Zimbabwe has potential to capture Malaysia halal market

Constance Chemwayi, Zimbabwe’s Ambassador to Malaysia, is optimistic about the country’s prospects at the ongoing Malaysia International Halal Showcase (MIHAS), which she said offers Zimbabwean companies a platform to showcase their products to a global audience.

“Zimbabwe’s participation in MIHAS is a strategic move to expand our market reach and explore potential partnerships,” Ambassador Chemwayi said.

“This is our second time participating and we have come prepared with a wider range of products and a more focused approach.”

Zimbabwe’s offerings at the showcase include baobab powder, berries, honey, hair products, and leather goods.

These products align with the growing global demand for natural, organic, and halal-certified products.

Ambassador Chemwayi highlighted the potential for these items in the Malaysian market, especially given the increasing interest in wellness and sustainable living.

“Our products have a unique advantage due to their natural properties and organic nature,” she explained. “The Malaysian market is receptive to such offerings, and we believe there is a significant demand for our products.”

One of the key objectives of Zimbabwe’s participation at MIHAS is to establish direct connections with buyers and distributors. By doing so, the country aims to bypass intermediaries and ensure that its products reach consumers directly.

This strategy is particularly important for products like blueberries, which are already present in the Malaysian market but often rebranded to obscure their origin.

“We want to establish direct channels to ensure that our products are marketed under the ‘Made in Zimbabwe’ label,” Ambassador Chemwayi emphasised.

“This will help us build brand recognition and increase our market share.”

Beyond the commercial aspect, Zimbabwe’s presence at MIHAS also serves to promote its halal certification processes.

The Ambassador expressed satisfaction with the participation of the President of the Halal Council of Zimbabwe, who is seeking to learn more about Malaysia’s halal certification processes.

This is a crucial step for Zimbabwean companies to increase their exports to the Malaysian market, she said.

The country is keen to learn from Malaysia’s experience in this area and strengthen its certification standards.

This will be crucial in ensuring that Zimbabwean products meet the stringent requirements of the global halal market.

As Zimbabwe continues to expand its trade relations with Malaysia and other countries, its participation in MIHAS represents a significant step forward.

By showcasing its diverse range of halal products and building valuable connections, the country is poised to capitalise on the growing global demand for natural and organic goods.

Meanwhile, Malaysia Prime Minister Anwar Ibrahim, during his tour of exhibition stands, stopped by the Zimbabwe pavilion and had a chat with Ambassador Chemwayi.

During his tour, he was immediately drawn to the vibrant display of locally grown blueberries.

According to Ambassador Chemwayi, Prime Minister Ibrahim expressed keen interest in exploring Zimbabwe as a potential source of blueberries.

Impressed by the quality and freshness of the produce, he suggested that sourcing from Zimbabwe could offer a more cost-effective alternative compared to current suppliers.

Ambassador Chemwayi emphasized the unique selling point of the Zimbabwean blueberries, highlighting their organic cultivation.

She also included samples in Prime Minister Ibrahim’s takeaway package, providing him with a tangible taste of the Zimbabwean product.

“The moment he saw our blueberries, he said, oh, Zimbabwe supplies these berries.

I think we need to really look at this source market. It may be cheaper to source them from Africa than from where we are getting them now,” narrated Ambassador Chemwayi.

The participation of Zimbabwean companies was facilitated by the country’s trade development and promotion body ZimTrade.

Ahead of MIHAS, ZimTrade chief executive officer, Allan Majuru, said the halal market is recognised as the fastest-growing market globally, with increasing consumer demand driven by a diverse demographic that extends beyond traditional Muslim consumers.

As a result, Majuru said participating in MIHAS “allows companies to gain valuable insights into emerging trends and preferences within this lucrative market, enabling them to tailor products and services to meet the evolving needs of consumers.”

“An essential aspect of engaging in MIHAS is the acquisition of market intelligence specific to the halal sector.

This knowledge empowers businesses to identify opportunities and threats, formulate effective strategies, and align themselves with the expectations of stakeholders within the industry,” Majuru said.-ebsinessweekl