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Market Diagnostics
Alarmed by proliferating blog entries claiming many of its products were manufactured ‘haram’, or incompatible
with Islamic religious tenets, a major American foods manufacturer hired Ishtirak to answer questions regarding the halal
('religiously encouraged and permitted') or masbooh ('doubtful') status of products marketed in the United States. Would
the use of certain enzymes in the production process, for example, definitively violate Islamic religious prohibitions?
If so, what could be done about it, and how should the company respond to consumer questions in the interim?
Ishtirak produced a detailed assessment of the scope of the problem, and a set of actionable recommendation and communication guidelines,
based on the convening of a virtual Shari’a advisory board composed of leading Islamic scholars Halal Food industry experts in
the United States, U.K., Egypt and Malaysia |
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