From Mersam to The World : A Collaborative Model for Developing Gulai Talang as Halal Culinary Heritage

Abstract

This study investigates the potential transformation of Gulai Talang, a traditional culinary heritage of the Mersam community in Batang Hari Regency, Jambi, into a halal regional culinary product and a community-based economic asset. Using a qualitative descriptive approach, the study combines literature analysis with in-depth interviews involving culinary practitioners, cultural stakeholders, government representatives, religious authorities, and BAZNAS officials. The findings indicate that the main constraints are not the absence of culinary uniqueness, but weak standardization, halal assurance, branding, packaging, digital marketing, institutional coordination, and access to markets. To address these challenges, the study proposes an integrated collaboration model involving the Batang Hari Regency Government, Ministry of Religious Affairs, BAZNAS, MSMEs, communities, and higher education institutions. This model positions Gulai Talang not merely as a traditional food product but as a halal cultural-economic asset capable of supporting MSME development and mustahik empowerment through productive zakat. Ultimately, the research demonstrates that integrating cultural preservation with a community-based halal ecosystem can transform local culinary heritage into a competitive economic value chain.