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Kewpie is able-bodied accustomed in Japan for its mayonnaise, bloom dressings and sauces. But a decade ago, the aggregation boarded on a new and advantageous across challenge: the bazaar for halal foods in Malaysia.
Tatsuo Kabesu, managing administrator of KewpieMalaysia Sdn. Bhd.
Certifying foods as halal, the Arabic chat acceptation “permissible,” is all-important for acceptable barter in countries with ample Muslim populations such as Malaysia. Foods with the coveted halal mark beggarly Muslims can adore them alive their capacity acquire been able in accordance with Islamic attempt administering ritual and cleanliness as categorical in the Quran.
Kewpie Malaysia Sdn. Bhd. was accustomed in June 2009 as a “100 percent halal company” aimed at accomplishment and affairs halal articles with a focus on the Malaysian market, said Tatsuo Kabesu, its bounded managing director, in an email account with The Japan Times.
The aggregation noticed the accretion cardinal of Muslim consumers globally was a potentially huge opportunity. “So we began to body the branch in Malaysia as the starting point for the halal market,” Kabesu said.
But as a adopted action embarking on a new venture, there were affluence of issues to overcome.
“As Kewpie is a Japanese company, we started our halal business from aught and that was the better claiming (it faced),” said Kabesu, a 30-year adept of Kewpie Group in Japan, China and Malaysia with amount able ability in sales.
The best important assignment was ensuring that Kewpie carefully followed the requirements of Malaysia’s halal regulator, the Department of Islamic Development Malaysia, for additive selection, product-manufacturing procedures, accumulator and added issues, he said.
But Kabesu added that Kewpie fabricated added efforts, such as hiring advisers with specialization in halal and acclimation affairs of its centralized halal board to ensure it consistently had the best abreast ability and followed actual procedures.
A 2019 affiche assuming Kewpie Malaysia Sdn. Bhd.’s halal mayonnaise and bathrobe | KEWPIE MALAYSIA
Being a Japanese aggregation agency Kewpie has had to assignment adamantine to affected a abridgement of compassionate that it is affair important bounded standards.
“Hence, bodies ability not admit Kewpie Malaysia is a halal-certified aliment company,” he said. “Our artefact and cast acquaintance are still not so high, yet we consistently accomplish our best efforts to advance halal acquaintance amid Muslim consumers in Malaysia.”
Kewpie does that in assorted ways, including accord in halal aliment exhibitions, alms artefact samples to allure barter and disseminating business abstracts to acquaint them that its articles are certified halal. Kewpie additionally provides cards and books with recipes for application its halal products.
A key allotment of the company’s accumulated amusing albatross (CSR) affairs is a sandwich-making chic for elementary academy accouchement ages 7 to 12 that aims to advise advantageous eating. Another archetype of the firm’s CSR activities is an action of bloom buffets at companies and factories with ample numbers of Muslim employees.
Kabesu said that Kewpie’s best accustomed halal articles are Roasted Sesame Bathrobe and Mayonnaise Japanese Style. Both items acquire additionally accurate accustomed in abounding added markets.
“Malaysian aliment ability is modernizing rapidly,” Kabesu said, abacus that Kewpie is accomplishing its allotment to advice the bazaar advance and expand.
And while halal acceptance is an complete call back business to Muslims, it has additionally accurate an asset in alluring a added arrangement of consumers in Malaysia with its assorted indigenous groups.
“Non-Muslims additionally acquire halal articles because halal-certified articles beggarly ‘clean’ and ‘safe,’” Kabesu said, abacus that accepting the imprimatur agency casual austere testing. Thus, ambrosial to non-Muslim consumers via the halal mark is a “good business opportunity.”
Kewpie’s acquaintance in Malaysia has additionally been accessible in accretion into added markets with ample Muslim populations as the country’s halal acceptance is able-bodied accustomed elsewhere, he commented. He added that ability Kewpie has acquired in sales and business in Malaysia has been applicative in added Islamic countries, such as in aliment sampling and establishing acceptable relationships with distributors and retailers.
“It gives us the abeyant befalling to access into such markets and ability out to added Muslim consumers globally,” Kabesu said.
In fact, Kewpie is additionally exporting to Singapore and has afresh started aircraft halal articles to added Muslim countries, according to Kabesu.
All in all, Kewpie’s acquaintance in Malaysia has been invaluable and Kabesu said it is “trying hard” to be the top aliment cast there.
“We acquire abstruse what the halal business is and are still learning,” he said. “Our articles and cast acquaintance are steadily increasing. Creating a new aliment ability is difficult but exciting.”
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