Brazilian Firms Eye Halal Market At MIHAS Fair

(MENAFN- Brazil-Arab News Agency (ANBA)) São Paulo – Brazilian food and beverage companies are showcasing their products this week at the 21^st Malaysia International Halal Expo (MIHAS 2025), the largest halal products fair in Southeast Asia. Halal products are those made according to Islamic rules. From Wednesday (17) to Friday (19), the exhibition is open to businesses, and on its final day, Saturday (20), it will also welcome the general public.

The Brazilian booth features poultry processor Marfrig BRF, corn derivate company Milhão Ingredients, natural extract company Herbaltec, Pão e Arte bakery, and SuperAgro Agronegócios, dealing in fertilizers and seeds. The Brazilian companies are participating in MIHAS through the Halal do Brasil project's booth, organized by the Arab-Brazilian Chamber of Commerce (ABCC ) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil) to promote Brazil-made halal food and beverages abroad.

Discussions with potential buyers: Malaysia offers low food taxes

According to Fernanda Dantas, Internationalization Project Manager at the ABCC, the representatives of the Brazilian companies spent Wednesday and part of Thursday in various meetings with potential clients. One of the highlights of the Brazilian pavilion were the batches of pão de queijo, a typical Brazilian product that few people in Malaysia are familiar with, Dantas said.

On Thursday, Brazil's ambassador to Kuala Lumpur, Daniella Ortega de Paiva Menezes, visited the booths of the Brazilian companies. The embassy hosted a cocktail for Brazilian and local companies to foster connections and foster networking between buyers and sellers.

“The potential is very high because the fair provides contact, is international, includes many other countries, and Malaysia has been positioning itself as a re-export hub. It's a country with few tariff barriers, importing products that are exempt or subject to very low tariffs, and it also has minimal phytosanitary restrictions. So, for many products, exporting to Malaysia is very easy. Once you are in this market, you can re-export to other ASEAN markets under free trade agreements,” Dantas told ANBA. The regional bloc ASEAN comprises ten countries with a focus on fostering cooperation among its members. A free trade agreement was established in 1992 between its participating countries-Brunei, Cambodia, Indonesia, Malaysia, Laos, Myanmar, the Philippines, Singapore, Thailand, and Vietnam.

According to Dantas, in addition to positioning itself as a re-export hub, Malaysia has free trade zones and invests in its ports. Being a country that imports almost all the food it consumes, it is open to trying new products. The 2024 edition of MIHAS generated the equivalent of USD 1.01 billion and welcomed 43,000 visitors. Organizers expect this year's event to reach USD 1.06 billion.

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Translated by Guilherme Miranda

Supplied/Halal do BrasilSupplied/Halal do Brasil

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