Action plan drafted to boost exports to Malaysia | The Express Tribune

ISLAMABAD:

Pakistan has prepared a comprehensive market entry package for Malaysia to achieve the export target of $200 million. The action plan was submitted during a meeting of the Prime Minister’s Committee on Meat Exports to Malaysia.

Special Assistant to the Prime Minister on Industries and Production Haroon Akhtar Khan chaired the meeting. Four working groups, established earlier under the committee, presented their reports. At present, India is one of the world’s largest exporters of buffalo meat, commonly called “carabeef”. In 2023-24, India shipped roughly 1.29 million tonnes of buffalo meat, earning about $3.7 billion, with major export destinations being Vietnam, Malaysia, Egypt, Iraq and the UAE. Exports have grown substantially over the past decade despite recurring supply constraints.

During the recent visit of Prime Minister Shehbaz Sharif to Malaysia, both sides agreed to work together on expanding trade in halal meat. Malaysia showed strong interest in importing beef from Pakistan and discussions pointed to a potential trade value of up to $200 million. This creates a major opening for Pakistan to enter one of Asia’s most promising halal food markets. To gain access to Malaysia, a working group has recommended the adoption of a market entry package and the identification of key Pakistani exporters and processors.

These exporters may be selected through voluntary participation as long as they meet the minimum criteria. They can reach out to the Malaysian importers and ink MoUs or pilot supply agreements.

It also recommended the development of “Malaysia-ready” product specifications (lean beef cuts) by matching consumer demand in terms of size, packaging, halal certification, shelf life and landed price.

The government was urged to prioritise sea transit routes by offering cost-sharing schemes, cold chain logistics, smooth customs clearance and Malaysian halal accreditation. All meat will be exported by only selected exporters and will be branded ‘Pakistan Meat’. Specifications, weight, cuts and prices will be same as the exporters will act as a network.

Financing, branding and marketing in Malaysia including road shows, tasting sessions and other strategic engagements will be ensured to develop taste for the Pakistani produce.