Halal Certification Readiness of Maranao Food Entrepreneurs in Marawi City: Knowledge, Opportunities, and Barriers

Halal certification can strengthen consumer trust, market access, and product credibility, yet many micro and small food enterprises remain outside formal certification systems. This study explored the knowledge, perceived opportunities, certification actions, challenges, and support needs of Maranao food entrepreneurs in Marawi City, Philippines. A qualitative descriptive design was used. Fifteen Maranao food entrepreneurs producing or selling local food products were purposively selected and interviewed through a validated semi-structured guide. Interview responses were recorded with consent, transcribed, translated where necessary, coded, and analyzed thematically. Findings showed that entrepreneurs had practical but uneven knowledge of halal certification. Some associated halal mainly with logos, the absence of pork, cleanliness, and proper slaughter, while others relied on cultural assumptions that food sold by Maranao Muslims is already halal. Certification was viewed as a pathway to customer trust, wider markets, export potential, profitability, and cultural-product recognition. However, most participants had not begun formal application because of high costs, complicated paperwork, limited procedural knowledge, and weak visible local support. Entrepreneurs requested training, mentoring, simplified and digitalized procedures, financial assistance, local help desks, and stronger coordination among government and certification institutions. The study concludes that certification readiness among Maranao food entrepreneurs requires a culturally grounded, accessible, and institutionally coordinated support system.