HM launches 3rd Halal Products Expo

Promoting Brunei Halal brand via niche market in global halal goods

HIS Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam launched the third International Halal Products Expo (IHPE) at the International Convention Centre (ICC) in Berakas yesterday.

Accompanying His Majesty were His Royal Highness Prince Hj Al-Muhtadee Billah, the Crown Prince and Senior Minister at the Prime Minister's Office, His Royal Highness Prince Mohamed Bolkiah and His Royal Highness Prince 'Abdul Malik.

The monarch was greeted by Minister of Industry and Primary Resources Pehin Orang Kaya Setia Pahlawan Dato Seri Setia Dr Hj Ahmad Hj Jumat upon his arrival.

After officially opening the IHPE 2008, His Majesty was then invited to tour the booths and stalls of the expo by the chairman of the organising committee Dato Paduka Hj Mohd Hamid Hj Mohd Jaafar, who is also the permanent secretary at the Ministry of Industry and Primary Resources.

His Majesty then proceeded into the Plenary Hall where he made his first stop at the MIPR booth, where the monarch was shown an exhibit of the Agro-Technology Park that would aid to further develop and promote the Brunei Halal Brand by creating a niche in the global halal products and services market. The park was expected to be completed by next year.

Other exhibits showcased at the booth include the procedure in attaining Brunei Halal certification and permits for products.

The Fisheries and Agriculture Departments also set up an exhibit where they showcased the new packaging incentive scheme that aimed to help local companies in the export of their products. His Majesty also took a closer look at the products samples with the new packaging displayed at the booth.

His Majesty also toured the other booths and exhibits, where he took group photos with the expo participants, signed plaques and guest-books as well as received numerous pesambahs from the exhibitors.

A total of 180 companies from 13 countries are occupying 260 booths for this year's expo. Some 67 of these booths are exhibitors from foreign companies. Last year, the expo saw 170 companies from 26 countries exhibiting their products.

During the tour of the exhibits, His Majesty also launched the Hari Raya logo packaging for Suci bottled water. This year's festive green-coloured logo was designed by local artist Pg Kamarulzaman Pg Hj Tajuddin.

The four-day expo was the result of a collaboration between the Ministry of Industry and Primary Resources along with the Ministry of Health and the Ministry of Religious Affairs.

The Brunei Times