welcome

THe premier global Halal indusTry evenT

World Halal Forum

Hal al m arkeT poTenTial a regional Focus

THe Hague, neTHerlands 17-18 november 2009

THe World Halal Forum (WHF) is THe premier global Halal indusTry evenT
de li beraT ion s aT WHF se Ts THe dir ecTion oF TH e H a l a l i ndusT ry, aF Fe cTing e a cH & e very pa rT oF TH e g lobe

Ta p in To T He emoTions oF 1.8 billion H a l a l cons um ers i n a usd3 Tr illion ind u sTry, by s up p orTi ng TH e de v elopme nT oF Tru sT Ha l a l enTa i l s

WHF & THe global Halal indusTry

emerging Halal markeT

North America usd 14.5 million

Europe usd 64 million Asia usd 386 million Africa usd 116 million

ThE NEw INTErNATIoNAl hAlAl STANdArd To bE dElIvErEd AT whF EuropE 2009 wIll hAvE A proFouNd EFFECT oN EvEry ASpECT oF ThIS EmErgINg buT SIgNIFICANT mArkET

Central & South America usd 820 million Australia usd 525 million

The forum will focus on understanding Europes potential for tapping into the USD 2.3 trillion Halal industry. Europes domestic Halal market is huge, the Halal food market alone is worth USD 64 billion in 2009, and there are 52 million Muslims currently in Europe and this number is expected to double within the next 20 years. The Halal industry is one of the fastest growing industries, with growth rates exceeding traditional industry sectors. Supply of Halal products and services are dominated by non-European countries, but huge gaps remain between the trade of Halal products and size of the market. This means that there is a large un-tapped potential for European countries to be major Halal players, through understanding Halal trade and market access.

As the Muslim world gets richer, the appetite for trade increases and the demand for value added products increases. The Halal market is ripe for: Complete product ranges Cultural diversity Pre-cooked meals Toiletries & Personal care Pharmaceuticals Health Supplements

T H e n e T H e r l a n d s - g aT e Way T o e u r o p e

strategic location in europe

The Netherlands provides a strategic location to serve markets within Europe, the Middle East and Africa. The central geographical position of the Netherlands, combined with accessibility and an excellent infrastructure are only some of the reasons why numerous European, American and Asian companies have established their facilities in the Netherlands. Netherlands is known as the gateway for the whole European market; most of the Halal products are channelled through this country Netherlands boasts the first ever facility of Halal storage and warehousing in the world, which has in turn stimulated the development of Halal supply chain worldwide Netherlands is amongst the very few countries to develop a Halal standard (e.g. Halal logistic standard) Netherlands has a multi-culture, open and liberal business environment where religious practices and awareness level programme about Halal products are well respected The government of Netherlands, though various related agencies, support and actively promote the development of the Halal industry, leveraging from its strategic position in the European market.

World Halal Forum accomplisHmenTs

World Halal Forum 2009

World Halal Forum 2009 perFormance
registered delegates : 980 media attendance : 54 countries represented : 47 mou signed : 10 audited pr value (malaysia only) : rm 10 million

The World Halal Forum (WHF) 2009 saw a gathering of the heads of states, industry leaders and academics under one roof to voice their concerns, outline issues, and plot the future direction of the global Halal industry, which brought together 908 participants from over 47 countries and attracted over 52 local and international media personnel. WHF 2009 generated in excess of RM 9,698,000 in PR value from the Malaysian media alone. From the opening ceremony to the closing remarks, there was never a dull moment as Press conferences, business matching activities and exhibitions exposed all delegates to a myriad of Halal industry opportunities and challenges. The foyer exhibition areas showcased the International Halal Integrity Alliance, as well as many different business and Islamic-related media. Adjacent to the forum hall was the sponsors exhibition area, showcasing Malaysian and prominent international Halal industry players from key segments of the global Halal value chain.

World Halal Forum accomplisHmenTs

World Halal Forum 2008

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. VIPs in attendance included: YAB Dato Seri Abdullah Ahmad Badawi, Prime Minister of Malaysia HE Mohammad Abul Hassan, Head of Kuwaiti Delegation, Special Envoy of Kuwait PM HE Sheikh Saleh Abdullah Kamel, World Halal Forum Chairman YAB Tan Sri Datuk Patinggi (Dr.) Hj Abdul Taib Bin Mahmud, Chief Minister of Sarawak YAB Datuk Dr Md. Isa Sabu, Menteri Besar Perlis YB Tan Sri Dato Muhyiddin Yassin, Minister of International Trade and Industries HE Dr Ir Anton Apriyantono, Minister of Agriculture, Republic of Indonesia Mr. Marwan Al Khatib, Managing Director of Dubai Islamic Investment Group (DIIG) YB Datuk Dr. Ahmad Zahid Hamidi, Minister in the PM Department YB Datuk Peter Chin Fah Kui, Minister of Plantation Industries & Commodities Mr. mer Faruk Doan, Deputy Undersecretary of Foreign Trade, Republic of Turkey

World Halal Forum 2008 perFormance

registered delegates : 1190 media attendance : 200 countries represented : 57 mou signed : 7 audited pr value (malaysia only) : rm 10.2 million

World Halal Forum accomplisHmenTs

THe inaugural WHF 2006

THe global Halal markeT an indusTry perspecTive Number of delegates: 463 Countries represented: 27 Audited pr value in malaysia only: rm3.79 million

WHF indusTry dialogues

WHF ceo round Table

World Halal Forum 2007

Harmonising THe global Halal markeT Number of delegates: 914 Countries represented: 37 mou Signed: 5 Audited pr value in malaysia: rm4.42 million

The 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.

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

World Halal Forum accomplisHmenTs

governmenT supporT & inTernaTional recogniTion
THe malaysian inTernaTional Halal sHoWcase (miHas) and THe World Halal Forum, WHicH received a Tremendous response, Will be an annual evenT. Halal Chapter, 3rd Industrial Master Plan (IMP3), 18 August 2006
malaysian governmenT supporT The Malaysian Government is committed to playing a leading role in the global Halal industry and establishing Malaysia as a global Halal hub. Towards this end, the Malaysian Government is undertaking a range of initiatives. including endorsing the annual World Halal Forum events.

oIC rECogNITIoN 1. Welcome the covening of the 3rd annual World Halal Forum, which was held in Kuala Lumpur, Malaysia on 12-13 May 2008.

World Halal Forum accomplisHmenTs

inTernaTional Halal inTegriTy alliance
AdopTIoN oF INTErNATIoNAl hAlAl INTEgrITy AllIANCE (IhI AllIANCE), A NoN-NATIoNAl ANd NoT-For proFIT orgANISATIoN To dEvElop, ImplEmENT ANd mAINTAIN hAlAl STANdArd ANd CoNFormITy ASSESSmENT SySTEm IN ASSurINg hAlAl INTEgrITy ThroughouT ThE wholE Supply ChAIN, ANd To plAy A lEAdINg rolE IN ASSISTINg muSlIm ANd NoN-muSlIm CouNTrIES IN hAlAl INSTITuTIoNAl dEvElopmENT ANd oThEr ImporTANT ArEAS. World Halal Forum 2008 Resolution

From resolution that was passed at World Halal Forum 2008, the International Halal Integrity Alliance (IHI Alliance) has started the first of a series of Working Group Meetings to develop the modules for the International Halal Standard. On 2 May 2009, IHI Alliance was invited to present its framework on the development of Global Halal Standards at the Islamic Chamber of Commerce & Industry (ICCI) General Assembly held in Cairo, Arab Republic of Egypt. Addressing the Chambers President, H.E Sheikh Saleh Kamel, Board Members and representatives of the Unions of the Islamic States Chambers; Darhim Hashim, the Chief Executive Officer of IHI Alliance, had the honour to present the global framework in the presence of the H. E the Egyptian Minister of Trade and Industry, Rashid Mohamed Rashid. IhI AllIANCE mANdATES & rECogNITIoN: Recognition by the Organisation of Islamic Conference at the Foreign Ministers meeting held in Uganda (2008). Strategic partnership between IHI Alliance and the Islamic Chamber of Commerce and Industry (ICCI), an organ of the OIC mandated to be the principal representative of the private sector in OIC member states with regard to values, Halal and quality control.

World Halal Forum accomplisHmenTs

World Halal Forum & iHi alliance
10 modules of the International halal standard

World Halal Forum 2008 marked the most significant event for IHI Alliance as the Tun Datos Seri Abdullah pledged the Malaysian governments full support for IHI Alliance with an allocation of RM 15 million over the next 3 years. H.E. Sheikh Saleh Kamel, President of the Islamic Chamber of Commerce and Industry (ICCI) announced the strategic partnership between IHI Alliance and ICCI in his maiden speech as the current World Halal Forum Chairman. This effectively entrusts IHI Alliance with the task of implementing the Global Halal agenda mandated to ICCI by the OIC.

The world halal Forum is supporting the growth of the global halal Industry through IhI Alliance. be in pole position at whF 2009 Europe to learn how the modules will impact your business.

moving aHead
THe Halal indusTry is sTill developing

us kosher market is usd 100 billion with 86,000 differentiated products. muslims purchase more kosher products than Jews. For every one Halal product on the shelves, there are 86 kosher products.

The World Halal Forum is committed to developing the Global Halal industry for the benefit of all Muslims. From its inception the forum adopted a very clear set of guidelines and goals to compliment this development. Partnership with WHF means an investment in the future of the Halal industry. The WHF platform brings people together to discuss the one major issue that unifies and benefits all Muslims, show your staff and customers your brand cares.

{ markeTing & media }

World Halal Forum markeTing media

compreHensive Halal developmenT program

The World Halal Forum and secretariat have been conducting a full developmental program for Halal since 2003. These include guIdEbookS mAgAzINE Tv ShowS wEbSITES INTErNATIoNAl EvENTS INTErNATIoNAl AwArdS TrAININg & CoNSulTANCy NoN-proFIT orgANISTIoN AwArENESS EFForTS

markeTing & brand promoTion

Hig H i mpacT agree me nTs
The Forum is not only a platform for discussion and debate, it is also a vehicle for action. Agreements, m.o.u.s, and new initiatives have been announced at whF that have changed the face of the halal Industry. press conferences and signing ceremonies held during whF, ensure global press coverage.

The World Halal Forum has a strong and effective promotional campaign to ensure the success of the event and the growth of the brand. The brand building campaign consists of advertising and public relation activities, international dialogues and roundtables, and participant promotion.
1. THE A DVERTISING AND PR O MO T IONAl PROGRAM local and International Media Broadcast media Print Media Internet advertising Buntings and banners 2 . PU Bl I C RE l AT I O N S General public relations activities International launches local launches in Malaysia International promotional trips Management of media centre for WHF 2008 Media fly-in

markeTing & brand promoTion

3 . WO Rl D W I DE P ROMOTION The WHF promotional tours & Industry Dialogues has been held in Jakarta, Istanbul, Sao Paolo (Brazil), Buenos Aires (Argentina) and Singapore to name a few and upcoming includes Jordan and Australia.

4 . PA RT I CI PAT IO N P R O MO T IO N The goal of this program is to bring the key decision makers in the Global Halal Industry to Malaysia for WHF every year. We classify the key players as follows: 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 Asia countries Key industry players in the Halal industry globally non-OIC Halal supplying countries like Brazil, South Africa, Argentina Heads of Certification Bodies and Islamic Organisations Trade Associations and Chambers of Commerce International media Business Associations and SMEs from Malaysia

markeTing & brand promoTion

promoT ion s a m pl e s
BRO CH UR E & OUT DO O R D IS P l Ay O N -lIN E: W EB SITES & EM A Il N EWSlETTERS

P RINT A DVE RT I SE MEN T

N EWSlE T T E R & ADV E RTO R IA l

WWW.WORlDHAlAlFORUM.ORG IN APRIl 2008: 412,200 UNIqUE VISITORS 21.5 GB BANDWIDTH USED

WWW.HAlAlJOURNAl.COM AVERAGE 400K HITS PER MONTH AND 15K PER DAy

WHF EMAIL NEWSLETTER DATABASE 29K

media coverage

whF Secretariat manages a world-class media centre during the forum providing press with all the tools and information required.

Due to the excellent positioning, branding, programme, professionalism and quality of participants at the WHF, the event has been featured in the media extensively. WHF has been featured in the following international media: Asian Wall Street Journal Newsweek BBC ABC The New york Times The Guardian AFP News AP-Dow Jones yahoo News AP-foodtechnology.com People.com AMEinfo Muslim Guardian Online Iran News Agency China View MeatProcess.com Islamonline Biznews Databank. com Angloinfo.com Many others... The WHF has been featured in all important media in Malaysia and actively identifies key foreign media to fly in and cover the event, thereby maximising global exposure.

comparison of pr value
11,000,000.00

9,000,000.00

7,000,000.00

5,000,000.00

3,000,000.00

1,000,000.00

WHF 2006

WHF 2007

WHF 2008

WHF 2009

Worl d H al al F orum
Hal al m arkeT poTenTial a regional Focus
THe Hague, neTHerlands 17-18 november 2009

Themed Halal market potential a regional Focus, for the first time WHF will be held in europe, at the world class facilities of the World Forum centre, The Hague.

The theme for WHF europe is a follow through of WHF 2009 in kuala lumpur, which saw the international Halal integrity alliance (iHi alliance) begin the development of a global Halal standard.

The resolution from WHF 09 kuala lumpur, voted overwhelming by delegates to take WHF to europe for a regional focus and deliberation.

Worl d H al al F orum
Hal al m arkeT poTenTial a regional Focus
THe Hague, neTHerlands 17-18 november 2009

Be the first to understand the challenges and issue of the Halal market and get the leaders advantage by participating. Key Topics to be deliberated: International Halal Accreditation, Certification and Standards Developing the Halal Industry with Islamic understanding The European Halal market Investment and Trade Opportunities Halal Industry: Growing Importance in Todays Economy Halal Ingredients Market in the Europe Halal Pharmaceuticals: Emerging Sector

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