Food and tourism in Malay-Muslim communities worldwide are growing markets. This requires the development of leaders with management excellence and innovation skills to cope with the rising demands of these sectors.
A quarter of the world’s population (about 1.8 billion) is Muslim. The Pew Research Center has found that the world’s Muslim population will grow by some 70 per cent by 2060. This has far-reaching effects on consumer industries—two of which are the food and tourism sectors.
The number of Muslim travellers increased five-fold from 25 million in the year 2000 to 131 million travellers in 2017. According to a 2017 Thomson-Reuters report, global halal travel in terms of Muslim millennial traveller spending is set to fetch US$300 billion by 2026. This is due to rising incomes among Muslims and the higher purchasing power of the Islamic-Muslim economy.
Food establishments which are halal-certified can stand to benefit as well from halal tourism. The global halal food industry (worth US$1.9 trillion) is expected to grow to US$3.5 trillion by 2024, says research firm Hexa research. In Singapore, the Islamic Religious Council of Singapore (MUIS) reported that the number of halal-certified premises grew five-fold from 533 locations in the year 2000 to 4,016 in 2016.
A New Partnership
In view of the growing market, a memorandum of understanding (MOU) was signed between Pure Good Management Pte Ltd and SIM Professional Development (SIM PD) to build leadership competencies for the global halal industry through management programmes, sharing of best practices, and networking. The MOU was signed on 17 November 2018 at the 19th Dunia Melayu Dunia Islam (DMDI) or The Malay and Islamic World Convention at the Singapore Expo and witnessed by His Excellency Dr Mohamed Omar Abdullah Balfaqeeh, Ambassador of United Arab Emirates (UAE) to Singapore.
Pure Good provides integrated supply chain services for halal products and facilitates the entrance of halal-certified products from small-and medium-sized enterprises (SMEs) into the regional and international markets; while SIM PD prepares leaders and managers to harness their personal mastery, people management, and business and organisational skills for greater efficacy. Under the agreement, both parties will offer programmes and activities in the areas of leadership development, personal mastery, and market development, as well as industry compliance and standards to ensure that the sector’s workforce is adequately equipped to meet rising demands for its products and services locally and in the growing halal economy.
Building Managerial and Manpower Capabilities
“There is tremendous opportunity for knowledge-creation and skills-development in the areas of food safety, halal auditing, product authentication, sales process automation, and supply chain management,” says Mr Zuraimi Jumaat, Director for Halal Compliance & International Strategic Alliance, Pure Good.
“We need to train our halal managers to be able to understand global halal certification processes and food safety requirements in the Islamic economy. This is in addition to areas like food preparation, handling, storage, choice of ingredients, verification of halal expiry dates and their validities, ensuring the compliance of Syariah components with global food safety qualifications, as well as the pre-audit requirements attaining to those regulations as points-of-entry for trade facilitation amongst others.”
Mr Ronald Tan, Executive Director, SIM (2nd from right) and Mr Zuraimi Jumaat, Director, Halal Compliance & International Strategic Alliance, Pure Good Management, sealing the commitment to build leadership competencies for the global halal industry. (SIM PD)
“Building these capabilities with SIM PD in addition to strengthening existing supply chain touch points and sales process for halal
trade facilitation and consolidation will help us understand the business of halal
in the global economy and transfer this knowledge to the global halal
industry,” says Mr Zuraimi.
Manager for client learning solutions at SIM PD, Mr Noor Hayat Bin Khalil adds that SIM PD will help SMEs in this sector grow locally and globally by building these manpower capabilities from the operational right up to the managerial staff. “We plan to produce competent professionals, managers, and employees in functional or technical halal process skills, leadership skills, innovation skills like design/systems/critical thinking, and future-ready skills like data analytics. Building the capabilities of halal product producers and manufacturers will enable them to produce high quality and safe products that are compliant with the halal certification standards set by MUIS.”
Singapore to Lead by Example
Mr Zuraimi hopes that Singapore will be able to work with other international halal certification bodies by leveraging its resources in terms of talent development, international market branding, research and development (R&D), international linkages, and its reputation. “We hope to work with our regional contacts by benchmarking Singapore with global halal industry markets. If local manpower capabilities in the halal food industry are high, we can expect consumer confidence to grow since people will know that all halal products originating from Singapore are of a higher standard and level of food safety. Knowledge creation and skills development will help to professionalise this and provide an attractive model for our regional counterparts to collectively raise halal regional (and even global) food standards for everyone,” he says.
“Such a collaboration pools industry expertise to equip and prepare companies in this sector to exploit their current offerings while explore new opportunities in expanding market reach,” says Mr Hayat. “This can be achieved through the dedicated application of best practices and mentorship which Pure Good Management Pte Ltd and SIM PD can offer.”
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