Halal brand mechanism to be revealed at IHPE 2009

| 18/04/2009 | Reply

A “” is in store for the country’s halal industry and will only be revealed during this year’s International Expo (IHPE), the Director said yesterday. This year’s expo, which will be held at the in Berakas from July 30 to August 2, will focus on promoting ’s halal brand in the drive to develop its industry.

Hjh Normah Hayati Pehin Jawatan Dalam Seri Dato (Dr) Mohd Al-Sufri related that the announcement would highlight the introduction of a mechanism for the of the halal brand. However, she could not delve into further detail so as not to “spoil the ”, she disclosed in a brief interview with The Times yesterday.

With to the increasing competition in the sector from , the
director noted that the global halal market is large and there is “more
than enough room for everybody” to compete. She said that the idea was
to take a different approach compared to other countries. Therefore,
through the development of ’s halal brand, the country will have its own label and its own standards for , she said.

Hjh Normah went on to say that to attract the interests of companies to take up the brand, the would have to be credible. In ensuring the of the certification, she said that
would have to be conducted and documents would have to be checked. The
monitoring of this certification, protection of rights as well as the
training of auditors would also fall into play. This would be further
facilitated with the establishment of ’s Halal , which aims to become a pivotal for halal-related activities.

Meanwhile, Sunlit Advertising Sdn Bhd has been appointed event
manager for the IHPE for 2009 and 2010. The agreement was signed by Hjh
Normah and Sunlit’s chairman, Pg Salleh Ab Rahman Pg Damit at the
headquarters yesterday. The expo serves as a platform to raise public
awareness on the Halal Certificate and Label Order 2005, which came
into force on August 1, 2008, coinciding with the launching of the Halal Brand. (ODM1)

The Times

Category: Asia, Media & Events

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