Challenge of the Halal food certificate for food marketing: Implications from the local branding strategy of Thailand

Abstract

In Thailand, certification of food as Halal is an emerging new business for exporting foods to Muslim countries such as Malaysia and Indonesia. However in Japan, the processes and values of marketing Halal food are still unknown. A global economy has expanded international food flow, especially processed foods such as frozen foods, sweets and snacks. For export to Muslim countries, certification of food as Halal is indispensable. Islamic adherents are 1.57 billion, making up 23% of the world population. Halal foods are even necessary during critical times, for example as relief during the Earthquake response for the Muslim minority in the Sichuan Province of China in 2008. Actually, some Muslims refused to eat non-Halal food even during the state of emergency. Our research motivation was to understand the real needs of Halal foods in non-Muslim countries especially from experiences in Thailand. Our preliminary research verified the following facts (i) Halal food businesses are expanding in non-Muslim societies, (ii) Halal certification is a continuous process of trail and error, (iii) Halal certification provides a good opportunity to up-grade the security of food trade, and (iv) the Halal food logo brings new branding value to a community.