Sao Paulo – The “Brasil Halal” project was introduced in 2023 to cater to consumers and businessmen from around the world with halal products (i.e. in accordance with Islamic law), in Arab countries, Indonesia, Malaysia, Germany, and Brazil itself. The main focus in 2024 is to expand the promotion of these products. This project is a partnership between the Arab-Brazilian Chamber of Commerce and the Brazilian Agency for Export and Investment Promotion (ApexBrasil).
It was launched in January 2023 and will continue until April 2025, with the possibility of renewal. (The image above showcases the promotion of Brazilian halal products).
According to Fernanda Dantas, the International Projects Manager at the Arab-Brazilian Chamber of Commerce, the project began in its first year by showcasing Brazil’s ability, efficiency, and expertise in producing high-quality products consumed by Muslims to foreign companies and key organizations in the food and beverage sectors in Islamic countries. This work has already started to yield results. In January 2023, there were 22 member companies in the project, which increased to 73 in December, surpassing the initial goal of 60 member companies. As for 2024, the goal is to reach 80 member companies.
The project promotes the halal products manufactured in Brazil to its customers, distributors, and institutional bodies in Islamic countries, both Arab and non-Arab. As part of its activities in 2023, the project participated in exhibitions such as MIEHAS in Malaysia and ANUGA in Germany, as well as organized a forum in the Indonesian capital, Jakarta.
Through the project, promotional campaigns were implemented in Brazil with the aim of introducing the concept of halal and its potential to Brazilian businessmen. According to the “Global Islamic Economy report”, a market consisting of 1.9 billion consumers worldwide, concentrated in the Middle East, Asia, Africa, and Europe, was able to generate $2 trillion worth of products and services in 2022.
It is worth mentioning that activities will be intensified this year. Promotional events have been confirmed in Rio Grande do Sul and Paraná, two states with an exporting culture that were not included in the project last year, in addition to more meetings with businessmen from the north, northeast, and southeast of Brazil. Starting in April, 100 companies will receive online training to understand the halal market and how to conduct business in it, with a focus on developing branding strategy, marketing, and market positioning.
The project will also be present at the Gulfood exhibition, the main exhibition for food and beverages in the Middle East, from February 19th to 23rd in Dubai, United Arab Emirates. “Cooking shows” will be organized, which are an example of similar shows held at other exhibitions in 2023. Through this event, Brazilian chefs will prepare Brazilian dishes using Brazilian halal products in the ApexBrasil pavilion and serve them to visitors. Brazilian celebrities have also been invited by the project to promote the products. In addition to Gulfood, the project will have activities at the Saudi Food exhibition in May in Saudi Arabia, the MIEHAS exhibition in Malaysia in September, and the Food Africa exhibition in Egypt in December.
anba
