Brunei trains sights on Singapore poultry market

Brunei Halal brand are giving local firms a slice of the $809billion market. -The Brunei Times/ANN

The Brunei Times/Asia News Network

Agriculture Department is positive domestic poultry producers will be
able to ship their goods to Singapore next year, hopefully under the
Sultanate’s Brunei Halal brand.

This will involve the doubling of current poultry production in the
country, which already enjoys 100 per cent self-sufficiency in poultry,
Dr Dabeding Hj Dullah, assistant director of the department, said in an
interview with The Brunei Times.

Representatives from the department, he said, have been negotiating
with the Agri-Food and Veterinary Authority (AVA) of Singapore, which
enforces regulations governing shipments of meat products entering the

“We are negotiating with them especially about what their
requirements are. One that they mentioned is the availability of
relevant legislation or Acts (having to do) with controls over
production of poultry and national disease control programme,” Dr
Dabeding said.

The department is working with relevant organisations for the draft
of the legislation which is already in its final stage, he added.

“Singapore would also like to see our bio-security measure improve,
we are currently trying to engage a consultant to help us upgrade on
that aspect, which concerns disease control and so on,” he said.

Dr Dabeding said the department has already engaged a consultant to
look into pricing of local products and the logistics of exporting to

“The consultant is already working on it and is already negotiating with a potential importer in Singapore,” he said.

The export volume will depend on Singapore’s demand, Dr Dabeding said, adding that “if they want more, we will produce more”.

Ten per cent of Singapore’s total poultry requirements now is
equivalent to Brunei’s current total production, he said, noting that
this shows the feasibility of domestic producers doubling their output
and getting absorbed by the neighbouring market.

“We are eyeing Singapore because they are not producing poultry
products locally and are heavily dependent on imports from Malaysia,
Latin America and Europe,” he said.

“So they are looking at alternative sources and we would like to take this opportunity.”

He recalled that Singapore had problems when the avian influenza struck Malaysia.

“Singapore had some shortages with the supply of poultry and eggs.
Thailand and Indonesia were affected as well, so they could not get it
(meat and eggs) from their neighbours and they are looking to us for
help,” said Dr Dabeding.

He said Brunei is free from avian influenza and other poultry and livestock diseases.

Existing poultry farms in the Sultanate will have to produce at full
capacity to double output and reach a significant export volume, he

“If they are fully utilised, our production, if not doubled, may
increase by at least 50 per cent and the department is also looking to
our entrepreneurs to get involved (in the poultry sector).

“It will cause a chain reaction. If there is a market, people will
be encouraged to produce more. Some local farms like Soon Lee, Hua Ho
and QAF are ready to send their products overseas,” he said.

Dr Dabeding said exporters will be making use of the Brunei Halal
brand and that this will hopefully lead to exports to the Middle East
and other markets with high demand for poultry.

“The Brunei Halal brand should come not only as a halal product, but a product of quality,” he said.

Brunei is currently self-sufficient on poultry and eggs. It resorts
to significant imports when there is high demand during festive seasons
like Hari Raya.

The department is also working on exporting chicken eggs. “It
depends on the local players. If the major producers of eggs are
willing to work with us, we will help them export their eggs,” Dr
Dabeding said.

The government hopes the Brunei Halal brand will make a splash in
Islamic markets chiefly due to its reputation for strict adherence to
principles governing food preparation under Islamic teachings.

Ghanim International is the Brunei company that handles and manages
the marketing of the Sultanate’s premium halal brand which takes
advantage of the country’s reputation in selling goods to a growing
Muslim market.

The company is looking at major retailers such as Tesco and
Carrefour to help sell products registered under the Brunei Halal brand
to its target markets.

Among some of the objectives for the Brunei Halal brand are giving
local firms a platform at gaining a slice of the global halal market,
which is estimated at US$580.9 billion($809billion) and growing rapidly.