M’sian halal food exporters can learn from Turkey
NEW YORK: Malaysia, though a pioneer in the development and export of halal food products, can still learn from the strategy of other competitors, notably Turkey.
Turkish exporters are highly visible at many international trade fairs and other similar events, in making it a point to showcase their latest offerings, while also trying learn about market trends and consumer tastes.
International trade fairs have become an effective vehicle for them to increase exports to distant markets as buyers from around the world are brought under a common roof.
Indeed, there was a large contingent of over Turkish 40 exhibitors at the recent New York Fancy Food Show 2017.
Turkey hogged the limelight as a partner country and showcased a wide range of food products and beverages in demonstrating their presence in the United States market, the world’s biggest in value terms.
Some of the popular products included halal foods, confectionery such as baklava and fig-based baked products, canned foods, feta cheese, dry fruits and cooking oils, primarily olive oil.
By contrast, Malaysia had only two exhibitors who showcased a variety of confectionery products.
The huge Turkish pavilion attracted a steady stream of visitors, many of whom were wholesalers and procurement staff of large supermarkets.
“Our exhibitors are showcasing here a wide range of food products from halal food products to dry fruits such as figs, apricots, pistachios, walnuts and almonds to pickles, tomatoes and cooking oil,” explainedNurettinTarakcioglu,the chairman of the Aegean Exporters’ Association (AEA), Turkey’s apex exporters’ association.
He told Bernama that the US is an important market for Turkish food exporters and the country’s
Our exhibitors are showcasing here a wide range of food products from halal food products to dry fruits such as figs, apricots, pistachios, walnuts and almonds to pickles, tomatoes and cooking oil.
products are no longer confined to ethnic stores, but visible now, on the shelves of mainstream supermarkets.
“Turkish food suppliers are well established and sophisticated in their marketing techniques for the US market . They are kept updated on the Food & Drug Administration rules governing the labelling of food products, hygiene and halal requirements.
“This enables them to comply with the local food requirements,” he said.
The AEA is also a member of the American Spice Trade Association (ASTA), participating in both the summer and winter editions of the Fancy Food Show held in New York and San Francisco respectively.
“We are moving away from our regular food products to highquality food products, including halal supplies. In recognition of the changing tastes of the American public, we are also increasingly supplying organic products,” Tarakcioglu said.
With Americans becoming increasingly price conscious, Turkish suppliers are resorting to innovation and productivity to assert their position, amid the fierce competition in the market.
Indonesia, for example, supplies certain products, including halal offerings, that compete with Turkish products. But, Turkey, claims to have carved out a niche for itself with what one exporter described as “our distinct quality stamp”.
Turkey’s global food product exports, including halal, surged to $18 billion in 2016, an 8.0 per cent rise over 2015.
The AEA participates in trade fairs in other countries, such as Germany and France.
“You enhance the image of your products when customers notice them at international events,” Tarakcioglu said. — Bernama
Nurettin Tarakcioglu, AEA chairman