From Compliance to Competitive Edge: The Strategic Value of MS2400-3:2019 in Halal Retailing

This paper offers a critical review of MS2400-3:2019, Malaysia’s flagship standard for halal supply chain management in retail. As global demand for halal products rises, ensuring integrity at the consumer interface is essential. The standard provides a flexible framework adaptable across retail formats, yet adoption remains low due to operational, financial, and human capital barriers. Through comparisons with international standards—including those from Indonesia, Brunei, the UAE, Australia, and Japan—this study identifies key implementation gaps and alignment opportunities. Strategic integration with systems like ISO 22000, and the use of technologies such as blockchain and RFID, are highlighted for enhancing traceability and compliance. Recommendations include tailored implementation guides, financial incentives, and public awareness efforts to support wider adoption. Future research should explore economic viability, technological applications, and cultural adaptation. With focused interventions, MS2400-3:2019 holds strong potential to become a global benchmark for halal retail governance—supporting both consumer confidence and commercial growth.