Evolution of the Halal concept: certifications and marketing possibilities

Résumé du document

Evolution of the Halal concept; certifications and marketing possibilities: The World Halal Forum took place Kuala Lumpur from May 12th to May 13th, bringing together producers, processors, manufacturers, logistics provider, retailers and others, which actually constitute an industry in their own right: the Halal industry. The forum made it obvious that there was a real need for a dedicated Halal industry forum that represents the worldwide keen interest on the marketing concept of Halal. This concept is presented as valued to a glorious destiny, and is more and more used is several commercial supports. Let us however step back and evaluate the roots to define what the origin of the Halal concept is. In Arabic it simply means permissible or allowed, as opposed to it is haram, which means forbidden or not allowed. To make meat halal or permissible, an animal or poultry has to be slaughtered in a ritual way known as Zibah. To make it readily comprehended halal is somewhat like Jewish kosher.

Extraits

[...] The fake idea to distinguish that Halal product is only concerning food has changed. Nowadays, people know that they have to choose Halal among each product, and particularly the cosmetics products which can contain pork gelatin. B. IN QUEST OF AN INTERNATIONAL CERTIFICATION 1. THE EMERGING OF A CONSUMER'S CONSCIENCE19 Referring to the various problems seen previously about the Halal label, there is an undeniable interest in the issue from consumers and real stimulation on the veracity and legitimacy of certifications, such as that proposed online or by phone by the Mosque of Paris, for example, or the so-called independent certification AVS. [...]

[...] Indeed, Netherlands has evolved into providing hospitals jars of Halal baby food Mumtaz15, which aims at “helping Muslim babies find a better feeding”, according to M. Kimberling, the business director of Mumtaz. In addition, while restaurants were only caring about Halal attempts in Muslim-countries, fast food chains are nowadays trying to offer Halal food. All over the world, American style fast food products such as fried chicken are becoming extremely popular with Muslim communities. For instance, a number of food chains like McDonald's introduced Halal chicken nuggets in Dearborn, Michigan, home to the largest Muslim population of the United States. [...]

[...] For the latest, the product's quality is to be emphasized by promotion and marketing strategies. Furthermore, this market is an emergent one with many possibilities yet, and particularly for the transformed products such as canned or frozen food. But nowadays, Halal also includes other non-food segments. Basically, it may also be applied to cosmetics16 and pharmaceuticals, hygiene products and nutritional supplements, travel, art, music and books; even marriage17 and finance. Incidentally, the exhibition world of beauty in the Middle East”18, occurring in a Dubai mall between next May 20th and May 22nd, pays a huge attention to Halal cosmetics products. [...]

[...] Other challenges face the Muslim community due to the introduction of Halal logo by individual firms, and this leads us to the third challenge, the need of cooperation and its difficulties between various Halal certifications worldwide and official law enforcement organs. This need increases with the advance of globalization and market expansion. This problem can be illustrated through the Malaysian experience. In the past years, Malaysian Muslim population seriously questioned the legality and authority of Halal official logos, sensing a lack of control by the Department of Islamic Development (JAKIM) on the misuses of Halal certification logos. [...]

[...] These abuses are amplified by the lack of legal authority that characterizes certification bodies, and their absence of links to government structures. This lack of enforcement is used and enlarged by companies who sometimes benefit from a collusion of interest with some rather mediocre certification bodies, resulting in both the expansion of Halal market through the introduction of new products, and the neglect of consumer rights. In order to fulfill consumer satisfaction, a unique halal certification label is needed, as it would bring a good deal of transparency. [...]