‘POWER OF HALAL BRANDING’by

Asad SajjadS G l / CEOSecretary General / CEO

HALAL DEVELOPMENT COUNCIL

Food Agri & Livestock Asia 201126-28 April, 2011, Karachi Expo Centre.

Organized by E-Commerce Gateway Pakistan

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Data in this presentation is with the courtesy of IHI Alliance Malaysia, Kaseh Dia Consulting Malaysia, Halal Industry Development Corp. Malaysia,

Pig 05049by Christien Meindertsma , Islamic population. com and TIME Magazine.

What is Halal?What is Halal?

• As an order of Allah Subhan-a-Tallah, all Muslims must consume & use Halal.

• The awareness of How big the global Halal market is and what product sectors it is covering, is very low in Pakistan as most of us ONLY KNOW of Zabih’ (Islamic slaughter of meat & chicken) as Halal.

• In today's world, Halal is not only limited to Zabih’ or even food and beverages but it also covers non-food products and services.

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What is covered under H l l U b ll ?Halal Umbrella ?

Global Halal Market covers both Food & Non Food Items Global Halal Market covers both Food & Non-Food Items.

Halal Food includes products such as:

l ( b h’) d d- Meat & Poultry (Zabih’) - Processed Food- Ready to Eat Food - Dairy Products - Organic & Herbal Food - Confectionery / Bakery Products- Beverages (Drinks/Juices) - Ingredients, Additives & many more....Beverages (Drinks/Juices) Ingredients, Additives & many more....

Halal Non-Food include products such as:

- Cosmetics - Toiletries- Cosmetics - Toiletries- Perfumes - Beauty products- Pharmaceuticals - Nutraceuticals- Leather products - Animal & Poultry Feed… etc

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- Many new products are included with research…..

Halal ServicesHalal Services

HALAL S i l i f h l b l HALAL Services are also important components of the global Halal market, including:

- Islamic Banking Finance and Takawful Islamic Banking, Finance and Takawful, - Halal Tourism- Halal Processing, Packaging, the complete Supply Chain- Halal Food Services (catering / hotels, restaurants etc)( g / , )

- HALAL Logistics: This is important to ensure that a HALAL product remains HALAL from its origin to the consumers –from the Farm to the Fork..

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Global Halal MarketGlobal Halal Market

• As per the research by World Halal Forum and p yquoted in TIME Magazine, the total size of Global Halal food market is worth about $632 billion.$63 b o

• Experts believe the size of the total Global Halal market including Halal food, consumer products, cosmetics, pharmaceutical & other products, cosmetics, pharmaceutical & other Misc items & Halal related services ranges between US$ 1.2 to US$ 2 trillion per annum

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annum

Time Magazine (May 2009)

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Who are the Who are the

Bi t E t f Biggest Exporters of

Halal Certified Products ?

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Biggest ExportersBiggest Exporters

The 10 biggest exporters of Halal Products are Non-Muslim countries:

USA Brazil Argentina France New Zealand USA, Brazil, Argentina, France, New Zealand, Australia, Thailand, Philippines, Singapore and India enjoy almost 85% share of Global Halal Market.j y(India Halal Food Trade was over $21 billion last year)

Malaysia and Indonesia are the only Muslim countries with almost 15% share in the Global Halal market.

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Biggest Halal ConsumersBiggest Halal Consumers

The market size of Halal products is estimated to be:

• Europe, over $66 billion. (with only France $17 billion)

• U.K, Halal meat sale over $600 million annually.

• America over $13 billion on Halal food annually• America, over $13 billion on Halal food annually.

• GCC’s Halal food imports is $44 billion.

• Saudi food imports is over $12 billion.

• Indonesia’s annual Halal Food bill is over $70 billion.

• Other Halal product importers include Egypt, Iran, GCC, Africa, and other Muslim countries.

• Halal Cosmetic industry alone is worth over $560 million with UAE importsover $150 million.

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Global PlayersGlobal Players

• The Halal products are recognized as Good Quality & Healthy products so a big number of non Muslims consumers also buy products so a big number of non-Muslims consumers also buy Halal products.

• Players from every sector incl. the huge multinationals are aye s o e e y sec o c e uge u a o a s a etrying to capture a share of the growing Halal market.

• Famous international brands such as Nestle, Colgate, Subway KFC McDonalds Pizza Hut and major hypermarkets Subway, KFC, McDonalds, Pizza Hut and major hypermarkets in the world such as Carrefour, Tesco, Asda and Sainsbury are some examples.

• Latest addition is world’s biggest store Walmart, who started sourcing Halal products for Muslim customers.

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The Halal StandardThe Halal Standard

• The Halal products are recognized for their quality.Halal Brand is comprised of 3 main standards:

1) Free from Pig or other Haram (eg. dog, cat, etc)1) Free from Pig or other Haram (eg. dog, cat, etc)2) Free from Alcohol.3) Good for human consumption / human use.

• There are more than 200 Halal certification agencies in around 25 countries including Malaysia, Indonesia and also in non-Muslim countries including Thailand Philippines Japan non-Muslim countries including Thailand, Philippines, Japan, Taiwan, China, Bosnia, France, Switzerland, Germany, Netherlands, Austria, UK, Australia, New Zealand, Africa, Brazil and United States.

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Where to find Halal C t ?Customers?• Middle East is the biggest buyer of Halal meat.

• Muslims living outside the Middle East are most potential customers for Halal products and services. p p

• Muslims in countries of non Muslim majority(including USA, Europe, Africa and Asia) are very (including USA, Europe, Africa and Asia) are very conscious of their religious belief and take care of what they eat and use.

• Almost every product has Pork or Alcohol in it so Halal Certified is very important for them and they buy Food or Non-Food when they see the

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y yHalal Certified stamp / branding.

Halal Target Market

Asia Asia : : More than More than 1.1 Billion1.1 Billion MuslimsMuslims

AfricasAfricas: : Over Over 470 million470 million Muslims (Muslims (East, West, North, South, Central)

EUROPEEUROPE: : More then More then 50 million50 million MuslimsMuslims

Americas Americas Muslim population is almost Muslim population is almost 10 million10 million (incl USA, Brazil, Canada, Central, South and Caribbean).

Oceania:Oceania: 0.6 million0.6 million MuslimsMuslims in New Zealand, Australia & Fiji.

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Why Halal Products (and not ONLY Zabih)(and not ONLY Zabih)

• Why Halal Food items or Halal non food items ? Why Halal Food items or Halal non food items ? And not only Zabih’ Meat & Chicken ?

• Misconception to clarify… A lot of products are made from Pig by-products. An example, Book by Christien M i d t f N th l d ll d "Pi 05049Meindertsma of Netherlands called "Pig 05049

• 3 years research on products made from pig parts y p p g pdiscovered 185 products made of Pig by products.

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Why Halal Products ( d t ONLY Z bih)(and not ONLY Zabih)

Christien says that if you are a Muslim or a vegetarian you still end up using a lot of vegetarian, you still end up using a lot of products that are made form pig including Pig Skin and Bones Pig Skin and Bones, Pig Meat and Internal Organs, Pi Bl d F t d it Mi ll tPig Blood, Fat and its Miscellaneous parts.

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Products made from the SKIN f KhSKIN of a Khanzeer

• Pig Skin is used in Beauty & Skin Care products, Face Masks, Body Lotions & Hair Conditioners.

• Its Gelatin used in Sweets, Chewing Gums, Chocolates, Energy Bars & Marshmallows.

• Also in Pudding, Jell-O, Ice Creams, Cheese Cakes, Chocolate Mousse Tiramisu UHT Milk Fruit Juices & Chocolate Mousse, Tiramisu, UHT Milk, Fruit Juices & Extra Calcium Yogurt.

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• Also used in Gelatin Sponge, used in Surgeries.

Products made from the BONES f KhBONES of a Khanzeer

• Pig Bones used in making Copper, Brass, Zinc and even Bullets.

• Its used in Photographic Film, Photographic Paper, Inkjet Paper (used everyday in offices) and X-Ray Inkjet Paper (used everyday in offices) and X Ray Films.

• Pig bone Glue is used in making Matches, Sand paper, Jigsaw Puzzles and Leather products.

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Products made from the FAT f KhFAT of a Khanzeer

Pig Fat is used to makeSoap Tooth Paste Washing Powder Soap, Tooth Paste, Washing Powder,

Shampoo, Anti Wrinkle Creams, Ordinary Paint Auto paint Ordinary Paint, Auto paint,

Cattle Feed, Bio Diesel, Floor Wax and CrayonsFloor Wax and Crayons.

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Products made from the BLOOD f KhBLOOD of a Khanzeer

Pig Blood used in Pig Blood used in Chicken feed,

Fish feed Fish feed, Cigarette filters and as a

Coloring agentColoring agent

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Products made from Internal O f KhOrgans of a Khanzeer

Pig Internal Organs are used in

Pharmaceutical Industry

including the life saving Insulin.

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Products made from the HAIR f KhHAIR of a Khanzeer

Pig Hair is used as an agent in Bead makingBead making

and to make Low Fat Butter and also used to make Paint Brushes and also used to make Paint Brushes

and every day used Tooth Brushes.

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Other By Products made f Khfrom a Khanzeer

Pig by products used to make Wax which is used as coating on Tooth picks & Dental Floss,Used in Led for writing Pencils (black aswell as color), Used in Bone China Crockery, Aluminum Molds, Fertilizer a type of Concrete Train Brakes and in Fertilizer, a type of Concrete, Train Brakes and in making a Heart Valve

Last but not the least, Pig by-products used as a source of Renewable Energy FUEL.

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Khanzeer used in M t St kMeat Steaks

A meat item made of Pig Blood Glue. Big industrial abattoirs collect small parts of meat.. Glue them together to make a big pcs.. Glue them together to make a big pcs.. Cut small pcs from it, steak size pcs and Sell them as Meat Steak made of Cow Meat

Its called Portion Controlled Meat CutsBe careful buying imported meat steaks.

This glue also used to make Tuna Steaks with the same process.

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Halal OpportunitiesHalal Opportunities

• Halal now covers a complete range of productscomplete range of products offered in k i 5 h l R F f d h i supermarkets, in 5-star hotels, Restaurants, Fast food chains,

Airlines, School dinners, Military food and even Prison rations.

• A lifestyle choicelifestyle choice with the wide product range including A lifestyle choicelifestyle choice with the wide product range including personal hygiene, healthcare, toiletries, cosmetics and many more …..

• Movement of Halal products globally created an entire Halal value chainHalal value chain including Halal logistics, Security, Halal logistics, Security, Storage, Auditing and Halal industrial development.Storage, Auditing and Halal industrial development.

•• HalalHalal--certified Industrial Parks certified Industrial Parks and and Halal Export Zones are part of the Halal industry.

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The Brand label of “Halal”The Brand label of Halal

H l l h b H l l h b Halal has now become an Halal has now become an International Brand. International Brand.

A brand label globally recognized A brand label globally recognized A brand label globally recognized A brand label globally recognized among Muslims & non Muslims foramong Muslims & non Muslims for

‘Good Quality & Healthy products’ ‘Good Quality & Healthy products’ Good Quality & Healthy products Good Quality & Healthy products

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The “Halal” BrandThe Halal Brand

ProductsProductsSold in the world

Under Halal Label

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Halal status in PakistanHalal status in Pakistan

• Halal certification is a must to brand products as “Halal”.

• Pakistan doesn’t have an official Halal Certification Body & the Halal products testing facilities are also poor.

• More than 12 Halal Certifiers operating in Pakistan. They are Pakistani & International Co’s with different standards & No control or coordination.

• Pakistani products are not accepted as “Halal” in international markets p pbecause they are not Halal Certified.

• Muslims in USA, Europe, Africa or Asia do not know Pakistani Brands.

• But, they are familiar with the Halal Brand and they will buy Pakistani products if we have the Halal Certified logo .

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Power of HALALPower of HALAL

Pakistan has ample opportunities to develop the Halal sector and use the Power of Halal Brand Power of Halal Brand to market our products the Power of Halal Brand Power of Halal Brand to market our products

Our Strength:

• Pakistan is known to the world as a Muslim country (Free from Pork & Alcohol)

• Largest production base among OIC countries.

• Cheap Labour, Raw Material and Land.

Opportunity:

• Existing demand for Halal products from over a billion 59

• Existing demand for Halal products from over a billion READY customers all over the world.

‘Halal Certified’ is the futureHalal Certified is the future

HalalHalal compliant will improve product quality to International Standards.

HalalHalal branded will add more $$ value to our exports.

HalalHalal logo will give international brand recognition to Pakistani products, g g g p ,thereby, opening doors to new export markets.

HalalHalal Certified exports will lead to industrial expansion.

HalalHalal Industrial infrastructure will attract FDI .

HalalHalal industry growth will reduce un-employment.

HalalHalal certified exports will help reduce our trade deficit.

HalalHalal certified exports: The best recipe to boost our economy

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HalalHalal certified exports: The best recipe to boost our economy in the shortest period of time.

H l lHalalDevelopmentCouncilCou c

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HDC is the first registered NGO i P ki t NGO in Pakistan,

dedicated to the development pof Halal economy.

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HDC’s objectives include HDC s objectives include promotion of Pakistan as the

Regional Halal HubRegional Halal Hub

d t l b ll i t dand to globally introduce‘Halal Pakistan’ brand label

as the guarantee for ‘Good Quality’ product

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Halal Development CouncilHalal Development Council

To bridge the gap between Pakistan & the o b dge t e gap bet ee a sta & t eGlobal Halal World by providing platforms for:

• Awareness• Standards & Compliance• Research & Updates• Marketing & Branding• Trade Development• Investment promotion

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• Halal Industry development

Halal Development CouncilActivities planned for 2011

• Awareness Raising Seminarson “Power of Halal Brand”

• 2nd Global Halal Congress

Halal Compliance Training Workshops• Halal Compliance Training Workshops

• Halal Branding Workshops

• Global Halal Trade Expo

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Global Halal Congress 2010Global Halal Congress 2010

1st Global Halal Congress G oba a a Co g essOrganized in Karachi , December 4, 2010

23 International VIPs and Halal Agenda promoters from 17 countries.

Biggest gathering of internationaldelegates organized by an NGO.

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Global Halal Congress 2010Global Halal Congress 2010

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Global Halal Congress 2010Global Halal Congress 2010

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Global Halal Congress 2010Global Halal Congress 2010

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Global Halal Congress 2010Global Halal Congress 2010

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Global Halal Congress 2010Global Halal Congress 2010

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Global Halal Congress 2010Global Halal Congress 2010

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Global Halal Congress 2010Global Halal Congress 2010

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Global Halal Congress 2010Global Halal Congress 2010

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Product Sectors CoveredProduct Sectors CoveredHalal Food & Beverage• Meat, Poultry & Seafood• Canned Food & Frozen Foods

Confectionaries & Dairy• Biscuit & Chocolate• Sweets, Toffees & Bubble Gums

S i• Ready to eat Meals• Custard Powder & Jelly Crystals• Cooking Oil & Vanaspati Ghee• Snacks & Cereal• Baby Food

• Supari• Butter & Margarine• Ice Cream

AgricultureBaby Food• Jams, Jellies & Marmalades• Tomato Ketchup & Pickles• Roti, Paratha & Shermal• Mithai, Nimco & Bakers

g cu u e• Rice & Pulses • Honey & Dates• Flour, Corn Flour & Gram Flour (Besan)• Fruit, Vegetable & Dry Fruit• Animal & Poultry Feed

• Fruits & Vegetable Pulp• Sugar & Sweeteners• Traditional / Ethnic Food• Energy Drink, Squashes & Soft Drink• Mineral Water Milk & Juices

• Animal By-Products• Fertilizers & Pesticides• Veterinary & Poultry Medicines

Personal Care & CosmeticsS (B d & Cl h )• Mineral Water, Milk & Juices

Food Additives• Herbs, Spices & Salt • Ready Mix Masala & Sauces

• Soap (Body & Clothes)• Detergent (Liquids & Powder)• Hair Dyes, Oil & gel• Shampoo & Conditioners• Shaving Soap, Cream & After Shave• Deodorant Perfume & Itar

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• Flavors, Essence, Colors & Fragrance• Sweeteners & Syrup• Supplements

• Deodorant, Perfume & Itar• Fairness & Hair Removing Cream• Skin Care Product• Toiletries & Talcum Powder• Other cosmetics (Lipsticks, nail polish, etc.)

Product Sectors CoveredProduct Sectors CoveredPersonal Care & Cosmetics• Herbal Toothpaste • Herbal Soap & Shampoo• Henna Paste Powder & Kajal

Halal Supply Chain• Processing & Packaging Machinery• Dispensing Equipment• Chilling / Freezing Equipment• Henna Paste, Powder & Kajal

• Herbal Cosmetics & Medicine• Herbal Skin Care Product

Medicines & Dental Care• Allopathic Medicines

• Chilling / Freezing Equipment• Storage Systems• Logistic services

Tourism & Hospitality• Hajj & Umrah Servicesp

• Homoeopathic Medicines• Nutraceutical Medicines• Tooth Powder, paste & Tooth Brush • Mouthwash & Floss

Textiles & Leather

jj• Travel & Tour operators• Catering Services• Restaurants, Hotels & Motels

OthersTextiles & Leather• Ahram & Prayer Mats• Women Apparel, Hijab, Scarf & Gowns• Towels & Fabrics• Men’s Apparel, Prayer Caps & Scarf• Leather Apparel Luggage & Shoes

• Air Freshener• Water Filter & Purification• Water Treatment Chemicals• Halal Lifestyle• Tasbeh / Tasbeh Counter

Azan Clock / Kaaba Guider• Leather Apparel, Luggage & Shoes• Leather Accessories

Banking & Finance• Islamic Banks• Takaful (Insurance)

• Azan Clock / Kaaba Guider• Trade Bodies• Halal Certification Authorities• Halal Agenda Promoters• Halal Online Trading & E-commerce Solutions• Marketing Companies

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• Securities & Islamic Bonds• Islamic Finance & Business Consultants • Housing Finance

Marketing Companies • Islamic Art & Architecture• Islamic Audio Video• Education, Training Services & Publications• Pencils – Tooth picks

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