into a joint venture with Brunei Global Islamic Investment and Hong Kong-based logistics firm, Kerry FSDA, to form Ghanim International Food Corporation Sdn Bhd., which manages the Brunei Halal trademark.
CEO Noel Shield said Ghanim International Food Corporation acts a trading company for halal products, with emphasis on food and beverage, but also cosmetic, personal care and pharmaceuticals.  "In other words we sell for retail in some markets and in some areas we also manufacture," he explains.
The company has only been in operation for less than a year. "We are part of a project of the Brunei government.  This is one of the government's initiatives to diversify, stimulate the economy and find alternatives to dependence on oil and gas revenues," Mr Shield added.
As a trading firm headquartered in Bandar Seri Begawan, Ghanim currently imports halal products into Brunei and exports Brunei Halal branded products. "Currently, we export mostly to Asia, specifically Singapore, but we see Europe as our main growth area of concentration," Mr Shield said.
Still, with Asia's large Muslim population, Ghanim recognises the importance of introducing the Brunei Halal to the region. Whilst taking part in the "World of Halal" section of the Thaifex—World of Food exhibition in Bangkok last May, the trading firm promoted a selection of snacks and beverages. Mr Shield said, "What I like to call comfort food – cookies, chocolates, crisps, that type of thing – because the main customers in Asia are in the retail sector."
The show, co-organised by the same group behind Sweet & SnackTec Middle East, gave Brunei Halal the opportunity to effectively network and promote some of their ready-to-eat food items and beverages such as their instant noodles,  biscuits & cookies, snacks & crisps, confectionary products like chocolates and their drinks and beverages.
 Air Max

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