VRIJEME JE ZA GOSPODARSTVO Aldin Dugonjić

Guest Aldin DugonjićHosted by Darko BukovićMay 3, 2026

Aldin Dugonjić

About this episode

What you'll hear in this conversation

Aldin Dugonjić, the director of Croatia's Center for Halal Quality Certification and the region's only doctor of Halal studies, argues that Halal is often misunderstood. Far from being merely a religious dietary restriction, he describes it as a comprehensive lifestyle framework that, when applied to products and services, becomes an "additional quality guarantee" for all consumers. This conversation explores how Halal standards have evolved from specific religious requirements into a global market phenomenon, now approaching $2 trillion, driven by both Muslim consumers and a broader audience seeking assurances of health and ethical production. You will leave this discussion considering how a historically faith-based standard has become a competitive advantage and a mark of premium quality in the modern economy.

Insights from the conversation

What to take from this episode

The anecdote about the grandfather who thought "halal janjetina" meant free lamb illustrates a common misunderstanding: Halal in a commercial context is not about charity. It defines a precise standard for production, processing, and ethics, ensuring a product meets specific quality requirements beyond simple permissibility.

Dugonjić emphasizes that Halal certification functions as an "additional quality guarantee" for all, not exclusively for Muslims. This means the rigorous checks on ingredient origin and processing appeal to a broader market seeking assurances about product purity, safety, and ethical sourcing, making it a universal mark of quality.

The global Halal market, now nearing $2 trillion with 2 billion consumers—60% of whom are under 30—is a significant economic force, not a niche. This demographic profile and market scale signal a growing opportunity that businesses, regardless of their primary target audience, should consider.

A surprising amount of Halal-certified production occurs in non-Muslim-majority countries, particularly within the European Union, often driven by export opportunities and the needs of immigrant populations. This demonstrates that market demand and entrepreneurial initiative, rather than religious demographics alone, are key drivers of Halal industry growth.

Halal certification didn't originate from religious authorities imposing rules, but from entrepreneurs recognizing a market need for exports and then for immigrant communities. The system grew organically from commercial demand, illustrating how market forces often precede and shape formal standards.

The certification process requires deep scrutiny of every single ingredient's origin and the entire supply chain, which can extend the timeline for complex products. This level of verification offers a transparency that goes beyond typical food safety standards, providing unique assurance to consumers.

Croatia's Matija Gubec Elementary School, with its Halal-certified menu, sets a precedent for integrating Halal standards beyond products and into public services. This example demonstrates a simple, repeatable model for broader societal inclusion and acceptance of Halal principles in everyday life.

Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution