(Dec 15) Picture this: golden olive groves stretching across Mediterranean hills, their ancient trees whispering tales of heritage, purity and tradition. Now consider the image that comes to mind for oil palm – vast plantations often vilified for deforestation, exploitation and corporate greed. The contrast is stark and deeply unfair.
This isn’t because oil palm lacks merit but because we have failed to communicate its remarkable and respected story well. It’s time to recognise the true value of this amazing tropical crop and change this.
Imagine oil palm estates standing alongside olive groves as global symbols of sustainability and pride of the growers and community.
Rebranding palm oil isn’t just desirable – it’s essential for the world. We’ve talked about it long enough. The enduring value and sustainability of our oil palms have been shown in scientific and environmental studies and from its commercial cultivation over a 100 years ago and it’s time to rebrand the oil palm and its main products, palm oil and palm kernel oil.
The olive oil industry has successfully transformed its product into a lifestyle choice, a symbol of health and indulgence. Bottles of virgin olive oil, marketed as liquid gold from the Mediterranean, are now staples in kitchens worldwide. Can palm oil follow suit? I believe it can.
A brighter future for palm oil is within our reach, but it requires the right mindsets, investment and collaboration, the right name, a compelling story and the solid determination to share it with the world.
Let’s start by redefining the narrative around palm oil, fortify our database of facts and information, position it as the true gem product of the tropics it truly is and watch it take its rightful place on the global stage.
Case for Rebranding
Palm oil and palm kernel oil are not just commodities; they are natural marvels of nutritious foods, capable of enhancing other food products, incorporation and conversion into numerous other products of high value and demand. As the most efficient oil-producing crop by far, oil palm sustains billions of people while lifting millions out of poverty. Yet, its reputation is often clouded by criticisms that highlight the faults of a few. It’s like a whiteboard marred by scattered black dots we tend to focus on the dots, overlooking the vast expanse of white.
Meanwhile, olive oil basks in narratives of purity, health and cultural pride. Both crops, however, share the same mission – producing edible oils sustainably and profitably. The difference lies in the narrative. While olive oil’s virtues are celebrated, palm oil’s unparalleled productivity, efficiency, quality and contributions to livelihoods are underappreciated or often misunderstood.
No industry is perfect, but imperfection fuels progress. The palm oil sector is no exception. Good practitioners should be celebrated for their efforts, while laggards must be challenged to rise higher
Those who break the rules must be held accountable. It is vital to focus on the bigger picture: a future where palm oil is a beacon of resilience, progress and sustainability, and path to better lives for the community and nation.
The world needs both crops – and other edible oils as well. The time has come to tell the good stories of palm oil, turning scepticism and doubt from false or biased narratives into understanding and fostering respect for an industry that feeds and nourishes humanity, and powers economies and nations.
Learning from Olive Groves
Olive groves are not merely farms – they are experiences. Tourists meander through oleotourism, savouring their history and products. This integration of agriculture with culture and tourism has created an enduring legacy in the Mediterranean.
Can our oil palm estates offer the same?
Imagine oil palm homestays where guests wake to breathtaking vistas of green landscapes, learning about the journey from seed to oil, sustainable best practices and the lives of the estate community.
Picture visitors engaging with owners and workers, exploring nearby conservation areas and understanding the communities built around plantations.
Such initiatives would reveal the “human side” of the industry. Through curated experiences, we could share an inspiring truth: palm oil isn’t just about production – it’s about people, ecosystems and shared responsibility.
Power of Connection
At IJM Plantations then, we organised the “Walk with CEO” programmes, offering an immersive experience that highlights the social, environmental and economic aspects of oil palm experience.
Held over weekends, the programme welcomed a diverse range of participants, including NGOs, journalists, academics, diplomats and even families. They had the opportunity to explore the estate, mill, R&D facility, while also visiting workers’ homes, schools and conservation plots.
This unique initiative allowed guests to gain firsthand insights into the full spectrum of oil palm cultivation and its broader impact. Similar programmes are being organised in other organisations and present opportunities for further enhancement to deepen understanding and foster greater engagement.
Visits and stakeholder engagements are just not about educating; it was also about strengthening dialogue and fostering understanding. As participants saw sustainable practices in action and met the people behind the palm oil story, scepticism often transformed into appreciation. A cherished Malay saying, “Tak Tahu, Maka Tak Cinta” “If you don’t know, you can’t love” became our guiding principle.
These visits didn’t just leave a mark on the visitors – they were transformative for our staff as well, honing their skills in hosting, storytelling and building confidence and also appreciation for their work and contributions. To truly reshape perceptions, we must invest in cultivating a dedicated cadre of passionate oil palm ambassadors within our organisations. Every encounter served as a powerful reminder of the impact of authentic connection and the critical need to share our story with conviction and heart.
Beyond Crude: Reclaiming Palm Oil’s Natural Legacy
For decades, I’ve heard planters at conferences” half-jokingly, half-seriously” ask why palm oil is still stuck with the “crude palm oil? (CPO) label, when it could embrace a more appealing one like Virgin Palm Oil (VPO), inspired by the success of virgin olive oil branding. I’ve also heard the mockings of planters who see olive oil in their households and their neighbours – instead of palm olein.
The word “crude” evokes something dirty, raw and unfinished – hardly fitting for an edible oil that is natural, nutrient-rich and extracted with only heat and pressure. The term “crude” also associates palm oil with crude petroleum oil, reinforcing negative stereotypes. In contrast, olive oil has elevated its status through the tag “virgin” or “extra-virgin”. Palm oil deserves that same recognition. It is rich in nutrients like tocotrienols, carotenoids and other anti-oxidants, and it’s time to bring these benefits to the forefront.
The world’s other leading edible oils – soyabean, canola, sunflower, cottonseed and peanut oil undergo extractions with hexane, a potent chemical solvent, to extract out every last remnant of oil. While these oils rely on chemical solvents, palm oil stands apart as a natural and pure product.
So why continue using a term that doesn’t reflect its process and quality? Palm oil can be the natural poster child of the oil world, relying solely on heat and pressure to work its magic.
Let’s shed the “crude” label and for now skip the ‘virgin’ tag and showcase its true natural value and rebrand it as simply as Natural Palm Oil, NPO – or other more appropriate label eg Pure Palm Oil (PPO) tag.
It’s simple, clean and instantly distances palm oil from the negative associations of its old label. Like olive oil, palm oil can be marketed as a pure, natural, healthy and sustainable choice. Consumers are increasingly drawn to clean labels, and palm oil, which doesn’t require solvents for extraction, is the ideal product for this shift.
While red palm oil is being marketed and already gaining traction in niche markets, a broader rebranding effort is needed. By repositioning palm oil as a premium and natural oil, we can improve its image and make a lasting impact on the global market.
It’s time to shed the “crude” label and the weight of outdated perceptions and start telling the world the true story of NPO: that it is palm oil from the trees and mills, in its original natural form, versatile in use and an essential treasure from the tropics.
Palm oil isn’t just extraordinary; it’s deliberately unrefined at its origin, a choice that reflects its purity and simplicity. When further processed or refined, it’s only to meet consumer preferences but straight from the mills, it’s nothing short of its natural excellence and even ready for use on its own as widely practised in the countries of its origin in Africa.
Call for Collective Action
Our rebranding of palm oil should spark a renewed passion and drive to excel in the production of the invaluable palm product for humanity and the world. This is not just a marketing exercise – it must ignite a movement. It begins upstream, where planters, workers and communities pour their hearts and minds into building a sustainable and resilient industry.
The ripple effects, especially in rural economies, are profound – creating jobs, spin-offs, supporting local businesses and driving economic growth in the producing nations, which often have limited alternative economic opportunities. These stories of transformation, perseverance, environmental stewardship and social improvements deserve to take center stage. (I plan to write a detailed piece on this aspect in the near future.)
Palm oil tourism should also be part of this narrative. Estates with interesting histories, distinct ecosystems, and environmental features could become favoured destinations where the beauty of oil palms and their harmonious coexistence with nature are celebrated.
Downstream players – marketers, retailers and policymakers – must actively engage with this new narrative, linking it to the social and economic benefits, share the rich environmental and research findings including palm oil’s health advantages, its versatility and its crucial role in global food security.
Looking through the annual reports of plantation companies, it’s clear that tremendous progress has been in developing best practices, compliances to desired environmental standards and sustainability. There are countless inspiring stories waiting to be shared, showcasing the hard work, dedication and sweat that drive this industry forward. Yet, these efforts often seem technical or too distant to the average person, even in producing countries.
Photos from the annual reports, which speak a thousand words, showcasing excellence in all aspects of sustainability should be carefully curated and shared alongside their captivating stories. The palm oil journey of change is about real people, their efforts, commitments and sacrifices, real communities and the multiplying effects of their work, all transforming the future for the better.
The time has come for all stakeholders in the palm oil industry to unite in a collective and responsible effort. From telling about the science, best production practices and environmental services of the crop, transitioning from “CPO” to “NPO,” oil palm tourism, crafting effective narratives, this is more than just a shift – it’s a fundamental change in mindset. It requires a shared commitment and passion across the entire supply chain to elevate the value of palm oil through clear communication and strategic marketing.
Collaboration is essential to reshaping perceptions,
enhance and rebuild trust in the quality and sustainability of palm oil.
Reimagining Palm Oil: A Crop Needed for the Future
The oil palm is extraordinary – not only for its unmatched productivity but also for its relative resilience, ease of cultivation and immense potential to drive global progress. Calls to exclude it from supply chains are not only unjustified but also ignore critical scientific and socio-economic and demand realities.
Palm oil now constitutes about 36% of total world vegetable oil production and its demand will only increase in future. So, such actions would deprive humanity of a vital resource essential for food production, livelihoods of millions of growers and workers, and sustainability, while also causing significant social and economic disruptions in both producing and many developing consuming countries.
For too long, the palm oil industry has had to respond to an unrelenting negative wave of campaigns and policies like ILUC, RED, RED2 and EUDR to establish it environmental and sustainability credentials – with more undoubtedly on the way. However, the time has come to tell and propagate the many good and positive aspects of the crop and its products. Defending alone is no longer sufficient; it’s time for us to step forward and take control of the narrative and to boldly share the story of the oil palm’s scientific and environmental impacts and its role in driving economic and social progress.
We must also make these stories accessible and clear, ensuring that the world knows and understands the true value of this remarkable crop. With the world focus on sustainability, the environment and climate change, and achievements of the SDGs of the UN, this is our moment to take the reins, enlighten the world about the superiority of the oil palm in outperforming the other vegetable oil crops, thus reshaping how the world sees palm oil.
The real question is not whether we need to rebrand palm oil, but whether we have the collective resolve to take this bold step. Will we rise together to lead this transformation, or will we continue waiting for others to act – while opportunities slip through our fingers? The time to act is now.
Let’s come together with purpose and clarity, to retell the palm oil story – one that showcases it as a highly productive, sustainable, environmentally friendly and socially transformative crop, drawing lessons from our olive growing counterparts.
Changing perceptions takes time. Rome wasn’t built in a day, and neither will a global palm oil narrative. But every great transformation begins with the first single step. This is our chance to inspire generations, to build a legacy of progress and stewardship for the cultivation of our highly beneficial oil palm crop.
The future of palm oil is ours to shape and share. The journey begins today.
Let’s start the conversation. Will you be part of it?
Source: Borneo Post Online
