BANDAR SERI BEGAWAN

Monday, June 7, 2010
BRUNEI has seen great strides in the development of the Brunei Halal Brand this year as the fifth International Halal Products Expo (IHPE) and International Halal Market Conference (IHMC) came to a close yesterday.

What started as a vision and initiative undertaken by the Ministry of Industry and Primary Resources (MIPR) for the nation to have its own brand and set of products, has now materialised and attracted interest from various Muslim and non-Muslim countries across the globe.

Brunei Halal today boasts several products that the Sultanate can take pride in once they are put both on the regional and international shelves, only a year after its unveiling at the fourth IHPE last year that saw His Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam officiating at the launch of the brand.

“When we signed the deal last year, we’ve got nothing to display and today, we have (Brunei Halal) products. You can see at the expo that the products are there, and we’re gonna put them up for the Hari Raya hampers (this year), so at least (now) there’s a recognition from the people, something that we thought of last year has now materialised, ” said MIPR Permanent Secretary.

Hjh Suriyah Hj Umar told the media at the closing of IHMC yesterday that the next step for the ministry was setting up strategies on how to take the brand and products to the global consumer market.

She shared that through Ghanim International Food Corporation Sdn Bhd, the ministry had been making efforts to promote the Brunei Halal brand in other countries.

“Maybe, we’ll look into the Australian market (in the future)… I understand at this stage we have probably managed to get into Singapore, so hopefully we would want to see some of our Brunei Halal brand products on the Singapore market. From there on, we try to probably get into the UK, (as) we’ve got a lot of Bruneians in the UK,” she said.

The permanent secretary added that private firms from overseas who were present during the two-day conference had expressed their confidence in the credibility of Brunei’s Halal brand and this recognition would give MIPR an early boost to penetrate into the halal market in Europe.

“IHPE has been encouraging, we see a lot of participation as well from other countries, and it has opened up the Brunei Halal brand as we have managed to project them,” Hjh Suriyah said, adding that the expo also saw a promising response from the public.

She was also pleased with the IHMC as it offered valuable feedback and ideas from all the participants.

Hjh Suriyah went on to say that most participants from overseas at the conference had commended on Brunei’s initiative and these positive responses should build the credibility of Brunei and the Brunei Halal brand itself.

Meanwhile the Minister of Industry and Primary Resources Pehin Orang Kaya Seri Utama Dato Seri Setia Hj Yahya Begawan Mudim Dato Paduka Hj Bakar told the media that the conference had been useful, interactive and informative.

He said that as the organising committee were looking into ways to improve both the IHPE and IHMC each year, they would bring in more “quality over quantity” for the exposition.

He also added that they might consider extending the period of the expo although the feasibility of it would need to be assessed.

“(If it lasts) too long (people) may lose interest and curiosity, we need to create that sense of interest by limiting (certain aspects of the expo),” the minister said.

More than 40,000 local and foreign visitors attended the IHPE held over four days at the International Convention Centre in Berakas while the IHMC saw the participation of some 350 local and international delegates and participants.The Brunei Times

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