In a culinary extravaganza designed to tantalize the taste buds of global connoisseurs, the Arab-Brazilian Chamber of Commerce, in collaboration with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), the Brazilian Beef Exporters Association (ABIEC), and the Brazilian Association of Animal Protein (ABPA), recently orchestrated an extraordinary event known as “Halal do Brasil Day.” Held during the prestigious Anuga, one of the world’s largest food exhibitions hosted in Cologne, Germany, this initiative aimed to spotlight the meticulous artistry behind Brazilian halal products.
Promoting Brazil’s Halal Credentials
At the heart of this endeavor lies the “Halal do Brasil” project, a joint initiative by ABCC and ApexBrasil, showcasing Brazil’s commitment to producing halal products in accordance with Islamic traditions. These items are targeted not only at Muslim consumers but also at individuals seeking products that align with principles of mindfulness, health-consciousness, environmental sustainability, authenticity, and ethical sourcing.
While the Muslim population in Brazil remains modest, the country has steadily emerged as a global leader in halal protein production. Brazil’s entry into the halal market can be traced back to the late 1970s when it exchanged chicken for Saudi Arabian oil during the oil crisis. Over the decades, Brazil has cultivated a specialized protein industry that provides halal-certified products under its own brands to Muslim nations, allocating a substantial 30% to 40% of its poultry and beef production to these markets.
A Taste of Brazil: Culinary Delights
An integral part of Halal do Brasil Day was the opportunity for visitors to savor Brazilian cuisine prepared by chefs Priscila Fiorini and Marina Stroh, using halal ingredients featured at the event. The menu was a delectable fusion of flavors, including meatballs with cashew nut sauce, chicken with vegetables cooked in coconut milk, and açaí with sweetened nuts, all complemented by the robust flavor of Brazilian coffee.
Adding a touch of glamour to the event, Élber Giovane de Souza, a legendary figure in German football, graced the occasion. Known for his stints with prominent clubs like Bayern Munich, Stuttgart, and Borussia Dortmund in the 1990s and 2000s, he lent his charisma to promote Brazilian goods, particularly halal products, at Anuga.
Fernanda Dantas, Project Manager of the ABCC, expressed the significant progress achieved in exporting commodities and the growing competitiveness in halal products, particularly in the animal protein sector. Brazil, with its sophisticated food industry, is uniquely poised to cater to a diverse range of markets, including value-added niches with specific food processing requirements, notably in the Muslim world.
The Halal do Brasil Project
The Halal do Brasil project, initiated in 2022, has actively participated in major Muslim market trade events worldwide, including the Saudi Halal Expo in Saudi Arabia, Gulfood in the UAE, MIHAS in Malaysia, and the recent Anuga exhibition. The project has been instrumental in encouraging Brazilian food companies to obtain halal certification for a portion of their product lines. At Anuga, Brazil showcased not just traditional protein products but also breakfast cereals, pulps, açaí, sweets, coffee and its products, processed foods, fruits, and seasonings designed to cater to the discerning palate of Muslim consumers.
The Role of the Arab-Brazilian Chamber of Commerce
For over seven decades, the Arab-Brazilian Chamber of Commerce has been tirelessly dedicated to strengthening trade relations between Brazil and the 22 nations of the Arab League. The ABCC, a member of the Union of Arab Chambers (UAC), has played a pivotal role in fostering unity among Arab and Brazilian businesses. Its mission is to facilitate mutual business needs, enhance trade relations, and integrate productive sectors to achieve economic prosperity for both regions.
As the world continues to seek out high-quality halal products, Brazil’s commitment to authenticity, quality, and tradition, as demonstrated at events like Halal do Brasil Day, positions the country as a key player in the global halal market. With the continued support of organizations like ABCC and ApexBrasil, Brazil’s halal sector is set to shine ever brighter on the international stage.