Tunisian food sector leverages domestic halal traditions for export certification

The country’s halal practices mean exporters can promote their goods into predominantly Muslim regions without change.

Tunis: The Tunisian food sector is demonstrating how industries can leverage traditional halal practices used domestically to generate certification whereby its products can be exported to Muslim-majority markets.

“When we say a food product is halal that does not just mean the absence of alcohol and pork, but most importantly because it does not harm the health of its consumers,” said Nawel Jebali, senior technician for the halal sector at Tunisian standards organisation INNORPI (Institut National de la Normalisation et de la Propriété Industrielle) that issues renewable three-year halal certificates in the country.

Dr Olfa Faidi, veterinarian and head of poultry monitoring at the country’s Directorate General of Veterinary Services (DGSV – Direction Générale des Services Vétérinaires), added Tunisian food producers typically did not have to change their manufacturing practices to gain halal certification. For instance, chickens are generally slaughtered under halal rules and halal certificates enable exporters to access global markets.

He said the greatest demand for halal certificates came from exporting enterprises with that requirement initially focused on products for Malaysia and Indonesia. According to the National Institute of Statistics, the value of Tunisian agricultural and food exports between January and July 2021 generated Tunisian dinars TND26.43 billion ($9 billion) against TND21.49 billion ($7.3 billion) in the corresponding period for 2020.

Jebali said certification aided sales as the Tunisian system was comprehensive – from its assessments of additives to flavourings, packaging and manufacturing equipment.

“Everything that might be in direct contact with food including slaughtering methods (no-pre-stunning allowed), cleaning materials (no alcohol-based products), warehouse space, machine maintenance procedures and equipment delivery systems (is included in the certification evaluation). Staff are trained in halal concepts and attaining INNORPI standards with the organisation co-ordinating the training sessions,” he said, indicating the checks ensured the certified product was wholly halal.

Currently certifications are welcomed in the Middle East, South Asia and in non-Muslim majority countries and Jebali said there were more than 55 Tunisia-based companies with halal certification selling products from dates to olive oil, fish products, dough, canned food and sausages. The figure was expected to exceed 70 by the end of 2022 to reflect pre-Covid-19 numbers.

The pandemic saw some food companies close and others restrict their exports to focus domestically. As the virus’ virulence ebbs, companies are resuming their exports.

Presently, certified food brands include Nabeul-based El Mazraa that specialises in rabbit, chicken and turkey products; Tunis-based Best Brands that exports powdered desserts, pastry ingredients, pizza dough, brownies, crêpes and muffins; Fouchana-based Aromatech selling biscuits, confectionery and meat products and Randa, based in Ben Arous governorate, exporting non-alcoholic beverages, dairy, fruit preparation, health products, biscuits, pastries, confectionery and animal feed. In Sousse, L’EPI D’OR’s pasta products and Rose Blanche’spoultry and cereal products also boast INNORPI halal certificates.

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Jebali said as certificates became more widespread, domestic Tunisian consumers were increasingly interested even if certified companies did not include certification on their packaging. INNORPI receives domestic inquiries pertaining to companies’ certifications, indicating a potential boost to local sales.

“Being certified may not mean a local product is marked halal, but the companies are certified and people can check that with us,” he said.

Moreover, as Ramadan approaches (starting April 1), Jebali said global consumers would seek a greater variety of halal-certified products, further boosting the country’s food exports. Meanwhile, the agency continued refining its certification procedures.

He cited the example of dates – an important fruit export and a product often exported from Muslim-majority countries without halal certification. INNORPI has been working with Ben Arous-based exporter Sultan Dates to develop certification to potentially increase Tunisian date producers’ competitive advantage in Muslim-majority export markets.

The agency assesses the production, package, storage and products used in the manufacturing machines to ensure the dates are wholly halal. It has also been integrating technical rules like the International Organisation for Standardisation (ISO) ISO 22000 standard on food safety management systems to ensure its halal certification indicates general high quality and compliance with religious halal requirements.

Halal tourism

Meanwhile, private travel agency Halal Tourism in Tunisia, which has been operating since 2011, has also been working to ensure halal-certified food is served in hotels that self-identify and promote themselves as halal. Presently, INNORPI does not halal certify hotels in Tunisia. The agency rentals hotels and then runs them according to its own halal management standards.

“The halal concept is based on a non-alcoholic drinks service and having decent clothing in the hotel to receive families along with their children,” explained Thabet Charfeddine, marketing manager for Halal Tourism in Tunisia.

He said many Tunisian hotels already serve halal food, but its policies apply to establishments “trying to be different from other hotels who serve non-halal drinks like alcohol”.

Domestic tourists and those from Algeria, Libya and the Gulf are especially interested in halal hotels, said Charfeddine, although his agency does not have tourism statistics, including by nationality.

“Ultimately, for an outward-looking Muslim-majority country such as Tunisia, halal certification means good business,” said Nawel Jebali.

He stressed that previously only Muslim Asian countries requested halal certificates, but said “today, even companies planning to export to France and Italy, are required to have a halal certificate – it is indeed highly demanded”.

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