T H E P R E M I E R G L O B A L H A L A L I N D U S T R Y E V E N T

World Halal Forum

4 - 5 APRIL 2011 WWW.WORLDHALALFORUM.ORG

KLCC CONVENTION CENTER, KUALA LUMPUR, MALAYSIA

THE 6TH

The Power of Values in Global markets

participate and get a glimpse at the future of the global halal industry

M A L A Y S I A - S E T T I N G T H E A G E N D A

Y.A.B Dato’ Sri Mohd Najib Tun RazakKeynote Address, 21 June 2010

“We need to think beyond industries and move to the larger realm of a Halal

economy…a value-based economy rooted in fairness, integrity and trust”

One of the key issues to be deliberated in 2011 is the progress of the inevitable convergence of Halal products and Islamic Financial services. These two the shariah-based industries form the foundations of an emerging Halal Market Economy, and Malaysia, as a strategic stakeholder in both sectors, is the perfect location to explore this exciting new platform.

The WHF 2011 will bring a renewed spirit of creative vision and cutting-edge thinking to the Halal industry. With the IHI Alliance now fully in charge of the tech-nical issues relating to Halal standards devel-opment, certification and accreditation, the WHF 2011 will explore the next 5-year horizon of potential within this ‘values-based’ Halal marketplace.

Key sessions will focus on:• Progress reports from WHF and IHI projects world wide• Islamic Finance in the Halal Industry• Leveraging on Halal Values in mainstream markets• Coming Trends in the Halal sector• The Role of the media in changing perceptions about Islamic values• The rise of Halal friendly-travel and hospitality

S T R E N G T H E N I N G G L O B A L H A L A L M A R K E T

NORTH AMERICAUSD15.3 BILLION

Central & South AmericaUSD820 MILLION

AfricaUSD155.9 BILLION

EuropeUSD69.3 BILLION

AsiaUSD418.1 BILLION

AustraliaUSD1.6 BILLION

“Estimated size of global halal food sector for 2011 is

USD 661 billion”

Halal market sectors in many parts of the world continue to remain recession-proof, and to outpace the growth of related mainstream market sectors. The world’s 1.8 billion Muslims (close to 25% of the world’s population) are becoming better educated, more discerning and with a higher household income, and have triggered a worldwide demand for mainstream products and services that are in line with Islamic values.

Strong emerging sectors include:• Comprehensive food offerings across cultural and price boundaries• Ready-to-eat meal solutions• Fast-food and take-away outlets• Personal care, toiletries and cosmetics• Health products and pharmaceuticals• Travel and hospitality services, including medical tourism• Food service ranges for hospitals and educational establishments

World Halal Forum 2010 Performance Registered Delegates 820 Media Attendance 150 Countries Represented 37 MOU Signed: 4 Audited PR Value (Malaysia Only) RM 15 million

World Halal Forum 2010

The 5th World Halal Forum held on June 21 and 22 2010 at KL Convention Centre was a huge success opening to a highly charged and fully packed hall of over 800 delegates and industry stalwarts from over 35 countries across the world. For some of the repeat delegates, the feedback was that this was the best World Halal Forum held to date!

As the prestigious gathering place for all experts, scholars and players in the industry, WHF 2010 yet again provided an excellent networking platform for all participants.

Malaysian Prime Minister YAB Dato' Seri Najib Tun Abdul Razak who delivered the keynote address during the opening ceremony urged the industry to think bigger as a Halal Economy:

“We need to think beyond industries and move into the larger realm of a Halal Economy. A value based economy rooted in trust, integrity and fairness. And why not? Halal has thrived and will continue to thrive on innovation. Furthermore, Muslims account for one fifth of the global population, with between 1.4 and 1.8 billion spread across 148 countries worldwide, and these numbers continue to grow.”

Host of WHF 2010, International Halal Integrity Alliance (IHI Alliance), announced and presented four published Global Halal Standards (ICCI-IHI Alliance Halal Standard), which were available for purchase at the forum.

MEDIA COVERAGE WHF 2010

GALA DINNER & THE HALAL JOURNAL AWARDS

All delegates to the World Halal Forum are invited to attend the Gala Dinner on the first night and witness the prestigious Halal Journal Awards ceremony, honouring outstanding achievements, excellence and innovation in the global Halal industry.

The winners of the 2010 Halal Journal Awards, presented by the former Prime Minster of Malaysia

A Touch of Class & Prestige

W O R L D H A L A L F O R U M A C C O M P L I S H M E N T S

WORLD HALAL EUROPE 2010 PERFORMANCE

World Halal Forum Europe 2010

There is a growing concern that the proposed ‘Amendment 205’ due to be presented before the European Parliament bill to enforce labelling of meat from un-stunned slaughter will stigmatise Halal and Kosher meat products and this does not comply with World Trade Organisation guidelines on preventing unnecessary barriers to trade.

There is a pressing need for the formation of independent national accreditation agencies that will develop clear standards, advise, monitor and regulate the activities of the various Halal certification bodies, particularly in the non-Muslim world.

Clearer labelling for Halal food is necessary to enable consumers, both Muslim and non-Muslim, to make informed choices as to what they are buying and eating.

The mainstream media’s handling of the Halal food issues in the Western world is consistently characterised by misinformation, bias and provocative language that fans the flames of controversy without offering any solutions. There needs to be more balanced input from responsible media, including the Muslim media, to provide a clear and unbiased picture of Halal-related subjects.

The extent of the domination of the Halal food market by multinational companies is becoming ever clearer. There is a pressing need for more Muslims to get involved in this industry, from the perspective of food production as well as research, innovation and investment.

Halal, if managed intelligently, has the potential to be a significant engine of growth for the UK economy. In the light of the current economic climate, these issues needs to be explored, not sensationalised.

Held at the Earl’s Court Conference Centre in London on 10-11 November, the 2nd World Halal Forum Europe was held with the theme “Halal Products and Services – Going Mainstream”

Highlights from the WHFE included

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4.

The WHFE drafted a formal declaration to oppose amendment 205 that was sent to Muslim Members of the European Parliament to lobby in Brussels. (Amendment 205 was dropped and was not passed into law)

A four-way agreement was signed by The International Halal Integrity Alliance (IHI), The Islamic Society of North America (ISNA), The American Halal Association (AHA) and the Muslim Council of Britain (MCB). These four bodies will collaborate on issues relating to Halal Standards development and the formation of a network of national Halal Accreditation bodies to ensure greater integrity throughout the supply chain.

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Resolutions:

W o r l d h a l a l F o r u m a C C o m p l i s h m e n T s

World halal europe 2009 perFormanCe

registered delegates : 188 media attendance : 22Countries represented : 34mou signed : 3

World halal Forum europe 2009

HeldattheWorldForumConventionCentreinTheHague,Netherlands,from17to18November2009.WHFEuropewasheldforthefirsttimeeveroutsideMalaysia--withtheaimoftappingtotheenormouspotentialofHalalmarketintheEuropeanregion.

Duringthetwo-daysessionofWHFEurope,participantsandspeakersagreedthatHalalisnolongeratabooinEuropeasawarenessonHalalproductsandcertificationhasincreasedinthelastcoupleofyears.AdvertisingcampaignsonHalalproducts,certificationandlabelsarealsoontheriseinEurope,particularlyinFrance,whichhasanestimatedfivemillionMuslimspopulation.

WHFEUROPERESOLUTIONS:• TheWorldHalalForumrecognisestheimportanceofanimalwelfareintheproductionofHalal

food especially in the context of religious slaughter. The forum has resolved that organisations and communities involved in Halal food production should explore ways to reduce pain, distress and other welfare problems in the sourcing and treatment of animals during rearing, transport and slaughter. The World Halal Forum should collaborate with academic researchers and other experts in investigating the welfare implication and acceptability of different practices including pre-slaughter methods of restraint and applications to minimise pain and distress at the time of slaughter.

• HalalvaluesandprinciplesareinlinewiththoseofFairTrade.Theforumresolved to work towards the integration of Halal with Fair Trade.

• TheforumresolvedtoworktowardsaEuropeanHalalRegulationsandAccreditationsystem,startingwithasinglecountryasapilotproject,withthecountryproposedbeingtheUnitedKingdom.

TheWorldHalalForum(WHF)2009sawagatheringoftheheadsofstates,industryleadersand academics under one roof to voice their concerns, outline issues, and plot the future directionoftheglobalHalalindustry,whichbroughttogether908participantsfromover47countriesandattractedover52localandinternationalmediapersonnel.WHF2009generatedinexcessofRM9,698,000inPRvaluefromtheMalaysianmediaalone.

From the opening ceremony to the closing remarks, there was never a dull moment as press conferences, business matching activities and exhibitions exposed all delegates to a myriad of Halalindustryopportunitiesandchallenges.ThefoyerexhibitionareasshowcasedtheInternationalHalalIntegrityAlliance,aswellasmanydifferentbusinessandIslamic-relatedmedia.Adjacentto the forum hall was the sponsors’ exhibition area, showcasing Malaysian and prominent international Halal industry players from key segments of the global Halal value chain.

World halal Forum 2009 perFormanCe

registered delegates : 980 media attendance : 54Countries represented : 47mou signed : 10audited pr value (malaysia only) : rm10 million

W o r l d h a l a l F o r u m a C C o m p l i s h m e n T s

World halal Forum 2009

W o r l d h a l a l F o r u m a C C o m p l i s h m e n T s

World halal Forum 2008 perFormanCe

registered delegates : 1190 media attendance : 200Countries represented : 57mou signed : 7audited pr value (malaysia only) : rm10.2 million

WorldHalalForum2008,surpassedallexpectations,themed“SustainedDevelopmentthroughInvestment&Integration”theforum was attended by over 1,200 delegates, Heads of State, Ministers, governors, industry leaders, international media, representing57countriesandtheleadingglobalproducersofHalal products and services. Further establishing the World HalalForumasthePremiereventintheHalalIndustry.

VIPsinattendanceincluded:

• YABDato’SeriAbdullahAhmadBadawi,Prime Minister of Malaysia

• HEMohammadAbulHassan, HeadofKuwaitiDelegation,SpecialEnvoyofKuwaitPM• HESheikhSalehAbdullahKamel,WorldHalalForumChairman• YABTanSriDatukPatinggi(Dr.)HjAbdulTaibBinMahmud, ChiefMinisterofSarawak• YABDatukDrMd.IsaSabu,MenteriBesarPerlis• YBTanSriDato’MuhyiddinYassin, MinisterofInternationalTradeandIndustries• HEDrIrAntonApriyantono, MinisterofAgriculture,RepublicofIndonesia• Mr.MarwanAlKhatib, ManagingDirectorofDubaiIslamicInvestmentGroup(DIIG)• YBDatukDrAhmadZahidHamidi,MinisterinthePMDepartment

• YBDatukPeterChinFahKui, MinisterofPlantationIndustries&Commodities• Mr.ÖmerFarukDoğan,DeputyUndersecretaryofForeignTrade, RepublicofTurkey

World halal Forum 2008

The WHF CEO Round Table series is another initiative in-line with the World Halal Forum Charter endorsed by the Prime Minister of Malaysia. WHF CEO Round Table will assist and support the development of world-class Halal industry standards covering the entire value chain.

The World Halal Forum – Industry Dialogues are designed to create understanding in different sectors and drill down to the heart of issues faced by industry players, governments, and stakeholders alike.The Industry Dialogues allow specific issues to be addressed and problems resolved before the next World Halal Forum.

WHF INDUSTRY DIALOGUES

WHF CEO ROUND TABLE

W O R L D H A L A L F O R U M A C C O M P L I S H M E N T S

WORLD HALAL FORUM 2007“HARMONISING THE GLOBAL HALAL MARKET”

Number of delegates: 914

Countries Represented: 37

MOU Signed: 5

Audited PR value in Malaysia: RM4.42 million

THE INAUGURAL WHF 2006“THE GLOBAL HALAL MARKET AN INDUSTRY PERSPECTIVE”

Number of delegates: 463

Countries Represented: 27

Audited PR value in Malaysia only: RM3.79 million

governmenT supporT & inTernaTional reCogniTion“The malaysian inTernaTional halal shoWCase (mihas) and The World halal

Forum, WhiCh reCeived a Tremendous response, Will be an annual evenT.”HalalChapter,3rdIndustrialMasterPlan(IMP3),18August2006

malaysian governmenT supporTTheMalaysianGovernmentiscommitted to playing a leading role in the global Halal industry and establishing Malaysia as a global Halal hub. Towards this end, the Malaysian Governmentisundertakingarangeof initiatives including endorsing the annual World Halal Forum events.

OIC RECOGNITION1. Welcomes the covening of the 3rdannualWorldHalalForum,

whichwasheldinKualaLumpur,Malaysiaon12-13May2008.

W o r l d h a l a l F o r u m a C C o m p l i s h m e n T s

inTernaTional halal inTegriTy allianCe

ADOPTION OF INTERNATIONAL HALAL INTEGRITY ALLIANCE (IHI ALLIANCE), A NON-NATIONAL

AND NOT-FOR PROFIT ORGANISATION TO DEVELOP, IMPLEMENT AND MAINTAIN HALAL STANDARD

AND CONFORMITY ASSESSMENT SYSTEM IN ASSURING HALAL INTEGRITY THROUGHOUT THE

WHOLE SUPPLY CHAIN, AND TO PLAY A LEADING ROLE IN ASSISTING MUSLIM AND NON-MUSLIM

COUNTRIES IN HALAL INSTITUTIONAL DEVELOPMENT AND OTHER IMPORTANT AREAS.

WorldHalalForum2008Resolution

W o r l d h a l a l F o r u m a C C o m p l i s h m e n T s

FromresolutionthatwaspassedatWorldHalalForum2008,theInternationalHalalIntegrityAlliance(IHIAlliance)hasstartedthefirstofaseriesofWorkingGroupMeetingstodevelopthemodulesfortheInternationalHalalStandard.

On2May2009,IHIAlliancewasinvitedtopresentitsframeworkonthedevelopmentofGlobalHalalStandardsattheIslamicChamberofCommerce&Industry(ICCI)GeneralAssemblyheldinCairo,ArabRepublicofEgypt.

AddressingtheChamber’sPresident,H.ESheikhSalehKamel,BoardMembersandrepresentativesoftheUnionsoftheIslamicStates’Chambers;DarhimHashim,theChiefExecutiveOfficerofIHIAlliance,hadthehonourtopresenttheglobalframeworkinthepresenceoftheH.EtheEgyptianMinisterofTradeandIndustry,RashidMohamedRashid.

IHI ALLIANCE MANDATES & RECOGNITION:•RecognitionbytheOrganisationofIslamicConferenceattheForeignMinistersmeetingheldinUganda(2008).

•StrategicpartnershipbetweenIHIAllianceandtheIslamicChamberofCommerceandIndustry(ICCI),anorganoftheOICmandatedtobetheprincipalrepresentativeoftheprivatesectorinOICmemberstateswithregardtovalues,Halalandqualitycontrol.

WORLD HALAL FORUM & IHI ALLIANCE

World Halal Forum 2008 marked the most significant event for IHI Alliance as the Tun Abdullah pledged the Malaysian government’s full support for IHI Alliance.

H.E. Sheikh Saleh Kamel, President of the Islamic Chamber of Commerce and Industry (ICCI) announced the strategic partnership between IHI Alliance and ICCI in his maiden speech as the current World Halal Forum Chairman. This effectively entrusts IHI Alliance with the task of implementing the Global Halal agenda mandated to ICCI by the OIC.

The World Halal Forum 2009 & 2010 saw modules of the global halal standard released for publicreview.

10 modules of the International Halal standard

W O R L D H A L A L F O R U M A C C O M P L I S H M E N T S

us Kosher market is usd100 billion with 86,000 differentiated products.

muslims purchase more Kosher products than Jews.

For every one halal product on the shelves, there are 86 Kosher products.

m o v i n g a h e a d

The halal indusTry is sTill developing

The World Halal Forum is committed to developing the globalHalalindustryforthebenefitofallMuslims.

From its inception the forum adopted a very clear set of guidelines and goals to compliment this development.

Partnership with WHF means an investment in the future of the Halal industry.

The WHF platform brings people together to discuss the onemajorissuethatunifiesandbenefitsallMuslims,show your staff and customers your brand cares.

m a r K e T i n g & m e d i a

m a r K e T i n g & b r a n d p r o m o T i o n

The Forum is not only a platform for discussion and debate, it is also a vehicle for action. Agreements, M.O.U.s, and new initiatives have been announced at WHF that have changed the face of the Halal Industry. press conferences and signing ceremonies held during WHF ensure global press coverage.

high impaCT agreemenTs

1. THEADVERTISINGANDPROMOTIONALPROGRAMME•Localandinternationalmedia•Broadcastmedia•PrintMedia•Internetadvertising•Buntingsandbanners

The World Halal Forum has a strong and effective promotional campaign to ensure the success of the event and the growth of the brand. The brand building campaign consists of advertising and public relation activities, international dialogues and roundtables, and participant promotion.

2. PUBLICRELATIONS•Generalpublicrelationsactivities•Internationallaunches•LocallaunchesinMalaysia•Internationalpromotionaltrips•ManagementofmediacentreforWHF2010•Mediafly-in

4. PARTICIPATIONPROMOTIONThe goal of this programme is to bring the key decision makers in the global Halal industry to Malaysia for WHF every year.

We classify the key players as follows:•Thosethathaveapotentialtotrade,manufactureandsupplyrawmaterials•Thosewithapotentialtoinvest•Thosealreadyconsideringinvestmentandwantingencouragementtocommit•ThosethathaveaninfluenceonHalaldevelopmentincludingcertificationbodies

m a r K e T i n g & b r a n d p r o m o T i o n

The participants will be from the following groups:•KeygovernmentofficialsfromOICandSoutheastAsiacountries•KeyindustryplayersintheHalalindustryglobally•Non-OICHalalsupplyingcountrieslikeBrazil,SouthAfrica,Argentina

•HeadsofCertificationBodiesandIslamicOrganisations•TradeAssociationsandChambersofCommerce•Internationalmedia•BusinessAssociationsandSMEsfromMalaysia

3.WORLDWIDEPROMOTIONTheWHFpromotionaltours&IndustryDialogueshavebeenheldinJakarta,Istanbul,SaoPaolo(Brazil),BuenosAires(Argentina)andSingaporetonameafew and upcoming includes Jordan and Australia.

PROMOTION SAMPLESBROCHURE & OUTDOOR DISPLAY ONLINE: WEBSITES & EMAIL NEWSLETTERS

PRINT ADVERTISEMENT

NEWSLETTER & ADVERTORIAL

M A R K E T I N G & B R A N D P R O M O T I O N

M E D I A C O V E R A G E

Due to the excellent positioning, branding, programme, professionalism and quality of participants at the WHF, the event has been featured in the media extensively.

WHF has been featured in the following international media: • Asian Wall Street Journal • Newsweek • BBC • ABC • The New York Times • The Guardian • AFP News • AP-Dow Jones • Yahoo News • AP-foodtechnology.com • People.com • AMEinfo • Muslim Guardian Online • Iran News Agency • China ViewMeatProcess.com • Islamonline • Biznews Databank.com • Angloinfo.com • Many others...

The WHF has been featured in all important media in Malaysia and actively identifies key foreign media to fly in and cover the event, thereby maximising global exposure.

WHF Secretariat manages a world-class media

centre during the forum providing press with

all the tools and information required.

9,000,000.00

7,000,000.00

5,000,000.00

3,000,000.00

1,000,000.00 WHF 2006 WHF 2007 WHF 2008 WHF 2009

Comparison of PR Value

WHF 2010

15,000,000.00

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