DTI Highlights Tatak Pinoy Innovations and Halal Products at ADIFE 2024 for Global Market Growth

The Abu Dhabi International Food Exhibition (ADIFE) 2024, held from November 26 to 28 at the Abu Dhabi National Exhibition Centre (ADNEC), provided a global platform for nations to exhibit their finest food innovations. The Philippines, under the leadership of the Department of Trade and Industry (DTI), seized this opportunity to promote its halal-certified products, showcasing the country’s commitment to becoming a premier halal trade hub.

Why ADIFE 2024 is Crucial?

1. A Global Stage

ADIFE is not just a food expo; it’s a global hub for business networking, trendspotting, and trade development. The event attracted over 50 countries, with buyers, investors, and policymakers exploring new opportunities in the $7.7 trillion halal economy.

The Philippines’ active participation aligns with its broader goal of tapping into this lucrative market while strengthening its trade partnerships.

2. Positioning in the Market

With a growing demand for halal-certified products, the Philippines is leveraging ADIFE to establish itself as a reliable supplier. Its participation signals the country’s ambition to compete with established players like Malaysia and Indonesia, bringing a fresh perspective to the halal industry.

The Philippine Pavilion, organized by DTI’s Halal Development and Trade Office, served as a centerpiece at ADIFE 2024. It featured ten leading Filipino companies representing the country’s thriving food and beverage sector.

• Immuni Global Inc. – Innovators in herbal drinks, featuring their popular Zang Gulaman Jelly Powder Mix.
• Wellnesscare International Corporation – Experts in coconut-based products like virgin coconut oil and desiccated coconut.
• JNRM Corporation – Providers of veggie snacks and tropical coconut desserts.
• Pasciolco Agri Ventures – A leader in organic coconut products, including jams, vinegar, and syrups.
• Pautricia Food Processing Corporation – Known for calamansi extract and unique veggie-style bagoong.
• Project Beans – Showcasing premium Philippine coffee blends.
• Raspina Tropical Fruits Inc. – Exporting fresh and processed tropical fruits, including durian and pineapple.
• Theo & Philo Chocolate Factory Inc. – Renowned for artisanal chocolates with unique Filipino flavors.
• Top Chefs Food Supplies – A supplier of a diverse range of Filipino food products.
• Yanyan International Phils Inc. – Manufacturers of food items for the global market.

The products showcased reflected the Philippines’ ability to merge innovation with tradition:

1. Coconut Products: Virgin coconut oil, coconut sugar, and desiccated coconut.
2. Tropical Fruits: Cavendish bananas, durian, and pineapple.
3. Condiments: Bagoong, veggie chips, and natural syrups.
4. Beverages: Herbal drinks, calamansi juice, and premium coffee.
5. Artisanal Chocolates: Handcrafted chocolates with flavors rooted in Filipino culture.

With a target of generating $3.9 million in trade revenue, these companies demonstrated the growing international appeal of Filipino halal-certified goods.

The “Halal-Friendly Philippines” Campaign

The “Halal-Friendly Philippines” campaign, a flagship initiative of the DTI, seeks to bolster the country’s halal ecosystem by promoting Filipino products on the global stage. It focuses on several key areas:

Micro, small, and medium enterprises (MSMEs) form the backbone of the Philippine economy. The campaign supports these businesses by providing resources for halal certification, improving product quality, and connecting them with international buyers.

One of the primary goals is to double the number of halal-certified products and services from 3,000 to 6,000 by 2028. This ambitious target is crucial for enhancing the competitiveness of Filipino products in the global market.

As halal products gain traction worldwide, this campaign positions the Philippines as a reliable supplier for halal food, beverages, and even cosmetics.

Demand for Halal Products

The global halal market is expanding rapidly, driven by a growing Muslim population and increasing demand for ethical and high-quality products. It is no longer limited to food but spans cosmetics, pharmaceuticals, and even fashion.

The Middle East and Southeast Asia are traditional hubs for halal trade. However, non-Muslim-majority countries like Japan, South Korea, and the United States are emerging as new markets for halal-certified goods.

The Philippines is well-positioned to cater to these markets due to its agricultural abundance, skilled workforce, and commitment to high-quality standards.

Developing the halal industry is expected to attract PHP 230 billion in investments and create 120,000 jobs over the next four years. These investments will support local farmers, manufacturers, and MSMEs, driving inclusive economic growth.

The halal sector provides a unique opportunity to expand exports. By promoting halal-certified products, the Philippines can access untapped markets and increase its export revenue significantly.

The development of halal-certified products complements the Philippines’ efforts to attract Muslim travelers. With halal food and beverage options, the country has become a more appealing destination for Muslim tourists.

The Philippine Halal Industry

The cost of obtaining halal certification can be prohibitive for smaller businesses. The DTI is addressing this issue by providing financial assistance and streamlining the certification process.

Many Filipino entrepreneurs are still unfamiliar with the global standards required for halal certification. Educational programs and workshops are being conducted to bridge this knowledge gap.

Competing with established halal players like Malaysia and Indonesia requires strategic branding and consistent quality control.

Related: ADIFE 2023: Leading the Charge in Food Sustainability and Innovation

Success Stories

• Mangoes: A Global Favorite: Philippine dried mangoes are a staple in supermarkets worldwide and are known for their quality and sweetness.
• Artisanal Chocolates:  Theo & Philo Chocolate Factory has gained international acclaim for its innovative use of local ingredients like calamansi and siling labuyo (chili).
• Coconut-Based Products: The Philippines’ coconut products, including virgin coconut oil and coconut water, are celebrated for their health benefits and versatility.
• The DTI is working to make halal certification more accessible by reducing costs and simplifying processes for MSMEs.
• E-commerce platforms and digital marketing campaigns are being utilized to promote Filipino halal products globally.
• Sustainability is at the forefront of new product development, with companies exploring eco-friendly packaging and sourcing practices.
• The Philippines is actively seeking partnerships with international buyers, investors, and distributors to expand its market reach.

Edge at ADIFE 2024

Filipino products often reflect the country’s rich cultural traditions, offering unique flavors and stories that resonate with global consumers.

Filipino companies are known for blending tradition with innovation and creating high-quality products that meet international standards.

As a gateway to Southeast Asia, the Philippines offers strategic access to both Asian and Middle Eastern markets.

The Philippines’ participation in ADIFE 2024 marked a significant milestone in its journey to becoming a global leader in halal trade. By promoting halal-certified products and supporting MSMEs, the country is paving the way for sustainable economic growth and international recognition.

Through initiatives like the “Halal-Friendly Philippines” campaign and strategic participation in global events, the Philippines is poised to strengthen its position in the halal market, showcasing its ingenuity, innovation, and commitment to quality.

As global demand for halal products continues to rise, the Philippines is ready to embrace its role as a key player in the industry, driving economic progress and fostering cultural exchange on the world stage.