China Emerges as a New Market for Brunei's Halal Products

Halal food is not only for providing for Muslims' lives but is also marketed as 'ethical consumption' for those concerned about product quality and animal welfare, the Minister of Industry and Primary Resources said yesterday.

To enter the rapidly developing Halal food industry, Brunei's Halal products can be sold on the basis of selling to customers other than Muslims, Yang Berhormat said.

'Chinese consumers are very concerned about food quality and handling, and the production of Halal meat not only ensures animal welfare but also guarantees the product is healthy and wholesome,' the Brunei Times noted at the China-ASEAN Expo held in Nanning.

'Our Halal certification is quite strict, which ensures the quality of items,' he added.

The Sultanate is eager to become a key player in the Halal food industry, cooperating with the Guangxi Zhuang Autonomous Region in southern China to build a Halal food processing and distribution base.

The government signed an agreement yesterday establishing the Brunei-Guangxi Economic Corridor - a direct supply-chain link aimed at promoting trade and investment.

The two countries are negotiating to establish a direct flight route to cut transportation time and cost.

YB Pehin Dato Hj Yahya said local entrepreneurs should make full use of the emerging Halal industry to obtain raw materials directly from the Chinese market.

Dr Hj Kamaruddin Dato Seri Paduka Hj Talib, president of the Brunei-China Friendship Association, echoed the above view, saying that the production and logistics support of Halal food, and the movement of these goods, are 'big business' in China.

'If any Brunei company has experience related to logistics, then they should seize this opportunity in China,' he said.

'What we currently lack is the need to handle air transportation. Sea transportation is not so bad, but there is still much work to do on air transportation,' he added.

Brunei's Halal brand has so far focused on selling its products to profit from the European market, but is slowly turning its attention to East Asia.

Currently, where is the money being made in Europe? China, Japan, South Korea - these are all known as 'emerging Halal markets,' the MIPR Minister said.

Brunei and Guangxi officials also discussed how to increase grain production, increase exports of Brunei's self-produced manufactured products to China, and invest in agricultural infrastructure construction projects.

Brunei already has the BioInnovation Corridor - a 500-hectare Halal industrial park that cultivates export food.

YB Pehin Dato Hj Yahya said they are exploring the possibility of jointly producing rice, potatoes, chili and herbs.

'Regarding chili, we can produce cider, vinegar and juice. The products are available for sale and can carry the Brunei Halal food mark,' he said.

He added that the Guangxi mayor said they have the capacity to farm potatoes.

'They know Brunei likes potato chips, so they can grow and supply them to Brunei, but we do not know whether there is enough scale to justify it,' he said.