Halal do Brasil Day Showcases Brazil Halal Excellence at Anuga 2023

Brazil is solidifying its position as a global powerhouse in the Halal market, a move that reflects the country’s deep commitment to producing top-quality, Halal-certified products. The recent “Halal do Brasil Day” at Anuga 2023 in Cologne, Germany, was a testament to this commitment, showcasing Brazilian Halal Excellence to a global audience. Organized by the Arab-Brazilian Chamber of Commerce (ABCC) in collaboration with ApexBrasil, the Brazilian Beef Exporters Association (ABIEC), and the Brazilian Association of Animal Protein (ABPA), the event highlighted Brazil’s rising influence in the Halal industry—a sector that plays a crucial role in global trade today.

Showcasing Brazilian Halal Excellence on the Global Stage

“Halal do Brasil Day” was more than just a promotional event; it was a celebration of Brazilian Halal Excellence. This event demonstrated the meticulous care and artistry that go into producing Halal products according to Islamic traditions. The occasion was part of the broader “Halal do Brasil” project, a collaborative initiative between ABCC and ApexBrasil, designed to position Brazil as a leading provider of Halal-certified products. This initiative targets not only Muslim consumers but also a growing segment of global consumers who prioritize health-conscious, ethically sourced, and environmentally sustainable products.

Brazil’s entry into the Halal market dates back to the late 1970s, during the oil crisis, when the country began exporting chicken to Saudi Arabia in exchange for oil. This pivotal moment marked the beginning of Brazil’s long journey in the Halal market, during which it has developed a specialized protein industry. Today, Brazil is recognized as a global leader in Halal protein production, with Halal-certified products accounting for 30% to 40% of its poultry and beef exports to Muslim-majority countries. This significant market share underscores Brazil’s critical role in meeting the global demand for Halal protein.

A Taste of Brazilian Halal Excellence

A highlight of “Halal do Brasil Day” was the opportunity for attendees to savor the rich flavors of Brazilian cuisine, all prepared using Halal ingredients. Renowned chefs Priscila Fiorini and Marina Stroh crafted a menu that was both innovative and true to Brazilian culinary traditions. Dishes such as meatballs with cashew nut sauce, chicken with vegetables cooked in coconut milk, and açaí with sweetened nuts offered a unique fusion of flavors, showcasing the versatility of Brazilian Halal products. These culinary creations were paired with the bold taste of Brazilian coffee, further enhancing the dining experience.

The presence of Élber Giovane de Souza, a former football star known for his successful stints with German clubs like Bayern Munich and Borussia Dortmund, added a touch of glamour to the event. Élber’s involvement highlighted the strong cultural connections between Brazil and its Halal products, reinforcing the message that Brazil is a leader not only in sports and culture but also in the Halal market.

Brazil’s Strategic Role in the Global Halal Market

Brazil’s competitive edge in the Halal market is not just about the quantity of its exports; it’s also about the quality and diversity of its products. As Fernanda Dantas, Project Manager at ABCC, noted, Brazil’s sophisticated food industry is uniquely equipped to meet the specific requirements of various markets, including those with stringent Halal standards. This capability is increasingly important as the global demand for Halal products continues to rise. The global Muslim population is projected to grow from 1.8 billion in 2015 to 2.2 billion by 2030, driving demand for a wide range of Halal products, from food to cosmetics and pharmaceuticals.

The Economic Impact of Halal Certification

Halal certification is not merely a religious requirement; it is a critical component of global trade that has significant economic implications. For Brazilian companies, obtaining Halal certification opens the door to lucrative markets in Muslim-majority countries, which are increasingly demanding certified products. The global Halal market, which was valued at approximately USD 3.2 trillion in 2015, is expected to reach USD 7.7 trillion by 2025. This market includes not only food products but also cosmetics, pharmaceuticals, and other consumer goods that adhere to Halal standards.

The Role of the Arab-Brazilian Chamber of Commerce

The Arab-Brazilian Chamber of Commerce (ABCC) has been a key player in supporting Brazil’s Halal industry. For over seven decades, the ABCC has worked tirelessly to strengthen trade relations between Brazil and the 22 countries of the Arab League. As a member of the Union of Arab Chambers (UAC), the ABCC plays a crucial role in fostering economic ties and facilitating business partnerships that benefit both Brazil and the Arab world.

The “Halal do Brasil” Project

The “Halal do Brasil” project is a strategic initiative that has played a pivotal role in promoting Brazilian Halal products on the global stage. Since its inception in 2022, the project has actively participated in major Muslim market trade events worldwide, including the Saudi Halal Expo in Saudi Arabia, Gulfood in the UAE, MIHAS in Malaysia, and the recent Anuga exhibition. These events have provided Brazilian companies with a platform to showcase their Halal-certified products to a global audience and to build relationships with key players in the Halal market.

At Anuga 2023, Brazil showcased not only its traditional protein products but also a wide range of other Halal-certified goods, including breakfast cereals, fruit pulps, açaí, sweets, coffee, processed foods, fruits, and seasonings. These products are designed to cater to the discerning palate of Muslim consumers, who are increasingly seeking high-quality, Halal-certified products that meet their dietary and ethical standards.

The “Halal do Brasil” project has also been instrumental in encouraging Brazilian food companies to obtain Halal certification for a portion of their product lines. This certification not only enhances the marketability of these products but also provides a competitive advantage in the global market, where Halal certification is increasingly seen as a mark of quality and authenticity.

Brazil’s Global Partnerships in the Halal Sector

Brazil’s success in the Halal market is also the result of its strong global partnerships. The country has established strategic relationships with key players in the Halal market, including Malaysia, the United Arab Emirates, and Saudi Arabia. These partnerships have been crucial in facilitating the exchange of knowledge and expertise in Halal certification and production, helping Brazil to maintain its competitive edge in the global market.

These global partnerships are not just about trade; they are also about building capacity and enhancing Brazil’s ability to meet the growing demand for Halal products. By working closely with established Halal industry leaders, Brazil is able to stay at the forefront of the market, continuously improving its products and processes to meet the highest standards of quality and authenticity.

A Bright Future for Brazilian Halal Excellence

The success of events like “Halal do Brasil Day” and the ongoing efforts of the “Halal do Brasil” project demonstrate that Brazil is well on its way to becoming a dominant force in the global Halal market. The combination of high-quality products, strategic market positioning, and strong support from organizations like ABCC and ApexBrasil ensures that Brazilian Halal Excellence will continue to shine on the international stage.

As the world’s appetite for Halal products grows, Brazil’s commitment to quality, authenticity, and tradition positions it as a key player in this expanding market. With a robust strategy in place and continued participation in global trade events, Brazil is not just responding to the demand for Halal products—it is setting the standard for excellence in this vital industry. The future looks bright for Brazil, as it continues to lead the way in providing the world with high-quality, Halal-certified products that meet the diverse needs of consumers around the globe.