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@ Halal | SEPTEMBER-OCTOBER . 2023

BY DR SITI SYAHIRAH SAFFINEE

Senior Lecturer , Faculty of Syariah and Law , Universiti Sains Islam Malaysia | HPB Halal Trainer

THE HALAL industry is undergoing a tremendous shift in today ’ s fast-paced business and marketing environment , changing how we think about and engage with halal goods forever . Concepts like central kitchens and kiosks are at the heart of this exciting movement , which centres on a convergence of shopping , ready-to-eat goods ( RTE ), and new kitchen premises .

Consumers today want more than just items . They seek an experience consistent with their lifestyles and values , breaking the old boundaries between shopping and ready-to-eat solutions . This change has ushered in a new era in which consumers may find halal products that combine their priorities of accessibility , authenticity , and quality in a single package .

Generally , the critical schemes involved when the premises integrate the mix concepts ( retail and kitchen-in ) are namely : MS 2400- 3:2010 , Halalan-Toyyiban Assurance Pipeline - Part 3 : Management system requirements for retailing and MS1500:2019 halal food ( General Requirement ), assume utmost significance for both food markets and food establishments .

The principles outlined in MS2400 : Part 3:2019 within food markets provide rigorous standards for halal retailing . Customers must thoroughly analyse product labels and actively seek halal logos that indicate adherence to the specified requirements .

Furthermore , actively interacting with suppliers and remaining knowledgeable about the dynamic area of halal regulations enables consumers to make well-informed decisions . Suppliers are tasked with obtaining recognised halal certification from JAKIM or JAIN / MAIN , establishing transparent labelling methods , and carefully managing items to minimise the potential for cross-contamination hazards .

ROUTINE INSPECTIONS

Simultaneously , regulatory bodies are crucial in ensuring adherence to standards through routine inspections and promoting consumer awareness to build confidence in the halal products available at food markets .

The MS1500:2019 standard emphasises the food premises and highlights the essential halal criteria applicable throughout the entire food preparation process . Customers who visit these premises are advised to inquire about halal certification , which is evidence of the establishment ’ s commitment to following the guidelines specified in MS1500:2019 .

By carefully examining menus to identify clearly labelled halal choices and providing comments when necessary , consumers can engage in upholding these standards actively . Food premises owners must apply for halal certification , which verifies that their activities adhere to the high requirements standards in MS1500:2019 .

The owners are responsible for ensuring consistent compliance , which encompasses a range of activities such as staff training in halal food handling and regularly conducting audits . Similarly , regulatory bodies are responsible for exercising attentive supervision , administrating the certification process , and quickly resolving any complaints consumers raise about halal products ’ authenticity .

Within the complex framework of the halal industry , the symbiotic relationship among customers , suppliers , and regulators assumes a crucial role . Establishing and maintaining a symbiotic connection is contingent upon trust , transparency , and the collaborative commitment to upholding these principles .

By means of collaborative initiatives , the halal industry has the potential to succeed in ensuring the authenticity of its offerings ,

Figure 1 : Ensuring Halal Authenticity in Food Premises and Retailers .

expanding the range of options accessible to customers , and strengthening the integrity of halal products and services within an ever-expanding and diversified international market .

However , the halal business is aware of the practice of food premises advertising themselves as “ no pork , no lard ”, “ Muslim food ”, employees wearing headscarves or caps , and the use of phrases like “ Bismillah ” or “ Allah ” by owners with the intention of misleading or confusing clients into perceiving the food to conform to Muslim food in inappropriate contexts has the potential to provoke offence among individuals adhering to the Islamic faith , hence causing religious sensitivity .

PRIORITISE COMPLIANCE

Misleading claims can potentially undermine the trust of Muslims in both the food premises and the broader community of halal food vendors . To further discourage such deceptive practices , the ruling under the TDA 2011 judgement imposed significant penalties of up to RM5 million for businesses and RM1 million , or imprisonment for individuals .

To mitigate adverse consequences , businesses must prioritise compliance with the legal requirements , ensuring transparency in their claims , and demonstrating sensitivity towards religious beliefs , particularly in light of rising penalties for recurrent violations . While this method might win approval from some elements of the Muslim customer demographic , it creates significant worry within the industry .

Although it may be deemed acceptable for individuals with less rigid halal requirements , it may not align with the expectations of those who seek a more comprehensive conformity to halal principles . These principles encompass a wider range of criteria , such as the specific protocol of animal slaughter , cross-contamination prevention , and food preparation ’ s overall cleanliness .

In conclusion , we can be guided by the halal and haram principle , avoiding doubtful ( Syubhah ) things . It serves as a reminder of how crucial it is to make decisions that are clear , open , and solidly adhere to accepted halal requirements .

In addition to respecting Islamic principles , we also increase the halal industry ’ s reputation and trust by prioritising clarity and authenticity . It enables customers to confidently make decisions in pursuing a halal lifestyle . –