An important part of Muslim daily life is the notion of halal—that which is permissible according to Islamic law. Muslim society is a religious order that must be obeyed. Halal is no longer a mere religious obligation or observance but is considered as the standard of choice for Muslims as well as non-Muslims worldwide. The Halal concept is not unfamiliar to non-Muslims, especially those in Muslim countries. The market for halal goods and services is growing fast, even outside Muslim countries. However, new marketing approaches to Generation M extend its application beyond diet, emphasizing a whole halal lifestyle, which is maintained “not only in practice but also in philosophy”. Halal consciousness is a strong commitment to the product consumed is halal. There is a growing concern amongst the Muslims about the “Halal” food and ingredients which has led to a stimulus in demand for “Halal” food.
The book also sheds light on scare campaign against halal certification closely parallels previous campaigns against kosher certification, highlighting the increasing resemblance between contemporary Islamophobia and historical anti-Semitism. An understanding of the level of knowledge of, and attitude towards, halal practices in countries with contrasting religious and cultural differences are likely to be helpful in the development of future educational and practical policies. This timely book is for anyone who is interested in the history of halal food and its place in today’s world.