Capturing the Halal Food Market: Limitations of Halal Integrity within the Supply Chain, the Malaysian Experience

Halal certification as a rebranding strategy manifesting Shariah (Islamic) law compliance and toyyiban (wholesome) has evolved to reshape the Muslim socio-economic fabric constituting 1.6 billion people or 20% of the world’s population. The Malaysian standards for Halal certification which include requirements for quality assurance, has resulted in the enhancement of confidence among consumers with respect to wholesomeness of Halal food. These positive responses reinforcing the demands for higher standards of quality have thus created new business and market opportunities for both Muslims and non-Muslims. However, business today are dealing with supply chain issues. As trade extends beyond traditional boundaries, products transcend across many entities via logistics, as they metaphorically travel from farm to fork. While concerns of Halal status have only taken into account the Halal integrity of manufacturers, the Halal supply chain integrity must now be given its due imperative. Hence, to ensure a total Halal integrity assurance across the supply chain where risk of contamination and adulteration is avoided, the perspectives pertaining to Halal applications within the industry must be revised. Research on both consumer and supply chain participants’ perceptions and practices on Halal integrity could create the initial food for thought. What is needed currently and into the future is a consumer’s rationale and manufacturers commitment on the significance of certification, as a seal of guarantee that the product is Halal not only at production level, but integrated with operations involving transportation, warehousing and retailing.