In 2023, Brazil’s groundbreaking Halal do Brasil Project made significant strides in introducing halal products, adhering to Islamic laws, to a global audience. Spearheaded by the Arab-Brazilian Chamber of Commerce (ABCC) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil), this initiative has been pivotal in showcasing Brazil’s capabilities in the halal sector. The project, which began in January 2023, is set to continue its impactful journey until April 2025, with prospects for extension.
The past year witnessed an impressive expansion of Brazil’s halal industry. Fernanda Dantas, the International Projects Manager of ABCC, highlighted the project’s success in presenting Brazil’s halal expertise to key players in the food and beverage industry across Muslim-majority countries. A testament to this growth is the increase in member companies from 22 in January 2023 to 73 by December, surpassing the initial target of 60. The ambitious goal for 2024 is to elevate this number to 80.
Brazil’s halal products, covering a diverse range from food to beverages, have been promoted through various channels. In 2023, participation in international events such as Malaysia’s MIHAS, Germany’s Anuga, and a seminar in Jakarta, Indonesia, played a crucial role. Domestically, roadshows introduced the halal market’s potential to Brazilian entrepreneurs. This market, encompassing 1.9 billion consumers globally and generating USD 2 trillion in 2021, presents vast opportunities.
2024 is poised to be a year of intensified efforts. With plans to conduct roadshows in Brazil’s Rio Grande do Sul and Paraná, and more entrepreneur meetings, the project aims to broaden its reach. Starting April, 100 Brazilian companies will receive specialized online training to navigate the halal market, focusing on brand development, marketing, and positioning strategies.
A highlight of the upcoming year is Brazil’s participation in Gulfood in Dubai, the largest food and beverage show in the Middle East. This event, scheduled from February
19 to 23, will feature a unique cooking show where Brazilian chefs will prepare dishes using Brazilian halal products, similar to the successful events of 2023. The project also plans to invite Brazilian celebrities to enhance the visibility of these products. Furthermore, the project will mark its presence in prominent international exhibitions, including Saudi Food in Saudi Arabia, MIHAS in Malaysia, and Food Africa in Egypt.
Central to the project’s mission is establishing Brazil as a trustworthy supplier of diverse halal products, beyond just halal protein, for which it is already renowned. Despite not being a Muslim-majority nation, Brazil’s commitment to producing high-quality halal products is unwavering. Fernanda Dantas emphasizes the goal of positioning the Brazilian Halal brand as synonymous with quality and trust, aiding Brazilian companies in penetrating these lucrative markets.
A significant initiative, the buyer project, will continue in 2024. In the previous year, this initiative brought seven foreign companies importing halal products to Brazil. This year, the plan is to host 15 importers for business-to-business (B2B) meetings with 45 Brazilian exporters in August. Another successful effort, the Image Project, involved international media visiting Brazil, enhancing the country’s reputation as a leader in halal products.
Summing up the project’s impact, Fernanda Dantas reflects on the success of the first year, noting the growing involvement and certification of Brazilian companies as halal producers. As 2024 unfolds, the Halal do Brasil Project stands poised to further elevate Brazil’s status in the global halal market, driving economic growth and fostering international trade relations.