Quality products, globally referenced halal system Malaysia’s competitive advantage, says trade chief

Photo: Malaysia External Trade Development Corp (Matrade) chief executive officer Dr Ir Mohd Shahreen Zainooreen Madros (third from right) holding the MIHAS2018 card at a press conference launching Malaysia International Halal Showcase (MIHAS) 2018 in Kuala Lumpur on March 26, 2018. Photo from MIHAS

KUALA LUMPUR - Quality halal products and a globally referenced halal certification system give Malaysia an advantage over some of its bigger and more protectionist neighbours as they erect barriers, Dr Mohd Shahreen Zainooreen Madros, chief executive of the Malaysia External Trade Development Corporation (MATRADE), told Salaam Gateway.

“When you talk about international trade in the context of the Association of Southeast Asian Nations (ASEAN), Indonesia is much bigger than us, the same thing with Thailand—both are big halal producers,” said Madros who leads the government agency in the development and promotion of Malaysia's exports on the world’s stage.

By understanding Malaysia’s demographic challenges, the halal industry has deliberately placed quality at a premium, especially when, as Madros estimates, the 10-20 percent of the 630 million ASEAN population that can afford premium products is still bigger than Malaysia’s entire domestic market.“That’s our competitive advantage. We see this in terms of healthier products, better quality, better branding; our halal certification is accepted everywhere. That’s where we differentiate ourselves,” said Madros.