<![CDATA[This study aims to analyze the implementation of the halal value chain in the Mas Dian chips MSME. This is a qualitative study. Data collection techniques used interviews and observations with the owner of the Mas Dian chips business and employees. The results show that the Mas Dian chips MSME has successfully obtained halal certification from the Indonesian Ulema Council (MUI) and consistently applies the principles of the Halal Product Assurance System (SJPH). This certification marks a turning point in improving business quality, encouraging careful selection of raw materials and systematically maintaining production hygiene. The implementation of these principles not only meets administrative requirements but also forms part of a quality management system oriented towards consumer safety and trust, particularly Muslim consumers. In implementing the halal value chain, Mas Dian chips have significant opportunities, such as increasing demand for halal products, government support through free certification programs, easy market access, enhanced brand image, and export potential. However, obstacles remain, including limited technical understanding, perceived certification complexity, and limited human resources and equipment. Therefore, the necessary strategies include increasing halal knowledge capacity, intensive mentoring, and well-documented supply chain management. These steps will ensure effective and sustainable implementation of the Halal Value Chain, while also increasing business competitiveness in the market.]]>
