The Halal food producers in Malaysia have to face major challenges in their effort to offer Halal food products
to the Muslim consumer, domestically as well as abroad. The challenges include the numerous products with
physical present of non-Halal elements in Halal-labeled products in the form of emulsifier, gelatin, enzymes,
glycerin and lecithin, and also negative mindset about Halal industry is just a tiny portion of a bigger cake (Halal
Journal, 2009) and perception about Muslims – islamophobia. The Minister of International Trade of Trade and
Industry highlighted that the world has recognized Malaysia as an exemplary Islamic country and the global
recognition offers vast opportunity to market food and non-food products with confidence. The governments’
agencies are providing guidance and financial support to help small and medium scale entrepreneurs to market their
Halal products ournal(KasanAnuar, 2010) He urged Malaysian SMEs industry players to seize the opportunities
because the Halal industry is expected to increase by 20% this year (Povera, 2010).