The Cadbury Controversy: Blessings in Disguise?

Abstract

The Cadbury controversy occurred in between end of May 2014 to early June 2014 when a government officer leaked information regarding DNA porcine contamination in two Cadbury products. After the leak, Cadbury’s halal certification for the two products was suspended for 17 days. Although the issue ended with Cadbury as the winner when the Department of Islamic Development Malaysia (JAKIM), as the authoritative body issuing halal certification, declared Cadbury chocolates are halal, there are many lessons to be learned by Malaysians and Malaysian authorities in this issue. This paper provides a brief chronology of the events ensuing the Cadbury controversy based on the media reports and identifies some lessons that can be learned from the controversy. This paper also reflects on the outcome of a study on the knowledge, understanding, acceptance, and perception of Malaysians towards the federal system and connects the findings of the study with the society’s confusion on the issue of halal certification and enforcement in Malaysia. Although the level of knowledge, understanding, and acceptance of Malaysians towards the federal system is high, about 60 %, the Cadbury controversy reveals that many Malaysians are still confused about how halal certification and enforcement are administered in the Malaysian federal system. This paper concludes that the relevant departments in charge of administration of halal certification and enforcement need a stronger cooperation and coordination in order to win public confidence consuming halal products. Any non-compliance should be dealt with the food manufacturer directly so as not to cause unnecessary confusion relating to halal certification to the public.