HIS MAJESTY the Sultan and Yang-Pertuan of Brunei Darussalam has officially launched the Brunei Halal Brand and the Second International Halal Product Expo as the country's initiatives to become one of the major players in the multi-billion dollar global halal market.

Also present at yesterday's launching at the International Convention Centre were His Royal Highness Prince Al-Muhtadee Billah, the Crown Prince, and His Royal Highness Prince Abdul Mateen.

Brunei Halal Brand is a joint initiative of the Ministry of Industry and Primary Resources, Ministry of Religious Affairs and the Ministry of Health, to increase the number of halal foods due to the increasing emergence of products containing non-halal ingredients.

It is also an opportunity for businesses to tap into the prospects in the halal market, with the global market estimated to be worth around US$150 billion ($229 billion) a year.

The credibility of the Brunei Halal Brand is hoped will aid in forming a basis for Brunei's businesses to penetrate into the lucrative halal industry.

The International Halal Product Expo serves as a platform for potential business partners to meet and capitalise on the benefits of investing in the halal industry.

Following the launching, a pesambah, or gift, was presented to His Majesty by Dato Paduka Hj Mohd Hamid Hj Jaafar, the co-chairperson of the organising committee and permanent secretary at the Ministry of Industry and Primary Resources.

Representatives from Australia, Pakistan, Malaysia, South Africa, China, Algeria and Singapore were at the exposition. About 300 guests participated in the four-day exposition.

A total of 158 exhibitors, including 49 locals and 109 foreigners are involved, in contrast to 72 exhibitors last year.

The exposition also showcased clothing, Islamic financial services as well as storage and packaging firms. Today is the last day of the exposition.

The Brunei Times, Sunday, August 19, 2007