1. Positioning Halal Values
on the Retail Shelf
Prepared for the World Halal Forum 2011
Kuala Lumpur Conference Centre
4-5 April 2011 – Kuala Lumpur, Malaysia
Zahed Amanullah
Director, American Halal Corporation
Managing Director, Halalfire

2. Currently in 500+ stores in the United
States, planned for 4000+ in 2011
American Halal is a halal food
manufacturer based in Stamford, CT
Who we are
Saffron Road branded products
available in the US since September
2010

3. PART 1:
A broader vision of halal

4. The Western Muslim demographic
growing in numbers and affluence
Greater demand for transparency in
halal standards and production
Greater connection between consumers,
producers through media and technology
Halal product basics

5. Organic/natural foods: No additives
or preservatives, minimal processing
Social responsibility/fair trade: Fair
trade, workers rights, charitable giving
Environmentally friendly/green values:
Low carbon footprint, energy efficiency
Values-based products

6. New halal parameters
• A “faith-based” approach that goes beyond the
criteria for religious slaughter (unlike kosher)
• Emphasis on restoring sacredness and nurturing
spiritual connectiveness with food
• Emotionally connecting with Muslim and non-Muslim
consumers alike with food and culture
• Establish “tayeeb” values as a measure of quality
assurance and aspiration – a “higher standard”

7. A case for common values
• Make the case that social responsibility and sharia
business ethics consist of shared values
• Justice: Economic and social justice to communities
and society (diversity, empowerment, transparency)
• Equity: To stakeholders (employees, communities,
globally, and shareholders), fair wages, healthcare
• Responsibility: To the environment, employees,
consumers, and society at large

8. What halal consumers want
Respondents
Survey of 1,000 halal consumers in the United States through zabihah.com

9. Much more brand conscious (70%)
and much less price sensitive
Over 80% want to buy brands that
support their Muslim or cultural identity
The new Muslim consumer*
75% want brands to make them feel part
of a wider community, not a marginal
one * 2008 to 2010 Market Studies by J W Thompson and Ogilvy Noor

10. Harmonized markets
• Second/third generation American Muslims more
sophisticated, 100% shop at US supermarkets
• American Muslim consumers are 67% more
educated and affluent than average
• Top themes include ethical values (sourcing), social
justice, animal welfare, health, fair trade practices
• These trends mirror high-value product market
trends elsewhere that can be appropriated

11. PART 2:
Designing our product

12. Zabihah slaughtered by hand with
transparent and verifiable standards
All natural or certified organic with no
additives, preservatives, hormones
Animals humanely raised in a safe, clean,
and comfortable environment
Clarifying tayeeb values

13. Sustainably and locally farmed,
raised, or transported ingredients
100% vegetarian animal feed, with no
hormones, antibiotics, or rendering
Be a socially conscious company, fair to
employees and charitable to community
Clarifying tayeeb values

14. Participate in the Non-GMO Project,
which opposes genetic modification
Strive to adopt Temple Grandin’s
pioneering animal welfare philosophy
Commit to being the only halal certified
brand to meet HFAC guidelines
A broad ethical approach

15. Mainstream retailers have high safety,
quality, and provenance standards
Identify retailers who share values to
become partners, not just resellers
Many mainstream retailers eager to work
with brands that dignify Muslims
The retail “sweet spot”

16. Specialist ethnic cuisine
Quality packaging
Greater halal standards
Lifestyle branding
Targeted marketing
Higher retail pricing
Organic/Natural ingredients
Social responsibility
Specialist/natural retail
Locally sourced/eco-friendly
Certified humane
Higher retail pricing
Basic ethnic cuisine
Corner/ethnic shops
No branding/marketing
Shipped long distance
Minimal halal standards
Low retail pricing
Basic regional cuisine
Mass market retail
More processed
Less mfr. transparency
Minimal branding
Low retail pricing
The retail “sweet spot”
Mainstream productsHalal products
GoodvalueHighvalue

17. Identify high value retail partners
open to new products and customers
Design product to appeal to unmet
needs of Western Muslim consumers
Brand product to appeal to broader
market (name, appearance, values)
Our strategy

18. PART 3:
Selling the vision

19. American Halal offers four halal SKUs
under Saffron Road brand in 2010
Exclusive contract offered for sale of
Saffron Road in Whole Foods Markets
Halalfire hired to promote Saffron Road
and produce market data/analysis
Our action plan

20. Product launch

21. Promotional page and advertising on
zabihah.com for Saffron Road
Offer voucher for free Saffron Road
entree during the month of Ramadan
Collect 1,000 completed surveys in
exchange for free vouchers
Begin product promotions

22. Digital voucher delivery

23. Geo-locate 200+ Whole Foods Market
stores in zabihah.com database
Measure search activity within 10 miles
of each store with SKUs (±1,000/hour)
Identify “influencers” within WFM store
areas for targeted promotions
Marketing infrastructure

24. Sample mapping of searches for Halal services from the iPhone
(15% of all zabihah.com traffic) in an average day
Geolocated demand

25. Map sales data, queries, promotion
responses to determine efficacy
Analyse survey results, product feedback
to identify satisfaction, consumer trends
Begin Phase Two campaigns in sales
regions that require attention
Analysing results

26. Social media and PR
Facebook group for allows direct
communication with customers
Twitter feed for Saffron Road keeps fans
informed of news and updates
Traditional PR complements marketing
and social media to maximise exposure

27. Trade recognition
Natural Products Expo – One of the
few products with antibiotic-free meat
Fancy Food Show – Voted one of top 10
hottest products to watch in 2011
Supermarket Guru – Declares Saffron
Road a “hit” as halal goes mainstream

28. Proof of concept
• First SKUs approved by Whole Foods Market by pre-
production startup in their 30-year history
• WFM is very pleased with over 10,000 halal
consumers drawn into their stores
• Sales lift of 100% on promotion, WFM authorised
300% increase in shelf space and SKUs
• Brand value established with affluent American
Muslims, Islamic scholars, and non-Muslim foodies

29. A bright future for halal

30. Thank you