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Media
Releases
Brunei Halal Food Brand Talks Positive
- 21 February, 2007
Mildura’s trade mission to Brunei has returned after four
days of high level discussions with Ministers and senior government
officials. The purpose of the visit was to participate in creating
a formula to establish and promote a premium brand of Halal food
for the 1.6 million Muslims worldwide under a distinct Brunei
brand.
The trade mission of 12 comprised six representatives
from Mildura, the Chairman of Elders (Victoria & NSW) Brian
Norwood, international exporter Williams International Ltd, and
representatives from the Victorian State Government, Hume City
Council and Baw Baw Shire.
“The success of the mission
was unequivocal”, Chairman of SMEDB, John Irwin, stated
that the words “quietly optimistic” best summed up
the mission.
Within weeks, the Brunei government will have entered
into contracts with one of the worlds leading advertising agencies
with an international exporter of Australian product and appointed
an Australian to manage the project.
Mildura is in a unique position.
By participating from the onset and being a valuable contribution
at all levels of negotiations, it has placed itself ahead of
all other Australian cities.
“The pieces of the jigsaw
puzzle have been identified and Mildura is very much part of
the overall picture”, said John Irwin.
When the Brunei
Halal Premium Brand is established and launched then Mildura
will well and truly reap the rewards with Sunraysia products
seen on supermarket shelves throughout the Muslim world.
The
first critical steps have been taken to develop the premium food
brand. On August 15th 2007, the Sultan of Brunei will launch
the brand with Sunraysia’s products and those of the Baw
Baw Shire participating. Mildura’s honey, dried fruits,
vegetables and table grapes will find their way onto the shelves
of Brunei supermarkets within weeks as a result of this visit.
A wide range of our regions products were displayed at an Australian
Food Expo attended by key Brunei figures from government and
industry.
The Australian High Commissioner to Brunei, Dr Ruth
Adler, was prominent at the Expo, mingling with guests and sampling
food and products on display ensuring that the Mildura contingent
was recognised.
During the four days of discussions, officials
from the Brunei investment arm, Semaun Holdings indicated a wish
to invest in agriculture and horticulture developments in Sunraysia
and intend visiting Mildura in mid-March 2007 to view identified
investment opportunities. Conversely, discussions took place
as to which local industries would consider the establishment
of down stream processing and value adding in Brunei.
Brunei,
which derives 90% plus of its income from oil and gas, is determined
to make itself less reliant on one industry which employs a small
percentage of the available labour source. Industry figures from
Mildura have the ability to offer expertise to the Bruneians
as to best achieve their objectives to establish a premium food
brand and develop a comprehensive range of products and produce.
“The
ingredients are all there for a lasting partnership”, stated
SMEDB Chief Executive Officer, Andrew Millen.
“The Bruneians
have the capital and the potential Muslim market. Australia,
and Mildura in particular has the premium product and the marketing
experience”.
“Never before has Mildura been in a
situation where it has the pole position with a country which
is one of the worlds wealthiest, yet seeks our friendship and
trading expertise. I am confident that this new alliance will
benefit local businesses. SMEDB will endeavour to ensure its
success”, stated Mr Millen.
“The delegation members
from Mildura are quietly confident about the Brunei Halal Premium
Food Brand and their involvement in it," concluded Mr Millen.
As the food brand develops, more Mildura region businesses and
products will be attracted to it. If you are interested in participating,
contact SMEDB on (03) 5018 8186. |
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