Malaysia sees bright prospects for halal trade, tieups with Philippines

KUALA LUMPUR – Malaysian trade officials see bright prospects for trade in halal goods, as well as in technology exchange with the Philippines which is now shaping up as a promising area in the halal value chain. 

The Philippines currently has a small consumption base for halal products owing to its small Muslim population, but the government nonetheless recognizes its value addition to exports and is now developing the industry through participation in trade shows and technical exchanges. 

Certified sellers and vetted buyers of halal products worldwide are now convened at the 16th Malaysia International Halal Showcase (MIHAS) held in this city from April 3 until April 6.

This year’s show attracted 1,000 exhibitors from 44 countries and is expected to lure in 25,000 visitors for its duration. 

Some 27 Philippine exporters of food and non-food halal-certified products are exhibiting in the world’s largest summit for Sha’riah – compliant goods and services organized by the Malaysia External Trade Development Corp. (MATRADE). 

Three Philippine-based importers of halal products, meanwhile, participated in the business matching activity held a day before the official opening of MIHAS. 

Mohd Mustafa Abdul Aziz, deputy CEO for exports acceleration of MATRADE, said that despite the small consumption base for halal products in the Philippines, there is now a growing acceptance appreciation for such products and services.

This is because like in other countries, halal-certified products are now valued beyond religious significance and is increasingly favored for the high product quality and hygiene standards that go into the manufacturing process. 

Because of this emerging way of appreciation for products compliant with Islamic law, Malaysia now sees the Philippines’ huge population as a highly attractive market for its products. Its proximity to the Philippines may also give way to partnerships aligned with its goal of becoming a global hub for halal products. 

“The Philippines is an optimistic market, a huge market because of the large population. So of course our enagement with the Philippines is not only in the form of participation in exhibition,” Mustafa said in a briefing on the sidelines of MIHAS. 

“We even conducted specialized missions, we call it export exploration missions. We don’t want to just sell, we want to collaborate, we want partnership. We also want to offer our technologies and our expertise. So our push is different,” he added. 

Prospects for trade and business partnership, he said, are most beneficial in the southern part of the Philippines where the Muslim population is concentrated. 

Sirajuddin Suhaimee, spokesperson of the halal hub division of Department of Islamic Development Malaysia (JAKIM), said Malaysia’s relationship with the Philippines in the halal business has been constantly developing over the past 10 years. 

In the course of continued engagement, its has recognized several of the domestic halal certifying bodies, enabling more and more products to be sold competitively in Malaysia. 

JAKIM is Malaysia’s sole certifying authority for halal products. It has also gained worldwide recognition for being among the best certifying authorities in the world because its stringent requirements require that the entire manufacturing process must follow halal standards.

“We promote halal knowledge economy wherein we conduct capacity building programs. We do trainings, we can assist them how to be a good halal certifying body to serve the industry. The connection with certifying bodies in the Philippines is an ongoing process,” said Sirajuddin.