17 September 2013, 01:47 PM IST
'A 'haloodie'?' I hear you ask. What strange British-ism is this girl rolling out now? Well, the tongue-twisting term may have been coined in Britain, but 'haloodie' has not yet made the Oxford English Dictionary. No – this is a brand-new compound word with international appeal. 'Haloodie' refers to dedicated foodies from all walks of life who just so happen to follow a halal diet... accounting for a whopping quarter of the world's population.
It's not common parlance as yet. But the forthcoming and inaugural Halal Food Festival in London looks set to change all that. The event is masterminded by Imran Kauser and co-ordinated by Noman Khawaja, providing a delicious leap of disciplines for both the doctor and the dentist. Rather revolutionising the popular perceptions of halal food, the line-up features top restaurants, chefs and food brands serving up every conceivable cuisine – and the concept is set to go global.
'Halal' is simply an all-encompassing, Arabic term for a lifestyle lived according to Islamic laws. It's not specific to any particular cuisine; so provided the rules are adhered to, anything and everything with the exception of pork products and alcohol can be savoured. Imran and Noman believe it's high time to up the game, pioneering an event which should improve national – and, latterly, worldwide - access to a wide range of high-quality halal khana.
It aint always easy following a halal diet in Britain. As a nation notorious for its predilection for pies, sausages, bacon and Scotch eggs, we've not been too quick to adapt these popular porky items to better suit the 2.7 million Muslims that make up a not-insignificant 4.8% of the UK population. With a combined £20.5 billion at their disposal, and mouths full of eager tastebuds, resident Muslims have long been missing some unmissable treats – and British food businesses have been missing a trick.
A nice trick at the Halal Food Festival is to take the celebrations beyond food. Live music from acts including Saif Adams and Mesut Curtis on the Human Appeal charity stage adds a philanthropic pulse, and means the occasion offers more than the chance to merely munch your way around an arena. With a children's cooking programme, the Festival also aims to create and nurture a whole new generation of discerning 'Little Haloodies'.
Discerning fully-grown Haloodies, meanwhile, can park their posteriors in the Live Demo Kitchen and gobble up gyaan from some pretty esteemed chefs. If fine French fare tickles your fancy, the dashing Jean Chrisophe Novelli's in residence. Sweet-toothed Haloodies with appetite for innovation might like to check out Aneesh Popat's cracking spice-infused confections in his creative capacity as 'The Chocolatier'.
All sounds finger-licking good – and that's even before we get onto young talent Norman Musa making Malaysian; Rachel Allen's hearty British khana; and Abdul Yaseen, Cyrus Todiwala and Vivek Singh exploring the Indian pantry with panache. Having been so vocal in championing Shelina Permalloo's Mauritian food, one would fully expect Vivek to take time out – and a front-row seat - to see her show.
And, if participants can stop their hands shaking long enough to properly prepare a dish, they might even get the thumbs-up from one of their culinary heroes. Brave (or foolhardy) Haloodies have the chance to get stuck right in, with hands-on cookery classes chaired by the same selection of chefs they've just witnessed on stage. There certainly won't be any alcohol to steady the nerves, but there is a Mocktail Zone to quench any thirst for innovative halal-friendly beverages.
To top it off, the Halal Food Festival promises more food exhibitors and pop-up restaurants than a Haloodie could shake a (mocktail) shaker at. There are a handful of Indian delights - Vivek Singh's lively and lighthearted 'Joho Soho' concept; An Indian Affair; and Bhangra Burger and Rola Wala, street foodies with two very unique takes on Brindian fusion fare. But there's also much multiculturalism on the menu.
The common denominator amongst exhibitors is simply their halal accreditation, which the festival founders have assisted many businesses in obtaining. Beyond that, the whole world is literally the Haloodie's oyster. Big Apple Hot Dogs are hot property in London, as is the sort of South American food purveyed by El Gaucho. Add to that Maison Touareg's Middle Eastern eats, and the Japanese Maki Matcha, and you've got a veritable edible united nations on your plate.
All that feasting will inevitably have visitors hungry for more when they reach home, so it might be worth alerting local train stations to the mass exodus come Halal Food festival closing time; made up of a herd of happy Haloodies hauling shopping bags brimful of multi-flavoured macarons; artisan fudge; and spicy sauces, all trailing the tantalising aroma of Cinnabons.
Good job, then, that London Transport doesn't currently apply an excess baggage charge. With all the fine food on offer at the festival, it's a sure bet that many post-festival Haloodies would be slapped with a pretty hefty fine. With 16% annual growth in halal food consumption, and the global market valued at $667 billion, the 'Haloodie' is here to stay. Time to get the term firmly in the dictionary...
The Halal Food Festival takes place from September 27-29 at the ExCel Exhibition Centre in London.
To know more and to learn of future worldwide events, visit http://halalfoodfestival.com
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