Building Trust in B2B Halal Food Markets: US Case Studies

Imagine a bustling trade show where food industry leaders from across the globe converge, their booths brimming with vibrant displays of halal-certified products—juicy beef cuts, plant-based snacks, and ready-to-eat meals. Amid the buzz, one thing stands out: trust. In the fast-growing halal food market, projected to hit $88.9 billion in the US by 2026, trust is the currency that powers B2B relationships. For businesses—whether suppliers, distributors, or retailers—building trust in the halal food sector is not just a competitive edge; it’s a necessity. From rigorous certification to transparent supply chains, US companies are setting the standard for fostering confidence in this dynamic market. In this article, we’ll dive into how halal food brands in the US are building trust in B2B markets through real-world case studies, actionable strategies, and insights into overcoming challenges. Join us as we explore this thriving industry and its recipe for success.

The Growing Importance of Trust in the Halal Food Market

Halal, meaning “permissible” under Islamic law, governs food preparation with strict guidelines on ingredients, processing, and ethical sourcing. Globally, the halal food market was valued at $2.71 trillion in 2024, with a projected growth to $5.91 trillion by 2033 at a 9% CAGR. In the US, the market is booming, driven by a Muslim population of 3.45 million and growing interest from non-Muslims who value halal’s quality and ethical standards. For B2B stakeholders—producers, exporters, and retailers—this growth presents immense opportunities but also unique challenges. Trust is the linchpin that ensures long-term partnerships and market success.

Why is trust so critical in B2B halal food markets? Unlike consumer markets, where branding and packaging can sway decisions, B2B transactions involve high-stakes deals, long-term contracts, and complex supply chains. A single misstep—such as a questionable certification or a supply chain breach—can erode partnerships and cost millions. US companies, from global giants like Tyson Foods to regional players like Midamar Corporation, are tackling these challenges head-on, using transparency, certification, and innovation to build unbreakable trust. Let’s explore how they’re doing it through three compelling case studies.

Case Study 1: Midamar Corporation – Pioneering Trust Through Certification

Midamar Corporation, based in Cedar Rapids, Iowa, has been a trailblazer in the US halal food industry since 1964. As one of the first companies to export halal meat to the Middle East, Midamar has built a reputation for reliability in B2B markets. Their secret? A relentless focus on certification and transparency.

Midamar partners with the Islamic Services of America (ISA), a respected halal certification body, to ensure every product—from beef to pizzas—meets strict Islamic standards. In B2B transactions, this certification is a non-negotiable trust signal. For example, when supplying halal beef to distributors in Saudi Arabia, Midamar provides detailed documentation, including slaughterhouse audits and traceability reports, ensuring buyers know exactly what they’re getting. In 2023, Midamar’s exports accounted for $150 million in revenue, largely due to its reputation for consistent quality.

Transparency extends to their supply chain. Midamar invests in dedicated halal facilities to prevent cross-contamination, a common concern for B2B buyers. They also use digital tools, like QR codes on packaging, to allow distributors to trace products back to their source. This transparency was critical in 2021 when a major Middle Eastern client requested a full audit of Midamar’s supply chain to ensure compliance. The company’s ability to provide verifiable data cemented a five-year contract worth $50 million.

Midamar’s lesson for B2B players is clear: certification isn’t just a checkbox—it’s a trust-building tool. By partnering with reputable certifiers and offering transparent documentation, Midamar has become a go-to supplier for global distributors, proving that trust translates to tangible business success.

Case Study 2: American Foods Group – Scaling Trust Through Investment

American Foods Group (AFG), a leading US meat processor, took a bold step in 2022 by launching a $1 billion halal beef processing facility in Missouri. This move wasn’t just about meeting demand—it was about building trust with B2B partners, particularly in the Organization of Islamic Cooperation (OIC) countries, where the US is a top exporter of halal meat.

AFG’s strategy focused on addressing a key pain point: supply chain reliability. Halal meat requires dedicated facilities to avoid cross-contamination with non-halal products, a challenge that deterred many US processors from entering the market. AFG invested heavily in state-of-the-art facilities, including segregated slaughter lines and real-time monitoring systems. This commitment reassured international buyers, such as those in the UAE, who rely on consistent supply for their retail chains.

To further build trust, AFG partnered with blockchain technology provider OneAgrix to implement a DNA-to-QR-code tracing system. This allows B2B clients to verify the halal status of every shipment, from farm to port. In 2023, this system helped AFG secure a $200 million contract with a Malaysian distributor, who cited the traceability as a deciding factor. AFG’s investment also created 1,200 jobs, boosting its reputation as a reliable partner in the US and abroad.

AFG’s case shows that trust in B2B halal markets often requires significant upfront investment. By prioritizing infrastructure and technology, AFG not only meets demand but also sets a benchmark for reliability, proving that trust can be a competitive differentiator.

Case Study 3: Saffron Road – Educating Partners for Long-Term Trust

Saffron Road, a leader in halal frozen meals and snacks, has taken a unique approach to building trust in B2B markets: education. While many brands focus solely on certification, Saffron Road goes further by helping its partners—distributors, retailers, and foodservice providers—understand the halal market’s nuances.

In 2019, Saffron Road faced a challenge when pitching to a major US retailer skeptical about halal’s mainstream appeal. To address this, the company launched a comprehensive training program for the retailer’s procurement team, explaining halal’s ethical and quality benefits. They highlighted how their organic, antibiotic-free chicken meals appealed to non-Muslims, citing a 2021 USDA study that found 60% of non-Muslim consumers viewed halal as a marker of quality. The result? A $10 million distribution deal that brought Saffron Road’s products to 1,500 stores nationwide.

Saffron Road also builds trust through consistent product innovation. Their plant-based halal meals, like chickpea masala and Thai-style curry, cater to the growing demand for sustainable options, appealing to retailers like Whole Foods that prioritize eco-conscious products. In 2024, Saffron Road’s B2B sales grew by 15%, driven by partnerships with foodservice providers who value their ability to attract diverse customers.

By educating partners and aligning products with mainstream trends, Saffron Road shows that trust isn’t just about compliance—it’s about building shared understanding and mutual goals. Their approach is a blueprint for brands looking to expand in the competitive US market.

Challenges in Building Trust in B2B Halal Markets

While these case studies highlight success, building trust in B2B halal markets is no easy feat. The industry faces several hurdles that require strategic solutions.

Certification Fragmentation

The lack of standardized halal certification is a major challenge. In the US, multiple certification bodies, such as the ISA and the Halal Food Council USA, have varying standards, leading to confusion among B2B buyers. For instance, some certifiers require hand-slaughtering, while others accept machine-slaughtering, creating discrepancies that can erode trust. A 2023 survey by the Halal Food Council USA found that 40% of international buyers hesitated to partner with US suppliers due to certification inconsistencies.

To overcome this, companies like Midamar and AFG work with globally recognized certifiers and provide detailed compliance reports. However, broader industry standardization, like Malaysia’s Halal Industry Master Plan 2030, could streamline trust-building. Until then, US brands must invest in clear communication and reputable certifications to reassure partners.

Supply Chain Vulnerabilities

Maintaining a halal supply chain is complex and costly. Dedicated facilities, trained staff, and rigorous audits are essential to prevent cross-contamination, but disruptions—like those during the COVID-19 pandemic—can strain partnerships. In 2021, US meat exports dropped 12% due to labor shortages and logistics issues, causing delays for B2B buyers in the Middle East. Companies like AFG are addressing this by localizing production and adopting technologies like AI-driven supply chain management to ensure reliability.

Cultural and Market Misunderstandings

Many B2B buyers, especially non-Muslim distributors in the US, lack a deep understanding of halal requirements. This can lead to skepticism about the market’s potential or reluctance to invest in halal-specific processes. Saffron Road’s education-focused approach is a model for overcoming this, but broader industry efforts—such as trade shows and workshops—are needed to bridge the knowledge gap.

Strategies for Building Trust in B2B Halal Markets

The case studies above reveal several strategies that US companies are using to build trust in B2B halal markets. Here’s how businesses can apply these lessons:

1. Invest in Robust Certification: Partner with reputable certifiers like the ISA or Halal Food Council USA and provide detailed compliance documentation. Transparency, as Midamar demonstrates, is key to reassuring buyers.

2. Leverage Technology for Traceability: Blockchain and QR-code systems, as used by AFG, offer verifiable proof of halal compliance, addressing buyer concerns about authenticity.

3. Educate Partners: Follow Saffron Road’s lead by offering training and resources to help B2B partners understand halal’s value proposition, from ethical sourcing to mainstream appeal.

4. Innovate for Diverse Markets: Develop products that appeal to both Muslim and non-Muslim buyers, such as plant-based or organic halal options, to broaden market reach.

5. Build Resilient Supply Chains: Invest in dedicated facilities and localized production to ensure consistency, as AFG has done, minimizing disruptions and building buyer confidence.

The Future of B2B Halal Food Markets in the US

The future of B2B halal food markets in the US is bright but requires ongoing commitment to trust-building. As global demand grows, US companies are well-positioned to lead, thanks to their advanced infrastructure and innovation. Technologies like blockchain and AI will continue to enhance transparency and efficiency, while standardized certification could simplify partnerships. Government support, such as trade incentives or export programs, could further boost the industry, following the lead of countries like Indonesia with its mandatory halal labeling laws.

For B2B players, the halal market offers a chance to tap into a $5 trillion global opportunity while fostering long-term partnerships. The success of Midamar, AFG, and Saffron Road shows that trust—built through certification, transparency, and education—is the foundation of this growth. For buyers, these efforts mean reliable, high-quality products that meet both religious and ethical standards. For suppliers, it’s a chance to stand out in a crowded market.

The halal food industry in the US is more than a niche—it’s a dynamic force reshaping global trade. Whether you’re a supplier, distributor, or retailer, now is the time to embrace the halal opportunity. By building trust, as these case studies demonstrate, you’re not just selling products—you’re forging partnerships that will define the future of food.