Collaboration between Fiji Muslim League (FML)and Malaysia-based Halal digital technology company, Serunai Commerce to foster Halal market ecosystem growth in Fiji through Reverse Linkage modality by the Islamic Development Bank (IsDB).

SUVA, FIJI, 12th OCT 2024 –

The Fiji Muslim League (FML) has partnered with Malaysia-based Halal digital technology specialist, Serunai Commerce (SC), under the Islamic Development Bank’s (IsDB) Reverse Linkage modality. This strategic collaboration aims to enhance the development of Fiji’s Halal ecosystem, positioning the country as an important participant in the global Halal economy, which is projected to reach a value of USD 5 trillion.

As the demand for Halal-certified products and services continues to rise both locally and globally, Fiji stands to benefit from this collaboration through increased economic growth and sustainable development in the Halal industry. This partnership will enhance the capabilities of the Fiji Muslim League and local businesses to meet international Halal standards, opening up new avenues for trade in the global Halal market.

Through the Reverse Linkage modality, Serunai Commerce will deliver state-of-the-art digital technologies designed to significantly enhance FML’s capability in managing and overseeing the Halal certification process. These advanced systems will not only simplify operations but also improve transparency and ensure comprehensive traceability across the entire Halal supply chain. By doing so, FML will be able to support local producers more efficiently, helping them meet international Halal standards while positioning Fiji as a key player in the global Halal market. This technological integration will also contribute to fostering trust among consumers and stakeholders, reinforcing the integrity of Halal-certified products from Fiji.

The launch event, officiated by Hon. Filimoni Vosarogo, Minister of Lands and Mineral Resources and Acting Minister for Agriculture and Waterways, highlighted the Fijian government’s commitment to this project. In his keynote address, Hon. Vosarogo emphasised the transformative potential of the Digital Halal Ecosystem, not only for Fiji’s Muslim community but for the broader economy. He stated,

“This initiative opens new avenues for Fijian farmers and producers to access international markets where certification and traceability are of the utmost importance. It is our hope that this project will serve as a model for other Pacific nations.”

Mr. Aminuddin Mat Ariff, Lead Technical Cooperation Specialist from IsDB, shared the Bank’s vision for the project, noting,

“This collaboration reflects IsDB’s broader mission of promoting inclusive and sustainable development through South-South Cooperation. Knowledge-sharing between countries is key to unlocking development potential, and this project represents an important step toward fostering shared prosperity in the region.”

Haji Basheer Ahmed, National President of the Fiji Muslim League, spoke of the significance of the project for the Fijian community.

“This partnership with Serunai Commerce and IsDB represents a remarkable leap forward for our nation. The capacity building and digital systems provided will revolutionise Halal compliance in Fiji, ensuring that Fijian products meet the highest standards expected by consumers worldwide.”

Madam Intan Suriya Ramly, Project Director of this Reverse Linkage project, emphasised Serunai Commerce’s unwavering dedication to driving technological innovation in the Halal industry.

“For Serunai Commerce, this initiative goes beyond simply delivering a technical solution. We are deeply committed to empowering local institutions, strengthening capacity, and ensuring that Fiji is equipped to not only manage but also sustain and lead this system for the long term, cementing its role in the global Halal ecosystem.” 

This Reverse Linkage project empowers the FML role in advocating the needs of the Muslim community in Fiji. The partnerships established will equip the organisation with the necessary tools and knowledge to build a thriving Halal market development. With the increasing Muslim population in Fiji and growing global demand for Halal products, this initiative will set a strong foundation for the nation to succeed in the Islamic economy. 

The project focuses on capacity building, enabling FML with the necessary resources to integrate and implement digital modules for Halal certification management and align Fiji’s Halal certification standards with international best practices, enhancing the competitiveness of local products in global markets. 

Once fully implemented, the Digital Halal Ecosystem will enable real-time Halal verification, improve traceability, and enhance the integrity of the Halal certification process. It will also support the development of new Halal policies and regulations, based on accurate and timely data collected through these digital platforms.