São Paulo – The Muslim population doesn’t want information just about the product being consumed but the whole halal supply chain. So said a survey conducted by H2R Insights & Trends and presented at the Global Halal Brazil Business Forum (GHB) n São Paulo, Brazil.
“For us to reach this ecosystem level, I dare say we could get to a halal 2.0, a new vision that goes beyond products to include services, a whole ecosystem,” said H2R commercial director Alessandra Frisso (pictured), during her presentation on the second day of the forum.
The survey delved into the future of halal market and traceability. It interviewed 1,023 Muslim consumers from eight Muslim-majority or multicultural countries – South Africa, Egypt, Malaysia, Saudi Arabia, United Arab Emirates, Germany, United Kingdom, and France. All respondents were over 18, 60% being men and 40% being women
The survey was commissioned by the Arab-Brazilian Chamber of Commerce (ABCC) and certifier FAMBRAS Halal, which were the organizers of the GHB forum. The numbers show there’s a need to ensure more reliability on the supply to actually reach consumers.
‘We have here a whole supply chain that that needs to track more information in order to build trust among these consumers and the society as a whole,” said Frisso. She said there is a big gap between what the consumers are concerned about and what they can actually find on the shelves of the supermarket.
“This creates opportunities and points the way for us. What paths are there for the companies, the regulatory agencies, the certifiers? The path to bring more information that every company already has on it supply chain, bring concrete and transparent information that could be checked,” she says.
The survey also shows which chain participants are more trusted by the halal consumer. Farmers, for example, enjoy a indicator higher than industries, as Muslims believe they produce more natural products. Air transport has a higher trust index than rail, road and sea transport, which are less known by consumers.
The GHB brought a series of discussions on halal and was supported by the International Halal Academy, the Islamic Chamber of Commerce, Industry and Agriculture, the Union of Arab Chambers, and the Arab League, and it was held in partnership with the Brazilian Federal Government, Ministry of Development, Industry, Trade and Services, Ministry of Foreign Affairs, and ApexBrasil.
It was sponsored by BRF, Marfrig, Minerva Foods, Laila Travel, Turkish Airlines, Brazilian Tourism Board (Embratur), Travel Plus, H2R Insights & Trends, World Logistic Passport (WLP), Bank ABC in Brazil, Seara, Pão & Arte, Cristal Plus, Pamunã Alimentos.
Read more about the GHB Business Forum.
Translated by Guilherme Miranda
