The Potential Of Pineapple-Based Agrofood Products Among Bumiputera Muslim Entrepreneurs Towards Halal Industry In Malaysia

Abstract

Pineapple crops has now categorized as a new source of wealth crop and becoming world’s leading commodity crops after durian and coconut. National Agro-Food Policy catalyses the growth of pineapple based agro-food products both for local and international market. Industry players for this particular products are consisted of mainly Bumiputera Muslim entrepreneurs in Malaysia in which boosting up a portion of halal industry sector for the country. Nevertheless, there are very few literature that focus on this matter, therefore this paper aimed to elaborate on the potential of pineapple-based agro-food products and the role of Bumiputera Muslims entrepreneurs towards development of Halal Industry in Malaysia. This study is carried out through extensive library research and utilizing qualitative approach for both data collection and data analysis. Based on the findings, pineapple-based agro-food products potentially contributed to halal economy significantly due to its marketability in both local and international market. Halal certifications are also needed to be encouraged among Bumiputera Muslims Entrepreneurs as the key success factor for expanding Malaysia’s halal economy.