News From : DagangHalal.com (28 Sep 2010)
Brunei, Sept 27, Halalmedia–Brunei’s national Halal programme reached a critical milestone yesterday when several products of local and international origin carrying the premium Brunei Halal Brand logo was launched for the local market.
The Brunei Halal Brand products will also make its international debut in Singapore on October 8 as its first overseas retail launch. Held in partnership with Fairprice Supermarkets Singapore, the products will be available in more than 50 retail outlets across the city state.
FairPrice is Singapore’s largest retailer, with a network of more than 230 outlets comprising FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, FairPrice Xpress and Cheers convenience stores. It also owns a Fresh Food Distribution Centre and a centralised warehousing and distribution company.
Brunei Halal brand’s marketing and trading agency Ghanim International Food Corporation Sdn Bhd, is also making inroads into the United Kingdom, where it hopes to assist large UK supermarkets looking for a Halal solution.
In his speech, Ghanim CEO Noel Shields said, “The Brunei Halal Brand is the people’s brand; it belongs to the people of Brunei and represents their values, aspirations, their country, and the strength of their religious beliefs.”
“The Brunei Halal Brand is an umbrella that covers a wide range of products. It is what I call a comfort product. It gives comfort to buyers of products carrying the logo,” he said.
As it takes 7-8 months to develop a product range, he expects the range of products to expand within the first or second quarter of next year. “We are now looking for products in Australia, New Zealand, and Thailand,” he added.
Shield also expresses his confidence that they will eventually enter the UK and Europe market, taking advantage of the uncoordinated supply chain for Halal food in Europe and the greater demand for premium Halal products in supermarkets.
Currently the range of products include sparkling juices, cookies, instant noodles and chocolates, and these were “the types of products that (Ghanim) wants to get into the supermarkets in UK and France and also local supermarkets,” added Shield.
He also added that retail deals with two EU giants are in the works, adding that it would “be a while yet before we have the distribution and the logistics set up, but it’s certainly a work in progress.”