A competitive advantage for Maori through New Zealand halal branding

Abstract

Halal is an Arabic term for that which is permissible and ‘halal products’ are those acceptable to Muslim consumers. While primarily associated with beef and sheep meat in New Zealand, halal can be applied to non-food stuffs such as cosmetics and pharmaceuticals, and services such as ecotourism and finance. There are nearly two billion Muslim consumers around the world, growing in both numbers and spending power as they become more open to imported goods and more conscious of their religious observances. New Zealand is an important supplier of halal meat to markets in Asia and the Middle East yet the trade is still comparatively small. In 2006 these exports totalled just over $300 million out of total NZ meat products exports of $4,541 million. Maori have several advantages over non-Maori suppliers in expanding this trade: we are Indigenous; our cultures recognise hospitality and reciprocity; and we are respected through our international peace-keeping presence; and we offer a point of difference. Halal is extending its reach in the value chain, from slaughtering to animal feed, agri-food services, Islamic banking and logistics. A harmonisation of the various halal standards into an International Halal Standard is being orchestrated through the Organisation of the Islamic Conference (OIC). NZ was temporarily delisted by Malaysian authorities in 2005, an isolated decision that did not follow mutually agreed processes and did not ultimately affect NZ’s halal markets. However, it highlights the importance of quality control and collaboration in the supply and production of halal goods in which Maori are ideally placed to participate.