São Paulo – The halal market, which consists of products and services intended for Muslim consumers, has found a hub for promotion in the Anuga Select Brazil food and beverage trade show, ending this Thursday (9) in São Paulo. Besides featuring halal products from Arab countries, the exhibition includes a Halal Zone pavilion offering information on the market, organized by the certifying company Fambras Halal. Other certifiers, such as Cdial Halal and Halal Market, are also exhibitors.
Beni Piatetzky, the managing director of Koelnmesse Brasil, which hosts Anuga Select Brazil, told ANBA about the trade show’s strategy regarding the halal industry. He said that in a bid to help exporters, Anuga decided to provided halal-related content by way of the 1st Anuga Select Brazil Halal Forum. “To show this market and the size of its potential to everyone,” explained Piatetzky. The forum is organized by the International Halal Academy, a strategic partner to the certifier Fambras Halal.
Piatetzky argues that awareness of halal is a gateway for exhibitors to reach new markets. Halal designates any product made in accordance with the rules of Islam, and therefore fit for consumption by followers of Muslim religion. The director claims that the new dynamics of the world economy call for market diversification. “Exhibitors cannot focus their output on a single country, on a single client, and that is what halal is about. It is about diversification, new doors, new avenues for this market,” he said.
The forum provides information on the halal market and its requirements. At the Halal Zone, information is also made available and support is given to businesses interested in the topic. The International Halal Academy executive director and secretary-general and Fambras Halal Institutional Projects and Relations director Delduque Martins said the volume of companies interested in doing business in Islamic countries at Anuga this year was surprising. They headed to the Halal Zone looking for information.
Additionally, the Arab-Brazilian Chamber of Commerce organizes a pavilion featuring brands from Arab countries, a region whose Muslim populations consume halal products. Within the pavilion, the Chamber maintains a stand for its Halal Brazil Project, which it runs in conjunction with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) to promote Brazilian halal products in Islamic markets. Piatetzky said Arab participation also strengthens the trade show’s position when it comes to halal.
Anuga Select Brazil should end this Thursday (9) with record-high turnout. Last year, 16,000 people visited the event, according to the organizers. The managing director notes that marketing work has been done to retarget the show by focusing on audience quality over visitor numbers, with over 200 hours’ worth of content. Anuga is hosted and organized by Koelnmesse.
Translated by Gabriel Pomerancblum
