Halal brand mechanism to be revealed at IHPE 2009

Event of the year: Agriculture Department Acting Director Hjh Normah Suria Hayati PJDSM DSU (Dr) Hj Mohd Jamil Al-Sufri (L) exchanges signed documents with Sunlit Advertising Sdn Bhd Chairman Pg Salleh Ab Rahman Pg Hj Damit (R), witnessed by Permanent Secretary, Ministry of Religious Affairs Hj Md Mahdi POKDSD DLU Hj Abdul Rahman (2nd L), Permanent Secretary, Ministry of Industry and Primary Resources Dato Paduka Hj Mohd Hamid Hj Mohd Jaafar (C) and Permanent Secretary, Ministry of Health Dato Paduka Hj Abd Salam Abd Momin (2nd R). Picture: BT/Ubaidillah Masli
BANDAR SERI BEGAWAN

Friday, April 17, 2009

A "SURPRISE" is in store for the country's halal industry and will only be revealed during this year's International Halal Products Expo (IHPE), the Agriculture Department Acting Director said yesterday. This year's expo, which will be held at the International Convention Centre in Berakas from July 30 to August 2, will focus on promoting Brunei's halal brand in the drive to develop its halal products industry.

Hjh Normah Suria Hayati Pehin Jawatan Dalam Seri Maharaja Dato Seri Utama (Dr) Hj Mohd Jamil Al-Sufri related that the announcement would highlight the introduction of a mechanism for the implementation of the halal brand. However, she could not delve into further detail so as not to "spoil the surprise", she disclosed in a brief interview with The Brunei Times yesterday.

With regard to the increasing competition in the halal products sector from neighbouring countries, the acting director noted that the global halal market is large and there is "more than enough room for everybody" to compete. She said that the idea was to take a different approach compared to other countries. Therefore, through the development of Brunei's halal brand, the country will have its own label and its own standards for halal products, she said.

Hjh Normah went on to say that to attract the interests of companies to take up the brand, the halal certification would have to be credible. In ensuring the credibility of the certification, she said that audits would have to be conducted and documents would have to be checked. The monitoring of this certification, protection of rights as well as the training of auditors would also fall into play. This would be further facilitated with the establishment of Brunei's Halal Science Centre, which aims to become a pivotal global ground for halal-related activities.

Meanwhile, Sunlit Advertising Sdn Bhd has been appointed event manager for the IHPE for 2009 and 2010. The agreement was signed by Hjh Normah and Sunlit's chairman, Pg Salleh Ab Rahman Pg Hj Damit at the Agriculture Department headquarters yesterday. The expo serves as a platform to raise public awareness on the Halal Certificate and Label Order 2005, which came into force on August 1, 2008, coinciding with the launching of the Brunei Halal Brand. (ODM1)

The Brunei Times