European Muslims can dare to dream for better Halal food variety in their supermarkets soon, thanks to a trade show that has big ideas for the market.
With nearly 100 exhibitors present during June 2204’s First Euro Halal Exhibition in Paris – the first European trade show dedicated to Halal food – Antione Bonnel has all the reasons in the world to be excited. He is the creator and organiser of the acclaimed World Food Market 2004, which regrouped Halal, Kosher, and World Ethnic and Specialty Food trade shows, all under one roof at Porte de Versailles. “We succeeded in [assembling Halal and kosher], something the politics of the world could never achieve in some ways!” says an exalted Bonnel in an e-mail interview with The Halal Journal.
That was not the sole reason for his joy. 18 nationalities were represented during the exhibition, amongst them ten Spanish companies under the Halal Institute of Spain, a grouping of Dutch companies under Halal Correct, and leader companies scattered from Algeria to Slovenia. 4,500 buyers – 40 per cent of them foreign – visited The World Food Market. Wholesalers, importers and retailers gathered at the two-day affair with the same objective: getting the most out of Halal business.
Global village
As the managing director of Algodoal & Cie, specialising in marketing and promotion of World Food, Bonnel is almost like a citizen of the world. After all, this is the man, who claimed that the world has become a Global Village. “We cannot ignore anymore the cultural diversities surrounding us whether we live in Paris, London or Amsterdam. We are getting into a global culture network,” Bonnel says.
Algodoal & Cie is the organiser of the annual World Food Market, consultant and sourcing partner in ethnic food and drinks for Carrefour, Delhaize Le Lion, Esselunga, El Corte Ingles, Casino, Club Med, Disney Paris, Sodexho, Meridien Hotels, Accor Group, Air France and others.
It may sound like a political Utopia but he knows that a trade show regrouping Halal, kosher and exotic food means big bucks. Consider this: Halal food market, estimated at 15 billion euros in 2003, represents more than 20 million consumers in Europe – 7 million of them in France. The market has a growth of 15 per cent per year since 1998 and represents between 10 to 15 per cent of the global meat consumption in the country at 400,000 tons. As a comparison, the European kosher market is valued at 5 billion euros, with an augmentation of 15 per cent per year. Figures aside, Bonnel explains that Algodoal wanted to commonise the Halal segment, still considered by many buyers in Europe as “some religious matters” and “Islamist financing.” “We want to position this Halal segment as a niche [market], comparable to ethnic and kosher food,” he explains.
How did Bonnel orchestrate such a show, pun intended, without stepping on someone’s toes? It may sound tricky – but certainly not impossible – as proven by the considerable success of the first trade show. He emphasises on a non-interference policy towards what he terms as “Halal debate.” “The exhibition was exclusively positioned on the business aspect. We [seriously] do not want to import any political or religious debates into the show,” he stresses. “This is the only way to democratise Halal to French supermarket buyers.”
New generation of Halal food
Things are certainly looking better for the Second Euro Halal Exhibition, which anticipates 200 Halal exhibitors and 5,000 trade buyers. Visitors can also expect an evolution in the range of Halal products featured. If last year’s focus was mainly meat, this year’s dynamism will come from a new generation of Halal food, says Bonnel, naming ready-to-eat meals such as lasagne, quiche lorraine, pizza and nuggets as examples. “These products respond to the demand of a new and modern Muslim consumer, who could also be a student or a working woman,” he says.
Packaging wise, more “modern designs” will make an appearance this year, reminiscent of Western and European branded food products complete with brand name, logo and colours. “Before this, Halal products looked very old fashioned because most of them were just meat,” he laments. “You have to understand that Halal is a new market in France and in Europe.” Less than ten years ago, the term itself still unfamiliar and the system unstructured – no brand, no packaging, no marketing.
Existing problem
Packaging will definitely be improved, but Bonnel points out that there is also a dire need to let big buyers from hypermarkets like Carrefour, Auchan and Monoprix discover a Halal segment they did not know well. Until recently, Halal only represents a small shelf in French supermarkets, and products are place mostly in the meat and charcuterie areas. “Some even placed their Halal meat next to pork,” he claims.
Things are changing now. Bonnel explains that Algodoal is currently working with three major French hypermarket chains to set up a 200 square metre Halal area in each establishment, which will go beyond meat and ready-to-eat meals and include biscuits, snacks and drinks. “We wish to push these buyers further and get them into a real Halal indoor concept with up to 1,000 products [on offer],” he says. Given enough time, the idea of munching a Halal turkey ham sandwich from Les Deux Magots may not be so alien.
**This article was first published in The Halal Journal May/Jun 2005 edition.