Implementation and Challenges in Maintaining Halal Certification: A Case Study of a Local Halal-Certified F&B Brand
DOI:
https://doi.org/10.53840/jmm.v16i1.281Keywords:
Implementation , Challenges, Halal Certification, Food and Beverage (F&B)Abstract
Halal certification is one of the essential needs for most food and beverage (F&B) companies due to the high demand for halal products from consumers, as well as a unique strategy for marketing tools in the halal market. While existing literature extensively investigates macro-level challenges such as baseline implementation costs, broad food safety integration and corporate brand crises, past studies have largely unaddressed the distinct, decentralized operational hurdles faced by localized, multi-outlet brands. This study aims to examine overall halal implementation practices and analyse the challenges in maintaining the halal status of the products. The data were generated using a dual-method qualitative approach, comprising semi-structured interviews and thematic document analysis. A total of three informants were selected from a purposive sampling method consisting of all Halal Executive personnel. The result showed that proper halal files are the key component in implementing and maintaining the halal status of the company. This study also revealed the challenges and solutions of each arising issue, such as virtual monitoring, difficulty in permanent Muslim staff recruitment, ignorance of training content by outlet staff, application delays by religious authority and others. Overall, this study benefits most of the halal industries in Malaysia, especially halal-certified F&B, in maintaining proper halal implementation and ensuring the product’s halal status and its hygiene processes.
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