Abstract
This case looks into an incident that took place in Lahore, Pakistan, in 2017, when Masheer Rai from Fahm-ul-Halal (FUH) company found E120, a prohibited ingredient, on the label of a Sweeter strawberry juice drink bottle. He sent a WhatsApp message that quickly went viral. In response to the message, Rai received a phone call from Taqwa Industries, the juice manufacturer. Rai was told it was a labelling error, but the manufacturer did not have the documents to back the story. The management of both the companies met, but the FUH group was not satisfied with the outcome of the meeting and began contemplating their next move. The case can potentially be a benchmark for understanding the problems of adopting halal certification and ethical conduct in the food industry.
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