NSF-Circle H alliance fast-tracks halal certification as global demand surges

As the global halal F&B market experiences massive growth, the boom in halal products is expected to gather momentum, driven by growing Muslim demographics and wider consumer acceptance. NSF and Circle H International have joined forces in a collaboration that targets companies and brands navigating complex global certification requirements.

With halal products poised to gain more market share internationally — buoyed by the growing interest from non-Muslim consumers in halal for quality and hygiene reasons — the strategic program is designed to simplify certification access for global food companies by focusing on simplification, speed, and scalability. 

A shared vision for halal

NSF is an independent, internationally recognized organization that plays a pivotal role in developing robust public health standards. The organization says its mark serves as an emblem of assurance, signifying to consumers, retailers, and regulatory bodies that certified products meet or exceed requisite standards.

Circle H International is a non-profit halal certification organization that positions itself as a global standards and certification body for “healthy, wholesome, and ethical” (halal) products and services.

The organizations emphasize how their missions are aligned — focused on health, ethical production, and food integrity.

Opening doors to global markets

Halal certifications are recognized globally and can create opportunities for international trade by giving companies and brands better access to new export markets. There is a particular opportunity for growth in European, Middle Eastern, African, and Asia-Pacific markets.

But exactly how will the partnership simplify the certification process for global F&B companies?

The collaboration is mutually beneficial for both companies as it expands global reach, credibility, and market penetration. 

NSF clients seeking halal certification will receive direct referrals to Circle H, whereas Circle H clients interested in NSF’s comprehensive portfolio, including vegan, non-GMO, organic, and food safety certifications, will connect with NSF specialists.

Halal-impacted purchasing decisions

Halal certifications can also influence purchasing decisions in retail and foodservice. 

“This collaboration between Circle H and NSF is a natural extension of our mission,” says Elsayed Zayan, CEO of Circle H International. “By collaborating with NSF on this initiative, we are creating a certification experience that’s efficient and deeply aligned with Circle H’s healthy, wholesome, and ethical lifestyle values. Together, we are also opening wider doors for local and global access to customers and brands seeking significant growth.”

According to NSF, the Asia-Pacific region hosts the largest share of the world’s Islamic population. Other fastest-growing markets are in the Middle East and Africa.

“We’re excited to collaborate with Circle H to offer our clients a broader spectrum of certification solutions. This initiative reflects our commitment to making certification more accessible and meaningful for today’s food industry and its customers. Together with Circle H, we can better support food companies in achieving multiple certifications efficiently, allowing them to unlock new market opportunities worldwide,” adds Carey Allen, director of food claims at NSF.