GoodMorning Global, a leading biotechnology company known for its flagship product GSure—a low Glycaemic Index (GI) plant-based complete balanced nutritional formula—has officially exported the product to the Sultanate of Oman. This strategic move strengthens its influence and position in the global halal food market, particularly within the GCC Halal Market.
This expansion marks a significant milestone for GoodMorning Global, as GSure is touted as the first low GI plant-based complete balanced nutritional functional beverage in the region. The company’s CEO, Dr. Charles Cheng Fang Chin, expressed confidence in penetrating the Middle Eastern market, aiming to increase the group’s international sales contribution to 30% within the next three to five years, with the Middle East accounting for 20-25%.
At the launch ceremony of the first batch of GSure in the Middle East, held at GoodMorning Global headquarters, Dr. Cheng emphasized the group’s vision of developing a sustainable ecosystem through novel biotechnology and healthcare. “With the export of our products to the Sultanate of Oman, we aim to gradually tap into the market of the Gulf Cooperation Council (GCC) countries and establish cooperation with other Muslim markets worldwide,” he stated, highlighting the Malaysia Madani Government’s active promotion of Malaysian halal food exports.
The first container of GSure is set to enter Oman by mid-2024, marking the region’s introduction to a low GI plant-based cereal product, certified halal by Malaysia. This move is anticipated to resonate well with Middle Eastern consumers, supported by the presence of key figures like Mohamed Najeeb Saleh Al Bulushi, the Minister Plenipotentiary and deputy head of mission of Oman to Malaysia, and Dr. Faizal Hamid, assistant vice president of Malaysian Bioeconomy Development Corporation Industry Development Division.
Dr. Cheng highlighted the company’s commitment to global sustainability, unveiling a 50-year plan aligned with the United Nations Sustainable Development Goals (UN SDGs). This plan focuses on eradicating hunger, ensuring food security, enhancing global nutrition, and addressing climate change. “We are dedicated to contributing to a sustainable future,” Cheng emphasized.
Datuk Dr. Lim Sin Boon, the founder and executive chairman of GoodMorning Global, emphasized that the Oman export is a gateway to the Middle Eastern market, with plans to expand across Gulf states. “With GSure pioneering the low GI plant-based nutritional formula in the region, we expect rapid market penetration and exponential sales growth,” Lim noted.
Established 16 years ago, GoodMorning Global has been at the forefront of promoting plant-based alternatives through proprietary biotechnology. The company mitigates greenhouse gas emissions by shortening the industry supply chain and invests in natural-based bioprocessed active ingredients to ensure food security for all.
As GoodMorning Global continues its expansion into the GCC Halal Market, the company is set to establish itself as a leader in plant-based nutrition. The move into Oman is just the beginning of a broader strategy to tap into the growing demand for halal-certified, nutritious products in the Gulf Cooperation Council region and beyond.
By prioritizing innovation, sustainability, and health, GoodMorning Global is poised to make a significant impact on the halal food industry, offering consumers high-quality, certified halal products that meet their nutritional needs while supporting global sustainability goals.
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