Malaysia Ready To Ensure Efficient Halal Ecosystem, Says Muhyiddin

KUALA LUMPUR, April 2 (Bernama) — Malaysia is ready to work with any party to ensure an efficient halal ecosystem in the country and take advantage of the halal market’s vast commercial potential in the region and at the global stage.

Deputy Prime Minister Tan Sri Muhyiddin Yassin said Malaysia is also ready to further strengthen existing halal programmes with the International Halal Integrity Alliance (IHI Alliance) to support the ecosystem.

“The halal evolution, as such, will not end there, however. The consumer is ever-changing, whose tastes, preferences, values and priorities evolve over time.

“If we add to that, the impact of social media and online tools that empower the consumer, then we are indeed faced with a complex set of dynamics,” he said in his keynote address when opening the 7th World Halal Forum today.

In order to optimise the immense potential of the global halal industry and to further exploit halal products and services, there was a further need to acquire greater understanding of the various aspects of halal certification and ensuring uniformity in the application of halal standards globally, he said.

The IHI Alliance, the host of the World Halal Forum, has published halal standards that govern each sector of the halal supply chain, from upstream activities such as animal feed, animal welfare, handling and slaughter, to downstream sectors such as food processing, cosmetics and pharmaceuticals.

“IHI Alliance’s halal standards will ensure halal integrity is maintained throughout an unbroken supply chain, from farm to fork,” he said.

Muhyiddin said branding, marketing and advertising can be tailored towards spurring downstream business and opportunities.

“There must be continuous creativity and innovation in products and services development to further enhance the halal industry and brand,” he added.