Jordan and Malaysia Partner on Halal Ecosystem Development

Want to know a secret about the halal market? It’s booming, and Jordan’s ready to take center stage. They’ve teamed up with Malaysian digital experts Serunai Commerce to build a world-class halal ecosystem. This isn’t just about certification; it’s about creating jobs, attracting investment, and becoming a major player in the global halal economy. This article explores how this exciting partnership is transforming Jordan’s halal sector.

The partnership underscores the increasing global recognition of the importance of comprehensive halal ecosystem development, particularly in regions seeking to capitalize on the rapidly expanding halal market. By leveraging Malaysia’s extensive experience and proven expertise in halal certification, standardization, digital innovation, and market access, Jordan aims to significantly strengthen its halal capabilities, streamline its processes, and unlock a wealth of new trade and investment opportunities for its businesses.

Related: Malaysia Trying To Expand Global Halal Ecosystem

The Comprehensive Diagnostic Mission

The cornerstone of this strategic partnership is an intensive 11-day Diagnostic Mission on Halal Ecosystem Development. This mission, a vital component of the IsDB’s Reverse Linkage methodology, served as a crucial assessment phase, meticulously evaluating Jordan’s existing capacities in halal certification, identifying critical gaps in the current system, and pinpointing key areas for strategic enhancement. The mission, jointly spearheaded by the IsDB and Serunai Commerce in close collaboration with the Ministry of Planning and International Cooperation (MoPIC), involved extensive and productive engagements with key Jordanian ministries, regulatory bodies, industry stakeholders, and relevant organizations.

These crucial stakeholders included the Jordan Standards and Metrology Organisation (JSMO), the Ministry of Industry, Trade & Supply (MIT), the Ministry of Agriculture (MoA), the Jordan Food and Drug Administration (JFDA), Jordan Customs, the Municipality of Greater Amman, the Iftaa’ Department, the Jordan Chambers of Industry (JCI), and the Embassy of Malaysia in Amman, Jordan. High-level discussions during the mission centered on identifying current challenges hindering the growth and development of Jordan’s halal sector, pinpointing capacity gaps in existing halal certification systems, exploring emerging opportunities for Jordan to strengthen its competitive position within the increasingly complex and dynamic global halal economy, and developing strategies to overcome obstacles and maximize Jordan’s potential.

The primary objective of the mission was to create a comprehensive and nuanced understanding of Jordan’s current halal landscape, taking into account its unique strengths, weaknesses, opportunities, and threats, and to develop a practical and actionable roadmap for the future growth and sustainable development of its halal industry.

Empowering Jordan’s Halal Sector

Beyond the formal ministerial meetings and high-level consultations, the diagnostic mission incorporated a highly productive and interactive workshop, expertly coordinated by the IsDB and MoPIC and skillfully delivered by Serunai Commerce’s team of experts. This workshop served as an invaluable platform for knowledge exchange, facilitating in-depth discussions on capacity-building strategies tailored to Jordan’s specific needs, and exploring innovative digital solutions to streamline, modernize, and significantly improve the efficiency and effectiveness of Jordan’s halal certification processes. Participants, representing a diverse range of stakeholders, gained valuable insights into international best practices in halal certification, quality assurance methodologies, supply chain management best practices, traceability systems, and the latest technological advancements in the halal sector.

The delegation also undertook highly informative and insightful visits to several prominent manufacturing facilities in Jordan, including Siniora Food Industries and BioEnergyTech. These strategically chosen site visits provided valuable first-hand insights into Jordan’s current halal production capabilities, allowing the delegation to observe existing practices in real-world settings, identify potential areas for improvement in production processes, and explore practical avenues for enhancement in line with stringent international halal standards and best practices. These site visits provided a crucial practical context for the discussions and workshops, effectively grounding the strategic recommendations developed during the mission in the on-the-ground realities of Jordan’s existing halal industry and its operational landscape.

Aminuddin Mat Ariff, the IsDB reverse linkage lead technical specialist, emphasized the profound significance of the diagnostic mission within the broader framework of the Reverse Linkage process. “A diagnostic mission is a vital and indispensable step in the reverse linkage process,” he explained, “as it enables us to thoroughly and systematically assess the existing capacities of the recipient country, in this case, Jordan, identify critical gaps in their systems, and gain a deep understanding of their specific needs as the country works towards developing a comprehensive, robust, and sustainable halal ecosystem.”

He highlighted the mission as a prime and compelling example of effective South-South Cooperation, fostering mutually beneficial expertise exchange, promoting valuable knowledge transfer between developing nations, and facilitating the development and implementation of innovative, locally appropriate solutions to drive economic growth, strengthen institutional capacity, and promote sustainable development within Jordan’s dynamic and promising halal sector.

Serunai Commerce’s Expertise

Intan Suriya, Director of International Partnership at Serunai Commerce, underscored the critical and essential importance of capacity building in aligning Jordan’s halal certification standards with internationally recognized best practices and emerging global benchmarks. She emphasized how this collaborative initiative, combining the expertise of both Jordan and Malaysia, would empower local Jordanian agencies, such as JSMO and JFDA, to streamline their halal certification processes, significantly enhance their efficiency through digital transformation, and provide robust and effective support to local businesses seeking to access lucrative and increasingly competitive global halal markets. Serunai Commerce’s deep expertise in cutting-edge digital halal certification technologies, its comprehensive understanding of the evolving global halal landscape, and its proven track record of successful implementation are invaluable assets in this strategic partnership, providing Jordan with the tools and knowledge it needs to succeed.

Representatives from MoPIC and JSMO reaffirmed Jordan’s unwavering and high-level commitment to advancing its halal industry, highlighting the government’s ongoing and multifaceted efforts in strengthening regulatory frameworks, simplifying bureaucratic procedures to reduce barriers to entry, and providing targeted support and resources to local businesses, particularly small and medium-sized enterprises (SMEs), seeking to penetrate and thrive in international markets. Malek Breazat, MoPIC Arab and Islamic relations section hea stated unequivocally, “Jordan is dedicated to enhancing its halal sector, recognizing its enormous potential for economic growth and job creation, and this collaboration with Serunai Commerce and IsDB is a critical and essential step in achieving our ambitious national objectives.”

Breazat further emphasized the strategic importance of partnering with Malaysia, citing the country’s extensive, globally recognized, and highly respected experience in halal certification, standardization, digital innovation, and market access. He expressed strong confidence that this collaboration would significantly fortify and modernize Jordan’s halal certification ecosystem, ensuring full compliance with stringent global standards, boosting consumer confidence in Jordanian halal products, and unlocking significant and sustainable economic opportunities for local businesses, particularly SMEs, which are the backbone of the Jordanian economy.

A Strategic Vision of Halal Ecosystem Development

This diagnostic mission serves as the crucial and foundational first step in a long-term, strategic, and mutually beneficial partnership between Jordan and Malaysia, a partnership strategically designed to transform Jordan into a prominent, globally recognized, and trusted player in the increasingly competitive and lucrative global halal economy. The next critical phase of this collaboration will focus on the seamless implementation of cutting-edge digital halal certification modules, harmonizing local Jordanian halal standards with evolving international requirements, and proactively unlocking new and exciting trade and investment opportunities for Jordanian businesses, both domestically and internationally.

This comprehensive and forward-thinking strategy aims to position Jordan as a leading and trusted halal hub in the region, attracting substantial international investment, facilitating seamless halal trade, and contributing significantly to the sustainable growth and diversification of the Jordanian economy. The partnership recognizes the inherent interconnectedness of halal certification, trade, investment, and overall economic development, and seeks to create a holistic, supportive, and enabling ecosystem for Jordan’s dynamic and promising halal sector to flourish on the global stage. The collaboration is not simply about certification; it’s about building a robust, competitive, and world-class halal industry in Jordan, creating much-needed jobs, boosting exports, attracting foreign direct investment, and significantly enhancing the country’s overall economic prospects.

The long-term vision is to establish Jordan as a center of excellence in halal, attracting businesses, investors, and halal consumers from across the globe. This strategic initiative represents a significant and long-term investment in Jordan’s future, positioning the country to capitalize on the ever-growing global demand for high-quality, trusted, and ethically sourced halal products and services. The partnership is a testament to the commitment of both nations to fostering economic growth, promoting sustainable development, and building a brighter future for their people.

The Jordan-Malaysia partnership represents a significant step forward in halal ecosystem development. As we’ve seen, this collaboration goes beyond mere economic gains. It’s about building trust in halal products, ensuring consistent quality through standardized certification processes, and promoting ethical practices throughout the global halal marketplace. This benefits businesses by opening access to new markets, consumers by assuring them of product integrity, and the wider community by fostering sustainable economic growth. The success of this innovative partnership will undoubtedly serve as a valuable model for other nations seeking to develop their robust halal ecosystems and effectively participate in the expanding global halal economy. The future of halal trade depends on such collaborative efforts.