Issue 17

Thai Halal products aim to grab the growing Halal product market share.

Sriwan Amornpoonchai, Managing Director of Tangjaicharoen Co., Ltd.

The global Halal product market is expanding rapidly, with increasing demand from consumers and entrepreneurs seeking to export more Halal products to the global market. In order to increase the value of Thai Halal exports, the Department of Industrial Promotion (DIP) has taken a leading role in pushing Halal food products from 150 Thai entrepreneurs into both the ASEAN and global markets.

Arthit Wuthikaro, Director-General of the DIP, said “the department has set strategies to promote Thai Halal SMEs and make their products more acceptable to international markets. The plan includes providing more knowledge of Halal food standards, expanding local and international markets, organizing business networking activities, and creating a database of the food industry in ASEAN and other Islamic markets. Furthermore, the department will also organise business matching activities between Halal SMEs and OTOP producers and share knowledge on production and marketing.”

Thai Halal exports valued US$2,980 million in the first half of this year, a slight decrease compared to the same period the previous year. However, Thai Halal exports are expected to grow by eight percent over the whole year. Products with the greatest potential for growth include rice, refined sugar, frozen fruit and vegetables, frozen food, bread and pasta.

In 2013, there were 1,676.43 million Muslims globally, representing 23.69% of the world’s total population. As the majority of Muslims live in Asia, with over 223 million in Indonesia alone, the potential for Thailand expanding its exports of Halal products is huge. Other regions with a high Muslim population include Africa (445.23 million), Europe (128.74 million) and the USA (13.27 million).

Arthit Wuthikaro, Director-General of Department of Industrial Promotion

Thailand also has a sizeable Muslim population, particularly in its southern provinces. This provides the country with great experience in preparing Halal food. This expertise is being put to good use thanks to the government’s support of food production projects, including livestock, poultry, fisheries, fruit and vegetables, as well as processed and ready-to-eat food. Moreover, its tropical climate and abundant natural resources gives Thailand the potential to become a regional centre for Halal food.

Furthermore, with technology and creativities, Thai suppliers also offer non-food Halal products such as cosmetics, medicines and personal care products to the world market.  These product categories now receive popularity in the Middle East market due to the ability to manufacture and deliver to meet the strict requirements for Halal certification. For more information about Halal product, please go to www.thaitrade.com

In line with the ongoing Thai Kitchen to the World policy, the Department of International Trade Promotion (DITP) is keen on ensuring Thai Halal food products are of the highest quality through its  One-Stop Export Service (OSEC). Additionally, export-grade Halal products are fully compliant with Halal procedures as regulated and supervised by the Central Islamic Committee of Thailand (CICT).

One successful example of this policy is the Halal-certified Sukhothai Noodle. Sriwan Amornpoonchai, Managing Director of Tangjaicharoen Co Ltd that produces the noodles, says “the Halal certification process has led the company to establish trust and credibility with customers. Currently, Sukhothai Noodle has expanded its business to become a major franchisee and is seeking to further exports into ASEAN markets, especially in Myanmar, Indonesia and Malaysia. The company expects exports to increase to 50 million baht in 2015.

Words by: Manisa Phromsiripranee