2ND WORLD HALAL FORUM EUROPE

POST-EVENT REPORT

10 & 11 NOVEMBER 2010

Halal Products & Services – Going

Mainstream

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© 2010 KasehDia Sdn Bhd Information contained herein is the sole property of

KasehDia Sdn Bhd. This information shall not be disclosed, copied and/or distributed in part or in whole to

any other parties without prior written permission of KasehDia Sdn Bhd.

KDSB/RPT/2010/11-001

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CONTENTS

CONTENTS ......................................................................................................... 3

INTRODUCTION ................................................................................................ 5

A) THE WORLD HALAL FORUM CHARTER ...................................................... 5

B) WHF TRACK RECORD ............................................................................... 7

C) SIGNINGS OF MEMORANDUMS OF UNDERSTANDING ................................ 9

D) THE HALAL JOURNAL AWARDS GALA DINNER ......................................... 10

E) WHF GLOBAL PROGRAMMES .................................................................. 11

THE 2ND WORLD HALAL FORUM EUROPE ....................................................... 12

HALAL PRODUCTS & SERVICES – GOING MAINSTREAM ............................... 12

OVERVIEW ..................................................................................................... 12

SPONSORS, PARTNERS AND SUPPORTERS .................................................... 20

SPEAKERS, PANELLISTS & PROGRAMME ....................................................... 21

WORLD HALAL FORUM EUROPE 2010 – SUGGESTIONS & RESOLUTION ...... 27

ATTENDANCE SNAPSHOT ............................................................................... 31

MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS ..................... 32

ADVERTISING & PROMOTION ........................................................................ 33

SUMMARY OF MEDIA ATTENDANCE ............................................................... 34

STATE OF THE EUROPEAN HALAL INDUSTRY – AN OVERVIEW ..................... 35

WORLD HALAL FORUM 2011 .......................................................................... 41

WORLD HALAL FORUM EUROPE 2011 ............................................................ 41

ABOUT THE ORGANISER - KASEHDIA ............................................................ 42

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INTRODUCTION The World Halal Forum (WHF), established in 2006, has become an integral part in the development of a viable global Halal industry and in promoting the concept of Halal for the benefit of the global market. The event is positioned as a global Forum for the industry and government players in the Halal market. It has been intended from the outset for the WHF to have a comprehensive global reach, and at the same time to be a focal point for stakeholders.

A) THE WORLD HALAL FORUM CHARTER

From its inception, the World Halal Forum has adopted a very clear set of guidelines and goals that compliment Malaysia‟s global Halal Hub ambitions. The WHF Charter was acknowledged by the 5th Prime Minister of Malaysia Tun Abdullah Ahmad Badawi at the inaugural WHF in 2006. The World Halal Forum Charter has also been endorsed by the presiding WHF Chairman.

H.E. Sheikh Saleh

Kamel WHF Chairman 2008

& 2009

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B) WHF TRACK RECORD

The Inaugural World Halal Forum 2006

The Global Halal Market – An Industry Perspective

The Second World Halal Forum

2007 Harmonising the Global Halal Market

The Third World Halal Forum 2008

Sustained Development through Investment & Integration

The Fourth World Halal Forum 2009 Achieving Global Halal Integrity

Number of delegates: 463 Countries Represented: 27 Audited PR value (Malaysia only): RM3.79 million

Number of delegates: 914 Countries Represented: 37 MOU Signed: 5 Audited PR value (Malaysia only): RM4.42 million

Registered Delegates: 1,190 Media Attendance: 200 Countries Represented: 57 MOU Signed: 7 Audited PR Value (Malaysia Only): RM10.2 million

Registered Delegates: 980 Media Attendance: 54 Countries Represented: 47 MOU Signed: 10 Audited PR Value (Malaysia Only): RM10 million

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The World Halal Forum Europe 2009

Halal Market Potential – A Regional Focus

The Fifth World Halal Forum 2010 State of the Industry – Market Access & International Trade

Registered Delegates: 146 Media Attendance: 22 Countries Represented: 25 MOU Signed: 2

Registered Delegates: 783 Media Attendance: 149 Countries Represented: 46 MOU Signed: 4 Audited PR Value (Malaysia Only): RM14.9 million

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C) SIGNINGS OF MEMORANDUMS OF UNDERSTANDING

The World Halal Forum is a gathering of market leaders from the global Halal industry to address issues affecting the development of this sector. It is Malaysia‟s intention to use WHF as a platform to strengthen ties between countries, and shared initiatives such as these will promote unity and understanding as well as create opportunities towards further growth, development and prosperity of participating countries.

World Halal Forum as a platform to launch major international initiatives.

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D) THE HALAL JOURNAL AWARDS GALA DINNER

The Halal Journal Awards is an annual event organised to celebrate and honour success, innovation and hard work in this exciting emerging market and is recognised as the most prestigious award in the global Halal industry. The Awards night is hosted by the World Halal Forum and continues to position Malaysia as the leader in recognising excellence in the global Halal industry. Award Categories

Best Product

Most Creative Marketing Campaign Best Islamic Financial Service or Product Community & Environmental Development Travel & Hospitality Best Service Provider

Best Innovation Outstanding Personal Achievement

The Gala Dinner: „a touch of class‟...

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E) WHF GLOBAL PROGRAMMES

The WHF CEO Round Table series is another initiative in-line with the World Halal Forum Charter. 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.

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FACTS

Theme: Halal Products – Going

Mainstream

Attendance: 153

Countries

Represented: 31

THE 2ND WORLD HALAL FORUM EUROPE HALAL PRODUCTS & SERVICES – GOING MAINSTREAM

OVERVIEW

The Background Context

This event marked the second time that the World Halal Forum (WHF) has been staged in Europe, and the first time in the United Kingdom. The choice of London as a venue gave the event an immediate prestige, and at the same time presented the challenge of ensuring that the content covered three major levels of focus: the UK, Europe and global.

With the overall theme “Halal Products and Services – Going Mainstream”, the forum content was designed to reflect the major issues that were of relevance as the Halal sector begins to merge with the mainstream in the local, regional and worldwide levels.

One of the primary concerns was to ensure that the WHF Europe harmonised with the on-going scenarios unfolding in the UK and Europe around the subject of Halal, and much of the preparatory work involved speaking with the main Halal sector stakeholders to make the WHF Europe part of the local scene, and not a foreign import.

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To this end, the local secretariat members participated in local workshops and seminars in Birmingham, London and Dusseldorf in the months leading up to the WHF Europe to ensure that the forum content would be both relevant and interesting.

The months leading up to the WHF Europe in the UK were full of mainstream media reports that cast Halal in a very negative light. One of the aims of the forum was to raise the level of the conversation around various Halal-related issues, and to search for ways to move the development of the Halal sector forward towards a new chapter.

Moves by companies such as KFC, as well as some of the major retail chains, to bring Halal more into the mainstream have been met with some opposition from a small but vocal group. Coupled with the disclosures (played up in the tabloid press) that there was widespread distribution of various forms of unlabelled Halal meat products in the mainstream retail and foodservice sectors, these events caused many of the majors to adopt a cautious stance regarding Halal, and most of them declined to participate as speakers at the WHF Europe.

In addition, many Muslim groups in the UK have become increasingly vocal in their views and queries regarding what constitute Halal compliance, and concerns about both mechanical slaughter and stunning are at the forefront of the UK Halal discourse. Meat remains very much at the centre of the UK Halal conversation.

Within Europe, the most urgent issue concerned the proposed EU legislation that would force all products derived from un-stunned slaughter to be labelled accordingly, a move that would cast both Halal and Kosher products in a negative light. This initiative encapsulates many of the issues that the Halal movement faces

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in the western world where the Muslims are in a minority, and lack any clear and cohesive leadership, making the tackling of this issue a difficult one.

From a wider global perspective, the emergence of Halal accreditation bodies in the Muslim minority countries has become an increasingly important issue, and one that the WHF and IHI Alliance (International Halal Integrity Alliance) are supporting. Recent initiatives in New Zealand and the Philippines to ensure that Halal certification is only carried out by agencies that have been accredited by a central body are now being reflected in moves on both sides of the Atlantic to develop a similar practice. This presents considerable challenges, given the lack of clear leadership with any form of executive authority in the western world, but it was decided that the WHF Europe should be a platform to promote these initiatives to strengthen the levels of integrity in the Halal supply chains in the west.

Beyond all of these immediate issues, the WHF Europe aimed to broaden the scope of the general perceptions regarding the Halal sector, and to look at some of the developing sectors and issues, such as travel, personal care and pharmaceuticals that are better known in South East Asia, as well as to introduce new initiatives like the potential of digital and social media and collective consumer power as market

drivers in the Halal sector.

The Sessions

Day One

The Forum opened with Qur‟an recital and Dua by Ahmad Adam, Founder of the American Halal Association, CEO of Crescent Foods, and Imam Khatib at the Mosque Foundation in Villa Park, Chicago.

Following a Welcome Address by WHF Founder, Hajjah Jumaatun Azmi, a Keynote Speech was made by Sir Iqbal Sacranie, special Advisor to the Muslim Council of Britain, who placed the WHF squarely within the UK and European context, and called for the creation of a new central body, the UK Halal Commission, to be formed to represent the interests of the industry and the consumers within the UK.

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This was followed by Muddassar Ahmed, Managing Director of Unitas Communications, who spoke of the importance of handling the general perceptions surrounding Halal issues, and called for a more pro-active public relations approach to improve the image of Halal.

WHF Europe Project Director, Abdalhamid Evans, gave an overview of the major issues facing the Halal industry in the Western world, calling for a new narrative to accommodate this new market paradigm.

Session Two moved directly onto the major issues relating to stunning, slaughter and legislation. Barrister and Senior Lecturer from Kingston University, John Pointing, a specialist in food-related law highlighted many of the issues and shortcomings in the current Halal meat industry in the UK.

Dr. Adrian Evans from Cardiff University gave a summary of the DialRel Project, an EU-funded (and somewhat controversial from the Kosher and Halal perspectives) research project on the issues relating to religious slaughter.

The morning‟s highlight came with the presentation from Philip Pfeffer of Chadbourne & Parke (London) LLP, who presented a legal argument against the proposed EU legislation Amendment 205 that would force all meat from non-stunned slaughter to be labelled accordingly, sending a message that Kosher and Halal products are less ethical than mainstream produce.

A panel discussion ensued, joined by German lawyer, Abu Bakr Rieger, President of the European Muslim Union; Dr Shuja Shafi from the Muslim Council of Britain; and Naved Syed, Managing Director of Janan Meat, UK. During the panel session, following some lively debate, there was an overwhelming show of hands in support of the proposal that the EU legislation should be opposed.

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Session Three focused on developing sectors in the Halal marketplace. Richard Werran, Managing Director of CertID Europe, looked at the potential impact that the introduction of cloning and genetic modification will have on the Halal market. He was joined by Dr Mahvash Hussain-Gambles, founder of Saaf Pure Skin Care, who examined the issues and potential strengths of the personal care market in the Halal sector.

The panel session, chaired by Darhim Hashim, CEO of the IHI Alliance, included Roziatul Akmam Osman from CCM Halal Council of Malaysia.

Session Four, the last one of the day, looked at the new horizons within the Halal arena. Chaired by Muhammad Nazir of Nazir Associates, the session was opened by Rafiuddin Shikoh, founder of Dinar Standard from the USA, who explored the investment potential within the Halal sector, and in particular the possibilities for developing SMEs in both the Muslim majority and minority regions.

Fazal Bahardeen, founder of Crescentrating.com, gave insights into the rapid expansion of the „Halal-friendly‟ travel sector, and indicated the ways that this new rating service was spreading into the healthcare, education and entertainment industries, all keen to cater to the substantial and underserved Muslim travellers around the world.

They were joined on the panel by David Smith of Global Futures and Foresight who gave further insights into how these two topics represent a new „values-based‟ marketplace, and confirmed that, even in a recession, the time was ripe for expressing ones values within a business context.

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Day Two

Session Five returned to the main theme of food-related issues, and was opened by Stuart Shotton of Food Chain Europe who highlighted the often overlooked fact that all product labelling constitutes a legal claim, and that a Halal logo was also a claim that carried legal implications that had to be considered more carefully as the market continued to develop.

Koen De Praetere, General Manager of Volys Star in Belgium, gave a clear and succinct picture of the issues that are faced by a company that is engaged in the manufacture of poultry products for the Halal market. He highlighted in particular the inconsistencies arising in the Halal certification procedure, and this insider‟s view was a very useful contribution.

The panel session, chaired by Darhim Hashim also included Jon Hayes from the Australian Meat Industry Council Halal Committee, and Ridzwan Khalid from Euro Quality Lambs.

Session Six was another pivotal session, looking into the need for accreditation agencies in the Halal sector. Chaired by Zahed Amanullah of HalalFire Media, the session was opened by Darhim Hashim, CEO of the IHI Alliance. He presented a blueprint for the development of accreditation bodies, especially in the Muslim minority countries where the certification processes were not controlled by the government. This issue is emerging as one of the central issues in the Halal industry to manage the development of Halal standards and the regulation of the Halal certification process.

He was followed by Dr Shuja Shafi, Deputy Secretary General of the Muslim Council of Britain, who made the case for the creation of a central body within the UK to act as an accreditation body for the UK‟s Halal sector, further confirming and elaborating upon the statements made in the keynote address by Sir Iqbal Sacranie.

They were joined on the panel by Ahmad Adam, founder of the American Halal Association, and Azeddine Bahi from the Lyon Grand Mosque of France. Both panellists confirmed the need, in their respective countries, for the development of a single accreditation body to regulate the development of the industry, and this theme remained one of the enduring issues of the WHF Europe 2010.

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Session Seven changed pace to look at the media and the message, and how to reach Halal consumers. Chaired by WHF founder, Jumaatun Azmi, the session opened with Zahed Amanullah of HalaFire Media who examined the rising importance of consumer power, and the ways in which online media are making this „real time‟ data capture a useful tool for marketers in the Halal sector.

This was endorsed by Mohamed El-Fatatry, founder and CEO of Muxlim.com, whose social media network has proved to be an invaluable tool for accessing the Muslim consumer marketplace for goods and services as diverse as sporting goods and financial services, as well as for food.

They were joined by Nazia Hussain, of Ogilvy Noor, and Jonathan Bilal Wilson, from the University of Greenwich, who further explored the scope of this new field of marketing to the Muslim consumers.

Session Eight was the concluding session for the WHF Europe 2010. Chaired by Project Director, Abdalhamid Evans, with a panel that included Jumaatun Azmi, Ahmad Adam, Darhim Hashim, and Dr Shuja Shafi, the session was opened to the floor for comments and suggestions, all of which can be seen in the resolution section of this report.

There was lively debate and no shortage of suggestions and comments from the floor, many of which were centred on the idea of central accreditation bodies, increased consumer awareness as well as the need for a stronger participation from the Muslim communities to get more involved in the manufacture and production aspects of the market. There were also many comments calling for the WHF to play a more active role in decision-making and not to be just a forum for discussion.

The WHF Europe 2010 culminated in a four-way signing ceremony between the IHI Alliance, the Muslim Council of Britain, the Islamic Society of North America (ISNA) and the American Halal Association to collaborate and offer mutual support in drawing up standards and forming accreditation bodies to regulate the Halal integrity

in their respective countries.

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Summary

In conclusion, the World Halal Forum Europe was generally regarded as a major success. As the first of its kind in the United Kingdom, the WHF Europe clearly raised the level of the discourse surrounding Halal issues, and helped to focus on the more important issues at hand. It provided a strong platform for opposition to the proposed Amendment 205 as well as a launch pad for the proposal of accreditation bodies in the western world.

In addition to the words of appreciation during the event itself, many of the delegates and speakers sent messages of support and thanks, some of which are included below.

“Fantastic event. Well done!”

“It was an excellent programme, full of lively debate and an excellent insight to the growing Halal market.”

“I am writing to congratulate you for organising a successful event at such a difficult time. I believe the Forum achieved its objective of providing the opportunity to raise and cover most of the important issues that affect us.”

“WHF-Europe event was a great experience for me and I imagine for most of the attendees.”

“I found the experience fascinating. Every presentation and discussion was of interest.”

“I just wanted to take the time to thank you all for allowing me the wonderful opportunity to participate in World Halal Forum Europe. Alhamdulillah, it was an amazing experience not only as a first time attendee, but also now as a participant in the programme. I had often heard many interesting talks about years past…however, it was more than I could have imagined. An inspiring event, to say the least.”

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SPONSORS, PARTNERS AND SUPPORTERS The ability to successfully stage the World Halal Forum depends hugely on the support and commitment from all our partners. The secretariat and organiser, KasehDia Sdn Bhd, gratefully acknowledges and thanks the following for their support and partnership of the World Halal Forum and for the development of the Halal industry:

HOST International Halal Integrity Alliance Ltd

PLATINUM SPONSOR Dallah Albaraka

MEAL & REFRESHMENT SPONSOR

Volys Star NV

SUPPORTED BY

Islamic Development Bank Islamic Chamber of Commerce & Industry Tourism Malaysia Department of Islamic Development Malaysia (JAKIM)

SIRIM Berhad Standards Malaysia Department of Veterinary Services Malaysia Malaysia External Trade Development Corporation (MATRADE)

OFFICIAL MEDIA The Halal Journal

MEDIA PARTNERS Halal Focus Business Asia Zabihah.com Dinar Standard Unitas Communications Global Islamic Finance Islamische Zeitung EMU-TV

PARTNER EVENT 8th International Halal Showcase (MIHAS)

VENUE Earls Court Conference Centre, London

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SPEAKERS, PANELLISTS & PROGRAMME The World Halal Forum Europe 2010 was held over two days. Topics discussed throughout the two-day forum were:

Halal – A Platform for Social Integration The State of Halal Markets in the West Regulation, Certification & Consumer Protection Updates on the DialRel Project Proposed EU Legislation on Stunning & Labelling

The Potential Challenges to Halal from Genetic Modification and Cloning in the Food and Feed Chain

Developing Investment Potential in the Halal Sector

The Rise of Halal-Friendly Travel Legal Implications of Religious Descriptions: Food Labelling Issues for Halal Manufacturers The Emergence of Accreditation Agencies in the Global Market An Accreditation Agency in the UK – Is it Needed?

Consumer Power in the Halal Market Reaching Muslim Consumers with Digital Media

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Day 1: Wednesday, 10 November 2010

07:30 – 10:00

Registration

09:00 – 10:45

SESSION 1

OPENING CEREMONY & KEYNOTE ADDRESSES

09:00 – 09:10

Quran Recitation

09:10 – 09:20

WHF Introduction Video

09:20 – 09:30

Welcome Remarks

Hajjah Jumaatun Azmi

Founder & Managing Director World Halal Forum/ KasehDia Sdn Bhd

Malaysia

09:30 – 09:50

Keynote Address

Sir Iqbal Sacranie

Special Advisor Muslim Council of Britain

UK

09:50 – 10:00

IHI Alliance Members’ Certificate Awarding Ceremony

10:00 – 10:20

Halal – A Platform for Social Integration

Muddassar Ahmed

CEO Unitas Communications

UK

10:20 – 10:50

The State of Halal Markets in the West

Abdalhamid Evans

Director World Halal Forum Europe

UK

10:50 – 11:15

Networking & Refreshments

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11:15 – 13:00

SESSION 2

STUNNING, RELIGIOUS SLAUGHTER & LEGISLATION

11:15 – 11:35

Regulation, Certification & Consumer Protection

John Pointing Barrister & Senior Lecturer

Kingston University, UK

11:35 – 11:55

Updates on the DialRel Project

Dr Adrian Evans Cardiff University, Wales,

UK

11:55 – 12:15

Proposed EU Legislation on Stunning & Labelling

Philip Pfeffer, Partner, Chadbourne & Parke (London) LLP

UK

12:15 – 13:00

Panel Discussion:

Abdalhamid Evans (Panel Chair) Director, World Halal Forum Europe, UK

Dr Shuja Shafi,

Deputy Secretary General Muslim Council of Britain, UK

Abu Bakr Reiger,

Lawyer, President, European Muslim Union, Germany

Naved Syed Managing Director, Janan Meat, UK

13:00 – 14:15

Lunch, Dhuhr & Asr Prayers

14:15 – 15:45 SESSION 3

DEVELOPING SECTORS IN THE HALAL MARKETPLACE

14:15 – 14:45

The Potential Challenges to Halal from Genetic Modification and Cloning in the Food and Feed Chain

Richard Werran

Managing Director, Cert ID Europe Ltd. UK

14:45 – 15:15

Halal Cosmetics and Pharmaceuticals

Dr Mah Hussain-Gambles MBE Founder/Chief Excutive, Saaf Pure Skin Care

UK

15:15 – 15:45

Panel Discussion:

Darhim Hashim (Panel Chair) CEO IHI Alliance, Malaysia

Roziatul Akman Osman

Secretary, CCM Halal Council, Malaysia

15:45 – 16:30 Networking, Refreshments & Maghrib Prayer

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16:30 – 18:00 SESSION 4

NEW HORIZONS FOR HALAL

16:30 – 17:00

Developing Investment Potential in the Halal Sector

Rafi’uddin Shikoh Founder, Dinar Standard

USA

17:00 – 17:30

The Rise of Halal-Friendly Travel

Fazal Bahardeen

CEO, Crescentrating.com Singapore

17:30 – 18:00

Panel Discussion:

Mohammed Nazir OBE (Panel Chair) CEO, Nazir Associates, UK

David Smith

Chief Executive, Global Futures and Foresight, UK

END OF DAY ONE

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Day 2: Thursday, 11 November 2010

11:00 – 12:45 SESSION 6

THE CASE FOR ACCREDITATION AGENCIES IN THE HALAL INDUSTRY

11:00 – 11:30

The Emergence of Accreditation Agencies in the Global Market

Mr. Darhim Hashim

Chief Executive Officer International Halal Integrity (IHI) Alliance Ltd

Malaysia

11:30 – 12:00

An Accreditation Agency in the UK – Is it Needed?

Dr Shuja Shafi

Deputy Secretary General Muslim Council of Britain

UK

12:00 – 12:45

Panel Discussion:

Zahed Amanullah (Panel Chair) Managing Director HalalFire Media, UK

Ahmad Adam

Founder, American Halal Association, USA

Azeddine Bahi Manager, ARGML, Lyon Grand Mosque, France

Mahmoud Tatari

General Manager, Halal Control EU, Germany

12:45 – 14:15 Lunch, Dhuhr & Asr Prayers

09:00 – 11:00 SESSION 5

THE MARKETPLACE

09:00 – 09:30

Legal Implications of Religious Descriptions: Food Labelling

Stuart Shotton

Consultancy Services Manager, FoodChain Europe Ltd

UK

09:30 – 10:00

Issues for Halal Manufacturers

Koen De Praetere

General Manager, Volys Star Belgium

10:00 – 11:30

Panel Discussion:

Darhim Hashim (Panel Chair)

CEO, International Halal Integrity Alliance Ltd, Malaysia

Jon Hayes Chairman, Australian Meat Industry Council Halal Committee Australia

Rizvan Khalid

Executive Director, Euro Quality Lambs Ltd, UK

10:30 – 11:00 Networking & Refreshments

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14:15 – 15:45

SESSION 7

THE MEDIA & THE MESSAGE – REACHING HALAL CONSUMERS

14:15 – 14:45

Consumer Power in Halal Market

Zahed Amanullah Managing Director HalalFire Media

UK

14:45 – 15:15

Reaching Muslim Consumers with Digital Media

Mohamed El-Fatatry

Founder & CEO Muxlim Inc.

Finland

15:15 – 15:45

Panel Discussion:

Hajjah Jumaatun Azmi (Panel Chair)

Managing Director, Kasehdia Malaysia

Nazia Hussain

Director of Cultural Strategy, Ogilvy & Mather Worldwide Head of Strategy, Ogilvy Noor, UK

Jonathan Bilal Wilson,

Senior Lecturer & Course Leader Advertising & Marketing Communications Management

University of Greenwich, UK

15:45 – 16:30

Networking, Refreshments & Maghrib Prayer

16:30 – 18:00

SESSION 8

RESOLUTION FORMATION: WHERE DO WE GO FROM HERE?

16:30 – 17:45

Discussion and Suggestion for Resolutions:

(Representatives from WHF, Various Agencies’ and Industries’ Stakeholders)

Abdalhamid Evans (Session Chair)

Director World Halal Forum Europe, UK

Darhim Hashim

Chief Executive Officer International Halal Integrity (IHI) Alliance Ltd, Malaysia

Dr Shuja Shafi

Deputy Secretary General Muslim Council of Britain, UK

Plus Invited Panellists

17:45 – 18:00

Closing Remarks:

Abdalhamid Evans

Director World Halal Forum Europe

UK

FORUM ENDS

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WORLD HALAL FORUM EUROPE 2010 – SUGGESTIONS & RESOLUTION

There were open panel sessions for questions, comments and suggestions throughout the two-day forum, and there was no shortage of audience participation.

The comments have been grouped by topic, as many of them covered similar themes.

Accreditation & Standards

There is a clear need for central Accreditation authorities to be created Certification bodies need to be more transparent

Standards and legal definitions need to be developed Still too many inconsistent definitions Compliance should be based on process, not product Highlight food fraud issues, and help to eradicate them

Awareness

There needs to be more awareness about the realities and opportunities within the Halal sector

WHF should publish more about its successes in the past, and plans for the future

The Muslims must lead the debate, not just react. Be pro-active. More focus needs to be given to Tayyib aspects of the Halal market

Consumer Issues

More consumer groups need to be formed, and should be supported by the industry and Islamic organisations

More consumer data should be made available

Clear consensus for a preference for non-stunned meat Many Muslims around the world are unaware of the stunning issues that are

so central to European perspective

Scientific Studies

WHF should encourage more scientific research and studies into the benefits of Halal including animal welfare issues

Encourage Muslim countries to do more Halal-related scientific study and research

Muslim Countries

More Muslim majority countries must be encouraged to get more involved in Halal market issues

Play more of a leading role Leverage on their buying power

Leadership

WHF must play a stronger leading role

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WHF should become a decision-making authority, not just an arena for talking Think-tanks need to be created and used, with regional focus such as in the

EU, USA, UK, GCC, Southeast Asia, etc

Find ways and means to speak with a stronger and more unified voice. WHF generally seen as best candidate for this role

Create working groups to tackle specific issues

International Halal Integrity Alliance (IHI Alliance)

Consensus view that IHI Alliance is a competent authority Should be more widely supported

Can IHI Alliance play a more significant global role? IHI Alliance to make use of regional initiatives to create a global network

Training

More training needs to be available to young people to create Halal sector career options

Political & Legal

We must defend the right to carry out religious slaughter Oppose the Amendment 205 issue in European Parliament Make use of our religious freedoms, and strengthen their legal status

Need to ensure we create systems that are practical within existing legal frameworks

Animal Welfare

More attention needs to be given to animal welfare issues and debates

Halal sector should be leading the way; not being so defensive Have to improve animal welfare within Halal sector

Digital Media

Make more use of social media platforms WHF needs more interactive web presence Create a portal that „brings it all together‟

Call for IT support from delegates and WHF participants Networking of best practices within Europe

Scholars

Bring more scholars to the WHF

The following pages shows the detailed Resolution on Amendment 205 to EU Proposal 2008/0028 on food labelling, as well as the Statement of Intent a four-way agreement to collaborate in carrying out leadership duties within the global Halal industry, which was signed between IHI Alliance, American Halal Association, Muslim Council of Britain, and the Islamic Society of North America.

For updates on the developments of this resolution and suggestions, log on to

www.worldhalalforum.org.

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Resolution On Amendment 205 World Halal Forum Europe

Earl’s Court, London

11 November 2010

Whereas the European Parliament on 16 June 2010 approved Amendment 205 to

EU Proposal 2008/0028 on food labelling; and

Whereas, Amendment 205, if included in the final food labelling bill, would require

meat and meat products derived from traditional Halal religious slaughter to bear the

discriminatory and pejorative label of "meat from slaughter without stunning"; and

Whereas, the delegates of the World Halal Forum Europe on 10 November 2010,

discussed the various adverse religious and trade implications that would flow from

imposition of the labelling envisaged by Amendment 205; it is hereby

Resolved, that the labelling regime contemplated under Amendment 205 is

declared to be discriminatory, inconsistent with fundamental notions of religious

accommodation and likely to denormalise religious practice; and it is further

Resolved, that Amendment 205 is an impermissible trade restrictive measure that is

neither in furtherance of a legitimate government objective nor the least trade

restrictive measure available to provide consumers with information about the

manner in which animals are slaughtered; and it is further

Resolved, that the delegates of the World Halal Forum, by a unanimous vote,

condemn the inclusion of any mandatory labelling regime that discriminates against

any Halal meat or meat product and, call for an immediate withdrawal of

Amendment 205 to EU Proposal 2008/0028 on food labelling.

……………………………………………………

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Bismillahir Rahmanir Rahim

Statement of Intent

World Halal Forum Europe, Earl‟s Court, London 11 November 2010

In light of the recognition that there is a need for a more defined leadership from

within the Muslim communities in the Muslim-minority countries, we, the

undersigned, have reached an understanding on the following points:

1. To collaborate on the development of definitions and standards for use in the

Halal industry

2. To share information and research relating to Halal industry development

3. To collaborate in solving problems relating to the Halal industry

4. To provide mutual support where appropriate in the development of Halal

Accreditation bodies to strengthen the integrity of the Halal industry

Darhim Hashim CEO, International Halal Integrity Alliance Ahmad Adam President & Founder, American Halal Association Dr Shuja Shafi Deputy Secretary General, Muslim Council of Britain Ahmed ElHattab Deputy Secretary General, Islamic Society of North America

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ATTENDANCE SNAPSHOT

Once again, the second World Halal Forum Europe exceeded all expectations despite being held in the midst of many issues and concerns related to Halal in the UK and throughout Europe. The Forum still saw government heads, industry leaders, academics and Islamic scholars coming together under one roof to voice their concerns, outline issues, and plot the future direction of the global Halal industry, which brought together 129 participants and attracted around 25 media personnel from 31 countries.

Total WHF EUROPE 2010 Attendance

Registered delegates 129

Registered Media 24

Total 153

# Delegates Country Number 1 Australia 3

2 Austria 2

3 Bangladesh 2

4 Belgium 1

5 Brazil 1

6 Bosnia and Herzegovina 2

7 Canada 1

8 Egypt 1

9 Finland 3

10 France 11

11 Germany 7

12 India 1

13 Indonesia 1

14 Ireland 1

15 Islamic Republic of Iran 2

16 Italy 3

17 Japan 1

18 Kingdom of the Netherlands 2

19 Malaysia 20

20 Pakistan 1

21 Philippines 1

22 Singapore 2

23 Spain 2

24 Sri Lanka 2

25 Sudan 1

26 Sweden 1

27 Switzerland 3

28 Syria 2

29 Turkey 2

30 United Kingdom 65

31 United States of America 6

Total 153

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MARKETING, PROMOTION, BRANDING & PUBLIC RELATIONS 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 participation promotion. 1. The Advertising and Promotional Programmes:

• Local and international media • Broadcast media • Print media • Internet advertising • Buntings and banners

2. Public Relations:

• General public relations activities • International launches • Local launches in Malaysia • International promotional trips • Management of media centre for WHF 2010

3. Worldwide Promotion The WHF promotional tours and Industry Dialogues have been held in Jakarta, Istanbul, Sao Paolo (Brazil), Buenos Aires (Argentina) and Singapore to name a few and upcoming ones include Jordan and Australia.

4. Participation Promotion

The goal of this programme is to bring key decision makers in the global Halal industry to Malaysia for WHF every year. We classify the key players as follows:

• Those that have a potential to trade, manufacture and supply raw materials

• Those with a potential to invest

• Those already considering investment and wanting encouragement to commit

• Those that have an influence on Halal development including certification bodies.

The participants will be from the following groups:

• Key government officials from OIC and Southeast Asian countries

• Key industry players in the Halal industry globally

• Non-OIC Halal-supplying countries like Brazil, South Africa, and Argentina

• Heads of Certification Bodies and Islamic Organisations

• Trade Associations and Chambers of Commerce

• International media

• Business Associations and SMEs from Malaysia

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ADVERTISING & PROMOTION Print Advertising and Online Promotion The World Halal Forum Europe began an online promotion programme from July 2010 and building in intensity to October 2010.

Online promotion through regular email blasts and newsletters to industry-related database of over 40,000 verified contacts. An example of the email blast is shown here. World Halal Forum was also promoted consistently on the following websites: - www.worldhalalforum.org - www.halaljournal.com - www.ihialliance.org - www.kasehdia.com - www.halalfocus.com The online campaign was also augmented through online media partner promotion, event listings, online press releases, website linking, and Google-related advertising.

Print advertising included placements in all leading Malaysian papers leading up to the World Halal Forum, as well as continuous advertising in The Halal Journal and other related trade publications from around the world.

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SUMMARY OF MEDIA ATTENDANCE

Throughout the two days of the Forum, attending press were:

1. Press TV 2. IQRA TV 3. Eastern Eye 4. ATN Bangla UK 5. Channel S 6. Al Hiwar TV 7. The Asian Post 8. The Muslim Weekly 9. Nahdet Masr Newspaper 10. The Muslim News 11. Urdu Times 12. Jang TV 13. Emel Magazine 14. BBC Asian Network 15. Globalia Magazine 16. Islam Channel 17. Huda TV 18. ComComPower.com 19. CIO-Mag 20. IZ Median 21. Dinar Standard 22. Halal Focus 23. Global Islamic Finance Magazine 24. Business Asia 25. The Halal Journal

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STATE OF THE EUROPEAN HALAL INDUSTRY – AN OVERVIEW

Note: The following article is provided by The Halal Journal (www.halaljournal.com) Halal in Europe – Coming of Age

A series of recent events relating to the Halal market in Europe all point to the fact that the Halal sector is really starting to come of age. Along with the opportunities that accompany any coming of age, there are also the inevitable responsibilities to be shouldered and dilemmas to be resolved.

The European picture is complex. There are distinct nation states with their own national issues, their own Muslim communities, their own market interests and their own geo-political dynamics.

There are also the wider European issues that will affect all members, as well as the even wider Islamic issues that all Muslims share, along with the often confusing – and even frustrating – differences between the various cultural and doctrinal groupings.

And of course, there are financial concerns and opportunities that have caught the attention of the European business communities. With over fifty million Muslims in the greater European region (and rising), and an average annual per capita food consumption in the region of EUR1,500 (and rising), it is not surprising that business interests both large and small want to take a bite of this EUR75 billion market.

The big question is…how? As attractive as this market appears, it is also something of a mine-field.

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At the risk of over-simplifying the issue, we can say that there are three major components at work here:

There is the food industry – trying to balance quality and price to take advantage of a clear market opportunity;

There are political forces – both for and against the growing Halal market, as well as the animal welfare lobby;

There are the Muslim communities – on the one hand, the targeted consumers, and on the other hand, attempting to be the regulators and guardians of the religious aspects of the Halal production process.

The dynamics at play here is that the predominantly pro-active forces are the first two – business and politics – while the Muslims remain thus far a reactive force that is, if you will excuse the expression, rather like the meat in the sandwich, whose moves are all too often defined by their reaction to the other more active participants.

Let‟s take a couple of examples.

The Politics

On 16 June 2010, the European Parliament introduced a resolution that, if it is passed into law, will require meat from non-stunned animals to be labelled accordingly, that is “Meat from slaughter without stunning”. While one may argue that this is simply a move to keep consumers informed, it is drawing a dividing line along ethical grounds with the clear, even if unstated, implication that meat from this method of slaughter is less ethical, thereby creating a second class of less humane meat products.

This would affect all products from whole carcasses to any downstream derivatives for all products being sold within the European Union. It is a move to marginalise and degrade both Halal and Kosher products. If it were really a sincere effort to inform consumers, then it would be fairer to make all meat products state clearly how the animal was slaughtered. The stun versus non-stun argument is not so clear cut, and surely all consumers have the right to know what they are eating.

The most scholarly and informed research into this subject was conducted by Dr. Temple Grandin of Colorado State University and Professor Joe Regenstein of Cornell University, and was reported in Meat Focus International in March 1994.

From this report it becomes clear that the key concerns from an animal welfare perspective are less to do with stunning, and more to do with the type of stress inflicted upon the animal before and during the slaughter process.

It is impossible to make a clear assessment of how the animals react to either the stun or the incision if it is already in a state of stress and agitation from the way it has been handled and restrained. Stress causes the release of chemicals into the blood stream that are best not consumed by humans, such as cortisol and adrenalin.

Dr. Grandin has impeccable credentials when it comes to designing stress-free methods of handling and restraining cattle, and the observations that were made,

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once the animals were in a relatively stress-free state at the moment of slaughter, may be surprising to many.

When held upright in a comfortable restraining box, in tests with 3,000 cattle in three different plants, it was observed that “the animals had little or no reaction to the throat cut. There was a slight flinch when the blade first touched the throat. This flinch was less vigorous than an animal‟s reaction to an eartag punch.”1

When a long razor-sharp knife is used, “95 per cent of the calves collapse almost immediately; when a slower, less decisive stroke was used, there was an increased incidence of prolonged sensibility.”2

Dr. Grandin comments that there are some very poorly designed restraining devices in use in Europe. When poorly designed restraining devices are used, or where there is insensitive handling (even with good restraining devices), the animals react violently to excessive pressure. Hissing, metallic clanging noises and sudden movements are also disturbing to cattle and are unnecessary.

Badly designed restraining boxes result in poor outcomes for stunning, with up to three out of five animals requiring a second shot, causing significant stress. All stunning methods appeared to cause the release of significant amounts of epinephrine3, greater than would be caused by environmental stresses or restraining method.

“One can definitely conclude that improperly applied stunning methods would be much more stressful than Kosher slaughter with a long straight razor sharp knife.”4

Dr. Grandin has also observed that the Kosher slaughtermen are more highly trained than the Muslim counterpart, and where she recommends stunning if the slaughter techniques are not optimal. This is clearly an issue that the proponents of non-stunned slaughter have to take into consideration, and to heed the prophetic advice, “When you kill, kill well.” It is no use simply claiming that Halal is the best method, and then performing it in anything other than the best way.

As Dr. Grandin has pointed out with respect to this subject, “politics have interfered with good science”5, and one can go further to say that not enough good science has been done.

But it is surely clear from this that for the pro-stunning lobby to take the moral high-ground is indicative of either a lack of good information or the presence of a hidden agenda, neither of which is in the best interests of animals or people.

The real animal welfare issues are NOT about religious slaughter – that is really a red herring – they are issues about animal handling and being knowledgeable about, and being prepared to implement, the best practices in the animal slaughtering process.

1 Grandin and Regenstein, Meat Focus International 1994, p 115-123. 2 ibid 3 Van der Waal 1978; Warrington 1974 4 Grandin and Regenstein, Meat Focus International 1994, p 115-123. 5 ibid

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The Industry

We must remember that the majority of the Halal products are produced in non-Muslim countries and companies. This is an observation rather than a complaint, but it needs to be kept in mind when looking at the way Halal has made its way into the mainstream.

The recent disclosure that there is far more Halal meat being consumed in the UK than has been recognised is indicative of several things.

Firstly, for food producers, and particularly for the food service industry, going fully Halal represents an attractive proposition. It makes good business sense. Faced with the options of a) running two separate production lines, or b) missing out on the Halal sector altogether, many producers have opted to go fully Halal. New Zealand and Australian producers were probably the first to make this choice, and the Halal option worked well for them, although recent events in the UK may well force them to label their export products more clearly.

In the UK, institutions as diverse as hospitals, sporting ground and even pubs have also opted to go fully Halal, for example with their chicken products, but without labelling their offering accordingly, and perhaps without fully appreciating the public response to this lack of disclosure.

Despite some emotive and manipulative reporting on this subject, there is a strong case for letting the consuming public know what they are eating. And this has two sides to it. Not only do the non-Muslim population want to know if the meat is Halal, so that some of them can avoid it, the Halal consumers would like to know so that they can eat it. How many residents as well as travellers to the UK would appreciate knowing that they can eat the meat after all!

It has been interesting to note that in the aftermath of the disclosure about undercover Halal food in the UK, the majority of the outburst was against the Muslims and the methods of slaughter; almost all of them totally ignorant about Halal slaughter methods. There were surprisingly few comments aimed at the business owners who had made these purely commercial decisions to supply Halal, and had made the conscious decision not to tell their customers – Muslim or non-Muslim.

So we can draw two conclusions. Firstly, the decision to buy from a Halal supplier is often made simply on the basis of the price-quality equation. Ideology and faith do not come into it. As the Whitbread spokesman said, “We don‟t specify Halal as a requirement in our procurement. We base our decision on quality and price. It just turns out that we source that amount of chicken from suppliers that happen to be Halal.”6

Secondly, it is understandable that the general public is not knowledgeable about the details of Halal or Kosher slaughter. It is also understandable that newspapers want stories that will sell papers. But the extent of the misinformation that passes for reporting is doing little more than fanning the flames of controversy and reveals a distasteful agenda that is primarily an attack on the Muslims.

6 http://halalfocus.net/2010/09/19/uk-britain-goes-halal-but-no-one-tells-the-public/

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But the Muslims did not ask for Halal meals at Wembley Stadium. They did not even

know!

The Muslim Response

The greatest challenge facing the Muslims, on this and many other issues, is to move from a reactive to a pro-active mode of being. This is true for the Muslim nation states, but it is certainly a more pressing need for the Muslim communities in the West.

There are really two significant issues here, and it is important that the Muslim communities in Europe understand them.

Firstly, we have to defend both stunned and non-stunned Halal slaughter because we need them both. Halal is an industry, whether we like it or not, and the procedures of stunning are not going to go away, because the meat industry and the legislators are not going to allow that to happen. Pre-stunned Halal slaughter is here to stay.

The issue of proving whether an animal is alive at the time of slaughter can be solved by a variety of means, and if the animal is demonstrably alive, the accusations that the process is Haram are simply not justifiable. Halal is by definition „permissible‟ which therefore signifies a lowest common denominator rather than a highest common factor.

In the face of those forces that would like to get rid of any form of Halal products, it is important to recognise that Halal, in all its varieties, needs to be supported with a unified front.

There are moves to introduce stun-to-kill (as being more „efficient‟ than stun-to-stun) and the euphemistically named Controlled Atmosphere Killing, (that is death by gas) will be with us by 2013. We should pay more attention to the real issues that confront us, rather than squabble over issues which are, when we see the larger picture, actually details.

Muslims need to defend the right to slaughter without stunning. They also need to insist that stunning methods ensure that the animal is alive at the moment of slaughter. The important point, surely, is that both these procedures be done in the most humane, safe and sanitary conditions possible.

Secondly, the Muslim communities have to build institutions that can define and regulate the industry in the best possible way. It does not matter who is right. It matters that it is done right.

There is a pressing need, and a great opportunity, to create a national institution that will a) create clear definitions and standards for the Halal market, b) regulate the activities of the Halal certification bodies, c) ensure that the industry is clear about how to comply with Halal guidelines, and d) ensure that the consumers understand what they are buying.

An accreditation body such as this would be of great benefit to the industry, to the consumers, and, importantly, to the economy. Not only are there important business opportunities within the domestic Halal markets, there are huge opportunities to supply the import-dependent Muslim world.

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Differences have to be set aside with the understanding that the formation of national Halal accreditation bodies will be in the interests of the greater good of society.

Any European country that takes on the Halal agenda in a balanced and well-planned way, will find it can create new business opportunities that will help to revive a struggling economy. If Halal is done correctly, if it is taken to its highest possibility, it can have a beneficial effect on people‟s health, on animal welfare and for the economy.

Written by:

Abdalhamid Evans

Project Director

World Halal Forum Europe 2010

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WORLD HALAL FORUM 2011 WHF 2011 will be held at the world-class facilities of the Kuala Lumpur Convention Centre, on 4 & 5 April 2011. Issues of trade & market access will be discussed alongside presentation of the remaining modules of the Global Halal Standards by IHI Alliance. The Global Halal Standards will have a major impact on the Halal industry; we are expecting

exciting updates on the development of these standards. Malaysia Truly Asia welcomes delegates with world-class accommodation, shopping, and spouse programme. For more information, visit www.worldhalalforum.org.

WORLD HALAL FORUM EUROPE 2011

The 3rd World Halal Forum Europe will be heading to France, tentatively scheduled for November 2011. For sponsorship opportunities and delegate information, please contact info@worldhalalforum.org or visit www.worldhalalforum.org.

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ABOUT THE ORGANISER - KASEHDIA

KasehDia Sdn Bhd was formed in 1999 as a niche communications and consulting company with a strong commitment in promoting Universal Islamic values and good values in a contemporary manner throughout the world. We do this through our mélange of strategic programmes that serve to both disseminate and retrieve information through our events, communications and research arms. We have a strong forte in publications, events, branding and consultancy, and now in film-making. KasehDia is most noted as a gravitational force within the global Halal industry. The systematic gathering of data and intelligence on the global Halal market covering thousands of Halal restaurants, certification agencies, governments and industries since 2002 has made the company a beacon of knowledge to industry players, politicians, governments and scholars alike. Our inspired, inventive universal ideas are all-inclusive and have the ability to transcend economic, cultural, socio-political, ethnic and religious borders, and shape international agendas. KasehDia takes immense pride in creating some of the world‟s firsts in the Halal industry: The World Halal Forum, The Halal Journal and the Halal Food Guide series that are not just company flagships, but also the nation‟s. With these brands, the Company continues to push the frontiers of knowledge within the Halal sector. KasehDia Consultancy was involved in the drafting of the Halal Chapter of Malaysia‟s 3rd Industrial Master Plan after being appointed as consultant by the Ministry of International Trade and Industry in 2006. We also developed the initial framework of the Halal Industry Development Corporation for the Malaysian Prime Minister‟s Office.

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AT THE HELM

Jumaatun Azmi is the founder and Managing Director of KasehDia Sdn Bhd. Under Jumaatun‟s visionary leadership, the company has created world renowned events and publications and consulted the government on various Halal matters. Jumaatun is the Editor of The Halal Journal, a trade publication on the Halal industry currently distributed in over 35 countries. She also founded the award winning Halal Food Guide series, which to date has covered eight countries. Jumaatun‟s other accomplishments in the Halal industry include the creation of The World Halal Forum, Halal Journal TV, The Halal Journal Award, Halal Restaurant Awards, and The Halal Journal Workshop Series. Due to her prolific efforts in fortifying this fragmented industry and for spearheading a

unique approach to creative communications, Jumaatun, together with the company have been applauded in both the local and international media including Forbes, Guardian UK, The New York Times, Asia Wall Street Journal, International Herald Tribune, Time Magazine and The Economist to name a few. She holds a degree in communication (Honours) from the University of Hartford, Connecticut, USA.

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THE HALAL JOURNAL

The Halal Journal is a bi-monthly magazine which covers topics related to the Halal and Muslim markets worldwide including manufacturing, trade negotiations and Islamic finance, circulated in over 57 countries. The Halal Journal is read by international leaders, stakeholders, NGOs, policy-makers, consumers and corporations. It is the first and only publication that notes and reports all the trends and news within the Halal industry in its entirety. The Halal Journal is the leading international media brand in the Halal market, which covers the following key topics:

Lifestyle

Travel & Tourism

Entertainment Arts & Culture

Dining

Trends

International agendas

Halal educational programmes

Recent developments

Facts and findings

Ideas and discussions

Business

Insights

Entrepreneurial ventures

New markets

Up-to-date information

Industry leaders

Latest developments

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THE HALAL GUIDES Introduced in 2003, KasehDia‟s Halal Food Guide Series (Kuala Lumpur – English & Arabic, Dubai, Singapore, London, Thailand, Australia, Canada, New Zealand and Halal Drinks) were the first of its kind in the world, winning “Best Guide in the World” at the prestigious Gourmand World Cookbook Awards. The Halal Food: Kuala Lumpur 2007/08 guide reviewed over 100 restaurants, cafés and outlets with Halal fare. The Kuala Lumpur 2010/11 edition reviewed over 130 restaurants, cafés and outlets with Halal fare that are Muslim-friendly, offering exclusive discounts to readers with a special mention of establishments‟ signature dishes.

Famous for their delicious seafood, we found countless wonderful restaurants and cafés ranging from little kebab shops to a Spanish Tapas bar. Halal Food Australia showcases some of the best Halal eateries Australia has to offer. The guide is organised by areas with six main chapters, namely Adelaide, Brisbane, Gold Coast, Melbourne, Perth and Sydney.

“Making a bid to become the Muslim world‟s leading proponents of Halal Food …. the guides will certainly improve the range of dining options available” – Asian Wall

Street Journal “Muslim travellers need not play the guessing game anymore when it comes to

finding Halal food in a foreign country” – The Star Metro, Kuala Lumpur

“This directory is highly comprehensive and is definitely value for money!” – The Star Special

“A guidebook dedicated to travelling students, businessmen, tourists and Muslims everywhere” – Bernama Press, Kuala Lumpur

“A 148-page user-friendly guidebook that is small and practical to carry around” –

New Straits Times, Malaysia

“Best Guides in the World” - Winner at the prestigious Gourmand World Cookbook Awards

“….the world‟s best series of Halal food restaurant guides.” – The Asian Wall Street Journal

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RESEARCH AND CONSULTING DIVISION KasehDia is notable for its global Halal framework. Since 2002, the company has systematically gathered data and intelligence on the worldwide Halal market covering thousands of Halal restaurants, certification agencies, and government and industry sectors. KasehDia‟s Research and Consultancy Division was created to assist organisations based on its experience and market intelligence which it has gathered over the years. KasehDia‟s Research and Consultancy assignments completed to date:

Client Services provided

Asian Productivity Organization (APO) Japan

KasehDia‟s expertise was approached to provide resource and information to assist in this World Bank Global Development Initiative. The project entailed E-learning on exporting Agribusiness products to global market.

Texchem Berhad & Sushi Kin Sdn Bhd

KasehDia was appointed as the lead consultant to research “Consumer perception and purchasing behaviour for various Japanese foods and restaurants”. The objective of this engagement was to ascertain the importance of Halal certification within the Japanese food industry in Malaysia. This research covers a „Market Survey‟ for 500 respondents, which was conducted in Peninsular Malaysia.

Halal Industry Development Corporation (HDC)

KasehDia conducted a study on the “Development of Knowledge-Based Information for Halal Products in the Global Market”. The project included market survey (interview and other methods) to stratified consumers and industry players in 3 regions/ 8 countries, with a total of 4,000 respondents across these countries.

Rabobank, The Netherlands KasehDia was involved in a collaborative effort with Rabobank Strategic Research & Advisory Team to produce a “Map for International Trade in Halal Meat Products”.

Malaysian Palm Oil Corporation (MPOC)

KasehDia was assigned to conduct an analysis on the Indonesian Palm Oil industry and assess the competitiveness of Malaysian exports of palm oil products.

Autonomous Region of Muslim Mindanao (ARMM), Philippines

KasehDia assumed the advisory role in the setting up of agribusiness and Halal food industrial development in the Autonomous Region of Muslim Mindanao, Philippines.

Commerce Asset Venture, CIMB Group

KasehDia provided market intelligence and conducted supply chain analysis for a study on “Mapping and Supply Chain Analysis for High Margin Agri-Food Products in Malaysia and ASEAN countries”.

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ANOTHER REPORT

BY THE WORLD HALAL FORUM SECRETARIAT

KasehDia Sdn Bhd (492275-W)

M-2-20, Plaza Damas, 60, Jalan Sri Hartamas 1,

Sri Hartamas, 50480 Kuala Lumpur

Malaysia

Tel: +603 6203 1025 Fax: +603 6203 4072

www.kasehdia.com www.halaljournal.com www.worldhalalforum.org