Malaysian Halal Authority and European Operational Excellence
When living in a Muslim environment, nobody has to worry about the Halal Status of the products they buy. All can be assumed as genuine Halal.
This model also works in non-Muslim countries where Muslim consumers create their own Halal Supply Chains by only buying from those they can trust : Muslim shops, Muslim wholesalers and Muslim producers. A Halal Chain of Trust™ within a non-Halal environment.
However, like everywhere in the world, modern Muslim consumers like to shop in supermarkets, often not Muslim-owned. Or are confronted with the fact that most producers producing for the Muslim markets are non-Muslim producers, even in Muslim countries. Globalisation indeed made it possible for producers worldwide to produce for the Muslim consumer or to supply raw material or ingredients to the Muslim producer.
The simple model of trusting eachother has become more complex in the modern world with its mixed, global supply chains.
Lacking inherent Halal credibility, non-Muslim producers do have a disadvantage when entering Halal markets. But they do have an advantage : robust quality and food safety systems. Once Halal gets integrated in those systems, the disadvantage becomes an advantage : Halal assurance rather than a Halal promise.
This is the focus of our Halal programs : installing and maintaining Muslim consumer trust. As without it, creating and maintaining loyal Muslim customers is more luck than skill.
- balancing different requirements. Without compromising Halal Integrity. Halal for non-Halal environments.