The U.S. market for halal foods is booming, projected by some analysts to reach $88.9 billion by 2026. This growth includes rising demand for halal cuisine among non-Muslim customers, as its identity evolves beyond its religious connection to signal high-quality, reliable, safe foods, in which humane animal care is prioritized.

The definition of “halal” means “permissible,” but the simplicity of the translation belies its depth. “Halal is a commitment to a wholesome way of life,” says Robert Hajir, president of Halal Food Council USA, a third-party halal certification body. “For Muslims, halal is a standard of living that guides everything we do, from cleaning rituals and prayers to what we can and can’t eat.”

AUTHENTICITY MATTERS

“Halal foods consumers care about the process from the beginning to the end,” says Hajir, pointing out the alignment of the farm-to-table movement with halal principles as an example. This includes the humane treatment of animals bred for human consumption. “Noor Al-Jabal^® chicken, from Mountaire Farms, is a best-in-class program from hatch to packaging,” he credits, noting the high-quality feed, caring for animals in clean, well-lit spaces and ensuring that the birds do not suffer needlessly during the harvest process.

Halal knowledge among consumers has grown exponentially in the last 20 years, and operators can expect customers to ask questions about the authenticity of the certification process. When menuing Noor Al-Jabal^® fresh chicken, chefs can assure patrons that practicing Muslims were present at every harvest shift, reciting the requisite prayers. “Authenticity matters to all consumers,” says Hajir. “In order to provide the best product to consumers, operators should trace the origin source, looking at who the halal certifier is and the methods they are using, requesting verification of those practices.”

THE MOST CONSISTENT PRODUCT

Shah’s Halal started in 2005 with a food cart in Queens, N.Y. Today it has more than 70 locations across the country. Its most popular menu item is a chicken over rice platter, featuring Noor Al-Jabal^®. Khalid Mashriqi, CEO, recalls visiting the processing plant. “I felt satisfied seeing that they had practicing Muslims on hand and checking logbooks to see that this was always the case. And they probably have the best, most consistent product out there.”

Mountaire Farms can be your partner in global flavor with a wide array of menu ideas featuring Noor Al-Jabal^® chicken, from Persian-inspired Biryani Stuffed Roasted Chicken Leg Quarters to Moroccan-influenced Harissa Roasted Chicken Thigh and much more!

Family owned since 1914, Mountaire Farms maintains a well-established culture of care for its animals, its products and its customers, plus their customers—building trust from the farm to the plate.

To learn more why halal matters to your guests and discover resources to tap into menu opportunities featuring Noor Al-Jabal^® chicken, visit www.mountairehalal.com