Going global: could halal be the next kosher?

Asian manufacturers are seeking kosher certification because they hope to gain access to markets in the US, Europe and Australia
Those promoting expansion of halal certification hope that, like kosher, it will be recognised as symbol of quality, even by consumers not buying for religious reasons

Religion

Meaghan Tobin

Published: 1:00pm, 23 Jun, 2019

Why you can trust SCMP

Rabbi Mendy Feigelstock lives in Vancouver, Canada, but his work has taken him to Thailand several times already this year. He runs the certification department for Kosher Check, which helps companies worldwide ensure food and drink products conform to Jewish dietary rules.

These rules keep meat and dairy separate and include special requirements for the slaughter of animals. Products with kosher labels indicate whether they contain animal products, so appeal not only to those avoiding certain foods for religious reasons but also to people with dietary restrictions, such as vegetarians, vegans, and anyone with food allergies.

The number of inquiries to Kosher Check from major food-exporting countries in Southeast Asia – such as Thailand, Malaysia and Indonesia – had increased, Feigelstock said.

“In an average month, we probably have six or seven rabbis visiting facilities in Asia [to certify kosher standards],” he explained.

The kosher food industry in the US has been valued at more than US$12 billion, and the global market is estimated to be worth twice as much.

According to Feigelstock, Asian manufacturers are seeking kosher certification because they hope to gain access to those markets – in the US, Europe and Australia – which are home to millions of Jewish customers observing kosher for religious reasons, although the appeal of kosher does not end there.

Less than 2 per cent of the 329 million people in the US are Jewish, and not all Jewish Americans keep kosher. Nevertheless, more than 40 per cent of packaged food and drink sold in the US carries a kosher label.

Islam-friendly coconuts: has Malaysia’s halal drive gone too far?

According to London-based market research firm Mintel, more than 60 per cent of Americans who buy kosher food do so for its perceived higher quality – and more than half for its perceived healthiness. Just 15 per cent said they buy kosher for religious reasons.

Sanmik Food is an Australian-owned organic food company with manufacturing facilities in China, Sri Lanka, the Philippines, Vietnam and Myanmar. Managing director Pathmalal Withanage said kosher certification was “a massive help” in increasing sales, especially in Australia and the US.

Asia’s vegetarian culture: does going meatless make sense?

Likewise, the Islamic halal assurance has come to be regarded as a standard of quality and cleanliness, regardless of religious belief.

Wan Latiff Wan Musa, chief executive officer of Malaysia’s Foreign Trade Promotion Agency, said Malaysia’s increasingly stringent halal standards could become as globally well-regarded as kosher standards.

A halal food spread. Islamic halal assurance has come to be regarded as a standard of quality and cleanliness, regardless of religious belief. Photo: Shutterstock

Those promoting the expansion of halal certification hope that, like kosher, it will be recognised as a symbol of quality, even by consumers not buying for religious reasons.

Halal dim sum, airport prayer rooms: how Japan, Korea won over Muslim travellers

Ploy Pritsangkul is the operations manager at Thai Tai Agriculture Company in Chiang Rai, Thailand, which makes pickled and crystallised ginger.

If the product is halal, you get better shelf space in the grocery stores

Ploy Pritsangkul

Halal certification had helped the company across the board, Ploy said, appealing to customers in Thailand but also opening new markets in Indonesia and Malaysia, alongside its most lucrative markets in the US, Japan and Germany.

“If the product is halal, you get better shelf space in the grocery stores, and that has helped boost sales,” Ploy said. ■

Post