In the past, Muslim producers have been the dominant provider of halal products for their local area. But with continuing immigration of Muslims away from their traditional domains into Europe and Americas, the demand for halal products has proliferated beyond those traditionally Muslim areas."
The observation was made in the keynote address by Pehin Orang Kaya Laila Wijaya Dato Seri Setia Hj Awg Abd Aziz Umar at the opening of the Brunei International Halal Products Expo 2007 Seminar yesterday, adding that this has resulted in increasing demand for halal products from Europe, Australia and the US.
He said the multi-million dollar global halal product market is a reflection of increasing Muslim consumer demands and that the strength in demand does not only lie in different geographical markets but also in numbers.
With over 1 billion people, the Muslim consumer market has room for much growth while the true commercial potential lies in its unique religious endorsement. He added that businesses wishing to engage in the halal market should understand the powerful religious link between consumer and product and not in its numerical scope.
"This is not to deny the obvious market potential size, but rather to point out that Muslim consumer purchasing patterns are often defined within religiously sanctioned choices. The "halal-ness" or permissibility of a product is the single most important criterion for the Muslim consumer when making a purchasing choice."
Not to be overlooked is the need for product quality as well as health and safety. The sad fact of a market economy demanding halal products has led to a proliferation of producers claiming ‘halal‘ where unscrupulous producers have created an atmosphere of suspicion and doubt.
Placement of the "halal" seal on products marked a significant change not only in marketing terms but more so in Muslim jurisprudence and with the seal of halal assurance, the individual duty or "Fardhu ‘ain of ensuring halal con-sumption has been passed on an independent body of people.
He said the assurance of "halal-ness" by others seemingly becomes sufficient justification for a Muslim to consume and in Islamic legal terms, a fardhu ‘ain has now assumed a function of Fardhu Kifayah or collective responsibility whereby the individual burden of performing certain responsibilities is carried out by others.
That assumption of responsibility by others furthermore has developed into an institutionalized function, whereby assurances from certain recognized authorities have assumed the responsibility of a guarantee of "halal-ness".
"This is a new issue in Islamic jurisprudence, whereby an individual obligation is now borne by a collective body. The guarantee of "halal-ness", the willingness-even declaration-of responsibility for what a Muslim is about to consume can be assumed by others, is a question that needs to be properly addressed," said Pehin Dato Hj Abd Aziz.
He said towards this end, the role of government can be crucial for clear separation between the commercialized authorizing body which issues such guarantee and the establishment of the criteria to ensure no dilution occurs.
Pehin Dato Hj Abd Aziz added that in this respect the Brunei Halal Brand is unique in its approach whereby the authority to declare a product halal is protected and enforced by statute, meaning the policies and regulatory standards assumed by the Brunei Halal Brand are established by law.
Pehin Dato Hj Abd Aziz congratulated MIPR for developing a truly enlightened concept that demonstrates a distinct ability to recognize market opportunities conducive to the Brunei Muslim identity.
In conclusion, he reminded that the best of plans can still fail simply because a bureaucratic culture fails to understand the demands of the corporate world.
"There is every reason that the Brunei Halal brand can be an internationally acclaimed success, Insha Allah. And should this endeavour fail, then let the reason for that be, for being eclipsed by an even more innovative, and even more industrious competitor, and not for being a victim of our own bureaucratic processes."
Source: www.brunei-online.com (23 Agustus 2007)
