Kasmifood from Kapellen launches the first halal advertisement in Flanders
“Ramadan Kareem,” echoed through many Flemish living rooms last night. In a commercial for halal meat, a girl wishes everyone a blessed Ramadan. This is a first in Belgium, thanks to the CEO of Kasmifood: Samir El Kasmi.
The commercial will be broadcast until April 25 on the channels Play4, 5, 6, and 7. With this, Belgian entrepreneur with Moroccan roots, Samir El Kasmi, CEO of the food company Kasmifood from Kapellen, aims to reach out to non-Muslims, just like the Dutch-speaking Muslim girl in the ad, and expand his market to businesses that do not yet have his halal spreads and other halal food products in their assortment.
“Bread spreads for Muslims were limited, and still are in ‘native’ supermarkets and other places, to chocolate spread, jam, butter, peanut butter, and cheese spread,” says Samir El Kasmi. “With a ‘Belgian’ product that was not part of my and other Muslims’ food culture, I want to conquer the rest of Belgium and the world. Approximately 7% of the Belgian population is Muslim, so the ‘native’ supermarkets are actually missing out on revenue. I am convinced that the export of the Kasmi brand can be successful because there are Muslims all over the world who have never eaten a spread. I also want to entice non-Muslims and the supermarkets where they shop to try halal spreads, which, due to their seasoning, can also appeal to non-Muslims. In every market, the first mover has an advantage over those who come later.”
The first step
El Kasmi has good reasons to believe that his strategy will succeed. “The Carrefour Market at Kioskplaats in Hoboken is pioneering the sale of our products and confirms the potential of halal food. To capitalize on that, I am now launching the first commercial for a halal product on Flemish television. Where others have failed in the halal sector, I aim to succeed. We have knowledge of the halal market, experience, and our figures prove the trust consumers have in the Kasmi brand.”
Today, El Kasmi’s products generate a turnover of 5.5 million euros, but that is not enough for him. Within five years, he hopes to increase his turnover to 35 million euros. To achieve this, he is investing in new machines and expanding his product range. His products are not only successful in Belgium; in the Netherlands and Northern France, Kasmifood has grown to become the market leader in halal spreads.
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