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Both are events to showcase China's halal products to the world, promote smaller enterprises
and provide sourcing and selling opportunities.
China's courtship with the Muslim world in recent times has also included trade delegations to
Islamic nations and two visits to Saudi Arabia by former Chinese president Hu Jintao.
Ningxia, the government's designated hub for halal food production, even boasts its own halal
food industrial park. The regional government has a logistics center in Dubai to help local
companies establish business relations with international partners.
The main advantage that the Chinese have is their ability to scale, according to Fe Jazzareen,
CEO of Persis, a Malaysia-based company that provides services and advice to the halal
industry.
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"They know how to do volume and they know how to do it at a controlled cost," she says.
"There is certainly a lot of potential for the Chinese, not just in food, but also in the services
sector in areas such as research, testing and analysis and in emerging sectors such as
pharmaceuticals, ingredients and chemicals."
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Officials Remain Puzzled
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Being a pork-eating country with a sketchy record in food safety is inevitably going to work
against China - fairly or otherwise.
"There have been so many food-related scandals such as tainted milk, counterfeit eggs and
medicines. Who is to say that the halal logo is genuine?" asks Farah Ali, a teacher in
Malaysia's capital Kuala Lumpur.
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This prejudice will be difficult to conquer, especially when even Chinese Muslims still have their
doubts. Early last year, several companies in Xinjiang were found to have passed off
domestically produced food products as imports from Malaysia.
The reason for the deceit? The Uyghur people allegedly prefer goods that originate from
Muslim-majority places over locally certified products.
Interestingly, just a few years earlier locals had been full of praise for the Xinjiang dairy
industry, which had escaped China's tainted milk scandal unscathed thanks to its halal
practices.
Butt also questions the competitiveness of food products made and certified in China. If the
nation is serious about its halal aspirations, it must take a long-term approach and make
substantial investments.
"It is more about marketing and less about religion," says Butt. Until China is able to build a
favorable image, much like what non-Muslim countries such as Australia, Brazil and New
Zealand have done, efforts to move the halal industry forward will be affected.
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