Department of Trade and Industry (DTI) Undersecretary Abdulgani Macatoman said the country has been participating in the global Halal market through its top export products including fruits and nuts, bread and pastry, cereals and milk, sauces and seasoning, animal fats and vegetable oils.

“Healthier lifestyle and halal food are rising in popularity during this time of global health challenges”, he said.

Macatoman said, it also continues targeting the export of Philippines Halal products through ASEAN members – Indonesia, Brunei, Malaysia, and Singapore.

To Gulf Cooperation Council markets and other Middle Eastern countries, we look forward to adding to our export portfolio Halal poultry and meat once our hubs are set up with Halal certified slaughterhouses and laboratories. We are optimistic that this goal would be realized, he said.

Macatoman added these initiatives are in line with the implementation of Philippine Halal Export Development and Promotions Strategic Plan 2018-2022 which serves as the guidepost in realizing the potential of the country as a notable player in the Halal global market.

To maximize potential and competitiveness of the Philippine halal micro, small and medium enterprises (MSMEs), he said the DTI and Halal certifying bodies have initiated training and workshops to facilitate them as well as expand more linkages with the local and international Halal community.

Macatoman said, it has launched the interactive Halal mobile application that aims to increase awareness of the local Halal industry, promote the readiness of the Philippines to supply Halal certified products and services, and provides easy access guide for Halal certified establishments and products.

The DTI Export Marketing Bureau (DTI-EMB) has also initiated a marketing campaign to promote the branding of the Philippine Halal products and make it accessible to stakeholders through various media.

“Likewise, the Philippine Trade Training Center (PTTC) is implementing training programs to ensure compliance of processes and services to the national and international standards, and integrity of producers, manufacturers, and providers of Halal products”, he added.

According to Macatoman, the country will continue working with the Philippine Halal Export Development and Promotion Board in crafting policies making the Philippines a competitive and respectable player in the Halal market.

“We will strengthen public industry-academe partnership so that all our efforts are geared towards developing a competitive Halal certifying body, an MSME or the Philippine Halal Export Industry to substantially contribute on the upliftment of the lives of our countrymen”, he said.

According to DTI Undersecretary for regional operations group Blesila Lantayona, they are implementing programs and initiatives for the promotion and development of the Philippine halal MSMEs through the Negosyo Centers.

“The Negosyo Centers could be effective vehicles to promote and to further intensify the promotion of halal down to the city and municipalities nationwide”, she said.

To promote capacity-building, Lantayona said that the DTI regularly conducts Halal-related seminars and orientations to MSMEs and future MSMEs on the importance of Halal, opportunities in both domestic and international markets, and government assistance for their certification and halal certifying bodies for their accreditation through the 1,156 Negosyo Centers established nationwide.

She mentioned that the shared service facility (SSF) is another program meant to strengthen the Halal industry as it equips the MSMEs with the right tool to level up production and increase productivity with access to advance and more sophisticated equipment.

“Through the SSF program, MSMEs will have higher productivity and better and efficient products, higher levels of innovation and creativity, and improve market access”, she added.

PCCI President Ambassador Benedicto Yujuico said, that Halal today is not only confined to food and food-related products but has revolved to include non-food and services such as pharmaceuticals and health products, cosmetics and personal care, logistics and packaging, branding and financing, among others.

“With the huge potential of Halal, I could say that it can help us improve our country’s export performance which has been underperforming if we benchmark ourselves with our ASEAN neighbors”, he said.

According to Yujuico, the total Halal export share in 2018 amounted to USD560 million.

“(This was) relatively small amount. This can grow better in the coming years if MSMEs will learn to access and maximize the full potential of the global halal market hence, cohesive work by the government and private sector is very important towards achieving this goal”, he added.

     DTI Secretary Ramon Lopez, showing the Php 1 million worth of financial assistance to CITEM from FFCCCII

The Department of Trade and Industry, through the Center for International Trade Expositions and Missions (DTI-CITEM), has partnered with the Federation of Filipino Chinese Chambers of Commerce & Industry, Inc. (FFCCCII) to strengthen export promotions in the upcoming China International Import Expo (CIIE) 2020 at the National Exhibition and Convention Center, Shanghai, China from on November 5 to 10.

The partnership also serves as a boost in the ongoing trade and investment promotion efforts of the Philippines, led by the Board of Investments (BOI), at the China International Fair for Investment and Trade (CIFIT) in Xiamen, China from September 8 to 11.

On September 10, FFCCCII turned over Php 1 million worth of financial assistance to CITEM through an online ceremony. The donation will be used to strengthen the content marketing and export promotion of the Philippine delegations in CIIE and CIFIT.

At the turnover ceremony, Trade Secretary Ramon Lopez commended FFCCCII’s continuous efforts in promoting local companies to the global market, as well as its assistance to the government’s response to the COVID-19 pandemic.

“CIFIT and CIIE are strategic platforms for the Philippines and its export companies to draw the attention of the Chinese market with our exciting showcase of globally competitive product selections, economic developments, and investment opportunities,” noted Sec. Lopez.

“We are grateful to the FFCCCII for directly taking part in these international initiatives to amplify the much-needed support that we are giving to our stakeholders to further stimulate businesses and job creation, which can help the economy bounce back,” he added.

Aside from financial assistance, Undersecretary Abdulgani Macatoman of DTI’s Trade Promotions Group and Special Concerns said that FFCCCII has also been broadening CITEM’s network in terms of export promotions and insightful China market trends seminar through market readiness talks.

“We are also grateful to you [FFCCCII] for acting as a consultant for the layout of the Philippine pavilion following the principles of Feng Shui and a guide on translated promotional materials,” said Undersecretary Macatoman.

The trade undersecretary further said the organization’s assistance, which served as a springboard towards both participations, will result in the success of the DTI exhibitors and stakeholders, particularly the export and food companies that are being showcased this year.

Under the PartnerPhilippines branding, the country entered CIFIT as its Guest Country of Honor, which further underscores its willingness and capacity to work together with China towards economic growth and global expansion. In its ongoing CIFIT participation, the Philippines is leveraging on its good bilateral relations with China, strong economic fundamentals, and projected V-shaped recovery by 2021 to attract more Chinese investors to do business in the Philippines.

Meanwhile, the CIIE, as the world’s biggest import expo providing new channels for countries and regions to do business in China, will strengthen cooperation and promote the common prosperity of the world economy and trade. In 2019, the CII had 150,000 individuals from 100+ countries participating at the event.

Under the FoodPhilippines brand, CITEM is eyeing to highlight 40 Philippine food companies through institutional participation in partnership with the Philippine Trade & Investment Centers (PTICs) in China and the Export Marketing Bureau (EMB). Food segments to be showcased at the Philippine pavilion include fruits and vegetables (fresh and processed), coconut products, ethnic and gourmet products, and other functional food and beverage.

CITEM prioritizes stakeholders’ health and safety with virtual B2B activities 

In this year’s participation in CIIE, CITEM will be adding a digital component to its event participation by observing physical distancing protocols while maximizing available marketing opportunities. The export promotion agency’s goal is to prioritize its stakeholders’ health and safety amid the global COVID-19 pandemic situation while highlighting the best of Philippine food.

“An exciting feature in this year’s participation in the interactive conference pods that will be made available in the FoodPhilippines pavilion to enable virtual business-matching activities. This will serve as an online touchpoint for buyers in China to meet with exhibitors from the Philippines,” said Undersecretary Macatoman.

In lieu of actual Philippine exhibitors manning the booths, the trade undersecretary said Philippine commercial attaches will represent the government and exhibitors, promote exhibitor brands and products onsite, and relay all business leads and contacts generated during the show.