Certificações voluntárias halal e kosher como estratégia de crescimento em cooperativas de leite da região sul do Brasil: desafios e oportunidades

Abstract

The study analyzed the challenges and opportunities associated with implementing voluntary Halal and Kosher certifications as a growth strategy for milk and dairy production cooperatives in the southern region of Brazil. The research, which was qualitative and exploratory in nature, involved interviews with professionals experienced in the certification implementation process, including cooperative managers, specialists in mandatory requirements, and market development specialists. As a result, the study provided a better understanding of the challenges faced, such as input traceability, cross-contamination, employee training, audit costs, and competition with international prices. The main opportunities associated with these certifications were also identified, including access to strategic markets (such as Arab countries, Israel, and the USA), strengthening brand positioning in terms of quality, and the possibility of serving specific niches. In addition to broadening the understanding of the topic, the research produced a set of good practices for implementing certifications, consisting of five pillars: diagnosing the management system and processes, process management, training, infrastructure and quality control, and market relations. These pillars aim to assist cooperatives in the certification process. The research focused on the analysis of two cooperatives, suggesting an expanded scope by including private companies in future studies, examining consumer perceptions of the value of certifications, and evaluating the implementation and impact of the suggested good practices. The study highlights these certifications as innovation-driven strategies for market development and for meeting the demands of diverse audiences.