'Capitalise on Brunei Halal Brand fast'

GOVERNMENT agencies concerned and the private sector need to work together in maintaining the confidence the Brunei Halal Brand has created following the launch of this initiative.

This, according to representatives of local companies, is necessary for Brunei to optimise the brand in terms of tapping into the regional and international markets.

"What is important is proving the halal-ness within the participating industries because we are aiming for it to reach the international level. Delivery is what matters now. If you cannot deliver at an international level, they will have no confidence in you and will go for other markets," said Dk Aizah Pg Sidek, executive director of BumiDina Sendirian Berhad.

BumiDina, a half-Bruneian company which also manufactures halal household products alongside other industries, carries out its operations based on its Islamic mission and vision.

She emphasised however the process within the government in dealing with private companies such as in areas in obtaining a licence and proving the halal-ness of the products.

"Brunei feels strongly about Islam, to me this is the very strength of Brunei but certifying halal-ness carries a lot of weight and confidence building not just internationally but also locally," she said.

"Recognition by the government that a product should be halal shows that a certification from an authority gives confidence towards the halal-ness of the product. Proper certification is important," she added.

Ismawardy Ismail Ismail, business development officer at SemaunPrim Sendirian Berhad, one of Brunei's main importer of halal meat, said the initiative is long overdue.

"We have to be very fast now because this is the area considered to be of huge potential encompassing many products," he said.

Bruneians and local manufacturers are looking forward and ready to exploit the opportunities that come with the initiative, he said, through the guidance of agencies involved, Ministry of Industry and Primary Resources, Ministry of Religious Affairs and Ministry of Health.

"The guidelines set as well as the assurance to conform to them strictly ensures the Bruneian halal logo is not tarnished," he said.

The Brunei Times