Halal Branding

Presented By:
Jalel Aossey, Director, Midamar Corporation
Copyright 2008 by Midamar Corporation

Midamar Corporation
North Americas pioneer and leader in the Halal
food industry since 1974
The first North American company to work with
USDA in developing a Halal program
Serves all 50 states and over 35 countries
Midamar is a leading USA export consolidator,
consulting firm and supplier to international
restaurant concepts, 5-star hotels, resorts, catering
and supermarkets world wide
Only USA Brand permitted to export = meat &
poultry to Malaysia
Copyright 2008 by Midamar Corporation

Todays Goal

Provide insight and guidance on the

importance of branding Halal products

Copyright 2008 by Midamar Corporation

What do you want to say.

Copyright 2008 by Midamar Corporation

.. and who do you want to say it to?

Copyright 2008 by Midamar Corporation

Whether a startup or an existing

brand the points to follow are
critical in determining your
approach to the Halal market

Copyright 2008 by Midamar Corporation

Developing a Brand
Where to begin?
Who is the consumer?
What is the product/category?
What is your message?
How is it promoted?
How do you measure success?
How to stay innovative without diluting
your brand?
Copyright 2008 by Midamar Corporation

Why Halal food is important

around the world?
(The obvious points)
Over 1.6 billion of the worlds population and
over 10 million US & Canadians are Muslim
International growth is taking place in countries
with significant percentages of Muslim
consumers
Demand is on the rise for imports, quality goods,
and variety. consumers want more!!!!
Copyright 2008 by Midamar Corporation

The less obvious points about the

Halal Market?
How a company is going to market to the Halal
consumers and what effect it will have on all
levels of Brand management?
Just because consumers require/desire Halal
products does not mean your Halal product is
automatically accepted
Varying degrees of accepted Halal standards
Halal integrity vs Halal fraud (at what price)
Is everyone inside and outside your organization
on board in managing the Halal
process/program
Copyright 2008 by Midamar Corporation

Is your product subtly or boldly

identified as Halal?
Does your strategy resonate with
the consumer and bring value?

Copyright 2008 by Midamar Corporation

10

Bold Identification
The primary message expressed the product is Halal
(Attention grabbing)
Copyright 2008 by Midamar Corporation

11

Subtle Identification
The hidden message expressed the product is Halal
(Featured but not clearly obvious)
Copyright 2008 by Midamar Corporation

12

Ask yourself:
Whats the difference?
How do you know?
Is it convincing?

Copyright 2008 by Midamar Corporation

13

Lets look at some examples

Copyright 2008 by Midamar Corporation

14

Halal Branding of Meat Processing Facilities

USAs Only Fully Integrated Halal Processing Facility
The word Halal is a searchable database term
Company is easily identified by using the word Halal in the company
website: www.halalfoodprocessors.com
The above points are more valid and meaningful in Non-Muslim countries
Company believes there is greater value by incorporating Halal in the name
then using any other descriptors

Copyright 2008 by Midamar Corporation

15

Brand Message?
Look at the package
Is it certified Halal?
Is it on the package?
Does the Halal logo
give the customer
faith in the integrity of
this product?
If not, what would?

Copyright 2008 by Midamar Corporation

16

Is their a Halal Branding message?

Does it instill faith or doubt?

Copyright 2008 by Midamar Corporation

17

What is the Halal Message Here?

Does this style of
Halal branding breed
confidence in the
consumer?
Is the Halal integrity
important to the
manufacturer, if
indeed they are really
making Halal
product?
Copyright 2008 by Midamar Corporation

18

What message does this ad send?

Copyright 2008 by Midamar Corporation

19

Earning consumer trust

(branding Halal)
Use a recognized Halal logo
Emphasize the Halal status on your
packaging (differentiate)
Promote the Halal status in all your
marketing
Transparency in all you do

Copyright 2008 by Midamar Corporation

20

Earning consumer trust

(featuring Halal)
Use a recognized Halal logo
Minimize the Halal focus BUT keep the
Halal logo on your packaging
(leave no doubt)
Promote the Halal status selectively in
your marketing where it matters most
Transparency in all you do
Focus on your brand
Copyright 2008 by Midamar Corporation

21

What is the Halal message?

Copyright 2008 by Midamar Corporation

22

Summary Return to the beginning

Who is the consumer?
What is the product/category?
What is your message?
How is it promoted?
How do you measure success?
How to stay innovative without diluting
your brand?
Copyright 2008 by Midamar Corporation

23

Contact Information
Midamar Corporation
Jalel Aossey, Director of Business Development
PO Box 218
Cedar Rapids, Iowa 52406-0218
Phone: 319-362-3711 x111 Fax: 319-362-4111
Email: jaossey@midamar.com
Corporate: www.midamar.com
E-Commerce: www.midamarhalal.com
Copyright 2008 by Midamar Corporation

24