halal branding

7/24/2019 Halal Branding

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Copyright 2008 by Midamar CorporationCopyright 2008 by Midamar Corporation 11

Halal BrandingHalal BrandingPresented By:Presented By:

Jalel Aossey, Director, Midamar CorporationJalel Aossey, Director, Midamar Corporation




Midamar CorporationMidamar Corporation

North AmericaNorth America’’s pioneer and leader in the Halals pioneer and leader in the Halal

food industry since 1974food industry since 1974The first North American company to work withThe first North American company to work withUSDA in developing a Halal programUSDA in developing a Halal program

Serves all 50 states and over 35 countriesServes all 50 states and over 35 countriesMidamar is a leading USA export consolidator,Midamar is a leading USA export consolidator,consulting firm and supplier to internationalconsulting firm and supplier to internationalrestaurant concepts, 5restaurant concepts, 5--star hotels, resorts, cateringstar hotels, resorts, cateringand supermarkets world wideand supermarkets world wide

Only USA Brand permitted to export = meat &Only USA Brand permitted to export = meat &poultry to Malaysiapoultry to Malaysia




TodayToday’’s Goals Goal

Provide insight and guidance on theProvide insight and guidance on the

importance of branding Halal productsimportance of branding Halal products


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What do you want to sayWhat do you want to say…………..




.. and who do you want to say it to?.. and who do you want to say it to?




Whether a startup or an existingWhether a startup or an existingbrand the points to follow arebrand the points to follow are

critical in determining yourcritical in determining yourapproach to the Halal marketapproach to the Halal market




Developing a BrandDeveloping a Brand – –

Where to begin?Where to begin?

Who is the consumer?Who is the consumer?

What is the product/category?What is the product/category?

What is your message?What is your message?How is it promoted?How is it promoted?

How do you measure success?How do you measure success?How to stay innovative without dilutingHow to stay innovative without diluting

your brand?your brand?




Why Halal food is importantWhy Halal food is important

around the world?around the world?(The obvious points)(The obvious points)

Over 1.6 billion of the worldOver 1.6 billion of the world’’s population ands population and

over 10 million US & Canadians are Muslimover 10 million US & Canadians are MuslimInternational growth is taking place in countriesInternational growth is taking place in countries

with significant percentages of Muslimwith significant percentages of Muslim

consumersconsumersDemand is on the rise for imports, quality goods,Demand is on the rise for imports, quality goods,

and varietyand variety……. consumers want more!!!!. consumers want more!!!!




The less obvious points about theThe less obvious points about the

Halal Market?Halal Market?How a company is going to market to the HalalHow a company is going to market to the Halalconsumers and what effect it will have on allconsumers and what effect it will have on all

levels of Brand management?levels of Brand management?Just because consumers require/desire HalalJust because consumers require/desire Halalproducts does not mean your Halal product isproducts does not mean your Halal product is

automatically acceptedautomatically acceptedVarying degrees of accepted Halal standardsVarying degrees of accepted Halal standards

Halal integrityHalal integrity vsvs Halal fraud (at what price)Halal fraud (at what price)

Is everyone inside and outside your organizationIs everyone inside and outside your organizationon board in managing the Halalon board in managing the Halalprocess/programprocess/program




Is your product subtly or boldlyIs your product subtly or boldly

identified as Halal?identified as Halal?

Does your strategy resonate withDoes your strategy resonate withthe consumer and bring value?the consumer and bring value?




Bold IdentificationBold Identification

The primary message expressedThe primary message expressed --

the product is Halalthe product is Halal

(Attention grabbing)(Attention grabbing)




Subtle IdentificationSubtle Identification

The hidden message expressedThe hidden message expressed --

the product is Halalthe product is Halal

(Featured but not clearly obvious)(Featured but not clearly obvious)




Ask yourself: Ask yourself:

WhatWhat’’s the difference?s the difference?

How do you know?How do you know?

Is it convincing?Is it convincing?




LetLet’’s look at some exampless look at some examples……




Halal Branding of Meat Processing Facilit iesHalal Branding of Meat Processing Facilit ies

USAUSA’’s Only Fully Integrated Halal Processing Facilitys Only Fully Integrated Halal Processing Facility

The wordThe word ““HalalHalal”” is a searchable database termis a searchable database term

Company is easily identified by using the word Halal in the compCompany is easily identified by using the word Halal in the companyany

website:website: www.halalfoodprocessors.comwww.halalfoodprocessors.com

The above points are more valid and meaningful in NonThe above points are more valid and meaningful in Non--Muslim countriesMuslim countriesCompany believes there is greater value by incorporatingCompany believes there is greater value by incorporating ““HalalHalal”” in the namein the namethen using any other descriptorsthen using any other descriptors

http://www.halalfoodprocessors.com/






Brand Message?Brand Message?

Look at the packageLook at the package

Is it certified Halal?Is it certified Halal?Is it on the package?Is it on the package?

Does the Halal logoDoes the Halal logo

give the customergive the customer

faith in the integrity offaith in the integrity of

this product?this product?If not, what would?If not, what would?




Is their a Halal Branding message?Is their a Halal Branding message?

Does it instill faith or doubt?Does it instill faith or doubt?




What is the Halal Message Here?What is the Halal Message Here?

Does this style ofDoes this style of

Halal branding breedHalal branding breedconfidence in theconfidence in the

consumer?consumer?

Is the Halal integrityIs the Halal integrityimportant to theimportant to the

manufacturer, ifmanufacturer, if

indeed they are reallyindeed they are reallymaking Halalmaking Halal

product?product?




What message does this ad send?What message does this ad send?




Earning consumer trustEarning consumer trust

(branding Halal)(branding Halal)Use a recognized Halal logoUse a recognized Halal logo

Emphasize the Halal status on yourEmphasize the Halal status on yourpackaging (differentiate)packaging (differentiate)

Promote the Halal status in all yourPromote the Halal status in all yourmarketingmarketing

Transparency in all you doTransparency in all you do




Earning consumer trustEarning consumer trust

(featuring Halal)(featuring Halal)Use a recognized Halal logoUse a recognized Halal logo

Minimize the Halal focus BUT keep theMinimize the Halal focus BUT keep theHalal logo on your packagingHalal logo on your packaging

(leave no doubt)(leave no doubt)Promote the Halal status selectively inPromote the Halal status selectively in

your marketing where it matters mostyour marketing where it matters most

Transparency in all you doTransparency in all you do

Focus on your brandFocus on your brand




What is the Halal message?What is the Halal message?




SummarySummary – – Return to the beginningReturn to the beginning

Who is the consumer?Who is the consumer?

What is the product/category?What is the product/category?What is your message?What is your message?

How is it promoted?How is it promoted?How do you measure success?How do you measure success?

How to stay innovative without dilutingHow to stay innovative without dilutingyour brand?your brand?




Contact InformationContact Information

Midamar CorporationMidamar Corporation

Jalel Aossey, Director of Business DevelopmentJalel Aossey, Director of Business DevelopmentPO Box 218PO Box 218

Cedar Rapids, Iowa 52406Cedar Rapids, Iowa 52406--02180218

Phone: 319Phone: 319--362362--3711 x111 Fax: 3193711 x111 Fax: 319--362362--41114111

Email:Email: [email protected] [email protected]

Corporate:Corporate: www.midamar.comwww.midamar.com

EE--Commerce:Commerce: www.midamarhalal.comwww.midamarhalal.com

halal branding

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