world halal forum 2008 - post event report

WORLD HALAL FORUM 2008 Post Event Report


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Contents Introduction .................................................................................................................................................. 3

Background – World Halal Forum ................................................................................................................. 4

Organisers & Participating Companies ......................................................................................................... 5

VIPs & Participants ........................................................................................................................................ 6

Speakers, Panellists & Programme ............................................................................................................... 7

Memorandums of Understanding Signed ................................................................................................... 11

Key Note Address by the Prime Minister of Malaysia ................................................................................ 13

World Halal Forum 2008 – Resolution ........................................................................................................ 17

Delegates Summary .................................................................................................................................... 18

The Gala Dinner and Halal Journal Awards ................................................................................................. 19

World Halal Forum – Investment Site Visits ............................................................................................... 22

Marketing & Advertising ............................................................................................................................. 23

PR Summary ................................................................................................................................................ 28

Survey Results from the Delegates ............................................................................................................. 30

Looking Forward ......................................................................................................................................... 38


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Introduction The World Halal Forum 2008 exceeded all expectations and the hype justified this as the only truly

global halal forum. International support and attendance at the forum was staggering as heads of state,

industry leaders and academics came together under one roof to voice their concerns, outline issues,

and plot the direction for the global halal industry.

The World Halal Forum 2008 brought together 1200 participants from over 52 countries and attracted

over 200 local and international media personnel. WHF 2008 surpassed last year’s attendance records

and has set a new benchmark as the largest forum in South East Asia. It has also generated in excess of

RM 10 million in PR value. All of this highlights the importance of the halal industry and the need for a

successful platform to bring together all the decision makers & stakeholders to chart the direction

towards a more integrated & sustainable future.

Malaysia’s halal initiatives and government support once again took centre stage through the presence

of the Honourable Prime Minister of Malaysia and support from Malaysia’s Halal Industry Development

Corporation. The foyer exhibition areas showcased Malaysia’s halal initiatives through halal parks & the

Malaysian Halal Brand (logo) and adjacent to the forum hall was the sponsor’s exhibition area

showcasing Malaysian and International prominent halal industry players representing key segments of

the global halal value chain.


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Background – World Halal Forum The idea and concept for The World Halal Forum (WHF) was born from KasehDia’s direct involvement and interaction with the players in the Halal market arena. Since 2004, it had become increasingly clear that the stakeholders in the Halal market - the producers, processors, manufacturers, logistics providers, retailers and others, actually constitute an industry in their own right; a diverse, complex, yet integrated industry with global reach. The Halal industry intersects and shares common ground with many other industry sectors, and yet it has a unique set of issues and concerns that are specific to the Halal market. It became evident that there was a need for a dedicated Halal industry forum that would enable the stakeholders in the Halal market to gather on a regular basis. The Halal market is evolving at a rapid pace, and because of its global extent, the rate and nature of this evolution differs considerable from one country to the next, and from one industry sector to the next. Much of the impetus for the development of the Halal industry comes from shifts of awareness and perception; consequently, many of these developments are happening at a rapid pace, and entirely new industry sectors, such as in the field of logistics and security, are emerging almost overnight. Consequently, KasehDia’s decision to stage the World Halal Forum as an industry-specific focal point came at precisely the time it was needed. Response from all quarters - governments, industry players both large and small, NGOs, certification agencies, academics and from all corners of the world confirmed our assessment. Themed “Sustained Development through Investment and Integration”, WHF 2008 was the culmination of developments in the halal industry from our previous World Halal Forum and harnessing of thoughts and concerns raised in WHF Industry Dialogues held around the world. The deliberations and resolutions at the WHF 2008 will shape the future of the Halal market. WHF has become an important part and parcel of Malaysian Government’s efforts to develop Malaysia as a halal hub globally, to extend halal industry reach for stakeholders as well as develop innovative ideas to promote and enhance the value proposition of the industry.


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Organisers & Participating Companies

The World Halal Forum is a truly global event and the largest forum held annually in South East Asia. The

secretariat and organiser’s, KasehDia Sdn Bhd gratefully acknowledges and thanks the following for

their support and partnership:

HOST The Government of Malaysia through the Halal

Industry Development Corporation

PLATINUM SPONSOR CIMB Islamic

Lembaga Tabung Haji

GOLD SPONSOR Northport

SILVER SPONSOR Prima Agri-Products

Nestle

KFC Holdings

MISC Integrated Logistics

EVENT SPONSOR Colgate

Microlink

Eden

CCM (Chemical Company of Malaysia)

Business Owners Union

Royal Selangor

Intertek

Darabif

PREMIUM SUPPORTERS Islamic Development Bank (IDB)

Islamic Chamber of Commerce & Industry (ICCI)

Tourism Malaysia, Pempena & Malaysia Kitchen

SUPPORTED BY Prime Minister’s Department

Islamic Development Department of Malaysia (JAKIM)

Kuala Lumpur City Hall (DBKL)

Department Standards Malaysia

International Halal Integrity Alliance

OFFICIAL MEDIA The Halal Journal

Channel Oasis (Astro)

MEDIA PARTNER Processed Food Industries

Investors

OIC Today

SME Magazine

Dinar Standard

Islamic Finance News

TECHNOLOGY PARTNER Microsoft (Malaysia)

MEDIA SECRETARIAT Asia Public Relations Consultants

OFFICIAL TRAVEL AGENCY Indalucia Travel Sdn Bhd

VENUE Kuala Lumpur Convention Centre


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VIPs & Participants

World Halal Forum 2008, surpassed all expectations, themed “Sustained Development through Investment & integration” the forum was attended by over 1,200 delegates, Heads of State, Ministers, governors, industry leaders, international media, representing 57 countries and the leading global producers of Halal products and services.; further establishing the World Halal Forum as the Premier event in the Halal Industry. This was reflected in the VVIP participation during the two-day Forum, including the presence of the Malaysian Prime Minister at the Opening Ceremony & Gala Dinner.

Below is the list of VVIP guests and participants at the 2008 World Halal Forum. 1. YAB Dato’ Seri Abdullah Ahmad Badawi, Prime Minister of Malaysia

2. HE Mohammad Abul Hassan, Head of Kuwaiti Delegation, Special Envoy of Kuwait’s PM

3. HE Sheikh Saleh Abdullah Kamel , World Halal Forum Chairman

4. YAB Tan Sri Datuk Patinggi (Dr.) Hj Abdul Taib Bin Mahmud , Chief Minister of Sarawak

5. YAB Datuk Dr Md. Isa Sabu, Menteri Besar, Perlis

6. YB Tan Sri Dato’ Muhyiddin Yassin, Minister of International Trade and Industries

7. HE Dr Ir Anton Apriyantono, Minister of Agriculture, Republic of Indonesia

8. Mr. Marwan Al Khatib, Managing Director of Dubai Islamic Investment Group (DIIG)

9. YB Datuk Dr. Ahmad Zahid Hamidi, Minister in the PM’s Department

10. YB Datuk Peter Chin Fah Kui, Minister of Plantation Industries & Commodities,

11. Y.B. Dato’ Sri Sulaiman Abdul Rahman Abd Taib, Deputy Tourism Minister

12. Mr. Ömer Faruk Doğan, Deputy Undersecretary of Foreign Trade, Republic of Turkey

13. Y. Bhg Tan Sri Dato' Dr Syed Jalaludin Syed Salim, Chairman HDC


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Speakers, Panellists & Programme

The forum featured important perspectives from industry as well as those regional and Islamic organisations, providing delegates the knowledge to understand the issues. The panel sessions & questions answer sessions were heated and insightful. In addition, the Malaysian Prime Minister delivered the keynote address and reaffirmed Malaysia’s commitment to the Halal Industry by elaborating recent Cabinet decisions that directed the Halal Industry Development Corporation (HDC) to take over both local and international Halal certification, with immediate effect, with a promise of improved delivery systems. Key topics at the World Halal Forum:

Standards and conformity issues in the GCC

International halal accreditation and certification

Developing the halal Industry with Islamic understanding

The ASEAN halal market

European market access

OIC development agenda

Halal market and Islamic finance

Industry case studies

Investment and trade opportunities

MONDAY, May 12, 2008

Session 1 Opening Ceremony & Keynote Addresses

Arrival of Prime Minister of Malaysia YAB Dato’ Seri Abdullah Ahmad Badawi

Opening Remarks by MC Doa recitation - by Imam Faisal Abdul Rauf, the Founder of the Cordoba Initiative

Multimedia Presentation

Welcome Address Ms Jumaatun Azmi – Founder – World Halal Forum

Address by World Halal Forum Chairman His Excellency Sheikh Saleh Abdullah Kamel

President of Islamic Chamber of Commerce and Industry (ICCI)

Keynote Address Prime Minister of Malaysia

YAB Dato’ Seri Abdullah Ahmad Badawi


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Session 2 – Overview Session Convergence of Shariah & Industry

Developing the Halal Industry within Islamic Principles Dr. Mohammad Hashim Kamali

CEO and Chairman, Hadhari Institute for Advanced Islamic Studies

A Shari'ah Perspective on Halal and Haram

Developing the Halal Industry YBhg. Dato’ Jamil Bidin

CEO of Halal Industry Development Corporation (HDC)

International Halal Certification

Industry Development Program

Islamic Banking as a Developmental Force Mr. Badlisyah Abdul Ghani,

Executive Director / Chief Executive Officer, CIMB Islamic Bank

Developing Shariah Banking for ethical & fairer business practices

Panel Discussion Dr. Cedomir Nestorovic (Session Chair)

Professor, ESSEC Business School Paris, France

Mr. Mohd Shukri Abdullah CEO, MIHAS (M) International Halal Showcase

Session 3- International Halal Agendas

Keynote Address 3 His Excellency Dr. Ir. Anton Apriyantono

Minister of Agriculture, Republic of Indonesia

The way forward for Indonesia Halal Industry

Accessing Indonesia’s growing Halal market

Brunei Halal Brand Mrs. Hajah Normah S.H. Jamil

Director of Agriculture, Ministry of Industry & Primary Resources, Brunei

Halal Development Initiatives in Brunei

Philippines Approach to the Global Halal Market through Science, Technology & Innovation

Dr. Haja Sittie Shayma Zenaida P. Hadji Raof-Laidan Regional Director, Department of Science and Technology, Philippines

Halal Industry in Japan Professor Hirofumi Oki

Shariah Research Institute, Takushoku University, Japan

Case Study China/ Ningxia Hui Autonomous Region Mr. Hei Zhihu,

Assistant Secretary General, Government of Ningxia Hui Autonomous Region, China

Panel Discussion Y.Bhg Dato’ Noharuddin Nordin (Session Chair)

CEO, Malaysia External Trade Development Corporation (MATRADE) Dr. Habib M’ Nasria

Director, McDonalds Middle East-Dubai, UAE Dr. Eiichi Tamiya

Professor, Osaka University, Japan


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TUESDAY, May 13, 2008

Session 4 Sustainable Development

Global Halal Market Trends: Recent Findings & the Way Forward Mr. Irfan Sungkar

Head of Research & Strategic Projects, KasehDia

Research Findings

Industry Dialogue Findings

Halal as Corporate Social Responsibility YBhg Tan Sri Dato’ Muhammad Ali Hashim,

Chairman, KFC Holdings (Malaysia) Bhd

Panel Discussion

Y.Bhg. Dato’ Abdul Rahman bin Mamat (Session Chair) Secretary General, Ministry of International Trade and Industry

Mr. Toshio Endo

Shariah Research Institute, Takushoku University, Japan

Mr Abdul Aziz bin Long

General Manager, Support Service, SIRIM QAS International, Malaysia

Session 5 Investment & Industrial Innovation

Islamic Investment in Regional Initiatives Mr. Marwan Hassan Al Khatib,

Managing Director, Dubai Islamic Investment Group, Dubai, UAE

Halal Pharmaceutical Sector Dato’ Dr. Mohamad Hashim bin Ahmad Tajudin

Group Managing Director, Chemical Company of Malaysia Berhad, CCM

Panel Discussion Mr. Nordin Abdullah (Session Chair)

Deputy Chairman, World Halal Forum Y.Bhg Dato’ Afifuddin A. Kadir

Deputy Director General II Malaysian Industry Development Authority (MIDA)

Mrs. Darawati Hussain Director, Private Equity Unit, CIMB Investment Bank Berhad

Prof. Dr. Midhat Jasic Tuzla University, Bosnia & Herzegovina

Session 6 Standards & Conformity

Standards and Conformity Issues in GCC Standardization Org. (GSO) Mr. Saud Rashed Abdallah Alaskar, Acting Director General, GSO

Regulatory issues faced in the food manufacturing sector within the GCC

Understanding regulatory framework to improve flow of halal products

Recent developments in the GCC region


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Halal Traceability as a Means to Access European Market Mr. Robert Madge

President of IDTrack, the European Association of Secure Identification Founder, Xifrat Daten AG, Switzerland

Halal Best Practices: An Integration of Product & Safety with the 21st Century Corporate Responsibility

Dr. Jochen P. Zoller President, Intertek Food Services, UK

Halal Standards: Malaysia Experience Ms. Nor Latifah Hussin

Principal Assistant Director, Department of Standards Malaysia

Panel Discussion

Mr. Darhim Dali Hashim (Session Chair) CEO, International Halal Integrity Alliance (IHI Alliance)

Mrs. Fadilah Baharin

Director General, Department of Standards Malaysia

Mr. Amir Sakic Director, Agency for Halal Quality Certification, Bosnia & Herzegovina

Resolution Formation (Members to be confirmed during forum)

World Halal Forum Deputy Chairman (Panel Chair)

Mr. Nordin Abdullah

Mr. Irfan Sungkar Head of Research & Strategic Projects, KasehDia

Mr. Darhim Dali Hashim

CEO, International Halal Integrity Alliance (IHI Alliance)

Mrs. Fadilah Baharin Director General, Department of Standards Malaysia

Summation and Closing World Halal Forum Chairman

All the speakers and panelists were presented with a token of appreciation, hand-woven

Songket as part of secretariat’s corporate social responsibility project. The Songkets are a

heritage token from the state of Terengganu (Malaysia), made by single mothers to support

their children.


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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 we are confident that shared initiatives such as these will

promote unity and understanding as well as create opportunities towards further growth, development

and prosperity of participating countries.

Organisations use the WHF platform to launch significant partnerships and programmes, the MOUs

signed at WHF 2008 are as follows:

Day 1

# Description (MOU Btw:)

1 TraceTracker Innovation and ; CIMB Private Equity (understanding to provide facilitation of product and service integrity within the halal supply chain)

2 Dubai Islamic Investment Group and; Lemabaga Tabung Haji and; Halal Industry Development Corporation (Understanding to provide shariah compliant funds for the halal industry in this region)

3 Port Klang Free Zone and; Halal Industry Development Corporation

(understanding to manage Malaysia’s first

flagship halal zone)

4 Tanjung Manis Food and Industrial Park and; Halal Industry Development Corporation (understanding with HDC to develop full-fledged halal industrial parks)


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Day 2

# Description (MOU Btw:)

1 Muslim Mindanao Halal Certification Board and; Halal Industry Development Corporation

2 Tamadam Bonded Warehouse Berhad and; Halal Industry Development Corporation

3 MISC Integrated Logistics and; Prima-Agri Products


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Keynote Address by the Prime Minister of Malaysia

Below are key extracts from Yang Amat Berhormat (The Right Honourable) Dato’ Seri Abdullah bin

Haji Ahmad Badawi’s keynote address on the morning of Monday, 11 May 2008.

I am honoured to welcome you to the third annual World Halal Forum. This year sees the participation

of stakeholders from more than fifty countries. This number continues to grow every year, reflecting the

forum’s rising importance and its vital role in developing the global

halal industry. This year’s theme of ‘sustained development through

investment and integration’ is both pertinent and apt. Given its vast

potential, higher levels of investment, innovation and value add are

needed to take the halal industry up to the next level. Furthermore,

market integration is crucial in order to unlock opportunities and

facilitate trade in this burgeoning industry.

This year’s event marks the beginning of a new era, with his Excellency

Sheikh Saleh Kamel taking over as chairman of the World halal forum

(WHF). I understand that in the last year, WHF industry dialogues were

held in more than a dozen countries, including Australia, the United

Arab Emirates, South Africa, Indonesia, Thailand, Bosnia & Herzegovina

and the Netherlands. Issues identified at those dialogues will be tabled

here at this forum for discussion and resolution. I am confident that under Sheikh Salleh’s astute

leadership and able support from the WHF secretariat, the forum will not only grow from strength to

strength, but will also be able to critically contribute to the development of the global halal industry.

The Malaysian government has long been committed towards developing the halal industry, both

domestically and internationally. We continue to emphasise that collaboration and networking –

particularly among governments and key private stakeholders are essential elements in the industry’s

future growth. Indeed, the successful development of halal is our collective responsibility. No nation or

stakeholder can go it alone.

As I speak, we face a myriad of external pressures and global uncertainties. The prices of oil,

commodities and staple food have increased to record highs. Inflation is a real threat for many

economies worldwide, particularly for Muslim countries who are net food importers. For this and other

reasons, Muslim countries must reinvent themselves and quickly adopt new strategies.


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There is little doubt that halal certification is a key enabler for the successful development of the global

halal industry. Nonetheless, to-date, there exists no official authority looking into the integrity of the

halal mark at the global level. Differing certification standards, procedures and processes make it

difficult for halal products and services to fully prosper.

At the recent OIC summit in Senegal, a resolution was passed authorising the Islamic Chamber of

Commerce And Industry (ICCI), under the leadership of His Excellency Sheikh Saleh Kamel, to implement

halal related initiatives. My government strongly supports this resolution towards furthering and

harmonising the growth of the global halal industry.

This OIC decision is in similar mould with the resolutions

adopted at the past two world halal forums in 2006 and 2007.

These WHF resolutions had resulted in the setting up of an

international, non-profit body called the International Halal

Integrity Alliance (IHI Alliance). This organisation was formed to

ensure integrity throughout the entire halal supply chain, by

enhancing and harmonising halal standards and certification at

the global level.

My government has formally endorsed the function and

aspirations of the IHI Alliance. I understand that the OIC,

through ICCI, is also committed towards making IHI alliance a

strong, credible and respected global halal authority. To

underline Malaysia’s commitment to this initiative, I am

pleased to announce that my government will provide 15

million ringgit over the next three years as funding support to kick-off the IHI Alliance. I hereby urge

other countries to formally endorse and support ICCI and its program IHI Alliance in their efforts to

develop the global halal industry.

Since its formation in September 2006, the Halal Industry Development Corporation (HDC) has made

significant strides towards developing the domestic halal industry. Going forward, I am pleased to

announce that HDC has formulated a master plan for the Malaysian halal industry. The halal industry

master plan is a holistic and wide-ranging policy document that seeks to establish Malaysia as a global

reference centre for halal integrity and as a global hub for production and trade in a number of halal

related sectors.

The areas of focus in the master plan have been selected to leverage on Malaysia’s strengths in halal. A

phased approach will be utilised to enable us to realise our vision of becoming a preferred global hub for

halal products and services. This master plan is important as it provides a clear roadmap for all


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stakeholders in the halal industry. The unveiling of the master plan is in line with HDC’s theme for this

year, which is Malaysia is "open to business"; the HDC hopes to act as a catalyst to attract global

businesses to take part in Malaysia’s halal industry, and to assist Malaysian companies to bring their

halal products and services to the world.

The master plan looks to establish Malaysia as a global leader in halal integrity by 2010, the first stage in

our plan towards 2020. To build upon our position in halal integrity, we are looking at Malaysia’s halal

certification as a key enabler to encourage more businesses to go halal.

I am pleased to announce that HDC is now providing local as well as global certification services on

behalf of Jabatan Kemajuan Islam (JAKIM) of the Malaysian government, using the existing Malaysian

halal logo. The Malaysian halal certification is already globally recognised and utilised by multinational

giants such as nestle and tesco. Moreover, the Malaysian halal certification stands for the highest

standards recognised by international bodies such as the codex alimentarius commission of the united

nations.

In line with the master plan, I would also like to announce that my government has approved attractive

incentives to draw businesses to malaysia. The master plan has identified focus areas for the

development of the country’s halal industry, based on the potential to create the most economic impact.

The promoted industries are speciality processed foods, cosmetics and personal care, pharmaceuticals,

halal ingredients, and livestock and meat products. For industry players in these promoted industries,

the incentives include investment tax allowance or exemption on statutory income from export sales. In

addition, there will be exemption from import duty on raw materials as well as double deduction on

expenses incurred in obtaining international quality standards.

There is another set of incentives specifically targeted at halal parks and logistics operators to ensure

that businesses have the optimal supply chain and infrastructure. Such incentives include pioneer status

or investment tax allowance, as well as exemption from import duty on equipment used in cold room

operations.

These incentives were put forward by HDC after dialogues with global and local industry players, in

order to meet the needs of businesses wishing to invest in the Malaysian halal sector. I am pleased to

announce that as of today, businesses can apply to HDC for such incentives.

It is always pleasing to see the World Halal Forum spark off many relationships in the halal sphere.

Today, we will preside over the collaboration between ICCI and IHI Alliance, and witness the signing of

several memoranda of understanding between HDC and other relevant parties.


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The collaboration between ICCI and IHI Alliance is a momentous and exciting development. A new halal

industry global authority is being empowered under the auspices of the OIC to catalyse the development

of global halal standards and certification.

Finally, I wish to thank and congratulate the organisers for

once again successfully organising the world halal forum. I

urge all delegates to fully participate in and contribute

towards the forum over the next two days, for the benefit

of the ummah and the world as a whole.

I pray for god’s grace and blessings towards a most

productive and successful forum. On that note, with the

recitation of bismillahir rahmanir rahim, it is now my

pleasure to officially declare the World Halal Forum 2008,

open.

Thank you.


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World Halal Forum 2008 – Resolution Formation

The final session of WHF 2008 was the resolution formation panel. This panel was made up of key

speakers and panelists, including the newly appointed CEO of IHI Alliance, Mr Darhim Hashim and Pn

Fadilah Baharin, Director General of Malaysian Department of Standards.

The Forum concluded on a high note with the following resolution:

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

NOT-FOR PROFIT ORGANIZATION 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”.

To keep up to date on the developments of this resolution, log on to www.worldhalalforum.org.


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Delegates Summary

The World Halal Forum (WHF) 2008

exceeded all expectations with

heads of state, industry leaders and

academics coming together under

one roof to voice their concerns,

outline issues, and plot the future

direction of the global Halal

industry, which brought together

1,200 participants from over 56

countries and attracted over 200

local and international media

personnel.

Total WHF 2008 Attendance Registered delegates 1190

Additional Media 200

Total 1390

29 Malawi 3

30 Malaysia 779

32 Mauritius 1

33 Morocco 1

34 Netherlands 4

35 New Zealand 2

36 Norway 3

37 Oman 2

38 Pakistan 5

39 Palestine 1

40 Philippines 50

41 Poland 1

42 Russia 1

43 Saudi Arabia 7

44 Serbia 1

45 Singapore 36

46 South Africa 8

47 Spain 3

48 Sudan 5

49 Suriname 1

50 Taiwan 3

51 Thailand 24

52 Turkey 12

53 UAE 9

54 United Kingdom 17

55 Uruguay 8

56 United State of America 16

57 Unlisted 24

1 Argentina 2

2 Australia 29

3 Belgium 4

4 Bosnia Herzegovinia 9

5 Brunei Darussalam 20

6 Canada 9

7 Chechnya 5

8 China 25

9 Denmark 1

10 Dubai 1

11 Egypt 2

12 England 1

13 Fiji 3

14 France 4

15 Germany 2

16 Ghana 1

17 Great Britain 1

18 India 5

19 Indonesia 18

20 Iran 3

22 Italy 1

23 Japan 8

24 Kazakhstan 4

25 Korea 2

26 Kuwait 2

27 Kyrgyzstan 1


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The Gala Dinner and Halal Journal Awards

The first day of the World Halal Forum 2008 was capped by the glittering Gala Dinner, attended by YAB

Dato’ Seri Abdullah Ahmad Badawi & Datin Seri Jeanne Abdullah. The dinner was made more special by

the presentation of the Halal Journal Awards, an industry recognition for those groups, companies or

individuals who have pioneered ideas, actions and products that have had far-reaching benefits for all.

Below is a pictorial summary of the evening, which saw more than 900 guests, including Ambassadors,

Ministers and heads of companies, in attendance.


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The Halal Journal Awards

The Halal Journal Awards were first held in 2006 to commemorate and acknowledge excellence and

innovation within the International Halal Industry. Using the World Halal Forum as a platform for

international recognition, the awards are presented to winners during the World Halal Forum gala

dinner. The awards have become an increasingly sought-after milestone for companies to achieve. With

the growth and development of the global Halal industry, the awards provide the winners a track record

of excellence as winners of the biggest international Halal award.

This year’s awards were presented by the Honourable Prime Minister of Malaysia, YAB Dato` Seri Haji

Abdullah Ahmad Badawi .


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The winners within their respective categories are: Best New Halal Product: Nitta Casing Inc(U.S.A) Awarded for the best new Halal-related product to be introduced into the market - Nitta Casing developed the world’s first Edible Halal collagen casing for sausages, meeting the strict demand for Halal processed food.

Most Creative Marketing Campaign for a Halal Product: Marhaba Halal Food BV (Holland) Awarded to the most creative marketing campaign for Halal products - Marhaba Food B.V known for their Halal and vegetarian chocolates came with a unique campaign called “The Maiden of Halal”, a

humoristic approach towards ethnic and religious integration. Best Islamic Bank: Kuwait Finance House (M) Bhd Awarded for the Islamic bank that has shown a deep commitment to the development of the Halal industry - Kuwait Finance House has played a key role in linking Asian and Middle-eastern financial interchanges to facilitate the Global Halal Industry.

Best Corporate Social Welfare Project : Carrefour Awarded to honour the corporation, organisation, or group that has carried out the best social welfare project. - Carrefour the world’s second biggest Hypermarket developed a program to monitor and assist

SME’s to distribute their products in all Carrefour stores nationwide. Best Travel and hospitality: Zabihah.com (U.S.A) Awarded to honour organizations that would best cater and facilitate Halal requirements of their customers – Zabihah.com has identified a global network of Halal restaurants for Muslim travelers and ease of use with international mobile access. Best Halal Related Service Provider: CIMB Private Equity and Venture Capital Awarded to recognize efforts in facilitating the growth of the Halal industry – CIMB Private Equity has helped to finance, manage and develop several key businesses within the Halal value chain. Best Innovation in Halal Industry: Darabif and Comgroup Prima This award is to honour new innovations within the Halal industry. Outstanding Personal Commitment & Achievement in the Halal Industry: Dr.Habib M’ Nasria (Tunisia) This is an award to recognise and honour an individual who has shown a high degree of commitment and achievement within the Halal industry – Dr.Habib as the quality assurance director of Mcdonalds, established Halal guidelines that are now being utilized by the Mcdonalds community Worldwide.


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World Halal Forum – Investment Site Visits

30 delegates of the World Halal Forum 2008 from various countries including Singapore, United States,

Russia, the Philippines and Malaysia have participated in the Investment Site Visit to Port Klang Free

Zone (PKFZ) and MISC Integrated Logistics Sdn Bhd (MILS) at Pulau Indah, Port Klang on May 14 and

CCM Pharmaceutical plant on May 15, as part of WHF 2008 post event to promote Malaysian-based

halal industry.

The World Halal Forum, the site visit was organised to

appreciate investment opportunities in Selangor, to

absorb and understand characteristic and issues in the

halal industry and also to witness the infrastructure and

facilities that had been set up to accommodate

businesses.

It also expanded network opportunities among multi-

national participants.

The investment site visit has begun with the excursion to

the Port Klang Free Zone (PKFZ), set up in November 2006, the 1000 acres leased land facilities is now

welcoming investors to operate in the zone.

PKFZ is a state of the art facility which includes

multi-access to neighbouring and global markets

by land, sea and air, integration of both industrial

and commercial operations , zero customs duties

for permitted products and services , one-stop

centre with a comprehensive, efficient and cost-

effective investment facilitation , paperless

transactions , competitive lease rental rates for

land and buildings , simple transhipment

procedures , Investor-oriented policies and labour

laws , full investment security and fully backed by the Malaysian Government.

Participants also had witnessed the production process of CCM Pharmaceutical in its plant in Bangi as

well as a MoU signing between Prima Agri-Foods Sdn Bhd and SGS (Malaysia) Sdn Bhd, an inspection,

verification, testing and certification services company.


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Marketing & Advertising

Print Advertising

World Halal Forum advertisements were printed in the following media:

The Star – quarter page black and white (Examples)

New Straits Times – quarter page black and white advertisements (Examples)


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The Brunei Times ¼ Page B/w

The Edge – ¼ Page Colour (Example)


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Newsweek – Full page Colour (Example)


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Advert placements in Media Partners Publications (include online)

Examples:

Outdoor Advertising

1. 300 OIC & WHF Roadside Buntings displayed on the streets of Kuala Lumpur


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2. 996 individual WHF road banners were displayed on the following roads:

1. Along Jalan Ampang to Jalan Sultan Ismail

2. Along Jalan Sultan Ismail

3. Along Jalan Pinang

4. Along Jalan P Ramlee

5. Along the road and towards the junction of Jalan Imbi & Jalan Bukit Bintang

6. Along Bangsar and towards Pusat Bandar Damansara

7. Along Jalan Kuching

8. Along Jalan Maharajalela

9. Along the road and towards Dataran Merdeka

10. Along Jalan Syed Putra

11. Along Jalan Tun Perak

12. Along Jalan Pudu

13. Along Jalan Tunku Abdul Rahman

14. Along Jalan Tun Razak heading North and South

15. Along Jalan Kinabalu - Jalan Loke Yew - Jalan Cheras

16. Along Jalan Pusat Bandar Damansara to Taman Tun Dr Ismail

17. Along Jalan Duta

18. Along Jalan Parlimen

19. Along Lebuh Ampang to Kampung Baru

20 Along Lebuhraya Mahameru

21 Along Lebuhraya Persekutuan

22 Along Lebuhraya Cheras-Kajang

23 Along Lebuhraya Lingkaran Tengah Kedua (MRR2)


28

PR Summary

The PR campaign was drawn up to ensure that the World Halal Forum received sustainable and ‘impactful’ public awareness and could communicate various ‘key messages and information’ contained in the five-day agenda, to different audiences, based here in Malaysia and abroad. Rows and columns of printed articles help determine the PR value generated each month and this provides some measurement to give a tangible value to the work executed.


29

PR Value – Calculated from August 2007 until May 2008

DATE EVENT PR VALUE

AUGUST 8, 2007 WHF GLOBAL HALAL INITIATIVES BRIEFING RM450,611.75

AUGUST 16, 2007 WHF NINGXIA INDUSTRY DIALOGUE RM97,535.49

SEPT 9, 2007 WHF BANGKOK INDUSTRY DIALOGUE RM77,014.45

JANUARY 17, 2008 MEDIA BRIEFING ID-WHF ON WORLD HALAL FORUM 2008 RM21,649.50

FEBRUARY 5, 2008 OFFICIAL LAUNCH OF WORLD HALAL FORUM 2008 RM607,409.11

FEB 13, 2008 WHF NETHERLANDS INDUSTRY DIALOGUE RM709,197.90

FEB 22, 2008 THE HALAL JOURNAL TAKES HDC & MSIAN BIZ TO GULFOOD RM4,643.30

MARCH 4, 2008 WORLD HALAL FORUM 2008 HALAL INITIATIVE RM85,414.90

MARCH 19, 2008 OIC EYES USD$580 BILLION GLOBAL HALAL MARKET RM88,067.66

MARCH 27, 2008 EDITORS’ LUNCHEON RM2,953.00

APRIL 10, 2008 BRIEFING AND LUNCHEON AT RENAISSANCE HOTEL RM260,876.05

APRIL 23, 2008 EXCLUSIVE INTERVIEW WITH SELAMAT PAGI MALAYSIA RM101,421.40

MAY 4, 2008 WHF 2008 SHEIKH SALLEH NEWSRELEASE RM6,699.69

MAY 6, 2008 FINAL MEDIA BRIEFING BEFORE WHF 2008 RM74,697.23

MAY 6, 2008 EXCLUSIVE INTERVIEW WITH BERNAMA RM1,000.00

MAY 7, 2008 EXCLUSIVE INTERVIEW WITH BISNES MALAYSIA RM271,795.15

MAY 8, 2008 EXCLUSIVE INTERVIEW WITH STARBIZ RM52,077.50

MAY 11–12, 2008 WORLD HALAL FORUM OFFICIAL LAUNCH AND GALA DINNER RM3,320,253.48

MAY 12–13, 2008 THE FORUM RM 2,102,363.71

MAY 14–15, 2008 SITE VISITS TO PORT KLANG AND BANGI RM1,591,000


30

TOTAL PR VALUE FOR WHF 2008 PR CAMPAIGN:

RM 10,214,239.67

MORE COMPARISONS

1,000,000.00

3,000,000.00

5,000,000.00

7,000,000.00

9,000,000.00

11,000,000.00

WHF 2006 WHF 2007 WHF 2008

Comparison of PR Value

Comparison of PR Value

198

155

198

0

50

100

150

200

250

WHF 2006 WHF 2007 WHF 2008

No. of Reporters / Photographers

No. of Reporters / Photographers


31

0

20

40

60

80

100

120

140

160

180

Print Electronic Online

Comparison of Medium

WHF 2006 WHF 2007 WHF 2008

0

50

100

150

200

250

300

350

English Bahasa Malaysia Chinese Tamil Total Articles

Comparison of Articles by Language

WHF 2006 WHF 2007 WHF 2008


32

Survey Results from the Delegates

A survey, designed to obtain comprehensive feedback and viewpoints from the Forum participants, was distributed to delegates during the Forum to highlight key issues and concerns. A key indicator of the continued relevance of the WHF is that 74 percent of participants surveyed said they would be back next year. Below is a selection of the survey results. For more information and full details, please contact the WHF secretariat: [email protected]

WHF 2008 Survey Questions: Selected Results

1. How would you rate your current involvement in the Halal Industry

2. Will an internationally standardised Halal logo/ label help to ease Halal certification problems?

3. Please rate the importance of the following issues in the Halal industry

Very high45.5%

High to medium35.0%

Medium to low11.7%

Low7.8%

Yes76.2%

No23.8%

94.4

81.9

48.542.2 41.8

50.8

1.48.3

12.120.3

25.418.0

4.29.7

39.4 37.532.8 31.1

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Standards Development

Certification/ Audit Process

Access to Finance/ Grants

Trade issues Production efficiency

Human resource development

Important Normal Not important

%


33

4. Rate the following issues with Halal certification today

5. Perception of Halal Food 6. Does your organization use Islamic banking?

29.3

53.4

33.3 34.5

45.6

29.3 27.6

36.832.8

26.3

41.4

19.0

29.832.8

28.1

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Cost efficiency Integrity Servers Transparency Knowledgeable

Better Normal Worse

%

Food safety and cleanliness

9.9% Religious obligation

11.2%

Both78.9%

Yes54.8%

No45.2%


34

7. Rate the importance of the largest threats facing the development of Halal industry

8. Rate the growth potential for Halal products in the following markets

81.2

67.2 64.7

33.3

92.8

8.7

25.4 25.0

15.2

4.310.1 7.5 10.3

51.5

2.9

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Poor certification Poorly trained human resources

Contamination in the supply chain

Lack of funds for expansion

Lack of understanding regarding Halal matters


%

66.7

73.870.8

54.5

36.4

28.1

60.0

16.7

6.2

15.4 16.710.6

6.310.0

16.7 20.013.8

28.8

53.0

65.6

30.0

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

South East Asia

Middle East Asia Europe North America

Africa OIC

Highest amount of potential Medium amount of potential Lowest amount of potential

%


35

9. Listed below are the threats to intra-OIC business collaboration.

10. Rate the main concerns for a company looking at establishing a manufacturing facility inside a Halal Only Industrial Zone

75.070.7

19.0

42.4

30.5

13.317.2

27.623.7

28.8

11.7 12.1

53.4

33.940.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

Trade barriers Access to market Logistics Information Efficiency in transaction


%

79.3

54.457.9 57.6

20.7

45.642.1 42.4

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Access to Halal Raw materials

Halal logistics and cold storage

Access to local/regional

markets

Government incentives

Important Not important

%


36

11. Rank your company’s accessibility to raw materials?

12. Malaysia has the credibility to become the hub for international Halal certification

13. Rate the importance of training and education on Halal matters for the following levels in an organization

Very easy20.8%

Easy18.9%

Average41.5%

Poor

11.3%

Very poor

7.5%

Strongly agree28.2%

Agree49.3%

Neutral18.3%

Disagree4.2%

78.584.4

44.4

35.9 35.9

9.2 12.5

36.5

10.9 14.112.3

3.1

19.0

53.1 50.0

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

Senior management

Production Management

Supervisory level General Staff Sales team


%


37

14. Rate the following key priorities in building Halal certification for the industry.

15. Please rank your confidence level for Halal logo/Halal products from the following countries:

63.0

85.076.3

47.451.7 50.0

9.3 6.711.9

21.115.5 17.9

27.8

8.3 11.9

31.6 32.8 32.1

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

More research and best practice support

Clearer certification standards

Better certification

process

Awareness building for the

public

Awareness building for the

industry

Government support


%

78.783.9

55.2

66.7

93.7

47.3

58.6

87.3

31.5

39.645.8

31.0 31.6

22.4

32.8 31.0

17.5

63.3 61.0

21.316.1

44.8

33.3

6.3

52.7

41.4

12.7

68.5

60.454.2

69.0 68.4

77.6

67.2 69.0

82.5

36.7 39.0

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Confident Not Confident

%


38

Looking Forward

WHF 2009 will be held once again at the world class facilities of the Kuala Lumpur Convention Centre, on

the 18 & 19 May 2009.

The theme for WHF 2009 is based around the delivery of the International Halal Integrity Alliance’s Halal

Standard. The theme is ‘Achieving Global Halal Integrity’. The focus of the forum will be on the ten

modules of the standard and its impact on business.

Issues of trade & market access will be discussed alongside presentation of the standards in a format

change for 2009. The global standard will have a major impact on the Halal industry, we are expecting

the biggest ever number of delegates, approximately over 2500.

Malaysia Truly Asia welcomes delegates with World class accommodation and shopping, Spouse program. For more information visit www.WorldHalalForum.org

World Halal Forum 2009

‘Achieving Global Halal Integrity’

18-19 May – Kuala Lumpur Convention Centre To register please contact the secretariat:

[email protected]


39

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world halal forum 2008 - post event report

Documents

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