BANGKOK – Department of Agro-Industrial Technology Management (AITM), Faculty of Agro-Industry, Kasetsart University invited Dr. Dyah Ismoyowati to give lecture about “Marketing of Halal Food in Indonesia”. There were five session meeting with the graduate students of AITM in classes. A very enthuastic discussion was always happening after each presentation. Questions arised from both students and lecturers.Topic of the first meeting was Overview and understanding of halal (and haram) food that explaining about the rising importance of halal food in global market, and Indonesia has a huge market potential in term of value as well as the number of muslim customers. The concept of halal food was explained including its sources of halalness namely its material, production process and equipment (facility), and Islamic ritual/protocol. Cases in Indonesia halal food marketing were presented on specific food products during period of 1980s up to recently. Halal food supply chain was then elaborated.In addition to halal understanding based on the Qur’an and the Hadith, in its application especially of food labelling, Codex Alimentarius Commission of WHO was also cited.
The second meeting was about consumers’ behaviour and cases on specific retail business in Indonesia. The presentation started with a statement that halal food issue was beyond food safety. It was explained how the muslims usually behaved in a circumtances with muslim majority or minority. There were some research findings on halal food perception of muslim customers also cited.
The third meeting was discussing about the industry environment and marketing strategy. The dynamics of halal food regulations in Indonesia was presented to the recent development of a (draft) on Halal Food Assurance Law.
The fourth meeting was an explanation and discussion about case studies that should be done by groups of students. There were four groups according to specific product, namely (1) processed fruits, (2) snacks, (3) instant noodles, and (4) chicken. Firstly, the students must identify the supply chain of the industry, and then identify the most potentials to be haram, and furthermore set a plan to assure its halalness. Secondly, the students must set a marketing strategy its halal food product.
The fifth meeting was a presentation and discussion including comments from lecturers upon the group’s case study. This session made the class not only understand about the concept of halal but also able to figure out its application in food industry and its marketing.