Halal is not only for Muslims

Halal captures the contemporary zeitgeist with universal values that demand safe and ethical production of all consumables

Is halal only for Muslims? The long and short answer is NO. For foods and beverages, halal has universal appeal just as kosher can be consumed by people not of the Jewish faith and vegan meals can be eaten by anyone.

What is halal?

Consumables such as foods, beverages, medicines and nutritional supplements are classified halal according to ingredients that are permissible by Islamic principles. The next consideration is how these ingredients are produced, manufactured, processed, packaged, stored, and transported.

The simplest notion of halal, or what is permissible, is by the detection of the absence of its opposite—that which is haram, or impermissible, such as alcohol, pork and blood products.

In order to detect what is haram, scientists have formulated stringent standards involving a high level of traceability, verification, hygiene, sanitation, and control against contamination.

How is halal relevant today?

In the United States, halal is a non-compulsory certification that companies invest in especially to assure Muslim consumers that products meet their religious requirements. In this case, halal is a certification that businesses invest in after adhering to mandatory laws and regulations such as the Food Safety Modernization Act (FSMA) and the Hazard Analysis and Critical Control Points (HACCP).

Beyond making halal available to the 3.5 million Muslims in the US, companies also target the one in four people across the world who is a Muslim and who consumes halal on a daily basis. (You can learn about the three major benefits of halal certification here.)

How does halal appeal to everyone?

There are two broad ways we can look at how halal appeals to a wide range of individuals and communities, not just Muslims.

The first considers the values that translate into physical requirements, and the second looks at the impact of halal on the intangible aspects of business.

Physical requirements

Animal welfare

What makes halal most appealing in response to the current zeitgeist is its requirement for the ethical production of all consumables. This covers the entire supply chain and includes the humane treatment of the animals that are raised and slaughtered for human consumption.

In order to be halal, animals should be reared in a healthy, clean, and humane environment. Animals must be alive and healthy at the time of slaughter. Thereafter, halal slaughter is meant to be a quick and painless process that ensures the animal does not suffer.

Food safety

For meats, the halal method of slaughter requires complete drainage of the blood from the carcass. This removes toxins, harmful bacteria, and germs.

Apart from live animals, all products that are halal adhere to strict guidelines for sourcing, handling, and processing. These requirements ensure food safety and quality, which appeals to consumers who prioritize safe and well-regulated food products.

Hygiene and sanitation

Halal standards place a strong emphasis on hygiene and sanitation practices. These cover aspects such as facility cleanliness, equipment maintenance, and personal hygiene of staff who are involved in the production process.

Transparent value chain

The standards to achieve halal certification emphasize traceability throughout the value chain. This includes verifying the source and authenticity of ingredients, ensuring transparency in production processes, and maintaining proper documentation. Traceability measures contribute to quality assurance by enabling efficient tracking and recall procedures.

The high level of transparency appeals to consumers who are increasingly conscious of sourcing practices and who want to make informed choices about what they purchase and consume.

Continuous checks

Halal certification is not a one-time deal but involves regular checks and inspections by certified auditors. These professionals assess compliance with halal standards, evaluate processes, and identify areas for improvement.

The validity of halal certificates varies depending on the certifying body. In the US, halal certificates are typically valid for one to three years.

Intangible benefits

Diversity and inclusion

If you’re a company manufacturing foods or other consumables in the United States, making halal available demonstrates respect for diverse religious beliefs and practices. This appeals to a large demographic—both consumers and fellow businesses—that values diversity and inclusion.

Export opportunities and global recognition

Halal may be the minority in the US but there are close to 2 billion Muslims in the world who adhere to it.

The regions with significant Muslim populations are the Middle East, South Asia, and Southeast Asia. Lucrative export markets with large Muslim populations such as Indonesia, Malaysia, Saudi Arabia and the United Arab Emirates require halal imports to be certified by accredited certifiers such as the American Halal Foundation.

Universal values

The values that underpin halal are universal and companies that get halal certification embody those same values that appeal to a broad cross-section of the general population.

The next step for these businesses is to strategically position themselves in order to achieve positive brand association on the way to winning more customers and their loyalty.