The Philippines seeks to expand the country’s export trade and tourism promotions on the global halal market through a country delegation and exhibit at the Malaysia International Halal Showcase (MIHAS) from April 3 to 6, 2019 in Kuala Lumpur, Malaysia.
Twenty-six food companies, cosmetic makers and tourism players will showcase the Philippines’ healthy, natural and organic halal-certified food products, as well as some of the country’s top tourism destinations, under a unified national pavilion.
The Philippine delegation is organized by the Department of Trade and Industry (DTI), through the Center for International Trade Expositions and Missions (CITEM) and Export Marketing Bureau (EMB), in partnership with the Philippine Trade and Investment Center (PTIC) in Kuala Lumpur, Department of Agriculture (DA), Mindanao Development Authority (MinDA) and DTI Regional Offices 9 and 12.
According to DTI-CITEM Executive Director Pauline Suaco-Juan, the Philippines’ participation in MIHAS is aimed at expanding the country’s market share in the global halal trade which has demonstrated an explosive demand in the food and beverage sectors with the growing Muslim population and halal-seeking health aficionados.
“We are here to show the world that the Philippines is more than ready to cater to the demands of the global halal market especially with our burgeoning halal industry here in the country,” said Suaco-Juan.
“We are confident that the premium food and beverage products from Philippine companies that we will showcase in Malaysia will be at par with global products since these are the halal food segments that have been in demand in IFEX Philippines and other DTI overseas trade fairs,” she added.
MIHAS is considered the world’s largest halal event. It offers networking and business opportunities for halal exhibitors and buyers. In 2017, it welcomed over 22,000 trade visitors from more than 70 countries and generated record sales beyond RM1 Billion for 600 exhibitors.
The four-day event is hosted by the Ministry of International Trade and Industry (MITI), organized by Malaysia External Trade Development Corporation (MATRADE) in association with Halal Industry Development Corporation (HDC) and Department of Islamic Development Malaysia (JAKIM).
Among the halal food that will be exhibited under the Philippines’ pavilion are product variations of coconut, banana, coffee, mango and tuna which are included the country’s ‘Premium 7’ food exports. Also included in the showcase are mangosteen, turmeric, cassava, pickled cucumber, polvoron and other marine products.
The 19 food companies joining under the pavilion are Fruits of Life, Inc.; Greenlife Coconut Product Phils., Inc.; Castillejos Agri-Farms, Inc.; Alter Trade Corp.; MFP Home of Quality Products; Mira’s Turmeric Products; B&C Healthy Snack Foods, Inc.; EJT Food Products; Magic Melt Foods, Inc.; Gee’s Agri Coco Products; General Nutrifoods Phils, Inc.; Cassava Growers and Processors Association (CAGAPA); Baker’s Field Enterprises; RK Trading and Services; Herbio Agrinature Processing Center; Permex Producer and Exporter Corp.; Ahya Coco Organic Food Manufacturing Corp.; Carm Foods Enterprise, Inc; and Aliments Makkhan Bistro and Café.
“More than half of the country’s delegation in MIHAS is comprised of food companies since it is the biggest and the fastest growing segment in the halal market,” Suaco-Juan noted.
As of 2018, the global halal market is valued at USD 2.6 trillion with the bulk or 62 percent of the halal market comprising of food and beverages followed by pharmaceuticals at 22 percent, cosmetics and personal care at 10 percent and nutraceutical at 6 percent.
Based on the 2018 MIHAS data, the top eight food segments in the event are halal ingredients; frozen foods; process technology; coffee; meat/poultry; dairy products; packaging materials, packaging, packaging aids; and bakery products.
Meanwhile, seven cosmetic and tourism players are also looking to promote themselves in the Halal market with the participation of Psalmtre Ent., Inc.; C&H Cosmetics Industry; Starlder Laboratories, Inc.; Asian Halal Centre (ZamboEcoZone); Bloomers Travel and Tours and Universe Islamic Center; Wellness Care Int’l Corp.; and Central Affirmative Co., Inc.
Rising Global Halal Industry
According to David Smith of Global Futures and Foresights Study, the halal industry is projected to be a USD 10-trillion industry by 2030, making it one of the fastest growing consumer segments in the world.
Based on a 2015 Pew Research study, Muslims comprise 24.1 percent of the world’s population and is projected to grow more than twice as fast than the overall world population between 2015-2060.
In tandem, the Muslim population has grown in affluence giving them considerable buying power. The State of the Global Islamic Economy Report 2018/19 estimates that Muslims spent USD 2.1 trillion across the food, beverage and lifestyle sectors in 2017. They forecast Muslim spending to reach USD 3 trillion by 2023. Leading the halal ecology is the Food & Beverage cluster where Muslim spend reached USD 1.3 trillion. This is followed by Modest Fashion at USD 270 billion, Media & Recreation at USD 209 billion, Travel at USD 177 billion, Pharmaceuticals at USD 87 billion, and Cosmetics at USD 261 billion. Islamic Finance is also a strong force in the halal ecology.
Based on the State of the Global Economy Report produced by Thomson Reuters, the Islamic finance industry is expected to grow substantially by 2019.
“Through MIHAS, we will also invite buyers and food enthusiasts with strong interest in Philippine and other Asian products to source more of these in the upcoming edition of IFEX Philippines where we will present the next big thing in Asian food under the theme ‘NXTFOOD Asia’,” said Suaco-Juan.
This participation is co-organized by DTI-CITEM as part of the government’s unified effort to promote the Philippines as a source of quality food products in the global market.
CITEM is the organizer of IFEX Philippines, which is the Philippines’ biggest export‐oriented food show on May 24-26. IFEX Philippines 2019 will present “NXTFOOD ASIA” where it will showcase the next big thing in Asian food with the latest food innovations, trends and best practices in the Asian food industry.
Those who are interested to join IFEX Philippines can visit ifexphilippines.com/