MATRADE IN MISSION TO TAP GROWING DEMAND FOR HALAL FOOD IN UK

KUALA LUMPUR, Sept 27 (Bernama) -- A delegation of 10 Malaysian companies
will participate in a marketing mission to Birmingham and London in the United
Kingdom from Sept 28 to Oct 1, 2010.

Led by the Malaysia External Trade Development Corporation (Matrade), the
aim is to promote Malaysia's food and beverages industry and tap the growing
demand for halal food products in the UK.

"Halal food products are very much in demand in the UK, with annual demand
increasing by an estimated 15 per cent," said Matrade chief executive officer
Noharuddin Nordin in a statement Monday.

"Malaysian halal products are one of Malaysia's key exporting strengths and
we can capitalise on the UK's growing demand to expand our exports of halal food
products," he said.

In 2009, Malaysia's processed food exports to the UK amounted to 47.7
million pounds and during the first six months of 2010, exports totalled 21.2
million pounds.

"Some Malaysian halal food products have already gained a foothold in the UK
while others are starting to venture into the market," Noharuddin said.

"The key challenges for Malaysian food companies will be to comply with the
required standards set by the British Retailers' Consortium, undertake
aggressive marketing activities and to ensure continuous quality control on
their products," he said.

Noharuddin said British retail giants like ASDA and Tesco were now offering
a wide range of halal products in their stores as demand for halal food products
was coming not only from Muslim consumers, but also from non-Muslim consumers.

"As the UK's buying habit also vary by age distribution, disposable income,
religious orientation and ethnicity, these factors will also need to be
considered by Malaysian halal food exporters when targeting the UK's Muslim
market," he said.

-- BERNAMA



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