HALAL BUSINESS INFO Zoran Šimunić i Ana Bogović

Guest Zoran Šimunić i Ana BogovićHosted by Boris ŽivkovićMay 3, 2026

Zoran Šimunić i Ana Bogović

About this episode

What you'll hear in this conversation

The notion of 'Halal' often evokes a specific set of religious dietary and lifestyle rules. Yet, for businesses like Hilton hotels in Zagreb and the food producer Naše klasje, Halal certification has become a strategic commercial decision, driven less by religious observance and more by market demand and a pursuit of higher quality. This conversation with Ana Bogović, a director at Hilton, and Zoran Šimunić, CEO of Naše klasje, explores how a certification traditionally seen as niche can open new markets, refine operational processes, and even elevate a brand's perceived quality for all customers. They discuss the practicalities, the minor adjustments, and the unexpected benefits of adopting a standard that goes beyond mere compliance, shaping how a business thinks about trust and customer experience.

Insights from the conversation

What to take from this episode

Hilton's decision to pursue Halal certification in 2016 wasn't driven by a sudden market shift, but by a consistent practice of "listening to our guests." Certifications aren't just about compliance; they are a direct response to observed customer needs, building an additional layer of trust and security.

For Hilton, implementing Halal standards meant training everyone "from the kitchen helper to the colleague who runs the entire housekeeping department." In service businesses, a new operational standard requires universal staff education, not just managerial awareness.

Adopting Halal standards in Hilton's kitchens required "small investments" in dedicated items like special pans, cutting boards, and knives, alongside strict procedural guidelines. Achieving a niche certification often relies on precise, minor physical separations and disciplined processes, not necessarily large capital expenditures.

Zoran Šimunić "felt it more than heard it" during a visit to Sarajevo — a subtle signal that customers would appreciate Halal certification for Naše klasje's existing products. The most valuable market signals for new certifications or features are often intuitive observations, not explicit requests.

Naše klasje chose to make all suitable products Halal-certified across their entire production, rather than setting up separate lines. Integrating a new standard universally simplifies operations and elevates the baseline quality for every product that can meet it.

Even for consumers unfamiliar with Halal specifics, Zoran Šimunić observes that the certification "raises control and quality criteria" and is perceived as a sign of a more controlled, higher-level product. A niche certification can serve as a broader quality signal, attracting a wider customer base beyond its initial target demographic.

Since integrating Halal as a standard for all applicable production, Zoran states there is "no difference" in Naše klasje's daily operations. When a new standard is fully absorbed into core processes, it can reduce complexity by standardizing best practices, rather than adding layers of exceptions.

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Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution