MARKETING HALAL

1. MARKETING HALAL OUR EXPERIENCE By Mohamed El-Mouelhy Chairman Halal Certification Authority Australia

2. Mohamed El-Mouelhy • Founding member and President of the Islamic Assembly of Australia. • Founding member and Chairman of Halal Certification Authority Australia. • Founding member and Consultant of Halal Helpline. • Founding member and Chairman of the Membership Committee of the World Halal Council • Founding Member and Secretary of the Australian Chamber of Halal Certifiers • Over 40 years experience in food manufacturing and service.

3. EDUCATE YOURLVES • Halal Certification is your objective • Forget everything else! • Rely only on facts • Do not have pre-misconceptions • People of the Book or Scripture • Kosher • Najis

4. YOUR TASK • You are NOT a health inspector. • You are NOT a quarantine inspector. • You are NOT an animal welfare officer. • You are NOT worried about your opposition. • You are efficient • You are attentive to Muslims needs

5. EDUCATE THE CONSUMERS • Be informative about Halal • Install a free telephone service • Inform via a website • Answer the public’s email inquiries • Conduct yourselves as an example • Write articles about Halal • Monitor the media for misconceptions

6. EDUCATE YOUR CLIENT • About Halal. • About Islam. • About Muslims. • About where Muslims are. • HACCP is about hazards NOT about Halal.

7. Muslim Population 50.70 Million 12.3Million 1237 Million 471Million 3.07Million 0.60Million

8. World Muslim Population Year 2006 (M)Muslim (M) (M)% ASIA 3,970.501,237.36 31.16 AFRICA 923.20 470.92 53.18 EUROPE 737.70 50.70 6.93 NORTH AMERICA 331.5012.30 2.15 SOUTH AMERICA 566.053.07 0.54 OCEANIA 33.540.60 1.79 TOTAL 6,313.78 1,789.77 28.35 The total Muslim population is increasing at the rate of 2.9% p.a. according to the US Centre for World Mission 1997 Report. Source: www.Islamicpopulation.com

9. Potential Muslim Customers Europe/US Sub-Continent % Mus (m) GDP/pp US 4.1 12 $37,200 France 10 6.1 $25,400 Netherlands 3 5.4 $25,000 Germany 3.7 2.8$24,400 UK 2.7 2.6 $23,800 Italy 2.4 1.4 $23,100 % Mus (M) GDP/pp Sri Lanka 9 1.7 $3,550 India 14 133.3 $2,700 Pakistan 97 125.4 $2,100 Bangladesh 88 104.6 $1.750 Asia Middle East % Mus (M) GDP/pp Singapore 17 .7 $27,500 Japan .14 1.8 $25,900 Brunei 67 .3 $18,600 Malaysia 59 15.4 $11,300 Thailand 10 6.5 $ 7,700 Philippines 14 10.4 $ 4,800 Indonesia 88 195.3 $ 3,900 % Mus (M) GDP/pp UAE 96 4.6 $24,800 Qatar 100 .8 $21,300 Bahrain 100 .7 $16,100 Kuwait 89 2.6 $16,000 Saudi Arabia 100 24.6 $11,500 Egypt 94 70.8 $ 3,800 Jordan 95 5.5 $ 3,600 Source: www.islamicweb.com

10. Market Segments Food Cosmetics/Toiletries • Raw Materials • Semi Processed • Bulk Manufacture • Retail • Raw Materials • Semi Processed • Retail Pharmaceuticals Cleaning • Raw Materials • Semi Processed • Retail • Bulk • Retail

11. Inform your client • It is imperative for manufacturers wishing to gain a foot hold in the Halal market place to be mindful of Muslims’ religious sensibilities. • Remember, Halal can be eaten by non Muslims, however Muslims will only eat Halal. • If you don’t need a certain certification, that is exactly what you should obtain because your competitor is thinking the same.

12. Next Step for manufacturers • Seek Halal certification for products before attempting to sell to Muslims. • The Halal certification agency you work with must be attentive to your requirements. • Certification should be achieved efficiently and without complications.

13. What Halal Certification Entails • 1. Investigation of all contents of the product by independently communicating with all suppliers of the components. • 2. Investigation of the cleaning procedures used to clean the storage, production equipment, packaging equipment etc. including all cleaning materials. • 3. Site audits of all production / processing sites to verify their compliance with Islamic Dietary Laws. • Delivery and storage components • Transportation of components from storage to production • Preparation of components • The manufacturing / processing of the product • Packaging of the product • Storage and despatch of the product • Any other products manufactured / processed on the same site

14. Benefits of Halal Certification • Expanded markets here and overseas • Strengthen domestic market position • Better management of seasonal trends • Better management of the supply cycle - peaks/troughs • Better management of production cycle • New Markets • Capitalising on the country’s advantages

15. Other Certifications • Health Certificate and Certificate of Origin: Obtainable from the authorities in your country. • HACCP: Hazard Analysis at Critical Control Point. Halal is not a Hazard! • SQF 1000: Safe Quality Food, for Farmers • SQF 2000: For Food Manufacturers and Distributors • ISO 9000 series International Standards Organization • QMS Quality Management System • Shop Fresh For perishable food

16. Example: Australia’s Advantages 1. Halal Certification 2. Health/Origin Certification 3. HACCP/SQF Certification 4. ISO 9000 Certification • Shop Fresh

17. Your credo should be • You are PROFESSIONAL in your dealings. • You are EFFICIENT • Your service is FAST • Your staff REPRESENT the organisation • IMAGE is everything • You do NOT cut corners • You constantly think of IMPROVING the service