By Murilo Corral*
Growing global demand for Halal animal protein has reached beyond the traditional borders of the Middle East and North Africa (MENA), with countries such as Malaysia, the Philippines, Indonesia, and China emerging as major destinations for the industry. According to recent surveys released in the Global Halal Brazil Business Forum (GHB), held by the Arab Brazilian Chamber of Commerce (ABCC) and certifier FAMBRAS Halal, Minerva Foods’ Halal protein sales to markets outside the MENA region have reached a surprising 240% increase from 2021 to 2023. This notable milestone reflects a new chapter in the history of the Halal market, with Minerva Foods emerging as one of the key players in it, transcending cultural and religious barriers with its approach. The Halal market is being recognized not only for its religious roots but also for its emphasis on quality and sustainability.
This expansion beyond the Middle East can be attributed to several interconnected factors. Although Halal certification has its roots in Islamic religious law, it has evolved into a globally recognized seal of quality and sustainability. This recognition has boosted the appeal of Halal products not only among Muslim communities but also to conscious consumers worldwide. The commitment to high-quality, ethical production practices has solidified Halal protein’s reputation as a preferred option, drawing the interest of other regions.
Furthermore, the exponential growth of the Muslim population across the world, especially in emerging countries, has played a crucial role in increasing the consumption of Halal beef. With projections indicating growth of over 80% in the Muslim population from 2005 to 2030, demand for food products that meet Halal principles has increased significantly.
In this scenario, Minerva Foods’ global strategy stands out. With industrial operations in six countries and a network of international offices, the company is well-positioned to serve customers worldwide with lower risk and greater efficiency. The company’s commitment to understanding customer needs and its proximity to different cultures has been a crucial factor in its success.
With its CCO based in Dubai, Minerva is in a strategic position, facilitating the flow of information between offices and enabling a swift response to the demands of a constantly evolving global market. The geographic diversification strategy adopted by Minerva not only allows the company to serve a wide range of markets but also to offer solutions that are more sustainable in the long term.
The reputation of Halal products as a guarantee of high-quality, ethical production methods has contributed to their universal appeal. As the Halal market continues to expand and evolve, the growing demand for these products, including non-traditional regions such as Southeast Asia, represents a significant shift in the global industry landscape. With companies like Minerva Foods leading the way, the Halal market is well-positioned to become a dominant force in the animal protein trade on a global scale in the coming years.
*Murilo Corral is Export director of Minerva Foods
Translated by Elúsio Brasileiro
