The Four Pillars of Halal Crisis Management

This viewpoint paper is about how to prepare and respond to a halal crisis. Many companies are preparing for the wrong kind of crisis. Too many companies treat a halal issue and halal crisis as a foreign material problem, like finding metal or glass in food, for which a trade or public product recall is initiated with apology. Poorly managed halal crises hit the bottom line hard and can ultimately kill a company. Getting it right, on the other hand, can have its positive effects. Halal crises can also be an opportunity, although probably not experienced during a crisis itself, which could improve halal trust, Islamic values, and its network. This could strengthen a halal brand, sales, and company market share. However, this is only possible with the right actions and communication with a halal issue and crisis. Best practice halal crisis management is founded on four pillars: process, control, organisation, and information. This requires solid preparation and practice.