First-ever TV commercial for halal food, and the initiator hails from Kapellen
Kapellen – Samir El Kasmi, who runs Kasmi Food in Kapellen, aims to conquer the Belgian market and those of neighboring countries with his halal food. Samir made a notable impact on Tuesday with a commercial during the halftime of the Champions League match PSG-Bayern Munich: a first for such products. Immediately, everyone knows that halal is also for non-Muslims.
Kasmi Food is a family business. It offers 100 percent halal food: salads, deli meats, dairy. “Approximately half a million Muslims live in Belgium. It has become clear that there is a great need for these products. Currently, we have a turnover of 5.5 million euros. I would like to increase that to 35 million,” says the ambitious Samir.
The 42-year-old Samir started his company in 2008. “Before that, I had done various other jobs, including in the hospitality industry. At one point, I was in the kitchen with my brother-in-law, making salads. That’s when the idea started to take shape.”
“Since 2013, we’ve been operating Kasmi Food in Kapellen, located in the Bosduin business zone. We handle production here with a team of four. Distribution is managed from our facility in Deurne, where we have a staff of seven. We sell in Belgium, the Netherlands, France, and recently also in a part of Germany. But we are ambitious and want to expand our market. That’s why we aired the commercial on Play. The commercial will be broadcast a total of fifty times. My sister, who runs a production company, created the spot. Apparently, it’s been well noticed!”
In addition to salads, deli meats, and dairy, Kasmi Food’s product range also includes frozen products and sauces. “Until now, a Muslim could only find their sandwich fillings in non-Muslim supermarkets, without being certain if it was halal. All our products are halal. Moreover, why wouldn’t non-Muslims buy them? Food connects people and can be enriching. There shouldn’t be any barriers. In society, there are more things that unite us than drive us apart. For example, we also produce filet américain, something that most Muslims may not be familiar with or accustomed to eating.”
Samir, born in Belgium, observes Ramadan. “For me, it’s actually a productive period. You’re much less distracted by the clock.”
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