Brunei - 'Use Brunei's Islamic image as an advantage'

LOCAL food and beverage manufacturers should capitalise on Brunei's "biggest strength" its image to overcome the "limitations" faced in exporting, the permanent secretary at the Ministry of Industry and Primary Resources said yesterday.

Developing products that leverage on the Sultanate's status as a muslim nation that is peaceful, clean and environmental would "secure a place out there for Brunei-made goods", explained Hjh Normah Suria Hayati PJDSM DSU (Dr) Hj Mohd Jamil Al-Sufri.

"In our excitement to move forward, it is thus important for us to remember that Brunei Darussalam is a small country with lots of limitation(s). Nevertheless, we should not be discouraged by these limitations but instead explore our strengths so as to remain competitive and have a comparative advantage," the permanent secretary said.

"If it is in food and beverages, the biggest strength Brunei Darussalam has is her image as an Islamic country that is tranquil, green and clean. If we produce products in line with this strength, InsyaAllah, we will have a place out there."

Speaking at a workshop advising Brunei SMEs (small and medium enterprises) on exporting to Japan, Hjh Normah pointed out that the world's ever-increasing population meant that food in general will always be in demand, with food shortage a definite concern in the future.

This is an opportunity for Brunei, led by the private sector and supported by other agencies, "to grow and fill up the gaps", she said, especially since the Sultanate was already self-sufficient in a number of primary commodities including chicken, eggs and leafy vegetables.

As Japan remains Brunei's largest export market, with nearly half of the Sultanate's LNG, crude oil and, more recently, methanol exports shipped to the far east Asian nation, there was potential for other Bruneian products to enter the Japanese market.

Japan has one of the highest export standards in the world, but Brunei's four-decade history of exporting oil and gas to the developed economy has proven that the Sultanate was "no exception" in complying to the strict standards, she said.

"Thus with proper guidance, hard work and full dedication, it is not impossible for other products from Brunei Darussalam to enter the Japanese market."

The existence of the Brunei-Japan Economic Partnership Agreement (BJEPA) since June 2007, as Brunei's first bilateral free trade pact, and a similar agreement between Asean and Japan were also there to open greater market access for Bruneian goods into Japan.

"With the two agreements in place, there is an even wider business opportunity between the two countries and beyond, and I strongly urge our local entrepreneurs to reap the benefits by continuing to look at the opportunities through trade and products export, not only to Japan but elsewhere around the world," said the permanent secretary.

The workshop yesterday, organised by the Brunei Economic Development Board (BEDB) in collaboration with the Asean-Japan Centre, saw some 40 local food and beverage manufacturers given insight into exporting to Japan from Makoto Nakamura, a certified Japan External Trade Organisation (JETRO) consultant.

UBAIDILLAH MASLI

The Brunei Times

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