Background

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 BRUNEI HALAL BRAND

Brunei Darussalam is a muslim country with a population of 381.000. the first

muslim arrived in 907, and in 1368 the first muslim ruler, Sultan Muhammad, embraced
Islam. Brunei Halal Brand is a government project initiated by the Ministry of Industry
and Primary Resources along with the cooperation of the Brunei Islamic Religious
Council, the Ministry of Religious Affairs, and the Ministry of Health.
The creation of Brunei Halal Brand is in line with Brunei Darussalam’s
aggressive efforts to develop a diversified, competitive, and sustainable economy. The
oil-rich country, a Malay Islamic monarchy, has defined three sectors for development
in a bid to move away from its dependence on oil and gas revenues. These are Islamic
finance, eco-tourism, and halal products.

Brunei
Halal

Economic
Diversification.

Eco
Finance Tourismn

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Brunei Halal Food, Beverages, and Daily needs
Our Halal Promise
At Ghanim, we strive to exceed consumer expectations to bruneihalalfoods
products by adhering to the requirements of the Brunei Religious Council’s BruneiHalal
accreditation system. We work with Halal and Quality Control Auditors to carry out
inspection and audit of the entire supply chain to ensure that the entire production meets
halal operational and food safety standards. Consumers have the utmost assurance and
trust that when a product has the bruneihalalfoods brand that it has passed through the
most stringent safety checks at every step of the supply chain.
Our Product
Prozen Chiken Dailyneeds

Beverages Meet Lamb

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Brunei Darussalam Islamic Finance
Brunei Darussalam Islamic Finance (BDIF) is an initiative to support His
Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam’s aspirations to become
an international hub for Islamic Finance.
Our unique value proposition lies in our strong Islamic philosophy which contributes to
the purity of Brunei Darussalam’s Islamic Finance. The country’s continued political
and macroeconomic stability, favorable ties with our international partners and strategic
location are conducive for foreign direct investments to collectively participate in
Brunei Darussalam. In over 20 years of inception, Brunei Darussalam’s Islamic
financial ecosystem now comprises of Islamic banks, takaful operators, Islamic
investment dealers, sukuk and other ancillary services.

Islamic Eco Tourismn

As the world’s only Malay Islamic Monarchy, Brunei Darussalam is in a unique
position to promote a sharia-compliant Islamic heritage tourism product attractive to
observant Muslim families and others. Such a promotion would be a favourable strategy
in the country’s efforts to expand its tourism sector and diversify the economy.
Spending on travel and hospitality by Muslim travellers is expected to reach $200bn
worldwide by 2020, according to the MasterCard-Crescent Rating Global Muslim
Travel Index (GMTI) 2015, so there is an opportunity for the Sultanate to capture a slice
of this market. The growth of Islamic tourism presents Brunei Darussalam with a huge
opportunity to promote Islam and improve its image around the world. This opportunity
is bolstered by a major shift occurring in the travel industry, with more Muslims
travelling to other Islamic countries, according to the UNWTO study. Indeed,
promoting intra-Islamic travel is one of the OIC’s top priorities, and Brunei Darussalam
has major potential to capture this burgeoning travel segment.

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The development of Brunei Halal Brand is the key driver of these initiatives and has
three main national objectives:

Halal brand and product Brunei Darussalam

Halal is an Arabic word meaning lawful and permitted and Muslims around the
world only consume food made from halal ingredients. Foods which are not halal
include pork and its by-products, animals not slaughtered according to the Halal
procedures, alcohol and intoxicants, carnivorous animals, birds of prey and land animals
without external ears, blood and blood by-products. Using halal food and products does
not affect the quality of taste or flavour of individual dishes.
Brunei Halal Certification
Bruneihalalfoods places utmost importance to the Brunei Halal accreditation
system, which is the backbone of the brand. Backed by the State of Brunei Darussalam,
the Brunei Halal accreditation is present at every level of the supply chain and ensures
that every level of production is supervised and managed.
Complete and independent control comes from the Brunei Religious Council under the
Ministry of Religious Affairs. The auditing process acts independently from any
commercial entities.TheBrunei Halal accreditation starts at the sources; it aims to build
confidence by ensuring the integrity of the products and unfaltering compliance with set
rules governing the sourcing of raw materials, manufacturing process, logistics and
distribution.

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  Religious Halal accreditation
 Strong and respected system
 Certification by Brunei Religious
Council, Ministry of Religious Affairs
 Independent & non-commercial
 Appears on front of pack

The Brunei Halal brand is a brand that is managed and

promoted as a “Private Label Brand” (commercial)
• Used on all packaging and promotional material
specifically related to Brunei Halal
• Manufacturers must first receive the Brunei Halal
religious accreditation stamp
• Food brand

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Company Halal Brand in Brunei Darussalam

Brand:
Organizations: Ghanim International Corporation Sdn
Bhd(since 2009)
Trading, Marketing, Promotion
Ghanim International UK Limited
Manufacturing, Marketing, Distribution (since 2012)
Established & Owned by: Brunei Government
Vision:
To be the iconic halal brand in the world that will excel
through innovation and virtue

Strategy:
Delivering as the global standard brand and the most
trusted company for providing halal product solutions.

Value the Halal Brand

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product in development
 Low-sodium soy sauce
 Cheese (including low-sodium cheese)
 Noodles
 Juice
 Isotonic Drink
 Soya Mayonnaise

ANALYSIS S.W.O.T
STRENGTH
 Brunei Darussalam is a
muslim country with a
population of 381.000
 Brunei is the
destinastion tourist.
 Our 4 pilar Brunei
Halal (BH)

WEAKNES
 Marketing distribution

Opportunities with bruneihalalfoods

 Product is unique/innovative/differentiated
 Healthy or healthier alternative
 MUIB accredited
 ISO, BRC, GMP Certified
 Volume

Threat
 will be many competitors

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The Most Important Characteristics Of Successful Entrepreneurs
Menjadi brand halal yang ikonik di dunia
DREAM yang akan berprestasi
melalui inovasi dan kebajikan

Production of goods with good quality

DECISIVENESS and in accordance with the Shari'a
Implementation embodied in products in
accordance with sharia such as halal
DOERS food, halal finance, and eco-tourism
halal.

State-owned enterprises and private-

owned private enterprises synergize in
DETERMINATION innovating products based on sharia

Dedication to every halal product-based

products ,company pours creative ideas
DEDICATION in improving the quality of its products
every period, with the aim of extending
the life of the business.
Every businessman of halal branding feel
DEVOTION happy and satisfied, as evidenced by
product innovation
Every company that has a brand halal
label, will oversee with details starting
DETAILS from production, and distribution. to
prevent a bad possibility
A businessmen with a halal label brand
will be responsible for the products
DESTINY offered. because the products produced
must be in accordance with Islamic
Shari'a
DOLLARS Not fixated on profit alone, but rather
benefits
DISTRIBUTE All parts of the company must understand
with a steady halal product

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Halal brand in the perspective of Islam

Halal is everything that is permitted by Shari'ah to be consumed, halal in terms of food

and drink. Firman Allah SWT Surat Al-Baqarah ayat 168:

‫ت‬
ِ ‫ط َوا‬ ِ ‫اس ُكلُوا ِم َّما فِي أاْلَ أر‬
ُ ‫ض َح ََل اًل َط ِيِّباا َو ًَل تَت َّ ِبعُوا ُخ‬ ُ َّ‫يَا أَيُّ َها الن‬
‫عد ٌُّو ُم ِبين‬ ِ ‫ش أي َط‬
َ ‫ان ۚ ِإنَّهُ لَ ُك أم‬ َّ ‫ال‬
yaa ayyuhaa alnnaasu kuluu mimmaa fii al-ardhi halaalan thayyiban walaa tattabi’uu
khuthuwaatialsysyaythaani innahu lakum ‘aduwwun mubiinun

“Hai sekalian manusia, makanlah yang halal lagi baik dari apa yang terbaik dibumi,
dan janganlah kamu mengikuti langkah-langkah syaitan; karena sesungguhnya syaitan
itu musuh yang nyata bagimu.

In the above verse has been explained that Muslims in Shari'a consume halal and
good food. Halal and good food is food that is permitted by sharia in terms of substance,
obtaining and how to cultivate it. Good food is a good food for his health and does not
endanger his health
Among the several benefits of using and consuming halal foods and beverages,
as follows:
1. Bringing the peace of life in daily activities,
2. Can maintain physical and spiritual health,
3. Get protection from Allah SWT.
4. Gain faith and devotion to Allah SWT,
5. Reflected the honest personality in life
6. The sustenance earned bring the benefits for oneself
There are some mudlarat that is:
(1) Prayer of a person who consume food and drink is forbidden islam, not
mustajabah (maqbul)
(1) Get punishment from ALLAH SWT for having violated shariah religion of
Allah SWT, and
(2) Destructive physically and spiritually.

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 Summary
Halal is everything that Shari'ah permits. In all business practices, it has been
implemented in Brunei Dasrussalam state that they are able to realize a life compatible
with the Shari'a. The growth of Islamic tourism presents Brunei Darussalam with a
huge opportunity to promote Islam and improve its image around the world. This
opportunity is bolstered by a major shift occurring in the travel industry, with more
Muslims travelling to other Islamic countries. with all the potential possessed by brunei
darussalam can be an opportunity in building the country towards a more advanced, by
exploiting the potential of Islamic tourism, halal product innovation, and islamic
finance.

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