The importance of halal-labelled meat for Muslim consumers, producers and government in Brunei Darussalam: A preliminary results

Abstract

Halal logo has played an essential role in bringing the end product to market with trust and confidence given by producers to the consumers. Hence, labelling the halal logo on meat is crucial in Brunei Darussalam, as Muslims are required to consume only halal food. Thus, this study aims to determine the importance of halal-labelled meat towards Muslim consumers, producers and the government in Brunei Darussalam in the eyes of the local producers. A qualitative method is employed to satisfy the objective. Data were collected using primary data sources, and semi-structured interviews were conducted. Literature was reviewed to support the interview. Three local abattoirs of halal meat production were chosen, and two persons who held the halal officer and plant manager positions from the first company, farm controller and director of the second and third companies, respectively, were selected to be interviewed. Findings showed that when the halal logo is displayed, it will play a vital role in convincing the consumers, mainly Muslims, to purchase the meat without having any suspicions about the integrity and quality. Muslim consumers need to seek halal-labelled meat as it is guaranteed that the procedures from farm to consumption point were observed.