Halal Food Marketing

UNIVERSITI
TEKNOLOGI
MARA
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Lecture
aridah Hi. Hassan

Professoria
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Halal Food
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Halal Food
Marketing
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FARIDAH H J HASSAN
PENERBITPPRESS
UNIVERSITI TEKNOLOGI MARA
© UiTM Press, UiTM 2013
All rights reserved. No part of this publication may be reproduced, copied, stored
in any retrieval system or transmitted in any form or by any means;
electronic, mechanical, photocopying, recording or otherwise; without
p r i o r p e r m i s s i o n in w r i t i n g from the D i r e c t o r of U i T M P r e s s ,
Universiti Teknologi MARA, 40450 Shah Alam, Selangor Darul Ehsan, Malaysia,
e-mail: penerbit@salam.uitm.edu.my
Perpustakaan Negara Malaysia Cataloguing-in-Publication Data
Faridah Hj Hassan
Professorial Lecture: Halal Food Marketing : Dare to Win! /
FARIDAH HJ HASSAN.
References: page 91
ISBN 978-967-363-498-9
I. Halal food industry-Malaysia. 2. Halal food~Malaysia~Marketing.
II. Judul.
338.19595
Cover design : Mohd Nor Firdaus Mohd Isa

Typesetting : Nurhunaina Mohd Bani
Typeface : Helvetica/Times New Roman
Typesize : 11/12
Printed in Malaysia by : Dee Sega Enterprise (SA0034027-X)

No.37, SSI5/4,47500 Subang Jaya,
Selangor Darul Ehsan.
Tel: 03-5633 2850
Mohamed Shafii
Mohamed Firdaus
Nabilah
Mohamed Fikri
Nur Sarah
Contents
List of Figures ix
List of Tables xi
Preface xiii
Acknowledgements xv
Introduction 1
Concept of Marketing 1
Concept of Marketing Mix 2
Halal Food Marketing 3
The Development of Halal Market 4
Halal Marketing Advantages 6
Concepts of Halal Law 6

PROFESSORIAL LECTURE: HALAL FOOD MARKETING: DARE TO WIN!
Halal Food Marketing by Continent 9

• Asia 9
• Europe 43
• Australasia 52
• Africa 57
• America 62
SWOT Analysis - Winning Stategies 72
Business Opportunities 4Ps 79
Conclusion 87
Recommendations 89
References 91
Index 99
VIII
List of Figures
Figure 1 Percentage of Halal Market Products 5

Figure 2 Countries in Asia 9
Figure 3 Global Food Market Size and Global Halal Food 10
Market Size
Figure 4 Brunei Halal Logo and Halal Products 13
Figure 5 Malaysia Halal Logo and Halal Products 14
Figure 6 Export by Halal Certified Companies 16
Figure 7 Halal Park in Malaysia 17
Figure 8 Issues in Malaysia 18
Figure 9 Singapore Halal Logo and Halal Products 20
Figure 10 Issues in Singapore 21
Figure 11 Indonesia Halal Logo and Halal Products 22
Figure 12 Issues in Indonesia 23
Figure 13 Thailand Halal Logo and Halal Products 24
Figure 14 Halal Bodies in Korea 26
Figure 15 Halal Food Products in Korea 28
Figure 16 Halal Food Industrial Park China 31
Figure 17 JiaYongxin Halal Cured Beef 32
Figure 18 World's First Halal Miso Paste 34
Figure 19 GCC Countries Flags and Map 35
Figure 20 GCC Halal Meat Imports 36
Figure 21 K&N's Halal Food Products 38
Figure 22 Muslim Population in India 40

Figure 23 India Halal Logo 40
Figure 24 Halal Food Product in India (Bikano) 41
Figure 25 Europe's Muslim Population in 1990 until 2030 44
Figure 26 Pricing Range for Halal Fresh Chicken 45
Figure 27 Pricing Range for Halal Beef Burgers 46
Figure 28 Halal Logo Certified to Eden Valley Group 46
Figure 29 Halal Logo in United Kingdom Recognised 48
by JAKIM
Figure 30 Halal Meat Produced by UK Halal Manufacturer 49
Figure 31 Halal Supermarket Brands in European Countries 52
Figure 32 France Halal Logo Recognised by JAKIM 52
Figure 33 List and Addresses of Approved Halal 54
Authentication Bodies in Australia
Figure 34 Market Selling Halal Meats in New Zealand 55
Figure 35 Top Supermarkets Selling Halal Food 56
Figure 36 Halal Processed Food Certificate Provided 57
by the New Zealand Certifying Authority
Figure 37 Map of the African Continent 59
Figure 38 Africa Halal Logo 61
Figure 39 Muslim Population in the World 62
Figure 40 United States Halal Logo and Map 67
Figure 41 Argentina Halal Logo and Map 71
Figure 42 4Ps 79
Figure 43 Global Halal Logo 80
Figure 44 Halal Logo and Labelling on Food 81
Figure 45 Innovation on Packaging 82
Figure 46 Premium Pricing 84
Figure 47 Penetration Pricing 84
Figure 48 Product Price in Different Countries 85
Figure 49 Halal Restaurant in Malaysia with Halal Logo 86
x
List of Tables
Table 1 Sellers' Four Ps and Customers' Four Cs 2

Table 2 Countries at a Glance 12
Table 3 Profile of Countries 25
Table 4 Korean Halal Food Brands Certification 27
Table 5 Korean Halal Products Pricing 28
Table 6 Countries with Largest Muslim Population 37
Table 7 Purchasing Power of Muslim Countries in 2005 43
Table 8 Potential of African Continent 59
Table 9 Estimated Number and Share of Muslim 63
Population in the Americas (1990 - 2030)
Table 10 Key Halal Markets - Canadian Exports 65
by Country (2010)
Table 11 IFANCA Recognisable Bodies 69
Table 12 Global Halal Market 72
Table 13 SWOT Matrix for Malaysia Halal Industry 74
Table 14 Halal Park with HALMAS Status 90
Table 15 Halal Park with No HALMAS Status 90
(application in progress)
Preface
Halal Food Marketing: Dare to Win! looks into the potential of the
global Halal food market as well as what Malaysia could offer. It is
also important to be informed on Malaysia's current trade activities,
connections and positions as to see whether Malaysia could capitalise
on existing trade affiliations in order to promote and market Malaysia's
own Halal products based on the marketing mix of the four 4Ps - Product,
Place, Price and Promotion. The Halal food market is a lucrative business
due to the fact that the Islamic faith has been widely understood and
accepted both by suppliers (in Muslim and non-Muslim countries) as
well as buyers and futhermore Muslims are growing in population. Thus
it is important to know where Muslims are residing in the world as that
is where the Halal food market has the highest potential. By applying
the SWOT (Strength, Weaknesses, Opportunities and Threats) analysis
using the matching and resultant strategies, a marketer will be able to
identify the business opportunities by priority and win the return on
investments in the global market.
It is a major hope and opportunity to market Halal food globally

which will benefit all Muslims, potential converts and associates who
care about permissible, safe, wholesome and hygienic food to eat. With
the support from authorised bodies in Malaysia and major countries in
strategic locations, Halal marketing will definitely help grow the market
share in the food and beverages industry.
Acknowledgements
In the name of Allah Most Gracious Most Merciful
Never have I thought that I will be able to conduct a marketing research

on 'Halal' which is close to our way of life, consumption and application,
and an extensive area which is yet to be discovered. In fact, I found that
the more involved I was, the more ignorant I became as a lot of things
were taken for granted. The research element allowed me to explore
further on the similarities and differences between people's awareness,
needs and preferences across continents on the subject of Halal.
I would like to thank my research assistants Marhainie Mat Dinan,

Mazinda Hussin, Nadirah Mohd Anuar, Nur Hidayah Ahmad, Yazzra
Farah Yahya and Zahirah Che Omar for their collection of data and
information which assisted this write up.
To my family members and heartful appreciation, Mohamed Shafii,

Mohamed Firdaus, Nabilah, Mohamed Fikri and Nur Sarah, you all
fulfil my life.
My deepest appreciation also goes to the top management of

UniversitiTeknologi MARA, FAMA, Ministry of Agriculture and Agro
Based Industry, Halal Development Corporation, Chartered Institute of
Marketing, MATRADE as well as JAKIM on your continuous support

which has made my quest for knowledge the most meaningful in my
career.
To my Faculty of Business Management committee members and

colleagues, UiTM Press and ILQAM, who have been very supportive
on the professorial lecture, your deeds will be remembered and valued.
May Allah Bless All of You.
Sincerely,
Faridah Hj Hassan
(PhD) Marketing and Strategic Management FCIM UK
Dean Faculty of Business Management
UniversitiTeknologi MARA, 40450 Shah Alam, Selangor DE.
XVI
Halal Food Marketing:
Dare to Win!
INTRODUCTION
With the positive growth of the Muslim population together with better
economic and education condition worldwide, the demand for Halal
products and services is very large and is expected to grow. Malaysia's
Halal food industry has a lot of products that can be offered and marketed
in the Halal world. Companies export to foreign markets because of the
need to diversify markets and reduce risks, to expand sources of revenue
and also to enhance competitiveness through product improvement and
economies of scale (Faridah and Rosidah, 2011).
CONCEPT OF MARKETING
Marketing is the creation of long term and mutually beneficial exchange

relationships between an entity and the public, including individuals
and organisations with which it interacts (Kerin, 2010). Based on the
managerial point of view, marketing is defined as an organisational
function and a set of processes for creating, communicating and delivering
value customers and for managing customer's relationships in the way
that benefits the organisation and its stakeholder (Samir, 2012). On the
other hand, marketing has been introduced as a way to solve problems.
According to Syed Ali (2011), Islamic marketing is related to doing a
business and the approved etiquettes of doing business, where business
must be done in a way that one neither becomes a loser nor becomes
avaricious, and where the rights of buyers and sellers and all other parties
involved are also protected. He also believes that marketing practices
not only play a role in raising the business profit and standard but also
in raising the quality of services or products preferred by the customer.
Adherence to such ethical practices can help to elevate the standard of
behaviour and thus, the standard of living of traders and consumers alike.
CONCEPT OF MARKETING MIX
Marketing mix is popularised in terms of the 4Ps which is defined

as product, price, promotion and place. The marketing mix is one of
the most important universal concepts, which has been developed in
marketing. All variables are inter-related and inter-dependent on each
other (Vaghela, 2013). Marketing mix is filled with the contemporary
approaches like "relationship marketing" and "social marketing". Both
have a focus on the customer while one aims to give the best possible
attention and customer services, and therefore build customer loyalty
to fulfil the demand on the product, production, pricing and promotion
(SyedAli,2011).
According to a research by Akrani et al. (2010), the four Ps of sellers

correspond to the four Cs of customers: each tool is designed to deliver
a customer benefit. Four Ps in the marketing mix represent the sellers'
view of the marketing tools available for influencing buyers.
The sellers' four Ps correspond to the customers' four Cs as shown

below:
Table 1: Sellers' Four Ps and Customers' Four Cs
Four Ps Four Cs
Product Customer Solution
Price Customer Cost
Place Customer Convenience
Promotion Customer Communication
Gaurav Akrani, Mudit Katyani and Manoj Patil (2010), Marketing Mix and 4Ps of Marketing,
Kaylan City Life, India
2
Product is the article which the manufacturers sell at the open

market. Product acts as the first element in the marketing mix. The
variable in the product include the product line and range, style shape,
design, colour, quality, packaging and labelling, branding and trade mark,
product innovations and product servicing. Product is the most powerful
competing instrument in marketing. If the product is not attractive there
will be no sales. A good product will fulfil the demand of the customer,
which is considered as customer solution.
Place or distribution refers to the delivery of the product and

right to consume it. The place can include the channels of distribution,
transportation, and warehousing plus inventory control.
Promotion is the tool of communication that is used to offer the

products to the customer. It covers the advertising, personnel selling,
public relations and more. Largely it deals with non-price competitions.
Price is the valuation placed upon the product by the offer. It

covers pricing, discount, allowances and terms of credit. It deals with
price competitions (Kerin, 2010). In marketing mix, pricing is a tool
for achieving the target market share or sales volume. According to
Akrani et al. (2010), the price should be charged at high pricing to gain
adequate profit for the company but low enough to motivate consumer
to purchase the product. The price should be suitable to compete with
other products effectively.
HALAL FOOD MARKETING
Islamic rules refer to the organising activities that are involved with
products and activities that are prohibited or related to unethical
behaviour. Halal marketing is an Islamic rule that is lawful for Muslim
consumption by decree of Shariah compliance. Islamic dietary and
consumption system is different and unique compared to other ethnic
3
dietary systems (Ameur, 2011). Halal food marketing has improved and
developed since the demand for Halal food increased all over the world.
The opportunities in Halal food can be seen as advantageous to other
manufacturers to invent Halal food marketing strategies.
Religion is a system of beliefs and practices which groups of

people interpret and respond to what they feel is supernatural and sacred
(Johnstone, 1975). Most religions prescribe or prohibit certain behaviour
including consumption behaviour. Schiflfman and Kanuk (1997) assert
that members of different religious groups are likely to make purchase
decisions influenced by their religious identity. Such a phenomenon is
widely acknowledged in international business and marketing literature.
The growth of Halal marketing can now be considered as

mainstream, affecting changes in how the business is being done and the
Halal is affecting how marketing is being done. Halal food marketing
holds the key in achieving the organisational goal which is to sell Halal
foods based on Islamic laws. For Muslim buyers, Halal food marketing
offers a solution to their problem in obtaining Halal products. This
marketing concept focuses on the major changes in company orientation
that provides the foundation to achieve competitive advantages (Philip,
2000).
THE DEVELOPMENT OF HALAL MARKET
Today, the world community from different geographical regions have

begun to understand the importance of the Muslim requirements for food
and other consumption known as Halal. The Halal market has grown
rapidly and recognised certificates in both the domestic and international
arenas have increased the trust of Muslim consumers and increased their
numbers worldwide. Every Muslim must ensure that his or her food
comes from Halal sources. This not only refers to the food ingredients
but also to the whole production process, which must be based on Shariah
principles (Zakaria, 2008).
4
The growing demand of Halal products currently has significantly

increased in both Muslim and non-Muslim populations all over the
world (Ameur, 2011). Products such as processed foods, beverages,
pharmaceuticals, bakery products, meat, poultry and cosmetics are
heavily demanded by both Muslim and non-Muslim countries with low,
high or even no Muslim population at all. In early 2010, a study was
conducted by Halal Market and Strategy on the Halal food market which
was made up of about 38% of beverages and processed foods, which
also included meats and poultry. The other 23% was the pharmaceutical
market, 13% included bakery products such as cakes and pastries, 9%
involved the Halal market for cosmetic and personal care products, and
the other remaining 11% and 6% were primary meat and nutraceutical
(Halal Market and Strategy, 2010).
The Halal Market
Figure 1: Percentage of Halal Market Products

Source: Halal Market and Strategy, 2010
Of late, the term Halal has attracted much attention from non-
Muslim consumers around the world. The Halal market has developed
in small numbers of Muslim populations such as in European countries
5
and the United States of America. The unique and healthy properties of
Islamic diet has attracted these non-Muslim consumers to ensure what
they eat comes from good quality ingredients and are safe.
Halal food market has the potential to widen its market due to the
massive agriculture production by exporting countries and the greater
purchasing power among the Muslim communities' consumers in the
importing countries.
HALAL MARKETING ADVANTAGE
The relevance of labelling products with the Halal logo shows the belief
in the right of Muslim consumers to be adequately informed. The Halal
logo has therefore become a marketing advantage for the products
marketed to the Muslim world. The Halal certificate is seen as advanced
and important to Muslim societies in Saudi Arabia, Malaysia, Indonesia,
Brunei and other Muslim countries. These Muslim countries are relying
on the certifications made by the accepted credible certifying bodies that
are already in place. The Halal certificate acts as a marketing advantage
to the Halal food market.
CONCEPT OF HALAL LAW
Halal is an Arabic word meaning lawful and permitted. This Halal concept
comes from the Holy Quran which it uses to describe objects and actions
(www.isnaHalal.ca). Islam is a natural way of life and encompasses
the concept of an economic system based on human cooperation and
brotherhood, which is based on the consultation and dietary laws for all
humanity. Halal consists of anything that is free from any component
that Muslims are prohibited from consuming. This can be classified as
'pork free' in its physical existence, including food substances such
as gelatine, enzymes, lecithin and glycerine as well additives such as
flavourings and colouring (Zakaria, 2008).
6
The Islamic slaughter procedure requires a Muslim to slaughter the

animal by putting the animal down on the ground (or holding it if it is
small) and slitting its throat with a very sharp knife to make sure that the
three main blood vessels are cut. While cutting the throat of the animal
without severing it, the person has to recite "Bismillah Allah-u- Akbar".
This Halal concept highlights the source of food coming from a

Halal animal that has been slaughtered according to Islamic rites. The
Quran states that:
"O ye people! Eat what is on earth, lawful (Halal) and good

(tayyib)../'
(Surah al-Baqarah, 2:168)
Hence it is understood that there are two essential factors that should
be stressed for Muslim food consumption, namely Halal which it is
permissible and tayyib refers to good quality. The Quran states that eating
food that is Halal and the avoidance of what has already been forbidden
(Haram) is an obligation of every Muslim. Every hukm (ayat) laid down
in the Quran has its own reasoning and must not be taken for granted.
Food is Halal if it does not contain or come into contact with

anything regarded as filth, e.g. carrion, alcohol, pork, blood, faeces
and urine. It must also be prepared, processed or manufactured using
equipment untainted by anything unclean.
According to Jabatan Kemajuan Islam, Malaysia (JAKIM), Halal

food can be defined according to three parts. The three parts are the
slaughter, the storage, display, and preparation, and the hygiene and
sanitation. The Islam concept focuses on the slaughter of animals, which
must be performed by a Muslim of sound mind and maturity, who fully
7
understands the fundamentals and conditions related to this activity. The

animal must be alive at the time of the slaughter and must be among those
which Muslims are allowed to eat. The slaughter must be done with a
sharp device - but not something made out of bones, nails or teeth - and
the animals respiratory tract, esophagus and jugular vein must be severed.
Storage, display and preparation of food is equally important. Food

is considered Halal if it is not made up of or does not contain parts or
by-products of animals which Muslims are forbidden to consume. It
should not contain what the law terms as filth, and should be prepared,
processed and manufactured using untainted equipment. In preparation,
processing and storage, Halal food should not come into contact with or
be in close proximity to that which is not Halal.
In terms of hygiene and sanitation, the premises for manufacturing,

preparing and selling food and drinks must be clean and free of elements
which may cause infestation such as flies, rats, cockroaches, lizards
and other such pests. Factory workers must be healthy and wear clean,
protective clothing to avoid contamination. Equipment used must be
washed frequently to ensure cleanliness and the washroom facilities
must also be clean (JAKIM, 2012).
The main objective of this study is to identify the potential of

the Halal market for Malaysia to expand globally, both in Muslim and
non-Muslim countries. Based on the marketing mix, we can identify the
potential market for Halal products in the domestic and international
markets.
The study focuses on marketing to five continents which are the

Asian, European, Australasian, African and the American continent.
Within these five continents, a few countries are chosen to represent
their regions based on the existing and emerging Muslim population,
growing Halal market, purchasing power and per capita income (GDP).
The limitations of the study are in terms of availability of data,

such as journals and reports, and the accessibility of the data due to
restricted access.
8
HALAL FOOD MARKETING BY CONTINENT
ASIA
In this topic, the potential of Halal marketing in five continents will

be discussed. Every continent will be explained and the selected countries
will be discussed based on criteria such as the number of Muslims, per
capita income, purchasing power and demand of Halal food.
Asia has six regions, as shown in Figure 2, consisting of West

Asia (blue area), South Asia (maroon area), East Asia (purple area)
and South East Asia (green area). The other two regions are Central
Asia that includes Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan
and Turkmenistan, and North Asia, which consists of Russia. For this
research, the focus is only on the four major regions as they have the
largest Muslim populations of the six regions.
Figure 2: Countries in Asia

Source: Greenwich Mean Time, 2013
9
According to Arshad (2012), the Asian Muslim population

encompasses the Middle East 40%, South East Asia 33%, India 24%
and China 3%. Asia is the continent where Halal awareness is the most
obvious and due to increased awareness about Halal status, there are
variations of Halal certification by each country on meat and non-meat
products, such as dairy milk, butter, soy sauce, cheese and other daily
consumption products. Malaysia is preparing itself as an international
hub for Halal products and seeks to be a successful leader in the Halal
market among the Muslim countries as a production and distribution
hub for Halal products.
Other large Muslim populations are found in Indonesia, Pakistan,

India and Bangladesh. However, due to their modest per capita incomes
and lower total food consumption, it is difficult for food exporters to push
their products in those nations because they have to set the price of their
product reasonably so that everybody can afford to buy and consume
Halal products. Besides Muslim countries, there is also strong demand
for Halal products from non-Muslim countries including China, the
Philippines and Thailand. Hence, Halal products are also being consumed
by non-Muslims because they believe that Halal products are safe, clean
and healthy to be consumed.
B Food Expenditure by|

Content. 200$
a
I Total Ha!a! Food
Expenditure by
Continent. 2009
ASIAN BUROPftN A&E3CAN AFRICAN OCEAMA

00UNIRES 00UNTHES 00UNTOES 00UNTRES 00UNTCES
Figure 3: Global Food Market Size and Global Halal Food Market Size
Source: Global Pathfinder Report, 2010
10
Figure 3 shows the global food market size and global Halal food
market size. The blue bars represent the food expenditure by continent
and the purple bars are the total Halal food expenditure by continent
in 2009. This provides evidence that Asia was the biggest consumer of
Halal food, at 62% as compared to the other continent. The World Halal
Forum held in Singapore in July 2009 by the International Halal Integrity
(IHI) Alliance pointed out that the global food market was valued at USD
$3,992.2 billion and the global Halal food market was worth an estimated
USD $634.5 billion, with Asian countries making up USD $400.1 billion
of total Asian Halal food market size.
Asian countries are one of the world's leading suppliers and also
importers of Halal certified products in the world. Even though these
countries compete in the international front, there has been substantial
trading in Halal products among them. For example, Malaysia is a
major exporter to Indonesia and Brunei. According to the Halal Industry
Development Corporation of Malaysia, among all Halal products on a
global scale, 10% is represented by meats, and 35% is processed food
and non-alcoholic beverages. Value-added beef products and deli are
classified within the processed food category, which also includes a wide
variety of other products, such as cookies, candies, and so on. Although
they target Muslim consumers, the non-Muslim consumers or markets
cannot be overlooked since they are also interested to consume Halal
products and offer huge opportunities for food producers to cater to the
potential demand from them.
South East Asia (SEA)
Most of the time, the thoughts of Muslim countries is centered

on the Middle East, but the truth is that the largest Muslim nations are
actually located in the South and South-East Asia. Those countries with a
Muslim majority are the most obvious target markets for Halal products.
South East Asia consists of 11 countries including Brunei, Cambodia,
East Timor, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore,
11
Thailand, and Vietnam. For this study, issues related to Halal food in
Muslim and non-Muslim countries in only five major countries - Brunei,
Malaysia, Singapore, Indonesia and Thailand - were studied.
Table 2: Countries at a Glance
Country
Brunei
B^=
Malaysia
E3
Singapore
SI
Indonesia
Population 408, 786 29, 179, 952 5, 353, 494 248,216, 193
*2012 Muslims: Muslims: Muslims: Muslims: 213,
estimate 273 886.62 17,624,691 80,3024.1 714, 142. 173
(67%) (60.4%) (15%) (86.1%)
Currency Brunei Dollar Malaysian Singapore Rupiah (IDR)
(BND) Ringgit Dollar Rp 1.0381/
(MYR) (SGD) Rm 0.0003
1 S$/
RM 2.5926
GDP: Total $20,969 $447,279 $314,911 $1,124 trillion
billion billion billion
| : PPP $49, 384 $15,568 $59, 711 $4,666 |
Source: Index Mundi, 2013
Brunei Darussalam
Brunei is a Muslim country where 67% of the total population are

Muslims. The Brunei Halal logo is one of the most trusted and other
countries have confidence in it because of their tight rules and procedures
on Halal products. They have strict import regulations on Halal chilled
or frozen meat. This makes the ease of doing business in this country
low because it is hard to enter the food business in Brunei.
Brunei Halal certification is issued by the Brunei Islamic Religious

Council and Brunei Wafirah Holdings stands as the brand owner of
the Brunei Halal brand. Brunei Darussalam's Ministry of Industry
and Primary Resources, along with the cooperation of the Ministry of
12
Religious Affairs and the Ministry of Health specifically established the

company to manage the brand with a mission to help local Small Medium
Enterprises (SMEs) enter the global marketplace.
The credibility of the Brunei Halal Certification will not only

bring confidence and taist to Muslims worldwide but also assure the
non-Muslim market about the cleanliness and quality aspect of these
products as they undergo strict procedures under the certification process.
The Brunei Halal Brand basically acts as a passport for businesses to
penetrate into the lucrative world industry. Before gaining entry, potential
businesses have to pass a strict approval process to get the Brunei Halal
Brand by convincing customers about the quality of these Brunei Halal
Brand products. Besides that, it also attracts many countries to have faith
in using the Brunei Halal logo. For instance, Korea wants to collaborate
with Brunei by having the Halal logo on Korean products in order to
penetrate into other Muslim or non-Muslims countries. However, one of
the challenges for Brunei is that they face difficulty getting their Halal
products into China because they have to compete with various Chinese
local products or they have to compete in major supemiarkets in China
(Shahminan, 2013).
Figure 4: Brunei Halal Logo and Halal Products
13
Malaysia
The majority of Malaysia's population are Muslims, up to 60.4%

and Malaysia is the leader in developing the Halal industry. Beginning
in 1994, Halal confirmation was given in the form of a certificate with a
Halal logo (JAKIM, 2008) by the Department of Islamic Development
Malaysia (JAKIM). The Malaysian Halal International Showcase
(MIHAS) is the pioneer international food trade fair which, since 2004,
has gathered the largest annual gathering of Halal consumers, such
as traders, investors, importers and exporters, trade associations and
governments with the aim of sourcing and selling quality Halal products
on a global level. As the world's largest Halal trade fair and Malaysia's
largest food and beverage exhibition, MIHAS is jointly organised by
the Ministry of International Trade & Industry (MITI), the Ministry
of Entrepreneurial & Cooperative Development (MECD), Malaysia
External Trade Development Corporation (MATRADE) and the Islamic
Dakwah Foundation Malaysia (YADIM).
Figure 5: Malaysia Halal Logo and Halal Products
14
Malaysian brands
This section is about Malaysian Brands that are produced by

local companies in Malaysia that represent the taste and preferences of
Malaysian cuisine internationally. Certified Halal by JAKIM in Malaysia
only if the food is processed and prepared in accordance to Shariah
compliance as well as with adherence to JAKIM procedures.
Brahim's produces a range of 'Meals Ready to Eat' products

featuring favourite dishes that capture the exotic flavours of Malaysia.
One can enjoy delicious, wholesome Asian meals in just minutes,
reducing meal preparation time by up to 90%. These products contain
only boneless, skinless lean meat, giving consumers great value at only
RM7.25 per pack. They offer varieties of ready to eat rice, meals as well
as ready to use cooking sauces. By exporting these products, it introduced
the Malaysian taste to the world.
Kart Food Industries Sdn Bhd is the first Malaysian company to

have gone into the manufacturing, distribution and sales of Halal Asian
ethnic frozen food for the retail, institutional, food service and export
markets. The products include Roti Canai, Roti Paratha, Pau, Pizza,
Donuts and Murtabak, symbolizing Malaysian food in terms of taste and
preference, and introducing Malaysian food to the world.
Halal industry development corporation
The Halal Industry Development Corporation (HDC), established

on 18 September 2006, is Malaysia's response for better quality products
and services as consumers gain confidence in the Halal process. It helps
to coordinate the overall development of the Halal industry in Malaysia.
The HDC promotes participation and facilitates the growth of Malaysian
companies in the global Halal market where it focuses on the development
of Halal standards, audit and certification, plus capacity building for
Halal products and services.
15
Figure 6: Export by Halal Certified Companies

Source: Halal Industry Development Corporation, 2012
Malaysia's major exports were ingredients/condiments and food

and beverage to China, the United States, Singapore, Netherlands and
Japan. Ingredients include food and non-food ingredients such as fats,
additives, salts, emulsifiers and colourings. On the other hand, food and
beverages that are exported consist of processed foods, cocoa, margarine,
beverages, meat, seafood, and other edible products.
Malaysia Halal park
Halal Park is one of the infrastructure that manufactures and

provides support services for Halal in a one-step centre from raw materials
until it becomes finished goods. Halal parks have become a success in
Malaysia by attracting foreign companies, particularly multi-national
corporations, to invest in the Halal parks located across the country, in
places such as Penang, Sarawak and Melaka. Various incentives were
given to the Halal Park operator, Halal companies operating within the
Halal Park, and Halal Logistic Operators such as 100% tax exemption
16
for several years, and exemption of duty import. This will attract various
investors, either domestically or internationally, so that Malaysia can
become the central trading hub for Halal products. Malaysia must also
intelligently market itself and achieve the Halal-hub's main objective of
providing a credible platform in connecting global Halal supply-chain
and certification for Halal Assurance.
Figure 7: Halal Park in Malaysia

Source: Halal Industry Development Corporation, 2012
17
Food stalls: Hygienic enough?
Ikan keli makan organ babi haram

2010/04/19.0S:47:ftAM EEmelKawan oCetaf
[]Like 277 * Tweet 2 % +1 Q Komen
PCTRAJAYA: Memakan haiwan ternakan. termasuk ikan keli yang diberi

makanan sebahagian besarnya organ dalaman babi atau haiwan lain secara
bertenisan adalah haram bagi umat Islam dan fatwa mengenai pengharaman
itusudahdiwartakan.
Penolong Pengarah Cawangan Pemantauan dan Penguatkuasaan Bahagian

Hab Halal, Jabatan Kemajuan Islam Malaysia (Jakim), MohdAmri Abdullah
berkata fatwa pengharaman itu vvajar menjadi panduan kepada umat Islam
bagi mengelak membeli hasil teraakan haram dimakan.
"Umat Islam perlu berhati-hati dan mengelakkan memakan teraakan --

seumpama kerana fatwa mengenai kesahihan haram atau halal sudah
dikeluarkan,5' katanya kepada Berita Harian, ketika dihubungi di sini,
semalam.
Figure 8: Issues in Malaysia - Hygienic and Ethical Practices by Food Premises

and Fish Breeding
Source: Berita Harian Online, 2010
18
This issue arose in Malaysia where small food premises or stalls,

some of which are very popular, for example Line Clear Nasi Kandar,
Rojak Karim and others, are not aligned with Shariah Law where the
preparation of food must be hygienic not only to adhere the Shariah Law
but also to attract more customers so that they will enjoy the food that
they will be eating. The next issue concerns catfish whereby they being
feed pig organs which is 'Haram \ In this situation, the fish breeder must
obtain Halal certification to ensure they are not feeding the fishes with
pig organs to make them big and fresh-looking. Due to this issue, Muslim
customers may have no confidence to eat catfish anymore.
Singapore
Singapore has a minority of Muslims, which is 15% of the total

population, but there is still a high demand for Halal food. The Halal
logo in Singapore was established in 1978 by the Majlis Ulama Islam
Singapore (MUIS). Halal certification is widely recognised in key Halal
markets, such as Brunei, Indonesia, Malaysia and the Gulf Cooperation
Council (GCC) countries.
McDonald's, A&W, KFC and Taco Bell are some international

brands that have gone 100%) Halal in Singapore. In 2006, the number
of patrons in McDonald's in Singapore shot up to eight million a year
after it obtained a Halal certification, showing that Muslims became
more confident to consume their products (Al-Haran and Low, 2008).
Singapore Halal food
Mohamad Armiya Food Industry is a Singapore-based manufacturer/

supplier of frozen Halal meatballs such as beef meatballs, chicken
meatballs, mutton burgers and marinated Halal meats that include chicken
burgers, beef burgers and frozen spicy beef lungs. This offered more
choices to interested parties who were looking for frozen Halal meats
that were fresh, of the highest quality, safe and 'Halalan Thoyyiban'.
19
Price: $11.00 (RM 28.15)
Price: $2.60 (RM 6.65) Price: $2.00 (RM 5.10) Price: $2.85 (RM7.30)
Figure 9: Singapore Halal Logo and Halal Products
"Seah's Spices", was found with the aim of producing authentic

Singapore Style Oriental Taste mixes for households and the food service
industry, ensuring the consistency in taste. They offer four types of
products, including soup, meat, seafood and desserts.
20
Figure 10: Issues in Singapore - Halal Stamp on Product that Contained Pork
Ingredients
The issue in Singapore is the claim that their Halal logo was
recognised all over the world; however, some non-Halal products that
have pork elements had the Halal stamp on it. This shows that the
authorising body did not inspect the product carefully. This will harm
the image of Singapore's Halal logo and Muslim customers will refuse
to buy any Halal products from Singapore.
Indonesia
Indonesia has the largest Muslim population, up to 86.1%, compared

to their neighbouring countries, making it the dominant Muslim nation
in South-East Asia. However, the country's concern regarding Halal
food only began in 1989. The certifying body which is the Assessment
Institute for Food, Drug and Cosmetics - Indonesia Council Ulama
(AIFDC - ICU) was established on January 6,1989 in Jakarta (Santoso,
2012).
21
Indonesian brand
Indofood Instant Seasoning comes in various choices of seasonings:

Chicken Soto Soup, Rendang, Opor, Gulai, Curry, Fried Sambal, and
seasonings for Fried Rice and Hot Spicy Fried Rice. These products
which are exported to Japan, China and Singapore have shown significant
increase in demand. According to Rostiyani (2012), Indonesia needs to
improve its Halal certification technology for mass produced goods to
cater for future demands.
\ s
$ $ & >
NE
Figure 11: Indonesia Halal Logo and Halal Products
Issues in Indonesia
Indonesia mainly imports raw materials such as beef and poultry

from New Zealand and Australia and these two countries are Halal-
accredited. However, in 2007, a supervisor discovered meat cartons
bearing the sign "Non-Halal". All production immediately stopped
and all finished products and work-in-process materials segregated.
The supplier was blacklisted, inspected and re-accredited straightaway
(Xinhua, 2009). They came out with a solution to have their own farm
storage and distribution by building a factory named Pt. Soejasch Bali
Food Distributor in Bali. The factory compound is divided into two
22
completely independent plants, one for Halal and the other for non-Halal
products. Delivery and storage of non-Halal products are done using
dedicated trucks. As a result, there is no co-loading with Halal products.
Figure 12: Issues in Indonesia - Accidental Use of Non-Halal Meat:

Production and Processing Team in Pt. Soejasch Bali, Indonesia
Thailand
Thailand has a total population of 67,091,089 and Muslim

communities are a minority. Even at 10%, there is still a huge number
of Muslims, concentrated mainly in the Southern most provinces of
Narathiwat, Pattani, Yala, and Satun. Thailand monetary unit is called the
Thai Baht (THB) and effective 2 October 2013, the currency of Thailand
over Malaysian Ringgit was $ 10 / RM 1.03. The total Gross Domestic
Product according to Index Mundi (2013) was at $616,783 billion and
per capita at $9,396. The major trading partners include the United States,
Japan, China, Singapore, Hong Kong, Malaysia, South Korea, Indonesia
and the United Arab Emirates. Thailand is one of the countries which is
rich in natural resources, such as rubber and timber, and has lower costs in
labour and production compared to other countries as many international
companies have built their factories in Thailand. This would also be a
potential for Malaysia to break through the Halal food demand by the
minority Muslims and non-Muslims as well. Other than that, Thailand
is the world's top producer of rice, cassava, sugar and seafood products,
and also exports ready-to-cook products such as sauces and curries to the
Association of Southeast Asian Nations (ASEAN), Japan and the EU.
The Halal Standard Institute of Thailand, an exclusive statutory

religious organisation, governed by the Central Islamic Committee of
23
Thailand (CICOT) was established on 11 August, 2003. In 2001, the

CICOT set up regulations for Halal certification or accreditation as a
common standard in Thailand.
Thailand Halal food
Total Food (Thailand) Co Ltd production facility is involved in

making Curry Paste, Meal Kit, Dried Herbs and Sauce. Thai Meal Kit
by Ori Chef is a ready-to-cook kit of Thai foods, offering convenience to
the beginner "Chef to be able to cook not only the original Thai foods
but fusion Thai foods in only a few minutes. It is noted that modern-
life-style people crave for more convenient yet exciting food to cook at
home, and Thai food is one of the best choices.
Price: $ 147.08 (RM 15)
Price: $ 177(RM 18)

Figure 13: Thailand Halal Logo and Halal Products
24
At the J.M Food Industry, they have four types of ready to eat
food - fresh, prepared, chilled, frozen - and sauce. They are famous for
Thai sauce and the torn yum combination taste of sweet, sour and spicy.
Besides that, they also export Thai banana and pineapple fritters as seen
in figure above.
Issues in Thailand
Since the majority of the population is non-Muslims, they lack

the understanding about the Halal concept. They may find that Halal
certification may cause difficulties to them because it involves a lot of
processes and parties. Other than that, Halal certification may cause
confusion for non-Muslims as they may think that Halal is meant
only for Muslims and if they eat Halal food, they have to convert to
Islam. Moreover, obtaining the Halal certification itself is more costly.
Therefore, by providing knowledge and understanding about Halal,
both Muslims and non-Muslims will have a clearer understanding and
will learn the benefits of consuming Halal food thus will clear up the
confusion regarding the Halal concept. For businesses, instead of being
concerned about cost, they should be concerned about the returns they
will get in the future if their product is certified with the Halal logo since
the Muslim population is growing around the world and the demand for
Halal food and products is rising dramatically.
East Asia
Table 3: Profile of Countries
Population 50,000,000 (25th) 1,339,72-4,852 (1st) 127,799,000 (lOth)

*2011 e s t i m a t e M u s l i m (%): 9 % Muslim: 2.3% M u s l i m (%): 1 4 %
Currency South Korean W o n Renminbi (yuan) (¥) Yen (¥)

lYuan = R M 0.033 1 Yen = R M 0 . 0 3 3
GDP :TOTAL $ 1 , 5 5 6 trillion $ 1 1 , 2 9 9 trillion $ 4 , 4 4 0 trillion

:PPP Per capita $ 3 1 , 7 5 3 Per capita $ 8 , 3 8 2 Per capita
$34,739
Source: Index Mundi, 2012
25
Nowadays as the Halal food industry is growing stronger than

ever, the business opportunity is wide open not only to Muslim countries
in the Asian region but also widely accepted in non-Muslim countries
especially in the Far East Asia region such as South Korea, China and
Japan. The three countries have growing populations of Muslims and
awareness of the booming Halal food industry has resulted in the strive
to become manufacturers of Halal-based food products to be marketed
not only in their respective countries but also globally.
South Korea
South Korea or formally known as the Republic of Korea occupies

the Southern half of the Korean Peninsula on the North Eastern Corner of
the Asian continent. North Korea lies to the North and Japan is located to
the Southeast, across the Korea Straits. According to the Korean Muslim
Federation (KMF), founded in 1967, there are some 120,000-130,000
Korean and foreign Muslims living in the country. Migrant workers from
Pakistan and Bangladesh make up the majority of the Muslim population.
The number of Muslims of Korean origin is estimated to be around
45,000. There are currently 10 mosques and 50 temporary musalain in
Korea today. The Seoul Central Masjid was a significant step for Islam
in Korea, and it is an excellent place to view Seoul's cityscape (Korea
Tourism Organisation, 2006). The organisations that are responsible
for handling the issues of Halal food in Korea are the Korea Muslim
Federation Halal Committee and the Korea Halal Association.
Figure 14: Halal Bodies in Korea

26
The growing number of Korean food companies getting the Halal

Certification is due to an explosive growth in demand for Korean food
in populous Muslim countries such as Indonesia, Malaysia and Pakistan.
The increase has largely been attributed to the international boom of
Korean pop culture, a socio-cultural phenomenon called "hallyu" (Korean
Wave). The demand for Halal food is also on the rise in the domestic
market on the back of the increasing number of students and travellers
from Muslim countries. In March 2013, Hanyang University in Seoul
opened the country's first Halal food cafeteria on campus to cater to 80
Muslim students there and the number is expected to increase even more.
Sunmoon University in Asan, South Chungcheong Province, followed
suit early April 2013 by opening a Halal food cafeteria for its Muslim
students (Park, 2013).
Table 4: Korea Halal Food Brands Certification
CJ CheilJedang (30 f o o d products, JAKIM Malaysia

including steamed rice, dried s e a w e e d
and kimchi)
Daesang (dried s e a w e e d and mayonnaise) Majelis U l a m a Indonesia
Paris B a g u e t t e (Korea's largest bakery Korea Muslim Federation (KMF)

chain)
Source: Park, 2013
Nearly 1.6 billion Muslim people in 140 countries, including

some 135,000 in Korea, consume Halal-certified food products and the
global market size was estimated to be worth $661.6 billion as of 2010,
according to the World Halal Forum. That has swollen to $2 trillion
when Halal-certified beauty and other non-food products are added.
Therefore food manufacturers in Korea are rushing to get their food
products recognised by Halal Associations from Muslim countries such
as JAKIM from Malaysia, Majelis Ugama Indonesia and Majlis Ugama
Singapore to name a few. This is so that their products can penetrate into
the Muslim countries. Other than the three giant food manufacturers
27
above, other food makers that earned Halal certification from more than
one Muslim state are Namyang Dairy Products, Nongshim, Pulmuone,
Orion and Lotte Confectionary.
Figure 15: Halal Food Products in Korea

Source: AgraFoo6.co.kr, 2012
Table 5: Korean Halal Products Pricing

Products Image Price Price
(US Dollars) (Ringgit Malaysia)
Nong Shim Shin USD $0.9701 RM3.10 per packet
Ramyun Noodle per packet
m1
Daesang USD $5.29 RM16.9042 (500g)
Chunjungone •<r (500g)
Mayonaise
Source: Shine-Korea.com (2009)
Issues in South Korea
In order to compete in the booming Halal food industry, South

Korea is looking for business collaboration in Muslim countries to help
28
them expand their Halal food products regionally and globally. In March
2013, the Korea Trade-Investment Promotion Agency (KOTRA) under
the Ministry of Trade, Industry and Energy signed a memorandum of
understanding with Majelis Ulama Indonesia, Indonesia's top Muslim
clerical body and Halal certification issuer, to make it easier for domestic
food makers to enter the Indonesian market (Park, 2013). Korea Agro-
Fisheries Trade Corporation (aT) opened a branch office in the Indonesian
capital, Jakarta, last July to help Korean food exporters advance to the
Muslim food market. 88% of Indonesia's population is Muslim and the
Halal food market there reaches USD$70 billion. Last year, Indonesia
imported about USDS 150 million worth of Korean foods. Among the
Korean products, Indonesian people mainly prefer sauces, snacks,
instant noodles and processed coffee products. The Jakarta aT office
made efforts to promote Korean foods utilising 'Hallyu' (Korean culture
wave) marketing and by conducting sales promotions for Korean foods
in cooperation with large local distributors.
According to aT, Korean Halal certification achieved equivalence

with the JAKIM certification of Malaysia, so all the foods that have the
Korean Halal mark can be distributed in Malaysia without restrictions
as of last July 1. The process of obtaining a JAKIM Halal certification
is more difficult and complicated than that for other Halal certifications,
but it enjoys high recognition worldwide. The equivalence of the Korean
and Malaysian Halal certificates will become an important stimulus for
Korean foods to push into Malaysia (Korea AgraFood, 2013).
China
China, or formerly known as the People's Republic of China, is

located South of Mongolia and the Siberian land mass, West of the Korean
Peninsula and insular Japan, North of Southeast Asia, and East of Central
and South Asia. China is one of the world's most eye-catching Halal
food markets, as Muslims there total more than 30 million, or 2.3% of
China's population. There is a growing demand for Halal food in Ningxia
2S
and Gansu provinces and in Inner Mongolia. The key advantage of the
Chinese Halal industry is access to cheap labour. Islam was introduced
into China officially in 651 in the Tang Dynasty (618-907) through
marriage with Arabic traders. The Muslim Hui ethnic group was formed,
and thus Chinese Halal food history started. It is very common to see
wines served at Halal restaurants in big cities like Beijing, Shanghai,
Guangzhou, Shenzhen in China. However in Northwest China's Shaanxi,
Gansu and NingxiHui Autonomous Region where you will see a large
Muslim population, Halal restaurants are very strict on alcohol. Wines
are strictly prohibited at Halal restaurants in those provinces. To run
a Halal restaurant in China, Halal certificates is required and this can
usually be obtained from the local Ethnic and Religious Affair's Office
of the city after necessary inspections. In some areas, Halal certificates
is issued by mosques (IslamiChina, 2002).
Halal Food Industrial Park
Northwest China's Ningxia Hui Autonomous Region is building

a Halal industrial park to integrate research, design, manufacture,
processing and trade for the Halal industry. The city now has 176 Halal
food enterprises. Halal output of the city totalled 13.2 billion yuan (USD
2.16 billion US dollars) last year, up 15 % year on year, and accounted
for more than 60 % of the whole value of the region's Halal industry. By
the end of 2012, Yinchuan had more than 4,800 Halal food enterprises
and other processing or selling enterprises. Some have showcased their
products outside China and at exhibitions in Cairo, Dubai and Istanbul
(Xinhua, 2013).
30
PROFESSORIAL LECTURE; HALAL FOOD MARKETING: DARE TO WIN!
Figure 16: Halal Food Industrial Park China
Covering an area of 63 square km, the park has over 40 enterprises

to date with an annual production value of 3.6 billion yuan. Well-
known enterprises, such as Ningxia Hongshanhe Food Co. Ltd., Yili
(Ningxia), and Baodi Halal Food Company, have played great roles in the
development of domestic Halal food industry. To tap into the international
Halal food market, Ningxia is perfecting the authentication system, so
that domestic standards can meet the standards of Arab countries and
other Muslim regions (Xinhua, 2013). On 17 September 2013, the first
China-Arab States Expo opened in Yinchuan city of Northwest China's
Ningxia Hui autonomous region. It features trade fairs and seminars on
agriculture, energy, culture and tourism. China's exports to Arab states in
2012 exceeded USD90 billion while imports reached more than USD 130
billion. The new products that have attracted the Arab nations were juice
products from China (China Daily, 2013).
Halal Food Products in China
The Xi'an Yongxin Halal Food Company has invested in the West
Halal Food Base, located in the Xi'an Bonded Area and covering an area
of 70 mu (about 4.67 hectares). The Halal food processing import and
31
export base, with an investment of 200 million yuan ($32.3 million),

involves the construction of cold storage warehouses, Halal food
production lines and a market for imported beef, mutton and aquatic
products. The overall production process will be strictly monitored
according to Islamic law, including raw material procurement, processing
and selling. The products of Xi'an Yongxin Halal Food Company are
available around China and include Jia Yongxin cured beef, beef seasoned
with soy sauce, deep fried beef with cumin, and pita bread soaked in
lamb soup (Salama, 2013).
Price for 200g: USD $12.28 = RM39.24 (cart100.com, 2013)
Figure 17: Jia Yongxin Halal Cured Beef
Halal issues in China
In January 2013, the issue of mislabelling products as Halal imports

became a hot topic among Muslims living in China especially the
Uyghurs. A number of companies in China are mislabelling domestically
made food products as Halal imports from Islamic nations in order to
improve their market share in the Muslim-populated North-Western
Xinjiang region, according to sources (Lipes, 2013). One company
contacted by RFA Uyghur Service, Tianren International Ltd., admitted
it had been producing food products domestically and mislabelling them
as certified Halal goods from Malaysia, a predominantly Muslim country.
32
China is also one of the main importers of Halal food products from
Malaysia. In 2011, Malaysia exported food products worth RM20.6 billion
to more than 200 countries, of which, processed food contributed about
RM13.5 billion. The main exports were cocoa and cocoa preparations
(RM3.8 billion), prepared cereals andflourpreparations (RM1.6 billion),
and margarine and shortening (MIDA, 2012).
Japan
With markets expanding in Muslim countries, a number of Japanese

companies saw the production of Halal foods and other products as a
passport to the Islamic world, even though this might mean the complete
renovation of a factory. The number of Muslims is expected to exceed
two billion in 2030. Two of the largest Muslim countries, Indonesia and
Bangladesh, are expected to chalk up growth rates of 6% (Salama, 2013).
Halal authentication bodies have received applications from Japanese
companies that want to produce Halal products for Islamic countries.
The Japan Halal Association reported the number of restaurants offering
Halal dishes has increased rapidly over the past 10 years. Currently,
about 200 restaurants across the nation offer Halal dishes. Japan believes
the barriers against entry into the Islamic market are low for Japanese
companies because the Islamic economy is close to the Japanese way of
doing business, as it puts weight on fair transactions and the production
of goods, and on contributions to local communities (Jiji, 2013).
Halal food products in Japan
The Japanese are very inventive in their daily lives and this includes
innovation in new food products that are Halal and in accordance to
shariah laws. There are a few food products that has already been
approved by Halal bodies such as JAKIM from Malaysia. The spirit of
innovation in Japan can definitely help the nation to further expand its
business in the Halal food industry globally. Dumplings or 'gyoza' are
not Halal as the filling is usually pork meat. However, due to the increase
33
in demand in Japanese Halal food, a company in Japan had invented

Halal c gyoza\ The dumplings are stuffed with mackarel fish instead of
pork. Not only is the filling Halal, but the company also emphasises on
the hygiene of the production area which is separated from the rest to
ensure the hygiene is according to Islamic principles. The dumplings were
showcased at the Halal Fair 2012 at Singapore and had been given the
Halal certificate. Another well-known product that is making headlines
is the miso paste. The paste is used largely in Japanese cuisine to add
great flavour. A non-profit organisation, Japan Halal Association (JHA), a
certification body in Japan accredited by J AKIM has approved a Nagano
based miso paste company which became the world's first Halal miso
paste provider on 12 December, 2012.
Price for Packaging of 26.450Z: USD $4.88 = RM15.594

(marukaiestore.com, 2012)
Figure 18: World's First Halal Miso Paste
Middle-East (West Asia)
"Middle East" is a term invented by Europeans to describe the

geographical region that lies between Europe and distant parts of Asia
(what they call the far-East). The "Middle East" is on the continent of
Asia but many parts of North Africa have strong cultural and geographical
ties with the Middle East. In the Middle East, the Muslim population
numbers 127 million and the region imports more than 80% of its food
34
requirements. Gulf Cooperation Council (GCC) nations consumed USD

43.8 billion worth of Halal products in 2009. The Halal food industry in
the GCC region is expected to grow at a faster pace over 2011 -2016. The
six members of GCC are the most important countries in the Middle-East;
the United Arab Emirates (UAE), Saudi Arabia, Bahrain, Oman, Kuwait
and Qatar. It is a very competitive market because there are "no entry
barriers and exit barriers". The total population is only about 40 million
in 2011 and projected to rise 40% by 2030 (Sungkar and Hashim, 2011).
Figure 19: GCC Countries Flags and Map
Although the GCC countries have small populations, the total

imports of Halal meat into these countries (chicken and beef) exceed 1
million MT annually.
35
Figure 20: GCC Halal Meat Imports

Source: HDC, 2012
The main markets are Saudi Arabia and the United Arab Emirates
(UAE), contributing more than RM71 billion.
Halal issues in the Middle-East
Even if GCC countries are under the GCC Standardisation

Organisation (GSO), they vary from country to country. The main
difference is in terms of the slaughtering process: stunning, mechanical
slaughter and the use of gelatine (Halal Journal, 2010). In order to solve
the ever unsolved issues of unstandardised Halal certification standard,
the Organisation of Islamic Cooperation (OIC) has given the mandate to
formulate Halal codes for cosmetics and perfumes to be implemented in
all Islamic countries and non-Muslim countries as well. The standards
are in the ratification process now and will be in place by early next year,
covering all types of food products and outlets. Every eatery and food
brand that claims its food to be Halal will come under the scanner. (The
details of the ingredients used, the processing, the plantation, chemicals
36
used, the packaging as well as the slaughtering of animals will be

discussed later). Every process should comply with Shariah regulations.
Food products that are being genetically modified or processed using
chemicals or fertilisers that have traces of non-permissible products
will also be inspected. Having traces of pork, animals slaughtered in
a non-Islamic way or the presence of alcohol in food products among
other things are not allowed according to Shariah (Shahbandaari, 2013).
South Asia
Pakistan
Pakistan or the official name, Islamic Republic of Pakistan, has the

second largest Muslim population in the world, behind Indonesia (Pew
Research Center, 2009). There are approximately 174 082 00 Muslim
people in the country.
Table 6: Countries with the Largest Muslim Population

Countries with the Largest Number of Muslims
Estimated 2009 Percentage of Population r**rC*nt«g© OF WO fi P
Muslim Population that is Muslim Muslim Population
Indonesia 202,867,000 88.2% 12.9%

Pakistan 174,082.000 96.3 11.1
India 160,945,000 13.4 10.3
Bangladesh 145.312.000 89.6 9.3
Egypt 78.513.000 94.6 5.0

Nigeria 78.056.000 50.4 5.0
Iran 73.777.000 99.4 4.7
Turkey* 73.619.000 -98 4.7
Angaria 34.199.000 98.0 2.2
Morocco* 31.993.000 -99 -2
Source: Pew Research Center, 2009
37
Halal food products in Pakistan
Pakistani food companies made inroads into the UAE market at the
Gulf Food exhibition in February 2012. The major groups held fruitful
meetings at the exhibition and they launched their products from June
onwards, according to industry insiders. K&N's Foods (private) Limited,
a leading name in poultry and meat products in Pakistan, is expected to
market its products in the UAE by June. Other brands like Sufi Cooking
Oil and Habib Oil, leading herbal trademark, Qarshi and confectionery
products leader, Hilal, among others are also planning to enter the UAE
food market this year (Rizvi, 2012).
Price per 300g: USD $3.96 = RM12.6542 (pakistan.grocery.com, 2013)
Figure 21: K&N's Halal Food Product
38
Halal issues in Pakistan
Halal meat is one of the fastest growing markets in the world,

contributing around 16% to the total world trade. Pakistan is the 19th-
largest meat producer in the world. However, it only provides 2.9%) of
global meat production. In fact, not one single Muslim country is in the
top 10 of the world's meat producer. Therefore, Pakistan could triple Halal
food exports by formulating and implementing policies in association
with the private sector. It has the ability and potential to capture a
sizeable share in the $2 trillion world Halal food industry. The country
has more than 160 million quality livestocks including 72 million catties
and buffaloes and 89 million goats and sheeps. Pakistan should follow
the successful steps of its neighbour, India, which is one of the main
producers of meat, especially cows, because of the high quality meat.
This is because catties in India are free from nail and mouth diseases
(Halal Journal, 2010). Pakistan has a 100% Halal production base and
has direct access to 470 million consumers in Central Asia, Middle East
and Europe (The Express Tribune, 2013).
India
India is one of the key Halal markets which has a large food safety
concerned population which also encompasses over 177 million Muslims
(Mulani, 2012). According to the Halal India Management Board, the
potential market of Muslim customers is largely untapped but investors
face the problem of using only Halal products. More than 10% of the
world's Muslims lives in India and this makes it the third largest Muslim
community in the world, after Indonesia and Pakistan. There are more
than 175 million Muslims in India having approximately 15% of the
total population with a larger youth ratio, spread out in all states of India.
20 districts have more than 50 % Muslim population in India while 68
districts have more than 25 % share in total population. Most of the
Muslims prefer to buy only Halal-certified products.
39
I1IW41.'H.'I'M ASIA-PACIFIC
PAKISTAN ~~" _ - J -CHINA-CONTROLLED
CONTROLLED ^ . . KASHMIR
KASHMIR Countries w i t h t h e Largest P rojected Increase
. '—.— INDIAN-CONTROLLED in N u m b e r of Muslims, 2 0 1 0 2 0 3 0
KASHMIR
UTTAR PRADESH LSHMAltC pftojecieo pROJtcreo
30.7m ( I 8 . S V ) HUS11M MUSLIM NUMERICAL
PAKISTAN D.miCjWl BIHAR POPULATION POPUIATION INCREASE
2010 2030 2010-2030

•ML 1 Pakistan*
India
178,007,000
177,286,600
2S6,117,000 78,021,000
•" • I •NCMA i l Bangladesh* 148,607,000

2ib.\m.<jw
187,506,000
58,897,000
38,896,000
B BANGLAOE SH Indonesia" 204.84 7,000 238,833,000 33,985,000
Mumbaij|
Afghanistan* 29,047,000 50,527,000 21,480,000
MAHARASHTRA—1
10.2m (10.*%*) m
W' WEST BENGAL
20 2m (25.2%*)
Iran'
lUrfcty*
/4,819.000
74,660,000
89,626,000
89,127,000
14,807,000
14,467,000
China 23,308,000 79,949,000 6,641,000
ANDAMAN A N D —
NICOBAR ISLANDS Uzbeksom' 26,83 3.000 5,927,000
Total population - i b n Malaysia* 17,139^000 72,757,000 5,613,000
Total Muslim population « 13Sm (13.4%)
* = •lots'c proportion of Mm
^•'•M^SHBHKSBSiSi
• More than 10 million • 5-10 million 1 -5 million Lees lhan 1 milion
Figure 22: Muslim Population in India

Source: Pew Forum, 2011
Halal food products in India
s>\* * $
I N D I A •
www.halalindia.com
V J
< < < . * #
Figure 23: India Halal Logo
40
Bikano, the sweet and the namkeen brand from Bikanervala Foods,
has seen a 30% jump in soanpapdi and cookies sales in the Malaysian
market in the last year, partly due to the Halal-certification that gave it
a higher visibility on retail shelves there (Phadnis,2012).
PRICE for 400g: USD $4.99 = RM15.9455 (shop.khapkana.com, 2012)
Figure 24: Halal Food Products in India (Bikano)

Source: Phadnis, 2012
Halal Issues in India
India is the major producing and exporting country of bovine meat

in the world. The Indian meat industry has shown an annual growth of
more than 10% since 1990-91. The unorganised sector has the greater
share in meat production in comparison to the registered organised sector.
The overall estimated production of meat was 6.5 million tonnes between
2007 and 2008 while in the recognised sector, it was only 2.6 million
tonnes (Rahman, 2010). A big advantage for India is its livestock health
41
status. India has always been free from the dreaded Mad Cow Disease
(BSE) and has been free from Rinderpest since 1995. There has not been
a single incidence of Contagious Bovine Pleuro Pneumonia (CBPP) in
India in the past 12 years. Foot and Mouth Disease (FMD) remains the
only issue of concern, though it is controlled through various measures
(Rahman, 2010).
Demand of Indian Meat is expanding in the overseas market

especially with the increased demand of buffalo meat in the Gulf and
South Eastern countries due to its lean character and its near organic
nature. Adhering to the Halal method of slaughtering animals is an
important issue for consumers from the Muslim world. Therefore,
prior to granting the registration certificate to meat processing plants,
it is mandatory to disclose the method of slaughter: whether the Halal
method of slaughtering animals is practiced properly and recording
the number of animals slaughtered kept by the representatives of the
Islamic organisation. Due to the certainty of Halal compliance, India
is therefore the preferred country for the import of meat by Gulf and
Muslim countries. It is pertinent to note that the meat profession in India
is exclusively conquered by Muslims. More than 95 % of the producers
and exporters belong to the Muslim community. Abattoirs and meat plants
are owned by Muslims. The Hindu community is completely vegetarian
and slaughtering is strictly prohibited according to their religion.
However, India also has to face rivalry from emerging competitors

such as their neighbour, Pakistan. In January 2010, Malaysian's Minister
of Agriculture, Datuk Seri Noh bin Haji Omar visited various private
sector slaughter houses in Pakistan and held meetings with the Food
and Agriculture Minister, Nazar Mohammad Gondal, to discuss meat
imports from Pakistan. Pakistan has just started exporting Halal meat to
Malaysia. The Malaysian government is importing two-thirds of its meat
requirements from India. This means that Malaysia could import at least
60,000 tons of meat from Pakistan if it chooses to do so (Halalinlndia,
2010)
42
EUROPE
Europe, including Eastern Europe, has a Muslim population of

about 51.2 million and has a spending power of about 30 billion Euros
annually. Halal products are seen by major retail chains in Europe as
part of their business expansion plans and they are looking at a range of
Halal-certificated products to fill new Halal sections of their outlets. The
fact about Europe's Halal market is that 25 % of the world population's
is Muslim and 780 million are under 25 years old. The demand for Halal
products in Europe is valued at $667 billion globally (16 % of the annual
growth in consumption of Halal food). The biggest Muslim population
is located in the United Kingdom followed by France. Both of these
countries shows a growing Halal market throughout the years.
Table 7: Purchasing Power of Muslim Countries in 2005
Muslim Per capita food Halal Food

Population expenditure Market
(Million, 2005) (p/a US$) (Millions US$)
Africa 461.77 250 115,443

West Asia 195 570 111,150
South Central 584.8 300 175,440
Asia
Southeast Asia 266.37 350 93,230
China 39.1 175 5,865
Europe 51.19 1,250 63,988
North America 8.26 1,750 14,455
South America 1.64 500 820
Oceania 0.35 1,500 525
Total 1,565 580,915
Source: http://www.islamicpopulation.com, Euromonitor, 2005
43
The above table shows the purchasing power of Muslim consumers

over the world. European countries have the fifth largest Halal food
market with a higher per capita income, even though the number of
Muslims is smaller compared to the non-Muslims.
EUROPE
Muslim r e of O v e r a l l P o p u l a t i o n , 1990-2030
1990 2000 2010 2020 2030
Pew R e s e a ' b P \ j b l « Life « 7»t? Fljture of the Gtottat MLKJH™ Popu;.*
Figure 25: Europe's Muslim Population in 1990 until 2030

Source Pew Research Religion & Public Life Project (2011)
United Kingdom
Major retail chains in the United Kingdom (UK) have an

increasingly influential role in the Halal industry. In these stores, 40 %
of their customers are Muslims, who require more Halal products, both
food and non-food, with a wider product offering.
A report on the UK Halal market published recently by the UK

Government found that the Asia population in the UK is growing 15 times
the national average. In 2011, about 50 % of all London boroughs will
have an ethic majority population where the retail sales of Halal meat are
valued at 400 million Euros. The majority of Muslim consumers utilise
large supermarket chains for their main grocery shopping indicating a
vast retail opportunity for the large chains and 51 % currently offer Halal
44
meat. The proportion of Halal meat sales in the UK is 12 % while the

Muslim population form only 4.8 % of the UK population.
Halal food in Europe
Eden Valley Group is one of the family businesses that is producing

Halal meat and poultry based on the Halal standards. The figure below
shows the meat and fresh chicken that is promoted by Eden Valley Group
to Muslims.
10K9 lOKg
Fresh Chicken Frozen IQF BuyS 1
Niblet W i n g Chicken Niblet or more <
(1st Joint) Wing (1st Joint) E18.99<
15Kg lOKg
Fresh Chicken Frozen IQF Buy 10
Niblet W i n g Chicken or more
Niblet W i n
S
(1 st Joint) (Plain Box}
Figure 26: Pricing Range for Halal Fresh Chicken
Eden Valley Group is a family run company that is positioning itself

as a major meat supplier and the largest poultry processing company in
the UK.
45
Figure 27: Pricing Range for Halal Beef Burgers

Source: www.edenvalleygroup.co.uk
The figure above shows the range of different sizes and weight
of Halal beef burgers in the United Kingdom pricing range, which is
between 6 to 12 Euros.
5^*£^/ A*n.-** *-r* •
Figure 28: Halal Logo Certified to Eden Valley Group
The number of Muslims has grown in the smallest countries (www.

stastistic.gov.uk). The UK is seen as a potential Halal market in European
countries with the increase of the Muslim population and demand from
non-Muslims. There are about 2.7 million Muslims in the UK and a
46
million of them lives in London. They are responsible for the 20.5 billion
Euros of Muslim spending in the UK, and 700 million overall value of
the UK Halal market.
In 2010, the European Halal Food Park was built to increase the
Halal process and market. The objective of the Halal Park was to focus
on the growing demand for Halal beef and sheep in the UK. Examples
of meat that is produced by UK Halal Park is beef, lamb, veal, mutton,
chicken, burgers, sausages and marinated meat products. Besides that,
diverse packaging materials are used to suit wholesalers, retailers and
food service customers. In Europe, about 6 million people are consciously
buying Halal meat. According to Halal Food Authority (UK), "significant
quantities of the meat sold in the UK on the open market are slaughtered
under Halal standards". This explains why the Halal market is slowly
expanding around the world. The safety and quality of the meat has
increased the household demand. Britian's biggest hotel and restaurant
group, Whitebread, which owns the Beefeater and Brewers Fayre chains,
admit that more than three-quarters of its poultry is Halal. Of this, the
highest amount of the meat was supplied by the New Zealand Halal
market.
The UK offers a variety of Halal foods such as burgers and sausages

with the Halal logo (Simply Halal Brand). In 2011, the export of Halal
meat increased to 22% and this increment allowed the UK to create
opportunities with US trade. The business trade led to 28% to the UK
economy with an increase to 1 billion Euro (Global Meat news.com). The
Halal market in the UK is one the few segments showing real growth. The
Halal Food Festival is an excellent opportunity to engage with second
and third generation Muslims with real spending power as the highest
Muslim population in the UK are under 25 years old (Halalfoodfestival.
com). Below is the UK Halal logo from different systems:
47
Organisation and System Logo
Halal Food Authority (UK)

Recognised by:
Philippines (Halal Stock)
Malaysia (JAKIM)
Halal Development Council
j*>^
Muslim Food Board (UK)
Recognised by:
Indonesia (MUI)
Malaysia (JAKIM)
Singapore (MUIS)
World Halal Food Council
HALAAL
Figure 29: Halal Logo in United Kingdom Recognised by JAKIM
Source: www.Halal-zertifikatde
48
Halal Meat Images Food Services Range
Fillet and Sirloin, a real meat lover's

steak.
This succulent, bone in steak has a

tasty sirloin on one side and a tender
portion of fillet on the other. It's a big
flavoursome cut for those who love
their meat.
Fully matured and 100% Non-Stun

Halal.
Approx. weight 370g, packed

individually.
10 steaks per box.

Good marbling is what makes Simply
Halal's Sirloin taste so good.
Sirloin is one of the most flavoursome

steaks, yet it's almost as tender as
fillet, so it can be relied on to please
everyone. Choose from our Sirloin
steaks and minute steaks available
in a variety of box sizes, or why not
try one of our Sirloin roasting joints
available in a variety of sizes.
Approx. weight 230g, packed in 2's.
20 steaks per box.
49
Big deal for the large appetite.
Dry matured on the bone, the flavour

and tenderness of this 400g steak is
second to none, and the size is ideal
for the larger appetite.
"Dry matured on the bone for extra

tenderness"
Approx. weight is 400g, packed

individually.
10 steaks per box.

Figure 30: Halal Meat Produced by UK Halal Manufacturers
source: www.Halalfoodpark.com
Thefigureabove shows the product range that is provided by Europe

Halal Park which is located in the UK. The variety of Halal meat in the
UK has had a lot of demand from different customers, both Muslims
and non-Muslims.
France
The Halal market in early 2005 in Europe earned more than 5 billion
Euros. As in all multi-cultural societies, France has seen a rapid growth in
the Halal market over the few past years. The Muslim population living
in France is estimated at 7 million people and 70% of them originate
from countries such as Algeria, Morocco, Tunisia, while others are from
Turkey and diverse Africa Muslim countries (Zakaria, 2008). France is
reported to have the largest population growth for Muslims in Europe.
In France, the non-Muslims' total demand for Halal food is estimated to
reach about USD3 billion annually and they spend up to 14% on food
50
only. On the other hand, Muslim consumers spend about 30% to 35%
purchasing Halal foods (World of Halal).
France is a country that has just started to develop the Halal industry
since the demand of Halal products from Muslim consumers is growing.
The first step in developing the Halal market is through the development
of Halal food markets. In 2001, the expansion of Halal shops increased
due to high demand. The Halal market is focusing on the meat segment
which every Muslim takes seriously, particularly on how the meat has
been slaughtered and processed (Zakaria, 2008).
In 2003, the opportunities of the Halal market increased the range

of Halal products and at the same time expanded the Muslim consumer
variety of products, such as cosmetic and daily care, tourism and etc.
Examples of the main local meat and poultry are Charal, Doux, Socopa
and Due. Nestle is one of the MNC companies that launched the Halal
"Maggi" soup and Halal stock cubes into the French market. According
to Nestle CEO, European Halal food market is valued at US$67 billion
and expected to grow by at least 25% in 2020 (Nestle's, 2009). Several
supermarkets such as Carrefour, Franprix, Auchah and Leclerc accounted
for 20% of Halal products sold in France and 80% sold in the Halal
butchery shop. These supermarkets also allocated specific shelves
for Halal products. This strategy has increased Halal demand by non-
Muslims. According to World of Halal, the demand from non-Muslims
reached about USD 3 billion annually, 14% of it spent on foods. In 2005,
about 3000 to 5000 shops based in France produced Halal food such as
butchery shops, fast food outlets and pizzerias, catering and food services,
hotels and even airline companies (Halal Market in France, 2005).
51
Figure 31: Halal Supermarket Brands in European Countries
Organisation and System Logo
Ritual Association of Lyon's Great

Mosque
(Association Ritualle de la Grand
Mosquee de Lyon)
Recognised by:
Malaysia (JAKIM)
Figure 32: France Halal Logo Recognised by JAKIM
Source: www.Halal-zertifikat.de
AUSTRALASIA
Australia
The growth of the Halal concept in Australia is from the increase
in Muslims in the country (Dickson, 2009). Basically, Muslims are
52
particular about the Halal products such as food, medicine, cosmetics

and others. Australia has been recognised as the largest Halal exporter of
dairy products and beef. Besides that, most of fast food restaurants are
Halal, even though the Muslim population in Australia is only 1.5 % of
the 20.2 million total population (Dickson, 2009). It shows that there is
a market potential for Halal food even though the Muslim population is
low, because they export large amounts of Halal food around the world.
However, there are several issues raised regarding Halal food. As we

know, dairy products and cows are the largest exports in Australia. The
slaughter of animals according to the Halal concept is that the that throat
of the animal will be slit without any stunning and cruel technique. Even
though some of the suppliers in Australia did get the Halal certificate,
they still use cruel systems to slaughter, such as stunning and electrical
shock on the animal's head (Dickson, 2009). This issue arises as not all
in the country accept this technique.
On the other hand, the availability of the Halal certificate on

packaging is another issue that arose. Some of the companies put a
small printed Halal logo on the side of its packaging and some do not
even though it is Halal food. The reason may be that they might want
to keep a good reputation and improve sales. Besides that, they do not
want to lose their non-Muslim customers even though the company
produces Halal products and services. This issue made Muslims doubt all
products that are not labelled with the Halal logo although the company
has obtained the approved Halal certificate for meat and chicken. These
are the sensitive issues regarding the labelling of Halal on the packaging
of food. However, some non-Muslims do not care to consume the Halal
products and some of them banned the Halal products straightaway
(Kaufman,2013). This is because they had labelled Muslims as terrorists
(Australia Day, 2013).
In Australia, there are several approval bodies awarding the

Halal certificate such as the Adelaide Mosque Islamic Society of
South Australia, Islamic Association of Geraldton, Islamic Association
of Katanning Inc, Islamic Co-ordinating Council of Victoria (ICCV),
53
Supreme Islamic Council of Halal Meat in Australia Inc. (SICHMA),

The Islamic Council of Western Australia, Khairat Melayu Islam
Victoria (KMIV), The Perth Mosque of Western Australia Incorporated,
Australian Federation of Islamic Councils Inc., Halal Australia Inc.,
Australian Halal Food Services (AHFS) Head Office Queensland State
- Brisbane and Victoria State - Melbourne (Halal Event Ltd., 2013).
Adelaide Mosque Islamic Society of South Australia

20 Little Gilbert Street, Adelaide S.A5000, Australia
Islamic Association of Geraldton
Geraldton Mosque, 172 George Road Geraldton, Western Australia,
6530 Australia
Islamic Association of Katanning Inc
P.O Box 270, Katanning, Western Australia 6317
Islamic Co-ordinating Council of Victoria (ICCV)
155 Lygon Street, East Brunswick, Victoria 3057, Australia
Supreme Islamic Council of Halal Meat in Australia Inc. (SICHMA)
Unit 1, 35-37 Harrow Rd, Auburn NSW 2144, Australia
The Islamic Council of Western Australia
P.O Box 70, Burswood WA6100, 7 Melvern Road, Rivervale WA6103
Khairat Melayu Islam Victoria (KMIV)
56 May Avenue, Altona Meadows, Victoria 3028, Australia
The Perth Mosque of Western Australia Incorporated
427-429 William Street, P.O Box 106 Aberdeen Street, Perth WA6001
Australian Federation of Islamic Councils Inc.
932 Bourke Street, Zetland NSW, 2017, PO Box 7185, SSBH,
Alexandria, NSW 2015
Halal Australia Inc.
Unit 6, Level 1, Auburn Chambers, 22 Auburn Rd, Auburn NSW 2144,
Australia
Australian Halal Food Services (AHFS) Head Office Queensland
State - Brisbane
PO Box 775, Springwood, QLD 4127, Australia
Victoria State - Melbourne
RDV Business Centre, 41 Cumberland Road, Pascoe Vale, Victoria
3044
Figure 33: List and Addresses of Approved Halal Authentication Bodies

in Australia
Source: Halal Events Ltd, 2013
54
New Zealand
Tan (2013) clarified that in New Zealand there are 1.5 % of
Muslim population, the same as in Australia. He had justified that the
total population is 3.8 million. Even though there is a small population
of Muslims in New Zealand, there are a lot of restaurants that provide
Halal food in order to market their business. Besides, New Zealand is
also a big exporter of dairy milk and beef like Australia. In fact, New
Zealand is the largest exporter of Halal sheep in the world.
Figure 34: Market Selling Halal Meats in New Zealand
Halal cuisine is prepared in an acceptable manner that the Muslims

are allowed to eat under the Islamic dietary guideline (New Zealand
Tourism Guide, 2013). Beef and Lamb News, New Zealand (2013) had
justified getting a Halal certificate at no extra cost as it may help them to
increase their sales and gain more profit. However, in New Zealand they
stun the animals so that animals do not feel the pain during the slaughter
process. This process has been implemented in Australia too. However,
this process is not implemented in Malaysia.
55
SUPERMARKETS
CHICKEN LAMB BEEF OWN HALAL RANGE?
U p t o 5% o f All NZ and 35% Shahada halal meat

chicken Is halal of UK lamb is halal beef sold range - 4 0 stores
All lamb No halal Does not sell any

Waitrose SS^'sow is halal beef sold halal-only range
M Q No halal NZ lamb N o halal Does not sell any

IVI O chicken sold Is halal beef sold halal-only range
Q?iinchiir\A: No halal All lamb No halal Tahira halal meat

->dl!ibUUI y ^ chicken sold Is halal beef sold range - 4 2 stores
, H | » A Refused t o Refused t o Refused t o Refused t o

_>Tv_> *-\ comment comment comment comment
FWLSHHIJI No halal NZ lamb No halal *•<*.

N O nu»iai
a , a , rn
anna
gep
r 'WH"HI«| chicken sold is halal beef sold
ThoAiumorafiofi No halal NZ lamb No halal 3 London stores

ine CO-Operatlve chicken sold Ishalal beef sold sell halal range
Figure 35: Top Supermarkets Selling Halal Food

Source: Taher, 2010
In New Zealand, they also had issues regarding Halal food, such as
Halal hysteria where most of the consumers wanted to ban Halal food.
Besides, the way the supplier of meat slaughtered the animal was cruel
(Hassan, 2012).
There are two Halal approvals in order to produce Halal food or

export the Halal food. They are from the New Zealand Islamic Meat
Management (NZIMM) and the Federation of Islamic Associations of
New Zealand (FIANZ). In order to know what the Halal foods are, the
approved 'ME' symbol is required on each individual box of sealed and
packaged meat portion (Nana, 2011).
56
W _^,"î„„ 513799 W
••^™ N e w Z e a l a n d H a l a l € . ^ n i t y i n g Authority ^ ^ 4
f^R^f * < " * Zealand I v l a m k P R O C E S S E D F O O D Management t ^ f c f
Iflfcj HALAL PROCESSED FOOD CERTD7ICATE tffcfel

| ^ , | J^-^^^M^^j^M^. % J 14
w
A . A HAIVtOMAMI J>SAMV A B W I A l .
w 4 . 4
^ £ ; M.iir rwww< Foatf M * u a r a n l x -
4 , 4 • N « 4 < h livÂMt uwl . « M >• !)•« _-C«SJ „..,>. A , A

Z^^B^S tmarimMnl .III. mn^W >îw<n >.i 1 ^ . 1
| A, • ^ ^ « — •—«—»•-«•-*•-«»- J^V>Y^-*J» 4 _^_ A,
I ^ ^ B A I tUjKrtltr: Nr*IMA<.MNIIKNA!KÂl f^^Âl

Covalry o* OrigjHi Ml- W Z f A l AST> A
W laiprt.r NFW IMAOl M A I A V S f \ «$NIOK SON UHDi f ^ ^ R j
W DMiuiMiCttur!-;
DT«IVI~.:
MALAVWA
AU-HAiiriounxint
Order No: VIV K 4 V W 0 B .
ta^RAJ
RRRRR K.*W«i«ha <K«»V «:«i0 I b M l N w n b t n ; -*KX il>4*> i%»UM ' MRRM
W S t i p H |wi
r r w n » d AH
H.lC.HTMIllWjVARMAWll'i?inM;w.
FOOP CONTRACTORS i-rn

4 i
IBBHRJ
4
W rradKtlaailik
r»».*., date
1/tX.VJOG*
IK.WI D*to: 2ft.O3.7O0*

*
aBBBatf
A
iiupM-Mr: AtrMirn B A W P W M J^ML. ^ ^ ^ ^ A
L ^ L ^ * ^ t ^ L ^ L ^ L ^ i
Figure 36: Halal Processed Food Certificate Provided by the New Zealand
Certifying Authority
AFRICA
Africa is the only continent that is rapidly becoming a developed

continent by producing fresh and processed foods that are displayed
for export. The specialty foods and beverages are marketed to Africa's
importers, wholesalers and retailers globally. Halal food products in
Africa can be considered as a strong market because of the rapid changes
in the infrastructure and the large tourism industry has become a factor
for the Halal market (Market Indicator Report, 2011). Moreover, the
57
Muslim population in Africa is higher than in other countries, which

is over one billion people and hence the African market can be a key
player in the Halal industry (Halal Industry Development Corporation,
2007). The majority of the Muslim population in Africa can be seen in
Egypt, Tunisia, Nigeria, Morocco and Algeria. They became the largest
users of Halal food products (Muslim population, 2013). The statistics
for the five years from 2004 until 2010 shows that the market for Halal
products in Africa increased from USD136.9 to 153.4 and this proves
that the Halal food market size in Africa has become an opportunity for
this continent to become a large market for Halal food products either
for export and import (Sungkar and Hashim, 2009).
Egypt
The country in Africa that has a potential opportunity for Halal food
market is Egypt, with a 78.19 million Muslim population that prioritise
the usage of Halal products (Muslim population, 2013). Egypt focuses
on processed food products such as pasta or noodles, savoury biscuits,
sweet biscuits, bread and rolls and snacks (Market Analysis Report,
2011). These products have a higher demand and this has contributed
towards the economy in Egypt. Besides that, Egypt is also popular in
terms of tourism. There are 1600 travel accommodation outlets and all
these travel outlets serve Halal food such as high quality beef, seafood,
sauces as well as canned vegetables and fruit (Egypt Agriculture Report,
2010). This sector contributed towards the economy of Egypt and this
shows the opportunity for the Halal market to expand.
58
Table 8: Potential of African Continent

COUNTRY TOTAL MUSLIM GDP TOTAL
POPULATION POPULATION PER GDP
(MILLION) (MILLION) CAPITA (RM)
(RM)
EGYPT 82.3 78.19 21714 1769.36
Billion
MOROCCO 32.6 32.27 17437 562.59
Billion
ALGERIA 37.4 37.29 24675 903.11
Billion
NIGERIA 170.1 119.07 8883 1482.15
Billion
TUNISIA 10.8 10.69 31913 343.48
Billion
AMSOI.A i*«Bl
Figure 37: Map of the African Continent

Source: www.musiimpopulation.com (2013)
59
Morocco
Morocco is also seen as a potential country where the Muslim

population is at 99 % (Index Mundi, 2012). This country focuses on
agriculture, construction, infrastructure, mining and metals (Export
Development Canada, 2010). Morocco is now more innovative in terms
of its infrastructure, and has launched a new port and free trade zone. This
has created an opportunity for Halal products to expand in that country
(Morocco Agriculture Report, 2010).
Tunisia
Tunisia is another potential market for Halal products because of

the high Muslim population which is at 99 % and the usage of Halal food
(Index Mundi, 2012). The diversity in its economy has developed the
country as one with the highest standards of living. According to Worlds
Consumer Income and Expenditure Patterns (2012), the annual gross
income for the Tunisian population is considered high in the continent.
The few natural resources here have made the country import food and
beverage from outside the country and this has increased the import of
goods into the country, especially Halal food.
Algeria
Algeria, like Tunisia, is a potential market for Halal products

because of the higher Muslim population which is at 99 % and the
high usage of Halal food (Index Mundi, 2012). This country has been
categorised as an upper middle income country and this is considered
good for other countries to enter the market especially for Halal food
products. This country is the second largest country in Africa in terms
of land mass, and also is the eleventh largest country in the world. Food
and non-alcoholic beverages are the main categories of import for this
country (Market Indicator Report, 2011).
60
Halal Logo in Africa
The import and export of Halal products in Africa will have gone
through all the procedures in order to get the Halal certification by the
Muslim Judicial Council (MJC), which is the first Halal authority in
Africa. However, the Halal authority has been replaced by the National
Independent Halal Trust because of several issues and the last Halal
logo in Africa has been replaced by the South African National Halal
Trust (SANHA). This is because consumers are more confident with the
way that this body manages Halal food products, whether imported or
exported, in terms of their procedures. This body also gives seminars,
public programmes and community programmes in order to highlight
the dangers of non-Halal foods. Thus, the consumers will not have any
doubts regarding the Halal logo certified by this body (Tayob, S., 2012).
Many plans have been developed by the Halal Industry Development
Corporation (HDC) regarding the opportunity to promote Malaysia as
a Halal standard to be used in Africa. It also wants to collaborate with
MIDA in order to facilitate the trade of Malaysian Halal products and
increase the investments into the Halal sector in Malaysia by the African
Halal sector (Industry Report, 2007). Halal products, especially food,
should be expanded not only in the nations that have high population
of Muslims but also in other nations to make Halal products become
globally successful.
Figure 38: Africa Halal Logo

Source: Jakim ,2011
61
AMERICA
America is one of the continents that has one of the largest

population in the world which is around 972 million people, and it
covers the South and North of America (Index Mundi). According to the
National Geographic website (2013), North America has five countries
which are the United States, Mexico, Canada, Costa Rica and Panama;
while South America has more than 40 countries. That makes a total
of 55 countries in the American continents. According to the Muslim
Population website (2013), America only has an estimated 0.5 % of
Muslim population, which is the lowest percentage as compared to other
continents around the world.
Muslim Popula
3%0% • Asia-Pacific
• MiddleEast-North Africa
• Sub Saharan Africa
• Europe
• Americas
Figure 39: Muslim Population in the World

Source: Muslim Population Website (2013)
As can be seen above, the population of Muslims in the Americas

is the smallest, and therefore many Muslims do not have convenient
access to Halal foods (Muslim Population, 2013). In order to further
discuss the American continents, the table below shows the estimated
62
number of Muslims and the share of Muslim population in both South

and North of America from year 1990 to 2030.
According to Faisal Masood (2010), American Muslims' spending

power is USD 170 billion. This amount is expected to grow as the number
of Muslims is increasing in America and that Muslims are continuing
to maintain their purchasing habits to align with their faith (Cheema,
2010). Faisal Masood (2010) also stated that the increasing demand on
the Halal food market is also because Muslims want to be able to look at
the product and see recognisable Halal logo before making the purchase
and Muslims are now more aware of things that they consume.
Table 9: Estimated Number and Share of Muslim Population

in the Americas (1990 - 2030)
AMERICAS
Estimated Number of Muslims,

I 1990-2030
PROJECTED
1990 2010 2030
Americas 2,990,000 5,256,000 10,927,000
Central and South America 1,147,000 1,720,000 2,050,000
North America 1,842,000 3,536,000 8,677,000
AMERICAS
Share of Population t h a t is Muslim, 1990-2030
PROJECTED
1990 2010 2030

Americas 0.4% + 0 . 0.6% 1.0%
Central and South America 03 0.3 0.3
North America 0.7 1.0 2.2
Pew Research center's Forum c<t Religion & Public Life • 7TB Future or the Global Mustim Population, tanu*
Source: Pew Research Centre's Forum on Religion & Public Life (2011)
Based on research done by the Pew Research Centre's Forum on

Religion and Public Life (2011), the Muslim population in Central and
63
South America increased slightly from 1.72 million in 2010 to 2.05

million Muslims in 2030, which means only 0.3 % of the population in
that continent are Muslims. The increase in Central and South America
is smaller compared to North America, which is expected to comprise
about 2.2 % Muslims by 2030. This shows that the Muslims mostly live
or stay in North American countries like Canada, Greenland, Bermuda,
the United States and St Pierre.
Nowadays, many Islamic nations produce most of their own foods

and some also import from other countries. As the Muslim population
across the world has increased, the demand for Halal-certified suppliers
from non-Muslim countries has also increased. Therefore, there are many
new suppliers, for example exporters from Argentina, Canada and the
United States that export their products to Muslim countries in the world
(Global Pathfinder, 2011).
Besides that, Argentina is also one of the countries in the American

continents that have larger Muslim growth in South America. Argentina
follows behind the United States, which has 2.6 % of the population
who are Muslims (Research Centre's Forum on Religion and Public
Life, 2011).
Therefore, those three countries - Canada, United States and

Argentina - are selected to be further discussed since the number of
Muslims in those countries is the largest compared to the other countries
in the American continent. This shows that there are some potential for
the Halal food industry in those three countries.
Canada
Canada comprises of 34 million people and 1.9 % of them are

Muslims (Index Mundi, 2013). According to Index Mundi (2013), the
capital of Canada is Ottawa and they use English and French language
as the medium of communication.
64
Canadian agri-food exports to key Halal markets exceeded $3

billion in 2010 (Agriculture and Agri-Food Canada, 2011). It can be
seen in the table below that the United Arab Emirates (UAE) is the most
dominant market for Canadian agri-food exports, which is worth about
USD533.5 million. Following closely behind the UAE is Bangladesh
and Pakistan, which are worth USD524.1 million and USD403.5 million
respectively. One of the most popular agri-food being exported to these
Halal key markets is grain.
In terms of beef and veal exports, Egypt, the UAE and Indonesia
are among the largest markets for beef and veal exported by Canadian.
While for poultry, Pakistan and Iran were the largest potential for
Canadian exporters to expand their business and export the poultry there
since they are among the countries that demand poultry. The Pakistan
poultry market is USD768,294 while Iran's is USD289, 850. According
to Grace (2000), as Canada has already entered the poultry industry in
those countries, there are several opportunities to export other meats and
products that follow the Halal requirement. This will help to increase
the Canadian poultry export value.
Table 10: Key Halal Markets - Canadian Exports by Country (2010)

Key Halal Markets - Canadian Agri-food Exports by Country (2010)
Country Canadian Agri-food Canada Beef and Canada Poultry
Exports Veal Exports Exports
United Arab $533.5 million 991,379 11,958
Emirates
Bangladesh $524.1 million 0 0
Pakistan $403.5 million 0 768,294
Saudi $273.4 million 51,595 0
Arabia
Indonesia $251.5 million 925,710 0
Turkey $245.7 million 0 84,616
Algeria $202.8 million 0 0
continue
65
Egypt $188.0 million 2,522,564 0

Iraq $172.6 million 0 38,110
Morocco $129.4 million 0 0
Malaysia $116. million 0 15,259
Tunisia $60.2 million 2,009 0
Syria $20.0 million 0 0
Iran $17.4 million 0 289,850
Lebanon $11.4 million 0 0
Jordan $10.9 million 0 0
Kuwait $10.7 million 0 0
Bahrain $7.1 million 122,057 24,969
Oman $6.5 million 0 0
Yemen $5.7 million 0 0
Qatar $3.7 million 0 0
TOTAL $3,194.1 million $4.6 million $1.2 million
Source: Canadian Agri-food Exports by Country (2010)
Canada, a non-Muslim country, has helped to supply food to other

countries, mostly the Muslim countries which are the key Halal markets.
Among the products being exported by Canada to the Halal food market,
agri-food exports are the highest compared to beef and veal, and poultry;
which were worth an estimated USD3,194.1 million in 2010.
66
United States
Figure 40: United States Halal Logo and Map

Source: Index Mundi (2013)
The United States comprises 313.986 million people and 0.6 %

of them are Muslims (Index Mundi, 2013). According to Index Mundi
(2013), the capital of the United States is Washington D.C., and New
York City is the largest city. They use the English language as the medium
of communication.
In the United States, the demand for meat has increased and this
has raised an alarm about the future of the meat industry. The US is also
67
one of the meat exporters in the world and almost 36 % of meat was
exported to the Middle East region in 2011 (Agriculture and Agri-Food
Canada, 2013). In 2012, the percentage of meat exports to the Middle
East increased 13 %. As the demand for quality Halal food is increasing
in the Muslim world, the US meat industry can gain from the opportunity
available as well as face some challenges that may occur in the future.
Opportunities for the US market will get bigger in the future since
for example, the Middle East relies heavily on imports of between 80 to
90 %. According to Global Pathfinder (2011), fresh meat continues to be
under supplied in Muslim countries like the Middle East, Malaysia and
Indonesia. Thus, the US can cater to these countries in order to expand
its market share of meat exports throughout the world.
Halal Body and Certification
Halal certification allows businesses to access into growing export

markets in Asia, the Middle East and Africa, which all require proper
certification of Halal from an authorised body (DagangHalal.com, 2013).
Currently, there is no standard certification for Halal and the requirement
for certification is different in every country. In America, there are a
number of certifying organisations which include the Islamic Food and
Nutrition Council of America (IFANCA), the Islamic Society of North
America (ISNA) and Halal Advocates of America. Thus, exporters are
encouraged to check first with the importing governments to determine
which Halal certificates are recognised (IFANCA, 2012).
INFANCA was founded in 1980 and has worked with major

companies like McDonald's. Besides, the agency also helps to find
solutions for new challenges faced and related to Halal food, help to
publish relevant information, and also consult on particular issues faced
by Muslims in selecting food products. There are some bodies around
the world that have recognised the IFANCA Halal certification, among
them are the United States Department of Agriculture (USDA), Muslim
68
World League (MWL) in Saudi Arabia and Jabatan Kemajuan Islam

Malaysia (JAKIM).
Table 11: IFANCA Recognisable Bodies
Recognised by:
• United States Department of Agriculture (USDA)
• Majlis Ugama Islam Singapura (MUIS) (Singapore)
• JabatanKemajuan Islam Malaysia (JAKIM)
• Muslim World League (MWL) (Saudi Arabia)
• Majelis Ulama Indonesia (MUI)
• Islamic Committee Office of Thailand
• Philippine Halal Association
• United Arab Emirates (UAE) Municipalities
Source: IFANCA (2013)
Issues in America
According to the Halal advocates of America (HFS AA) website

(July 2, 2012), Muslims can detect whether the chicken meat that they
buy is Halal or not. Now, Muslims can sit back and relax in terms of
finding Halal chicken as there is an availability of hand-slaughtered
chicken products. These chickens are individually blessed by Muslim
slaughterer by following steps according to the sunnah (HFSAA, 2012).
The process will be monitored and supervised on the sites by the

authorising body. This way it will help to ensure the highest standard
of Halal integrity and avoid slaughtering that is against Islamic law.
The chicken meat then will be given the Tahir symbol to symbolise the
Halal chicken, thus helping Muslims to purchase chicken without doubt.
According to HFSAA (2012), this Tahir chicken is currently available in
Washington D.C., Los Angles, Chicago and San Francisco. In the future,
they plan to distribute more to all American countries to give options to
Muslims regarding Halal foods.
69
Based on HFSAA website, Muslims can now be rest assured that

the chicken that has the Tahir logo is Halal since it has been approved by
HFSAA, an authorising body that gives the Halal certificate to businesses
in America. In the future, they should also try to do the same with beef and
lamb. This will give more variety for Muslims in choosing their foods.
Argentina
In Argentina, it has been reported that Muslims account for about

2 % of the population, which equals to 700,000 people. According to
Gertz (2008), many Muslims prefer kosher products rather than haram
food, if they do not have options for Halal because kosher products have
a similar method to the Halal procedure of preparation. Argentina is the
home of kosher products as it has the second largest Jewish population
across America. Therefore, the market for kosher products is significantly
larger than Halal products. Even though there is only a small domestic
demand for Halal food, local entrepreneurs still want to invest in Halal
rather than kosher food because it involves less investment (Gertz, 2008).
On the other hand, even though the population in Argentina is

mainly Jewish, Argentina is one of the leading exporters of Halal foods
to the Muslims countries. They mainly export Halal products like beef,
gelatine and lamb, and the main market for these products are Saudi
Arabia and Egypt. In addition, Argentina is also one of the global leaders
in supplying Halal beef, up to about 15 % (Ibrahim, 2011).
70
Figure 41: Argentina map Halal Logo and Map

Source: Index Mundi (2013)
Halal Market Opportunities in America
According to the Association of American Halal Certifiers (2010),

the American Muslim population is estimated to be at 8 million,
representing an increase in Muslim population. This is also supported
by Pew (2011) that projected America continents will have growth of
Muslims. The Muslim community's annual combined spending power
is at USD 170 billion and this then shows that the American annual
Halal market potential is from USD30 to USD40 billion (AAHC, 2010).
Hence, America's Halal market has bigger potential for Malaysia to enter
as the spending power of Muslims is high. Instead of focusing only on
attracting Muslims, Malaysia should also take advantage of attracting the
non-Muslims to buy Halal products and foods. Taking the opportunity
available will help Malaysia to enter the American market.
71
Table 12: Global Halal Market
Global Halal Market Sizes by Region in US $ billions

Region 2004 2005 2009 2010
Global Halal Food Market Size 587.2 596.1 634.5 651.5
1. Africa 136.9 139.5 150.3 153.4
2. Asian Countries 369.6 375.8 400.1 416.1 42 5
GCC Countries* 38.4 39.5 43.8 44.7 ':: -
Indonesia 72.9 73.9 77.6 78.5
China 18.5 18.9 20.8 21.2
India 21.8 22.1 23.6 24.0 i|
Malaysia 6.6 6.9 8.2 8.4
* o F>
3. Europe 64.3 64.4 66.6 67.0 50^
France 16.4 16.5 17.4 17.6
Russian Federation 20.7 20.8 21.7 21.9 ID t) J
United Kingdom 3.4 3.5 4.1 4.2
4. Australasia 1.1 1.1 1.5 1.6
5. American 15.3 15.5 16.1 16.2
United States 12.3 12.5 12.9 13.1
Canada 1.4 1.5 1.8 1.9
Source: Global Pathfinder (2011)
Based on the table above, it shows that America has a potential

Halal market to enter, especially in the United States and Canada (Global
Pathfinder, 2011). According to DagangHalal.com (2013) currently,
the global Halal market has started to gain its attention from the trade
merchant world. Therefore, Malaysia should take the opportunity
available in America and try to export its products by planning strategies
on how to capture the market and compete with businesses in America.
SWOT MATRIX
SWOT matrix is a strategic marketing tool applied to help Malaysia's

Halal food industry make an analysis of its industrial strengths(S),
weaknesses (W), opportunities (O), and threats (T). Plus, it can also help
Malaysia to develop four types of strategies such as SO strategies, WO
strategies, ST strategies, and WT strategies.
72
The internal strength for Malaysia's Halal food industry is that

the Malaysian Halal logo is recognisable worldwide. In addition, it
has government incentive and support, positive consumer perception
and also high level of trust on the Malaysia Halal logo. These internal
strengths are important for Malaysia to know in order to use it wisely to
explore bigger markets.
It is important for Malaysia's Halal food industry to know its

internal weaknesses so that they can improve their performance internally.
Malaysia should try to eliminate these types of weaknesses in order to
make their products better than their competitors'. These weaknesses
include not having sufficient supply of meat and poultry, SMEs having
a limited production capacity, insufficient marketing effort, unattractive
packaging and also Malaysia's focus mainly on the agricultural sector.
Besides that, the external opportunities are the factors that Malaysia
can take advantage of to improve its service or service quality. The
external opportunities may vary from the Muslim consumers who
nowadays have started seeking total Halal lifestyle, potential market for
processed foods and also rising demand for fast and convenient Halal
food choice.
Lastly is the external threat. An external threat is an external factor

that Malaysia's Halal industry might have to fight for its survival. The
Halal food industry must give more attention to external factors because
it can influence the number or degree of customers to buy their products.
So Malaysia should design some sort of strategy to prevent this from
happening. Malaysia's external threats are kosher elements and foods,
Muslim slaughtering issue, Islam-phobia and also a negative mind set
about Halal among consumers.
73
Table 13: SWOT Matrix for Malaysia Halal Industry

Internal Strength (S) Internal Weaknesses
1. Worldwide recognisable (W)
JAKIM Halal certification. 1. Insufficient supply of
2. Government incentives meat and poultry for
3. Consumer positive export
perception 2. SMEs have limited
4. High level of consumers production capacity
trust Malaysia's Halal 3. Insufficient marketing
logo effort
4. Unattractive packaging
5. Focus only on
agricultural products
External Opportunities SO strategies WO strategies
|(0) Expand Halal products Fully utilise the available
1. Muslim consumers to global market like to Halal industrial park -
seeking total Halal China, India, Russian Sarawak (W1, 02, 05)
lifestyle Federation, Middle East
2. Penetration of global and Europe (S1,S2, S3, SMEs should upgrade
market with processed 01,02) their machine efficiency
foods to cater to customers'
3. Rising demand for fast Introduce ready-to-eat or demand
and convenient Halal ready cook food products (W2, 03)
food choice like kebab, chicken
4. High purchasing power nuggets, burger, sausages Spend more effort in
in developed countries (S4, 03) terms of marketing to
and high per capita promote Halal products
income with good pricing (W4,
01,04)
External Threats (T) TS strategies WT strategies
1. Kosher elements and Exhibition and conference Improve packaging,
foods to portray Halal products pricing and the display
2. Muslim slaughtering / benefits and pricing of Halal logo on the
issue - China, India, Russian products to be more
3. Islam-phobia Federation, Middle East attractive (W4,T1)
4. Negative mindset about and Europe (S1,T1,T2,
Halal industry T3, T4) Improve available
website and create
application to ease
consumers in getting
information on Halal
products - Dag a ng Halal.
com(W3,T1)
74
Based on the above strengths, weaknesses, opportunities and

threats for Malaysia's Halal food industry, several strategies have been
developed which Malaysian companies can adopt in order to improve
their performance and sustained competitive advantage in the market.
Four strategies which are SO, WO, ST, and WT strategies have been
matched to recommend results for the Malaysian Halal food industry.
SO Strategies
SO strategies include using the Malaysia internal strengths to take

advantage of their external opportunities. One of the SO strategies is to
expand Halal products to the global market (SI, S2, S3, Ol, 02). This
strategy needs to be implemented as a strength by having JAKIM Halal
certification that is recognisable worldwide and to use them when the
opportunity arises. Today, Muslims are starting to seek a total Halal
lifestyle. Therefore, expanding the Halal food industry beyond Malaysian
boundaries is a good way as it will help Malaysia's Halal food business
to cater and capture the new emerging customers and gain a better market
share. Based on the study, it is found that Korea, India and Europe are
some of the emerging markets that Malaysia should focus on to enter
into the Halal food business.
Besides that, Malaysia should also start to introduce ready-to-eat

or ready-to-cook food products and market them to other countries (S4,
03), especially to countries whose people have a busy lifestyle like
Japan, Korea and the United States. This is because Malaysia should
take advantage of the rising demand for fast and convenient Halal food
choice, and use the strength of the Malaysian Halal logo that consumers
have a high level of trust in. Products like chicken, porridge, noodles
and 'rendang' are some of the food that can be frozen and made into
ready-to-cook foods. This is a good opportunity and a bigger potential
for Malaysia since many Malaysians study, work and live abroad, and
they will be one of the target markets Malaysia can try to cater for in
the beginning stage, aside from the citizens of those countries. By doing
75
so, it will eventually give Malaysia an opportunity to also introduce

Malaysian brands and names to other countries and showcase a variety
of food palates and tastes that Malaysia can offer.
WO Strategies
WO strategies are aimed at improving internal weaknesses by taking

advantage of external opportunities. One of the WO strategies is to fully
utilise the available Halal industrial park (Wl, 02, 05). Malaysia is not
an exporter; hence does not have sufficient supply of meat and poultry
to be exported to other country. Therefore, by having and operating the
available Halal industrial parks, for example in Sarawak, Malaysia will
be able to cover in areas that are lacking. In order to do so, Malaysia
needs to emulate the other countries that have better management in
terms of their operations, like what has been done by Korea. By doing
so, it will then help Malaysia to attract more foreign direct investment
(FDI) into the country and also to have more funds. Besides, it will help
Malaysia to penetrate the global market with processed foods as in the
industrial park. It will have its own research and design department and
these than can help in the research of Halal products. By improving the
current available Halal industrial park, Malaysia will have a sufficient
supply of meat and poultry.
Other than that, SMEs in Malaysia should also upgrade their

machines in order to cater to the increasing demand from customers
(W2, 03). As there is a rising demand for fast and convenient Halal
food among customers, Malaysia should take advantage of the SME
industry as most produce foods from scratch. Some examples include
'kerepek pisang' (banana chips) which can be commercialised globally.
Therefore, upgrading their current machines will eventually help them
to fully utilise their resources and also increase their income. However,
if they are unable to upgrade their current machines, they should seek
help from TEKUN and MARA.
76
Besides that, Malaysia should also spend more effort in terms of

marketing, especially in labelling and packaging (W4, Ol, 04). This is
because packaging is one of the first criteria that people look at before
purchasing as it is the first impression for them regarding the products
and customers often see and judge before they make any purchasing.
Additionally, this is one way to attract customers to buy Halal food and
adopting the Halal lifestyle. Therefore, Malaysian businesses should
improve their brand image and packaging to retain and attract more
potential buyers and also compete with other products that have better
packaging. Having an attractive packaging and labelling, it will also help
to boost the Halal food image and also attract the non-Muslims to try
Halal products. One of the ways is to improve the packaging depending
on the market that it chooses to capture or enter. For example, if Malaysia
plans to enter Japan, Malaysia should do a market study to know the
taste and preferences of the Japanese. It has been found that the Japanese
prefer packaging in boxes as it is easier for them to organise and save
space in their homes or stores.
TS Strategies
Other strategies recommended for Malaysia's Halal food industry

are ST strategies. ST strategies use a firm's strength to avoid or reduce the
impact of external strength. The strategies include organising exhibitions
or conferences in order to present Halal products (SI, Tl, T2, T3, T4).
Such exhibitions or seminars will help to create awareness among
Muslims about what they are eating and consuming, thus helping them
to be better Muslims by consuming Halal foods. Some of the countries
where Malaysia should carry out this strategy are the United States
and Canada, since the population are mostly Jews and some Muslims.
Through the exhibitions, people will be educated about Halal and the
Halal products can be showcased as one of the platforms for Malaysian
businesses to have a better chance to enter the market and find potential
prospects for their products.
77
WT Strategies
Finally, the Halal food industry in Malaysia can use the WT

strategies, which are defensive tactics directed at reducing internal
weaknesses and avoiding external threats. Currently, Malaysia is lacking
in the packaging and marketing area, and needs to compete with the
kosher products that have been in the market for a very long period
of time. Therefore, the strategy that Malaysia needs to improve is the
packaging aspect and also the display of the Halal logo on the products
(W4, Tl). The Halal logo should be displayed clearly and stricter
regulations enforced in giving out the Halal certification to businesses
in order to ensure that the Malaysian Halal logo is trustworthy. In order
to do so, JAKIM needs to do constant check-ups on businesses that have
their Halal certification to maintain and sustain their image as one of the
trusted Halal logo among other countries.
Another way is to develop an application that can give easy

or convenient access for customers to know and gain information
regarding the Halal food products (W3, Tl). This kind of application
can be downloaded from the application stores and give the public more
information on Halal products. Besides that, they can also know whether
the things that they want to buy or consume are Halal by using those
applications. This step or strategy is necessary as it is one of the fastest
way to send information to people and one of the ways to educate people
about Halal. According to DagangHalal.com (2013), e-commerce and
online business portals have proved to be one of the best solutions to
penetrate the emerging markets at lower cost compared to going there
directly. DagangHalal.com is one of the Malaysian Halal websites that
promote Halal business including Halal food in their website. It is like
a one-stop centre for the public to search for information about Halal.
78
BUSINESS OPPORTUNITY FOR HALAL FOOD

MARKET (4PS)
Figure 4 2 : 4Ps
Product iBranding
Malaysia is well known globally as an Islamic country where

the majority of the population are Muslims. Moreover, Malaysia is
also considered a successful and established Halal food market among
Muslim countries in the world. The well-recognised and reputable Halal
certification by JAKIM has given a marketing advantage for Malaysia
to strategise, penetrate and be the world's producer of Halal products.
The marketing of Halal products needs a more coordinated approach,
building awareness among Muslims or gaining support from non-
Muslim to understand the overall picture of eating healthy food. The
trust in the Halal product can represent the quality of the product and it
simultaneously gives the consumers the psychological basis to choose the
right products to purchase (Cheng, 2008). This shows that the usage of
the Halal symbol will be one of the strategies to attract consumers to buy
the product and this is also one of the psychological strategies in order
to attract non-Muslim consumers to trust the quality of Halal products.
79
Figure 43: Global Halal Logo

Source: Ifanca, 2013
Product: Packaging and Labelling
The improvement in terms of packaging and labelling is important

especially for Halal products because it is not easy to promote Halal
products to other countries, especially America. In order for the
consumers to buy Halal products the ingredient should be in clear view
in terms of content in food. The Halal logo should be clearly shown
on the products. This is because in order to promote Halal products, the
packaging and labelling play an important role to attract new customers
to buy them.
30
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Figure 44: Halal Logo and Labelling on Food

Source: Zaremba, D. ,2013
81
Before After
Figure 45: Innovation on Packaging
82
Price
The pricing strategy for Halal product should be created and

built based on the value of the product and it depends on the brand that
allows the retailers, manufacturers, sellers and consumers to enjoy the
suitable pricing for the product. The value of the product also depends
on the packaging, image and also the attraction towards the consumers
because the pricing is not defined by the sellers but by the buyers and
consumers. If the manufacturer puts a higher price for the product but it is
suitable with the value of the product, it not only will attract the Muslim
population but also the non-Muslim population to buy the Halal product
itself. The perception of Halal food is important in order to market the
products (Cheng, 2008). There are a variety of strategies in order to set
the price but for the Malaysian business opportunity the premium price
and penetration price are the best strategies to be used in order to capture
the potential demand.
Nowadays, the improvement in knowledge and highly educated

consumers give a difficult situation towards the manufacturers in order to
set the price because consumers nowadays want to find more convenient
products that are easy and faster to prepare because many consumers
are busy with their work. This situation has made the consumers willing
to pay a premium price for the healthy products and others. Moreover,
the price also should be set according to the nation that Malaysia wants
to penetrate. For example, Pakistan is one of the countries that has a
higher population of Muslims and this country also produces Halal
products and it will give competition towards the Halal products that will
be exported to Pakistan. Malaysia should set a lower price in order to
make the consumers in Pakistan to buy their Halal products. It will give
an advantage to Malaysia because it gives a cheaper price for the Halal
foods. The condition or situation in that nation should be also considered
in order to set the prices. In the Pakistan situation, there is too much
competition and Malaysia should set lower price in order to compete
but it also depends on the taste and preferences of the consumers there.
83
Figure 46: Premium Pricing
Figure 47: Penetration Pricing
84
Figure 48: Product Price in Different Countries

Source: Zaremba, D. (2013)
Place
Asia is a huge potential place to market Halal food. Since there is

rapid increase in the Muslim population, there is a big potential to market
the Halal food. The World Trade Organisation has come out with the
global Halal food market size where Asia has a big potential in order to
market the Halal food among other continents. Besides, West Asians are
mostly born as Muslims and they are strict about Halal in their daily life.
In South East Asia, the Muslim population keeps increasing, especially
in Malaysia. So, Malaysia is the best place to share the knowledge and
experience about Halal food. It is also a strategic place to market the
Halal food. Furthermore, Malaysia also exports and imports Halal food
around the world.
85
Figure 49: Halal Restaurant in Malaysia with Halal Logo
Promotion
Promotion of the Halal concept is important in order to cater to the

demand and meet the objectives. There are several ways to promote the
Halal concept and product. First, the manufacturer should play up their
attributes of Halal on the packaging or through the media. In addition,
creating softwares and linking them with smartphones can help people
to identify Halal food instantly. Continuously promoting the Halal food
and the awareness of the Halal food in the media will help educate non-
Muslims as well as children to get to know about Halal food, particularly
about the process and the Halal logo. Besides, the Muslim country should
co-operate together to search for ways to spread information about Halal
products around the world. Hence, they should organise conferences and
exhibitions often in order to share knowledge, experience and seek ways
to educate people about Halal food, the differences between Halal food,
kosher food and non-Halal food. On the other hand, the manufacturers
or suppliers should label Halal food on the packaging with Halal logo
in order to gain profit and bring up the name and the reputation of the
company to the world. Lastly, each country may build a Halal industrial
park such as in Malaysia in order to educate people about the importance
of Halal food and other information regarding Halal.
86
Furthermore, in order to promote the Halal products as the best

product to buy, Malaysia should advertise in more Halal journals in order
to develop a perspective of Halal products to different communities. It is
appropriate to emphasise the Halal nature and characteristics of the foods
as the healthier and tastier product (Cheng, K.L.P., 2008). Moreover,
promotion can also be represented by advertising, personal selling, public
relation and communications in order to expand the concept of promoting
the products towards the public (Nezakati, H., 2011).
CONCLUSION
The concept of Halal is very important for Muslims to understand very

clearly; Halal food is given the highest attention by Muslims in general
as it is regarded as a sensitive issue. Halal has been addressed on many
issues, some of which has cause sensitivity to the Muslims. Most of
the challenges for Muslims are that the majority of manufacturers that
produce Halal products are non-Muslims. This can be identified not only
internationally but also locally. For example, there are only non-Muslim
countries in the top 10 meat producers in the world.
Malaysia needs to improve on the research and development and

leverage on technological advancement in order to win and achieve a
higher level of innovation in product and process development in food
industries in order to improve export performance by upgrading the
efficiency of the machines. Besides that, SMEs should also encourage
undertaking research and collaborating with public and private Halal
research institutes and universities in Malaysia. Other than that, the
investments on emerging technologies such as biotechnology will enable
SMEs to develop new products and improve the technology in the Halal
food market.
Other initiatives to be implemented are to improve available

websites and create application to ease consumers to obtain information
87
about Halal products. The technological improvements have increased

the Muslim website users which give opportunities to Halal authorised
bodies in spreading the Halal knowledge.
In addition, enhancing the awareness of Malaysia as the centre of

Halal products and services could be done through continuously exposing
Malaysia in all promotions and trade exhibitions being conducted
internationally. This will promote Halal products especially Malaysian
Halal food. Besides that, Malaysia should develop campaigns for the
Halal industry in Malaysia. For instance, it could be called 'Taste ofAsia'.
It will be one of the initiatives for Malaysia to showcase some of its best
culinary products and to export Malaysian dishes in nice microwaveable
packets, such as frozen food, microwaveable and ready-to-eat Malaysian
meals at reasonable and affordable pricing.
Apart from that, Halal regulations in Malaysia should be enforced as

currently, there are three categories of offences: minor, where a warning
is issued; major where Halal Authentication Certificate is suspended;
and serious, where Halal Authentication Certificate is withdrawn. The
authorised body should enforce the rules and regulations regarding
Halal certification. Any premises or businesses that do not update their
Halal logo will be fined at RM50 000 and not just given a warning for
them to show the seriousness regarding Halal matters as they keep using
the old version of the Halal logo. If they do not follow the rules and
regulations, they will be charged double the rate, the Halal certification
will be suspended and they can be imprisoned not exceeding five (5)
years. Other than that, food premises that use Halal logos other than the
JAKIM Halal logo will also be fined RM150 000. Since they are doing
business in Malaysia, they have to apply for the Malaysian Halal logo
by JAKIM and not from other countries or other bodies, either domestic
or internationally.
88
RECOMMENDATIONS
Malaysia should follow in the footsteps of its Asian neighbour, China

which already owns a successful Halal Industrial Park in Northwest
China's Ningxia Hui Autonomous Region that generated 13.2 billion yuan
(2.16 billion US dollars) last year, up 15 % year on year, and accounted for
more than 60 % of the whole value of the region's Halal industry (Xinhua,
2013). Malaysia should collaborate with other countries especially the
non-Muslim countries such as Korea and Japan which are looking for
future investments in the Halal food industry. Brunei in the year 2010
already signed a memorandum with Japan to allow their pharmaceutical
company to open up a factory in Brunei's Halal industrial park. Therefore,
Malaysia should grab the opportunity to attract foreign investors to open
up their factories in here so that the economy will bloom and the Halal
industry will prosper. Currently, Malaysia owns 19 Halal Parks (10 of
which have HALMAS status Halal park) spread throughout Malaysia.
The problem with Halal parks in Malaysia is that not all are given the
HALMAS status which means that the other nine parks did not follow
the standards stated by HALMAS. It is an accreditation given to Halal
Park operators who have successfully complied with the requirements and
guidelines stipulated under the HDC designated Halal Park Development.
It is also a mark of excellence for parks that have noteworthy qualities;
namely production of Halal products with the highest quality, integrity
and safety. With the HALMAS status, operators, industry players and
logistic operators will be able to enjoy incentives given by the Halal
Industry Development Corporation (HDC) to help existing and would be
players in the Halal industry. Therefore it is recommended that HALMAS
approach these other Halal park operators to apply for the status.
89
Table 14: Halal Park with HALMAS Status

No Malcil Parks Ownership Acreage
1. PKFZ Flagship Halal Zone,
Selangor Federal Agency 1,000 acres
2. S e l a n g o r Halal H u b , Pulau
Indah, Selangor State Agency 1,000 acres
3_ M e l a k a Halal H u b , Serkam,
Melaka State Agency 135 acres
4-. techpark@enstek; Nilai,

Negeri Sembilan Private 480 acres
S- P O I C Halal Industrial Park

Lahad Datu, Sabah State Agency 2£>2 acres
6. T a n j c i n g M a n i s Halal Hub.
Sarawak (TMHH) State Agency 77..000 ha
7. P e n a n g I n t e r n a t i o n a l Halal
H u b , Bukit M i n y a k ( P I H H ) State Agency lOO acres
8. Pahang Halal Park, Gambang btate Ag 200 acres

9. K e l a n t a n Halal Park, Pasir State Agency lOO acres
Mas
10. POIC Tg Langsat, Pasii 261 acres
Gudang
Table 15: Halal Parks with No HALMAS Status (application in progress)

N o H a l a l F»arks> O v ^ in e r s l~» i p A c r e a g e
AS., P e d a s Halal Parle, Negeri rvirDF lOO acres
Sembilan
1 2 . K e t a n t a n Halal Pai — A g e n c y : res
Pengkalan C h e p a
1 3 . L a b u a n Halal Distributive Federal A g e n c y SO acres
Hub, Kiansam
14. Kedah Halal Park, Sg Petaiii S t a t e A g e n c y 36 a
AS. T e r e n g g a n u Halal Park, S t a t e A g e n c y
Ct» e r i d e r i n g
• Halal Park at D e v e l o p m e n t a l !
Stage
N o H a l a l P a r k s O w n e r s h i p A c r e a g e
1 6 . Perils Halal Park, P a d a n y S t a t e A g e n c y 28 acres
Besar
1 7 . Prima Halal Park P ri v a t e
• Halal Park at Planning S t a g e
N o H a l a l Paries O w n e r s h i p A c r e a g e
AO. S a b a h Halal Park, S t a t e A g e n c y
S e p a n g g a r
1€». Johor Halal Park S t a t e A g e n c y
20- Perak HalaJ Park S t a t e A g e n c y
Source: MITI, 2012
In short, 'Halal Food Marketing: Dare to Win!' should convince a

Halal marketer that life's opportunities really are unlimited and winning
the global market is available to anyone who is willing to accept both
the challenge and the reward.
90
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98
Index
A D
advertise 87 Dare 1,90
Africa 34, 43, 50, 57, 58, 60, 61, 68, demand 1, 2, 3, 4, 5, 9, 10, 11, 19, 22,
93, 94, 98 23, 25, 27, 29, 34, 42, 43, 46,
America 6, 43, 62, 63, 64, 68, 69, 70, 47,50,51,58,63,64,65,67,
71, 72, 80, 96 68, 70, 73, 74, 76, 77, 83, 86
Asia 9, 10, 11, 21, 25, 26, 29, 34, 37, domestic 4, 8, 27, 29, 31, 70, 88
39, 43, 44, 68, 85, 88, 93, 94
Australasia 52 E
awareness 10, 26, 78, 80, 86, 88 educate 79,86
B Europe 34, 39, 43, 44, 45, 47, 50, 74,
75,76
Beverages 13 expenditure 11,43
business 1, 2, 4, 12, 26, 28, 33,43, 47, export 1, 15, 25, 32, 47, 53, 56, 57,
55, 65, 76, 79, 83, 88 58, 61, 64, 65, 68, 70, 72, 74,
business opportunities 91 87, 88, 97
c F
certificate 6,14, 34, 42, 53, 55, 70 Food 1, 7, 8, 10, 15, 18, 19, 21, 22,
continent 8, 9, 10, 11, 26, 34, 57, 58, 24,25,27,28,30,31,32,37,
60,64 38, 41, 42, 43, 47, 48, 49, 54,
customer 1, 2, 3 56, 57, 60, 65, 68, 81, 90, 91,
92, 93, 95, 96, 97, 98
food consumption 7,10 Halal logo 6, 12, 13, 14, 19, 21, 25,
Food Marketing 1, 90 47, 53, 61, 63, 73, 74, 75, 76,
fourPs 2 78, 80, 86, 88
Halal MARKET 4
G Halal marketing 3, 4, 9
Halal Market Products 5
GCC ix, 19, 35, 36
Halal park 16, 89
global 11, 13, 14, 15, 17, 27, 39, 70,
Halal Processed Food Certificate 57
72, 74, 75, 77, 85, 90, 97
Halal products 1, 4, 5, 8,10,11, 12,
Global Food Market Size 10
13, 14, 15, 17, 21, 23, 33, 35,
Global Halal Food Market Size 10
39,43,44,51,53,58,60,61,
Global Halal Logo 80
70, 71, 74, 75, 77, 78, 79, 80,
global Halal market 15,72
83, 86, 87, 88, 89, 98
H Halal sector 61
Halal Supermarket 52
Halal 1, 3, 4, 5, 6, 7, 8, 9, 10,11, 12, HALMAS 89,90
13,14,15,16,17,19,20,21, HDC 15,36,61,89,91,94
22, 23, 24, 25, 26, 27, 28, 29, hygiene 7, 8, 34
30,31,32,33,34,35,36,38,
39, 40, 41, 42, 43, 44, 45, 46, I
47,48,49,50,51,52,53,54,
import 12, 17, 31, 42, 58, 60, 61, 64,
55,56,57,58,60,61,62,63,
99
64, 65, 66, 67, 68, 69, 70, 71,
Industrial Park 30, 31, 89
72, 73, 74, 75, 76, 77, 78, 79,
international 4, 8, 10, 11,14, 19, 23,
80,81,83,85,86,87,88,89,
27,31,99
90,91,92,93,94,95,96,97,
investors 14, 17, 39, 89
98,99
Islam 6, 7, 19, 25, 26, 30, 54, 69, 73,
Halal authentication bodies 33
75, 92, 98
Halal bodies 33
Islamic diet 6
Halal certificate 6, 34, 53, 55, 70
Islamic law 32, 69
Halal concept 6, 7, 25, 52, 53, 86
Islamic rule 3
Halal Food Industrial Park 30, 31
Islamic slaughter 7
Halal food industry 1, 26, 28, 31, 33,
issues 12, 26, 32, 36, 39, 53, 56, 61,
35, 39, 64, 72, 73, 75, 78, 89
68,87
Halal Food Products 28, 31, 41
Halal Fresh Chicken 45
Halal LAW 6
Halal lifestyle 73, 74, 75, 77
100
INDEX
J N
JAKIM 7, 8, 14, 15, 27, 29, 33, 34, 48, nation 21,33,83
52, 69, 74, 75, 78, 79, 88, 92, non-Halal 21,23,61,86
93,94 non-Muslims 10, 13, 23, 25, 44, 46,
Journal 36, 39, 91, 92, 94, 95, 96, 97 50,51,53,71,77,86,87
K o
key Halal markets 19, 39, 65, 66 Opportunities 68, 71, 74, 91
L P
labelling 3, 6, 53, 77, 80 permissible 7, 37
Logistic 16 Place 2, 3, 85
population 1, 5, 8, 10, 12, 14, 19, 21,
M 23, 25, 26, 29, 30, 34, 35, 37,
Malaysia 1, 6, 7, 8, 10, 11, 12, 14, 15, 39, 43, 44, 45, 46, 47, 50, 53,
16, 17, 18, 19, 23, 27, 28, 29, 55, 58, 60, 61, 62, 63, 64, 70,
32,33,42,48,52,55,61,66, 71, 78, 79, 83, 85
68, 69, 71, 72, 73, 74, 75, 76, potential 6, 8, 9, 11, 13, 23, 39, 46,
77, 78, 79, 83, 85, 86, 87, 88, 53, 58, 60, 64, 65, 71, 72, 73,
89, 92, 93, 94, 96 76, 77, 78, 83, 85
Map 35, 59, 67, 71, 93, 94, 95 poultry 5, 22, 38, 45, 47, 51, 65, 66,
Marketing 1,2,90,91,92,93,94, 73, 74, 76, 77
96,98 Price 2, 3, 13, 14, 20, 24, 28, 32, 34,
marketing mix 2, 3, 8 38, 83, 85
meat 5, 10, 12, 15, 16, 20, 22, 33, 35, pricing 2, 3, 46, 74, 75, 83, 88
38, 39, 41, 42, 44, 45, 47, 49, Pricing Range for Halal Beef
50,51,53,56,67,68,69,73, Burgers 46
74, 76, 77, 87 producer 23, 39, 79
media 86 Product 2, 3, 21, 23, 38, 79, 80, 85, 92
Muslim population 1, 5, 8,10, 21, 25, Product Price x, 85
26, 30, 34, 37, 39, 43, 45, 46, Promotion xiii, 2, 3, 29, 86
47, 50, 53, 55, 58, 60, 62, 63, purchasing power 6, 8, 9, 44, 74
64, 71, 83, 85
101
Q w
quality 2, 3, 6, 7,13,14, 15, 19, 39, Weaknesses 74
47, 58, 68, 73, 80, 89 Win 1,90
Quran 6, 7 world 1, 4, 5, 6, 11,13, 14, 15, 21, 23,
25,29,33,34,37,39,41,42,
R 43, 44, 47, 53, 55, 60, 62, 64,
reputation 53, 86 68, 72, 79, 85, 86, 87
Retrieved 92, 93, 94, 95, 96, 97, 98, X
99
Xinjiang 32
s
Y
Shariah 3, 4, 15, 19, 37
slaughter 7, 8, 36, 42, 53, 55 youth 39
SME 77
standard 2, 24, 36, 61, 68, 69 z
strengths 72,73,75 zone 60, 93
SWOT Matrix 72, 74
T
tayyib 7
Threats 75
u
usage 58, 60, 80
Uyghurs 32
V
value 1, 15, 30, 31, 47, 65, 83, 89
Value-added 11
veal 47, 65, 66
102
Halal Food Marketing looks into the potential of the global Halal food market as well as
what Malaysia could offer. Halal food market is a lucrative business due to the fact that the
Islamic faith has been widely understood and accepted by both the suppliers as well as
buyers in the Muslim and non Muslim countries. Furthermore, Muslims are growing in
population, thus it is important to know the highest potential of the Halal food market
based on the marketing mix of 4Ps. By applying the SWOT analysis using the matching and
resultant strategies, a marketer will be able to identify business opportunities by priority
and win the return on investments in the global market.
Professor Dr. Faridah Hj. Hassan, FCIM UK, is the Dean of the Faculty of Business
Management, Universiti Teknologi MARA (UiTM) Shah Alam. Previously she was a Director,
at the Institute of Business Excellence, heading the research consultancy, training and
publication unit. Currently, she is an external examiner for several public and private local
universities and colleges, an active Fellow Member of the Professional Chartered Institute of
Marketing (UK), and a Board Council and Regional Member for the Malaysian Chartered
Institute of Marketing. Her appointments were, among others, an ex Dean from 1998 to
2003, an independent Board of Director, a former Panel Investment Advisor for a public
listed trust fund company as well as a visiting professor at USB Iran, University of
Massachusetts USA, and Sheffield Harlem University UK.
Her 32 years of teaching, supervising, examining, board and panel advising, involves
undergraduate, post graduate and professional courses offered by UiTM twinning with
Cardiff, Manchester Business School, Curtin and local universities such as Universiti Malaya,
UPM, UIA, UUM, UTM, UKM, Universiti Petronas, Multimedia, Uniten and Lim Kok Wing to
name a few. Her research interests are in the areas of Marketing and Strategic Management
for corporate and small medium companies, financial institutions and trust funds, public
and private education, as well as tourism and government agencies. She has conducted
research consultancies in the areas of Sports Merchandising Online - Bloom Advertising
Saudi Arabia, Branding and Positioning Strategies on Malaysian Educational Hub from
International Perspective - MOHE, Potential of Halal Products in the Domestic and Global
Market - MOA, Awareness and Perception of Malaysian Fruits by the Japanese Market -
FAMA, Marketing Strategies and ICT Application in Improving Household Income for
Farmers - MDEC, Branding Image on Taman Negara by Foreign Tourists - Jabatan Perhilitan
Negara, Marketing Strategies by Agents in Unit Trust Funds - ASM to name a fe
PENERBrT^
UNIVERSITI TEKNOLOGI MARA

Halal Food Marketing

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Halal Food Marketing

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UNIVERSITI

aridah Hi. Hassan

Perpustakaan Negara Malaysia Cataloguing-in-Publication Data

Cover design : Mohd Nor Firdaus Mohd Isa

Printed in Malaysia by : Dee Sega Enterprise (SA0034027-X)

Concept of Marketing Mix 2

Halal Food Marketing 3

The Development of Halal Market 4

Halal Marketing Advantages 6

Concepts of Halal Law 6

Halal Food Marketing by Continent 9

SWOT Analysis - Winning Stategies 72

Business Opportunities 4Ps 79

Figure 1 Percentage of Halal Market Products 5

Figure 22 Muslim Population in India 40

Table 1 Sellers' Four Ps and Customers' Four Cs 2

It is a major hope and opportunity to market Halal food globally

In the name of Allah Most Gracious Most Merciful

Never have I thought that I will be able to conduct a marketing research

I would like to thank my research assistants Marhainie Mat Dinan,

To my family members and heartful appreciation, Mohamed Shafii,

My deepest appreciation also goes to the top management of

Marketing, MATRADE as well as JAKIM on your continuous support

To my Faculty of Business Management committee members and

May Allah Bless All of You.

Marketing is the creation of long term and mutually beneficial exchange

CONCEPT OF MARKETING MIX

Marketing mix is popularised in terms of the 4Ps which is defined

According to a research by Akrani et al. (2010), the four Ps of sellers

The sellers' four Ps correspond to the customers' four Cs as shown

Product is the article which the manufacturers sell at the open

Place or distribution refers to the delivery of the product and

Promotion is the tool of communication that is used to offer the

Price is the valuation placed upon the product by the offer. It

HALAL FOOD MARKETING

Religion is a system of beliefs and practices which groups of

The growth of Halal marketing can now be considered as

THE DEVELOPMENT OF HALAL MARKET

Today, the world community from different geographical regions have

The growing demand of Halal products currently has significantly

The Halal Market

Figure 1: Percentage of Halal Market Products

HALAL MARKETING ADVANTAGE

CONCEPT OF HALAL LAW

The Islamic slaughter procedure requires a Muslim to slaughter the

This Halal concept highlights the source of food coming from a

"O ye people! Eat what is on earth, lawful (Halal) and good

Food is Halal if it does not contain or come into contact with

According to Jabatan Kemajuan Islam, Malaysia (JAKIM), Halal

understands the fundamentals and conditions related to this activity. The

Storage, display and preparation of food is equally important. Food

In terms of hygiene and sanitation, the premises for manufacturing,

The main objective of this study is to identify the potential of

The study focuses on marketing to five continents which are the

The limitations of the study are in terms of availability of data,

HALAL FOOD MARKETING BY CONTINENT

In this topic, the potential of Halal marketing in five continents will

Asia has six regions, as shown in Figure 2, consisting of West

Figure 2: Countries in Asia

According to Arshad (2012), the Asian Muslim population

Other large Muslim populations are found in Indonesia, Pakistan,

B Food Expenditure by|

ASIAN BUROPftN A&E3CAN AFRICAN OCEAMA

South East Asia (SEA)