The event served as a platform to showcase halal products made in Brazil to foreign markets with a significant Muslim population. To gain added value in Brazilian exports to Muslim markets, earlier the project encouraged Brazilian food companies to get halal certification for a portion of their product lines.
The Arab-Brazilian Chamber of Commerce, in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), Brazilian Beef Exporters Association (ABIEC), and the Brazilian Association of Animal Protein (ABPA), organized the Halal do Brasil Day. The event, which comes under the Halal do Brasil project, an initiative by ABCC and ApexBrasil, was held during Anuga, a German food show that was organized recently in Cologne, Germany.
The initiative raised awareness of Halal products made in Brazil that are produced in accordance with Islamic traditions and targeted at Muslim consumers. These products are highly sought-after in Muslim countries and in countries in Europe with sizable Islamic populations, such as Germany, where six percent of the population is Muslim. Ten companies participated in this initiative and showcased products manufactured for Muslim consumers.
Mohamad Mourad, Vice President of ABCC, said: “Consumers who embrace halal products and services are not exclusively restricted to the Muslim community, rather, they encompass individuals committed to making mindful, health-conscious, and environmentally sustainable choices while also prioritizing the assurance of product authenticity and ethical sourcing.”
Visitors to Anuga sampled Brazilian cuisine cooked by chefs Priscila Fiorini and Marina Stroh using halal items displayed at the event. The menu featured meatballs with cashew nut sauce, chicken with vegetables cooked in coconut milk, and açaí with sweetened nuts, all served with Brazilian coffee. Élber Giovane de Souza, a former football player and one of the biggest idols in German football, was also present during Halal do Brasil Day. Elber played for Bayern Munich, Stuttgart and Borussia Dortmund in the 1990s and 2000s. He represented Brazil at Anuga and assisted in marketing its goods, particularly halal products.
Fernanda Dantas, Project Manager of the ABCC, said: “We have achieved substantial success in exporting commodities to other countries and are even more competitive in halal products, especially animal protein. Brazil has a sophisticated food sector that can cater to a variety of markets, including value-added Muslim niches with very specific food processing requirements.”
Brazil is one of the world’s top exporters of food and also leads in terms of halal protein, despite the fact that less than one percent of its population is Muslim. Brazil’s foray into the market occurred in the late 1970s when the nation started exchanging chicken for Saudi Arabian oil in response to the crisis. Since then, Brazil has developed a specialized protein business that sells halal-certified products prepared in line with Islamic traditions under its own brands for Muslim countries and allocates 30% to 40% of poultry and beef production to Muslim markets.
One of the current campaigns to advertise Brazilian halal food overseas is Halal do Brasil. Since its inception in 2022, the project has participated in major Muslim market trade events, including the Saudi Halal Expo in Saudi Arabia, Gulfood in the UAE, MIHAS in Malaysia, and Anuga. To gain added value in Brazilian exports to Muslim markets, the project encouraged Brazilian food companies to get halal certification for a portion of their product lines. At Anuga, Brazil exhibited traditional protein products in addition to breakfast cereals, pulps, açaí, sweets, coffee and its products, processed foods, fruits, and seasonings that cater to Muslim consumers.
