Matrade plans to launch MIHAS abroad via new ‘MIHAS@Middle East’ initiative this year
KUALA LUMPUR: The Malaysia External Trade Development Corporation (MATRADE) plans to launch a new initiative for Malaysia International Halal Showcase (MIHAS), “MIHAS@Middle East”, which will be held abroad for the first time this year.
Matrade chairman Datuk Seri Reezal Merican Naina Merican said this marks a new milestone for MIHAS to be organised outside of Malaysia after its 20th edition since 2004.
“Given its established brand and the limited growth opportunities within the country, it is a good time for us to expand the scope of MIHAS beyond national borders, ultimately fostering the growth of halal food and beverage (F&B) exports outside the country,” he said in a statement following the launch of the Malaysia Pavilion at the Gulfood 2024 in Dubai yesterday.
Matrade said that the Malaysia Pavilion, which showcased 80 Malaysian companies and five government agencies, marks the country’s 20th consecutive participation in the food tradeshow, facilitating Malaysia’s enterprises to strengthen its global footprints, especially in the Middle East and North Africa (MENA) region, by offering a high-quality and innovative food and beverage products that meet global standards.
It said the demand for F&B goods within the United Arab Emirates (UAE) and Middle East markets is on the rise, with around US$24 billion (US$1=RM4.79) worth of products being imported.
“The UAE imports 85 per cent of the food it consumes, and within Asean, Malaysia is ranked second as a major import source for UAE.
“Considering Malaysia’s capability in the F&B sectors, massive opportunities can be gained, driven by the quality of our products. (As such), this gives us the upper hand in the standing of Malaysian halalcertified suppliers,” it added.
Organised by Matrade, MIHAS is the largest international halal industry exhibition in the world since its first edition in 2004 to internationalise Malaysia’s halal products and services on the world stage while bolstering its position as a key leader in the global halal industry.