“…Muslim consumers seeking halal integrity of an increasing number of products have their concerns answered by competent personnel and halal certification (Hunter, 2012; Salleh and Hussin, 2013) and the authenticity of halal, in some cases, is based purely on the product assurance provided by a label (Golnaz et al , 2012; Tieman et al , 2013; Zulfakar et al , 2014; Jabar et al , 2014; Mohamad et al , 2015). Razalli et al (2012, p. 35) defined the halal certification process as “a complex assessment on food and beverages, consumer goods, food premises and slaughter houses”.…”