Trillion-dollar business heading mainstream

IN 2013, sales of Halal products hit $1.1 trillion, demonstrating the development of this sector into a major worldwide market. By 2018, global sales are likely to reach $1.6 trillion, according to the Dubai Chamber of Commerce.
As with the Middle East, Africa is experiencing a boom in Halal food consumption, thanks to a growing Muslim population. The region's sales in 2014 were estimated to reach $160 billion.

To cater to the local market, Africa's Big Seven (AB7), the largest food and beverage expo on the African continent, will host Halaal World Pavilion. "In Africa, over 40% of the population is Muslim, and Halal products comprise 25% of the continent's GDP (gross domestic product)," said John Thomson of Exhibition Management Services, organisers of AB7. “It's a vitally important, growing market, and AB7 gives producers and distributors an effective networking platform to explore trade in Africa."

Strategic supply advantage
South Africa, in particular, is strategically positioned for manufacturers and suppliers of Halal products to Africa and the Middle East, as well as Southeast Asia, the Asian sub-gelatine, pre-mixed coffee, dried fruit and frozen fruit cakes. Amongst exhibitors were Soy Asahi Food Service, maker of Halal marinades for grilled meat and seafood.

"I saw huge potential for my products at Africa's Big Seven as there is great demand from Africans who are big meat lovers," said Bernard Cheah, a director of Soy Asahi Food Service. "We generated over 50 leads and we are still in contact with those companies, most of them from South Africa, Botswana, Lesotho and Ghana."

Oya Sweets is another Malaysian company that frequents AB7, and is well known in South Africa for its high-quality sweets. "We attracted many good leads, especially from neighbouring African countries," said continent and Europe. This is the view of Ebi Lockhat, public relations officer for the South African National Halaal Authority (SANHA), who said, "SANHA has been exploring trade opportunities with Africa's Big Seven for a number of years. We host a SANHA pavilion at AB7 where businesses certified with our organisation can showcase their products to the world."

Malaysian products on showcase The biggest producer of Halal products in Asia, Malaysia participates in AB7. In 2013, the Malaysian External Trade Development Corporation (MATRADE) flew in 12 companies to the event. These companies generated nearly R22-million ($2.44-million) in sales of products such as palm oil products, edible Batuhan Koksal, the company's production manager.

AB7 is a seven-in-one trade show: the Pan Africa Retail Trade Exhibition, AgriFood, FoodTech Africa, DrinkTech Africa, Interbake Africa, Retail Solutions Africa and FoodBiz Africa. The Halaal pavilion will form part of the Expo. The event takes place from 21 to 23 June 2015 at Gallagher Convention Centre, Midrand.

Africa's Big Seven
Date: 21 to 23 June 2015
Venue: Gallagher Convention Centre, Midrand, South Africa
Organiser: Exhibition Management Services
T: +27 11 783 7250 F: +27 11 783 7269
E: admin@exhibitionsafrica.com
W: www.exhibitionsafrica.com