People consume food not only to satisfy hunger but also for cultural, religious and social reasons. In Islam there is an emphasis on cleanliness in both spirit and food (Agriculture and Agri-food Canada 2011). Eating is perceived to be a form of worship (Talib et al., 2015). Halal is Islamic dietary law derived from the Quran and Hadith, the practices of the Prophet Mohammad, Ijma and Qiyas (Regenstein et al., 2003). Halal goes beyond religious obligation. It is part of the (...) Islamic way of life which includes not only dietary requirements but also behaviour, speech, dress, and conduct (Talib et al., 2015a). Furthermore, observing the tenets of halal can guarantee food safety and serve as a business model for the Canadian export market. The benefits of halal notwithstanding, a lack of trust in the market can jeopardize the food’s perceived authenticity and provide traceability challenges. This especially affects Somali, Syrian, Pakistani and Afghani Canadians who prefer halal meat’s taste and require it for cultural and religious reasons. New policies are therefore a prerequisite to strengthening the halal food value chain thereby reducing asymmetric halal information. (shrink)