Premium Quality: The Only Choice in Halal. Mr Anthony Egan Managing Director Greenlea Premier Meats Ltd New Zealand

Transcription

1 Premium Quality: The Only Choice in Halal Mr Anthony Egan Managing Director Greenlea Premier Meats Ltd New Zealand

2 New Zealand home of the Kiwi Population: 4.4 million Area: 268,000 km 2 Red Meat Processing capability: 22 million lambs, 4.2 million sheep, 3.8 million cattle and calves each year Emblem: The Kiwi

3 Overview 1. How has Halal Meat export evolved in NZ? 2. What distinguishes NZ as a Halal meat/beef exporter? 3. Where to next for the NZ Halal meat/beef industry?

4 How has Halal Meat export evolved in NZ?

5 New Zealand the worlds distant farm New Zealand builds its meat export industry with Europe, predominantly Britain The Dunedin first exported mutton carcasses to Britain in 1887 from Port Otago

6 Per cent 1970s The export lamb product mix changes 1979: Long term supply contract with Iran for sheep meat our first step on the journey of understanding Trend towards primal cut exports instead of whole carcasses 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Iranian Delegation inspect carcasses in NZ processing plant, 1979 Chilled Frz Boneless Frz cuts Frz carcases Source: Beef + Lamb New Zealand Economic Service

7 Halal Beef becomes significant Tonnes 180,000 New Zealand exports of sheepmeat and beef to Muslim markets 160, , , ,000 80,000 60,000 40,000 20, Sheepmeat exports to Muslim markets Sheepmeat exports to Iran Beef exports to Muslim markets NZ exports of sheep meat, beef and edible co-products to Global Muslim markets worth NZ$490 million in Trend towards high value chilled product the meat industry has become a disassembly business

8 What distinguishes NZ as a Halal meat/beef exporter?

9 New Zealand - A Halal meat export leader 21 st century beef industry: 58 Sheep and Beef slaughter houses 48 with Halal certification 214 Halal slaughtermen employed 80% of our red meat plants are halal certified New Zealand has employed halal slaughter men from a number countries, including Malaysia, Indonesia, Singapore and Fiji. we have employed 200+ halal slaughter men since 2005

10 New Zealand - A Halal meat export leader New Zealand: Ministry of Agriculture recipient of the 2011 best service provider at the World Halal Forum

11 The New Zealand Halal Certification Structure Halal Standard Advisory Council Independent Audits MAF Ministry of Agriculture and Forestry Accredited Halal Organisations (AHOs) Accredit & Audit Verify Global Halal Meat Market Halal Export Certificate Meat Company Meat Company Meat Company Meat Company Meat Company Source: Halal Certification in the NZ meat industry, The Halal Jornal Oct-Dec 2011

12 New Zealand Halal Processing Strict separation of Halal product throughout the process Halal certified product Greenlea Premier Meats, 2011

13 New Zealand Halal Processing Halal Supervisors Role: Daily audits on animal welfare, stun procedure, Halal slaughter technique Staff Training AHO (Accredited Halal Authority) audits Halal supervision during processing, Greenlea Premier Meats Hamilton, 2012

14 New Zealand Halal Processing Halal slaughterman accredited training program through NZQA Skills include: Knowledge of Shariah Knowledge of stock recovery Knife handling and sharpening Hygiene & food safety Work safety Halal Slaughtermen at work Greenlea Premier Meats Hamilton, 2011

15 New Zealand Halal Processing Slaughterman completes the Halal cut - Greenlea Premier Meats Hamilton, 2011 Arrow on the ceiling facing Mecca, Greenlea Premier Meats Hamilton,2012 Prayer Room at Greenlea Premier Meats Morrinsville, 2012

16 Three Good Outcomes Religious Compliance Worker Safety Animal Welfare

17 Where to next for the NZ Halal meat/beef industry?

18 Volume (tonnes) Current Halal Exports Top 10 destinations for Halal certified meat 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Muslim country non-muslim country

19 Trade Revenue Exports of red meat and edible products to Muslim markets were worth nearly NZ $490 million in the year ended June Greenlea sent NZ $30 million with a Halal certificate out of total revenue of NZ $240 million.

20 Trade Mix Greenlea produces up to 198 different products each week More than 50% of these products have been sold to Halal markets this year Around 30 product lines are exclusively Halal specific

21 Halal Market Potential Global: 1.6 billion Muslims making up 23% of the world s population 2.2 billion by 2030 Asia/Pacific Region: 1 billion Muslims, over 62% of the global Muslim population NZ Muslim Population: 41,000 or 1% of the population (including SBW) 101,000 By 2030

22 Market Size and Value is Enormous Further Potential: Harmonisation of Halal Standards across countries Avoid using Halal as a non-tariff trade barrier Use Halal status as a trade enhancer

23 Tayyib O mankind! Eat of that which is Halal and Tayyib Qur an, In New Zealand the concept of Tayyib is well understood with food safety and truth of labelling being central elements in the production of all food especially food for export. The use of the advisory group model is a well established tool in New Zealand governance areas. The Halal tag is actually gaining traction as a measure of food safety. The integrity of the Halal system can give confidence.

24 Food Safety Standards Increasing awareness of food safety Increasing demand for independent verification Increasing regulatory scrutiny Demands for an integrated approach Current Trends Globalisation of the food supply Emergence of global standards Increasing global retail power Need for verifiable quality assurance and traceability across the supply chain

25 Farm to Plate - The Value Chain From the farm... Agricultural Inputs Production Processing Distribution...to the plate Preparation Seed Feed Water Animal Meat Food Products

26 Farm to Plate Tayyib in Action From the farm... Agricultural Inputs Production Processing Distribution...to the plate Preparation Seed Feed Water Animal Meat Food Products Assurance wherever you are in the supply chain On Farm In Process In Product and environment In Market Access

27 The Future Food safety concerns / Food security Driving demand for increased transparency / integrity Increasing demand for independence Integration of Standards Globalisation of food supply Biosecurity & Bioterrorism

28 New Zealand s Future in Halal