This year’s Africa’s Big Seven (AB7), scheduled for 21 to 23 June, will again host a Halaal World Pavilion showcasing Halaal products to the African market. The event, which takes place annually, is the largest food and beverage expo on the African continent.
John Thomson of Exhibition Management Services, organisers of AB7, comments: ‘New Halaal foods and beverages are an ever-growing trend amongst Muslim communities around the world, especially the Middle East, North Africa, and Southern and south-east Asia. In Africa, over 40 per cent of the population is Muslim, and Halaal products comprise 25 per cent of the continent’s gross domestic product. It’s a vitally important growing market, and AB7 gives producers and distributors an effective networking platform to explore trade in Africa.’
Worldwide growth
With global sales of Halaal products ending at $1.1 trillion last year, the Halaal sector is no longer seen as a niche market. A report from the Dubai Chamber of Commerce estimates the global Halaal market to reach $1.6-Trillion by 2018. Africa shares this growth, with the continent’s Halaal food market estimated to top US$160-billion during 2014.
South Africa is strategically positioned for manufacturers and suppliers of Halaal products to African and Middle East countries, as well as other potential markets such as South East Asia, the Asian sub-continent and Europe, according to Ebi Lockhat, public relations officer for the South African National Halaal Authority (SANHA). He says: ‘SANHA has been exploring trade opportunities with Africa’s Big Seven for a number of years. We host a SANHA pavilion at AB7 where businesses certified with our organisation can showcase their products to the world.’
Malaysian exhibitors find success
Last year, the Malaysian External Trade Development Corporation (Matrade) brought 12 companies to exhibit at AB7. They attended 175 business meetings during the show, and concluded almost R22 million (US$2.44-million) in sales of popular products such as palm oil products, edible gelatine, pre-mixed coffee, dried fruit and frozen fruit cakes. Thomson says: ‘Almost 20 million Malaysians – 61 per cent of the population – follow Islam and a Halaal lifestyle. The country is a major producer and exporter of Halaal products, and a regular exhibitor at AB7.’
One Malaysian exhibitor, Soy Asahi Food Service, displayed its popular marinades for grilled meat and seafood, offered in a variety of flavours. All its products are Halaal certified. Company director Bernard Cheah comments: ‘I saw huge potential for my products at AB7 as there is great demand from Africans who are big meat lovers. We generated over 50 leads and we are still in contact with those companies, most of them from South Africa, Botswana, Lesotho and Ghana.’
Regular Malaysian exhibitor Oya Sweets, also Halaal certified, is already well known in South Africa for its high quality sweets, and had great customer response at the show. Its production manager Batuhan Koksal says: ‘We attracted many good leads, especially from neighbouring African countries.’
