Sustainability not enough; Malaysian palm oil sector pushes for better branding and consumer communication
RBD Palm Oil
Malaysia
Published Apr 6, 2022
Tridge summary
The Malaysian palm oil sector is calling for the implementation of better branding and consumer communication strategies to increase its marketability, saying that providing high quality and sustainable products is not enough to achieve export recognition.
Original content
In recent months, the industry has made no secret of its attempts to reach and enter a more diverse range of export markets beyond its traditional main destinations China and India, looking to more countries in ASEAN, the Middle East, Africa and more. According to Malaysian Palm Oil Council (MPOC) Deputy Director of Promotions and Corporate Communications Razita Abdul Razak, Malaysia produces high quality palm oil that is certified sustainable by the Malaysian Sustainable Palm Oil (MSPO) certification scheme, and has hoped to use this as a mark of sustainability assurance when targeting new destinations – but unfortunately so far the results have not been encouraging. “Currently there is no differentiation of our palm oil from other palm oil, and we realised that we need to adopt a marketing differentiation strategy with strong branding to enhance preference for our product,” Razita told us. “[To this end] we have made the MSPO certification mandatory for local palm oil since ...
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