Collaborative Push for Sustainability in Partnership with MIFB
Overview
In 2024, the Centre marked a significant milestone in its ongoing collaboration with the Malaysian International Food & Beverage (MIFB) Trade Fair. Building on the success of previous collaboration with the event organiser of MIFB in 2023, this partnership has taken a bold step towards promoting sustainability and ethical consumption in the Malaysian business events sector, with a particular focus on cage-free eggs.
At the heart of this collaboration is a Memorandum of Understanding (MOU) signed between the Centre, MIFB, Traders Hotel Kuala Lumpur, Impiana KLCC Hotel and Humane International Society. The agreement, finalised during MIFB’s opening ceremony on 19th July 2024, outlines a commitment to transition towards using cage-free eggs by 2028 or 20230, aligning with global movements to promote animal welfare within the food industry.
Expanding the Reach Through Partnerships
A key feature of this collaboration is the outreach to Kuala Lumpur Convention Centre Business Events Alliance (KLCCBEA) partners. By leveraging its strong relationships with KLCCBEA partners, the Centre was able to bring both Traders Hotel and Impiana KLCC Hotel on board. This collective initiative aims to spread awareness of sustainable consumption, with animal welfare at the forefront of this mission.
To ensure the feasibility of this transition, the Centre’s chefs and purchasing team undertook a site visit to a cage-free egg farm. This visit was instrumental in assessing the supply capacity and economic viability of sourcing cage-free eggs. The farm tour allowed the team to gain insights into the processes involved in cage-free egg production, fostering a deeper understanding of both the challenges and opportunities in creating a sustainable supply chain.
While the cost of cage-free eggs remains significantly higher than conventional eggs, the Centre has already commenced the progressive adoption of cage-free eggs in its operations. This gradual shift demonstrates the Centre’s commitment to ethical consumption. The Centre acknowledges the challenge of balancing business sustainability with animal welfare, but firmly believes that by increasing demand, the industry can influence a broader transition to cage-free farming. The ultimate goal is to drive down the cost of cage-free eggs, making them more accessible to the entire industry.
Industry Leadership and Advocacy
The partnership with MIFB not only highlights the Centre’s leadership within the exhibition and events sector but also sets a benchmark for the wider hospitality industry. Hellen Woon, MIFB Event Director, remarked:
"Leading trade shows like MIFB have the power to unite industries, not just in promoting green events but in advocating for responsible consumption. The commitment shown by the Centre, Traders Hotel, and Impiana KLCC Hotel is a testament to how business events can generate a lasting impact by promoting sustainable practices."
Conclusion
The partnership between the Centre, MIFB, and its KLCCBEA partners is an important step towards creating a more sustainable future for the business events industry. By advocating for cage-free eggs and ethical practices, the Centre demonstrates that responsible consumption is not only feasible but necessary. This case serves as a model for balancing business needs with animal welfare, proving that sustainable transformation can be achieved through collaboration, awareness, and gradual change.
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