14. Branding Malaysian palm oil

PALM oil is palm oil, right? As it is a commodity, should it matter who produces it or where it comes from? Is there such a thing as branding for a commodity? If you ask the Malaysian Palm Oil Council (MPOC), the answers would probably be “Not necessarily”, “Yes” and “Yes”. The Malaysian palm oil industry wants the world to recognise that palm oil from Malaysia represents sturdy features such as quality, sustainable practices, speed of delivery, and research and development. And this will be supported by a brand name – Malaysia Palm. MPOC chairman Datuk Lee Yeow Chor says the council aims to develop the branding and image of Malaysian palm oil as a strategy to differentiate the oil from other commodities in the global edible oils and fats market. “We will emphasise the good quality backed by R&D and the fulfilment of... [read full story]                    

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