ISSN: 2222-6990
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Global demand for ethical, safe, and high-quality food products from both Muslim and non-Muslim consumers is driving significant growth in the halal food industry. This growth is reflective of changing consumer preferences toward more responsible consumption, along with a rising awareness of halal principles that extend beyond religious obligations to encompass health and ethical considerations. This paper focuses on the halal food business in Thailand, particularly through the lens of Charoen Pokphand Foods (CPF), one of the country’s largest and most influential food producers. By analyzing CPF's operational frameworks, market strategies, and the challenges it faces in the halal segment, this study aims to provide comprehensive insights into the dynamics of the halal food industry in Thailand. The research findings indicate that while CPF has achieved notable progress in halal certification and has successfully penetrated various markets, there are significant gaps that hinder further growth. These gaps include limited consumer awareness about halal products and their benefits, as well as challenges related to regulatory compliance in certification processes. Additionally, the study identifies barriers to market entry for smaller producers and the competitive pressures from both local and international players. Based on these findings, the paper presents targeted recommendations aimed at enhancing consumer education, improving the transparency of halal certification, and fostering collaborative efforts among stakeholders in the halal food supply chain. By addressing these issues, CPF can better position itself in the market, leveraging its strengths to capitalize on the expanding halal food sector both domestically and internationally.
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