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More Than Just Palm Oil Oil palm is grown mainly to produce palm oil. About 90% of oil palm plantation revenue is derived from crude palm oil and crude palm kernel oil while the balance comes from other parts of the tree. This is expected to change by 2020 as more biomass from the tree is utilized; generating additional income for the industry.
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Mesocarp The fleshy outer portion of the fruit that produces palm oil
Kernel The seed of the fruit that
produces palm kernel oil
Shell Ternera or (D x P), the oil palm species commonly planted in Malaysia, produces fruit with a medium-thick shell
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The Fruit The oil palm fruit is unique in that it produces two different oils: palm oil from its mesocarp (flesh) and palm kernel oil from its kernel (seed). These oils are chemically and physically different from each other, an advantage that allows them to be used in a wide variety of food and non-food applications.
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Bringing Better Health Consumed worldwide, palm oil is both nutritious and healthy. It is nature’s richest source of Vitamin E tocotrienols and proVitamin A carotenoids. It is also cholesterol-free. Studies have shown that both palm olein and olive oil have similar beneficial effects on plasma cholesterol levels. In addition, palm tocotrienols inhibit growth of certain types of cancer as indicated
by animal and cell-culture studies. Stable at high temperatures, palm oil is the ideal choice for household and industrial frying. It is also odourless and bland, thus preserving the natural taste of food. Unlike other vegetable oils, palm oil is naturally semisolid at room temperature, a characteristic that allows it to bypass hydrogenation in most
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food preparations; in turn, this keeps the food free of trans fatty acids. Palm oil is one of the 17 edible oils cited by the Food and Agriculture Organisation and the (WHO) as being wholesome and nutritious.
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Sustainable & EnvironmentFriendly The oil palm has long fulfilled sustainability indicators partly due to its high productivity and efficient carbon assimilation. The last half of the 20th century had seen research and development activities taking place alongside technological advances. These activities have helped raise yields and reduce inputs, thus achieving the goal of maximising oil production from minimal use of land. One hectare of oil palm yields an average of 3.9 tonnes of palm oil per annum with the best fields capable of producing up to six tonnes. Since the yield of other oil-bearing crops is lower, the oil palm is widely considered to be the world’s most productive oil-bearing crop.
Although one of the world’s major producers of palm oil, Malaysia utilises less than 16% of its land area of 32.86 million hectares for oil palm cultivation. Some 48% of the total land area remains as permanent rainforests while another 8% has been gazetted as national parks, wildlife sanctuaries and nature reserves. This massive 56% of land under conservation ensures that biodiversity of flora and fauna in the country is preserved. The Malaysian oil palm industry is one of the most highly organised sectors of any national agricultural system in the world. Its oil palm plantations are responsibly managed through Good Agricultural Practices in compliance with corporate governance and social responsibility. This minimises the impact of plantation activities on the environment and biodiversity.
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Company’s Profile
The Malaysian Palm Oil Promotion Council was incorporated on 25 January 1990. The name was changed to the Malaysian Palm Oil Council (MPOC) on 13 April 2006 to reflect a wider scope of responsibilities. MPOC is now a full-fledged organisation dedicated to creating a unique global identity for Malaysian palm oil and its value-added products. It spearheads promotion, branding and marketing activities to extend endorsement of palm oil. In addition to organising or participating in trade
missions, it contributes to industryrelated dialogue at the highest levels. As the leading marketing and information centre for palm oil, MPOC focuses on expanding the market share of Malaysian palm oil as well as on enhancing its image for wider consumer acceptance. In executing its activities, MPOC has a comprehensive network of 10 representative offices in six major regions namely; Asia Pacific, Indian sub-continent, Middle East, Europe, Africa and North America.
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The Face of MPOC The logo is structured to reflect modernity in the expression of an oil palm tree, within the context of today’s graphic idiom. The simplicity of design is derived from the utilisation of component elements of the square itself, for easy recognition and recall. The colours of green and earthy red represent a healthy environment, and encapsulate – concerns for biodiversity and the preservation of a cleaner world
of tomorrow. The initials “MPOC” form part of its total corporate signature. The logo is intended to generate stronger awareness of the MPOC’s relentless efforts to place Malaysian palm oil on the highest scale of consumer acceptability in terms of health, environmental friendliness and endless commercial applications. It will also heighten MPOC’s visibility in leading the promotion of Malaysian palm oil at home and in the global market.
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Corporate Identity In delivering our services to the stakeholders and to the global masses, we at MPOC are shaped by a corporate identity that defines the organization as forward looking and insightful in its mission to promote the Malaysian palm oil industry. This shaping of MPOC’s corporate identity can be found in the MPOC acronym where its identity is derived from the following:
M – Manpower development The human resource growth in MPOC is not confined to the number of employees but is shaped by the development of individual employees where the right levels of expertise are the leading factors in reaching our objectives. With the right levels of expertise, MPOC becomes the reference point for the industry.
P – Planning & Promotional effectiveness Objectives and goals can be achieved only with proper planning. The planning stages in MPOC are guided by the objectives in hand and with calculated planning, be it in programmes and activities organized by MPOC, the planning stages are crucial in the success of the activities. The new operational exercise puts in place a system that hones the planning of our activities. The effectiveness of our promotional programmes and activities is vital in upholding the corporate identity. The promotional aspects of our programmes and activities are structured within the scope of manpower development, planning and operational efficiency. With the combination of this corporate identity, the vital promotional effectiveness can be carried through MPOC’s promotional activities.
O – Operational efficiency The programmes and activities that are featured under the new MPOC’s approach will encompass the absolute necessary and practical methods in reaching our objectives. In MPOC’s daily operations, the identity will assist the organization to efficiently operate within the context of its role and responsibilities. We focus on delivering results efficiently.
C – Commitment Customer commitment is greatly emphasized in our operational strategy and MPOC’s programmes are highly geared towards meeting and exceeding the expectations of the industry players. The level of customer commitment can be seen in MPOC’s output in terms of its successful programmes and positive feedbacks from the industry.
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Mission To expand the market for Malaysian palm oil and its products by promoting their attributes and encouraging better acceptance through awareness of various techno- economic and environmental sustainability advantages
Vision To make Malaysian palm oil the leading oil in the global oils and fats market
Objectives •
To enhance trade opportunities in the market place by identifying and meeting the latest opportunities in the market.
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To encourage product diversification by using Malaysian palm oil as the key ingredient, thus gaining a prominent role in new and reformulated products.
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To improve understanding of palm oil, enhancing its application and elucidating its numerous strengths and benefits.
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To uphold the good name of Malaysian palm oil by closing the gap between the issues of perception, allegations and the realities of palm oil.
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To safeguard Malaysian palm oil as the most dominant vegetable oil in terms of market coverage, nutritional benefits, environmental sustainability and commercial success.
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足Leading The Way
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Defining Divisions MARKETING & MARKET DEVELOPMENT Expanding Market Access of Malaysian Palm Oil
The Marketing & Market Development Division spearheads the promotion and marketing of Malaysian palm oil toward making it the leading oil in the global oils and fats market. It focuses on the positive traits of Malaysian palm oil in order to maximise returns to the industry.
Market Expansion The Division enhances the growth of the Malaysian palm oil market through new developments and expansion of acceptance by end users. To compete successfully, innovative approaches are developed. Pro-active programmes targeting the trade sector and consumers pave the way for Malaysian palm oil to be used in new markets. In addition, opportunities for investment, cooperation and joint marketing are constantly being sought out to obtain a firm foothold in all markets.
Trade Fairs and Seminars The organisation of trade fairs and seminars such as Palm Oil Trade Fair & Seminar and Palm Oil Internet Seminar are two of the division’s major activities. The POTS series showcases new products and services of the Malaysian palm oil industry; targeting key markets worlwide, while POINTERS is a free online seminar that provides price directions of palm oil and other competing oils. Participants have found these events useful in updating their knowledge of palm oil and the industry as well to establish their business contacts.
Market Networking The development of a market intelligence network, market linkages and awareness programmes helps foster closer ties with industryrelated organisations. This helps educate and inform those who have a keen interest in Malaysian palm oil including policy makers, the trade community, consumers, scientists, medical practitioners and NGOs.
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PROMOTIONS & BRANDING Going Global
Through the Promotions & Branding Division, MPOC develops the image of Malaysian palm oil as a sustainable and high quality product that meets the criteria of a leading vegetable oil in the world. This brand-building programme is a vital long- term strategy for the Malaysian palm oil industry.
Advertising Keeping in mind the specific goals to be achieved, the Division works strategically to attain its objectives. Effective advertisement campaigns on the attributes of Malaysian palm oil and its products are implemented to promote global acceptance.
Exhibitions MPOC participates in local and international exhibitions to broaden business opportunities among producers and users of Malaysian palm oil. Such events facilitate in positioning Malaysian palm oil as the best choice for both consumers and commercial users. These exhibitions also provide an opportunity for stakeholders to share ideas and experiences, and to initiate discussions.
Communications The MPOC website, www.mpoc. org.my, highlights comprehensive information about Malaysian palm oil and the industry. It covers trade data, nutrition, sustainability and palm-based products. In addition, regional websites have been created to respond to market needs.
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SCIENCE & ENVIRONMENT Forging Forward
The Science & Environment Division gathers and compiles scientific and technical information on palm nutrition, palm oil sustainability and palm-based food and non-food products. This information is distributed through websites, publications, forums and exhibitions. The Division also promotes palm oil through linkages with local and international scientific bodies.
Consumer Education on Food and Nutrition Consumer education on the nutritional attributes of palm oil is an important promotional exercise. Participation in scientific conferences both locally and internationally helps publicise positive results of various nutritional trials using palm oil, red palm oil or palm phytonutrients. The Division also ensures that latest information on palm oil nutrition is correctly portrayed through representation at national and international expert committees.
Malaysian Palm Oil Wildlife Conservation Fund (MPOWCF) This was launched to promote conservation of wildlife and biodiversity. The fund, with an initial RM20 million capital, encourages NGOs, universities, researchers and related bodies to undertake studies on wildlife and biodiversity. To date, a number of conservation activities and studies have been successfully implemented through MPOWCF. The outcome of these activities is periodically reported at MPOC’s major events.
Conferences and Seminars The International Palm Oil Sustainability Conference, Orang Utan Conservation Colloquium and Palm Oil International Nutracosmeceutical Conference are some of the major events organised by the Division to communicate latest development in palm oil sustainability and nutrition. These events are also a platform for discussion between the industry and interested parties to embark on collaborative actions to address relevant technical and environmental issues.
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FINANCE & HUMAN RESOURCE Building Bonds
MPOC places high priority on enhancing and developing its human resource capability. The Finance & Human Resource Division focuses on developing the full potential of its employees to enable MPOC to achieve its goals in an efficient manner. The smooth operations of the organisation and its global network, coupled with well- executed plans and strategies, are proof of the outcome of comprehensive training and development of human capital. MPOC has four divisions, namely: Marketing & Market Development; Promotions & Branding; Science & Environment; and Finance & Human Resource. These divisions work cohesively to achieve MPOC’s objectives in an efficient and effective manner.
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Pursuing The Highest Standard of Sustainability MPOC has a pivotal role in strengthening Malaysia’s position as a world leader in the global oils and fats market. It assists in the growth of the Malaysian palm oil industry by continuously promoting the techno- economic, nutritional and environmental advantages of palm oil to consumers worldwide. The Malaysian palm oil industry envisions achieving the highest standards of sustainability. Various technologies and new practices; aimed at reducing the impact on the environment, have been successfully adopted in plantations, mills and refineries. The industry is also churning out a wide variety of by-products from its waste.
Old stands of oil palm trees can now be used to produce highquality wood while pruned fronds can be processed as animal feedstock. Interestingly, used palm cooking oil can now be converted to biodiesel which is environment– friendly. These developments add to confidence in Malaysian palm oil in the global arena. Malaysia has been an advocate of sustainable agricultural practices while maintaining a good balance between socioeconomic development and conservation of the environment.
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Unknown to many, the Malaysian palm oil industry has long had to comply with various laws and legislations; making it one of the most highly regulated industries in the world. Malaysia also assures the world that it will not retreat from its 1992 Rio Earth Summit pledge on sustainable development - it will keep at least 50% of its total land area under permanent forest.
The Malaysian palm oil industry is open to collaborative efforts to further improve its sustainability standards. It is uncompromisingly committed to taking great care of natural resources in order to reap sustainable economic benefits for mankind and the world in terms of health, nutrition, sustainability and market dynamics.
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The Nation’s Pride The oil palm is Malaysia’s ‘golden crop’, reflecting the colour of the oil as well as the success of the industry. Consumed and traded for more than 5,000 years, palm oil’s dietary value, health benefits and value as a natural resource continue to reveal new facets up to today.
Economy
Employment
The palm oil industry is a major contributor to Malaysia’s external trade . It has become a vital source of export earnings by providing an average of RM 65.3 billion worth of revenue annually for the past five years.
The Malaysian palm oil industry plays an integral role in eradicating poverty and enhancing the living standards of people. Today, the industry employs about 860,000 people through direct and indirect activities. Many more are employed in support industries such as transportation and services.
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Environment & Biodiversity Malaysian oil palm plantations adopt Good Agricultural Practices. This is to ensure that their activities have minimal impact on the environment and biodiversity. This commitment has been enhanced by the establishment of the Malaysian Palm Oil Wildlife Conservation Fund to promote studies and conservation efforts on biodiversity and wildlife.
Nutrition The balanced fatty acid composition of palm oil, along with its high content of Vitamin E tocotrienols, tocopherols and pro-Vitamin A carotenoids help make palm oil a wholesome and nutritious vegetable oil. These constituents play a protective role against cellular ageing, atherosclerosis and cancer.
Research & Development Malaysia is the world’s leading centre for R&D on palm oil. Continuous efforts in this sector and improvements in plantation management ensure that the industry produce palm oil in a sustainable and responsible manner. Malaysian oil palm currently produces an average of 3.9 t/ ha of palm oil per year, which is higher than the world’s average.
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Useful Contacts Ministry of Plantation Industries and Commodities (MPIC) 15, Aras 6-13, Persiaran Perdana, Presint 2 Pusat Pentadbiran Kerajaan Persekutuan 62654 Putrajaya, Malaysia Tel: +6(03) 8880 3300 Fax: +6(03) 8880 3415
Malaysian Palm Oil Board (MPOB) 6, Persiaran Institusi, Bandar Baru Bangi 43650 Selangor Darul Ehsan, Malaysia Tel: +6(03) 8769 4400 Fax: +6(03) 8925 9446
Malaysian Palm Oil Association (MPOA) 12th Floor, Bangunan Getah Asli (Menara) 148, Jalan Ampang 50450 Kuala Lumpur, Malaysia Tel: +6(03) 2710 5680 Fax: +6(03) 2710 5679
The Malayan Edible Oil Manufacturers’ Association (MEOMA) 134-1, 1st Floor, Jalan Tun Sambanthan 50470 Kuala Lumpur, Malaysia Tel: +6(03) 2274 7420 Fax: +6(03) 2273 6698
The Federation of Palm Oil Millers’ Associations of Malaysia (POMA) 27, Jalan Soo Ah Yong, Taman Canning 31400 Ipoh, Perak Darul Ridzuan Malaysia Tel: +6(05) 548 2279 Fax: +6(05) 545 0380
National Association of Smallholders (NASH) 2-5-14, Prima Peninsula, Jalan Setiawangsa 11 Taman Setiawangsa, 54200 Kuala Lumpur Malaysia Tel: +6(03) 4256 6299 Fax: +6(03) 4257 3513
Malaysian Oleochemical Manufacturers Group (MOMG) Federation of Malaysian Manufacturers Wisma FMM, No. 3, Persiaran Dagang PJU 9, Bandar Sri Damansara 52200 Kuala Lumpur, Malaysia Tel: +6(03) 6276 1211 Fax: +6(03) 6277 6714
The Palm Oil Refiners’ Association of Malaysia (PORAM) 801 C / 802 A, Block B, Executive Suites Kelana Business Centre. No. 97, Jln SS7/2 47301 Kelana Jaya, Selangor, Malaysia Tel: +6(03) 7492 0006 Fax: +6(03) 7492 0128
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Regional Offices Bangladesh
Egypt
South Africa
MPOC Regional Office 62-63, Motijheel Commercial Area 7th Floor, Amin Court Building Dhaka, Bangladesh Tel: +88(02) 9571216 Fax: +88(02) 9551836 E-mail: fakhrul@mpoc.org.bd Website: www.mpoc.org.bd
MPOC Regional Office No. 3, Gamal El Din Afify Street Nasr City Zone No. 6 11371 Cairo, Egypt Tel: +20(2) 22738108 Fax: +20(2) 22738106 E-mail: zainuddin@mpocegypt.com Website: www.mpocegypt.com
Belgium
India
MPOC Regional Office 5, Nollsworth Crescent Nollsworth Park La Lucia Ridge Office Estate La Lucia 4051 Kwazulu-Natal South Africa Tel: +27(31) 5666171 Fax: +27(31) 5666170 E-mail: kazmi@mpoc.org. za Website: www.mpoc.org. za Postal Address: P.O.Box 1591 M.E.C.C, 4301, South Africa.
MPOC Regional Office 31, Avenue Emile Vendervelde 1200 Brussels, Belgium Tel: +32(2) 7748860 Fax: +32(2) 7794371 E-mail: kumar@mpoc.eu Website: www.mpoc.eu
MPOC Regional Office S-4, New Mahavir Building Cumballa Hill Road, Kemps Corner Mumbai 400 036, India Tel: +91(22) 66550755/6 Fax: +91(22) 66550757 E-mail: bhavna@mpoc.org.in Website: www.mpoc.org.in
China MPOC Regional Office Shanghai Westgate Mall Co. Ltd Room 1610 B, No. 1038 Nanjing Rd. (W) Shanghai 200041 PR of China Tel: +86(21) 62182085 / 2513 Fax: +86(21) 62181125 E-mail: teah@mpoc.org.cn Website: www.mpoc.org.cn
Russia MPOC Moscow Moscow, 4th Dobrininskiy Side Street 8BC, Dobrinya, 1st Floor Office R00-126 Tel/Fax: +7 495 660 0345 E-mail: udovenko@mpoc.org.my Website: www.mpocrussia.org
Turkey MPOC Regional Office Guzel Konutlar Sitesi Dilek Apartment Daire 3 Balmumcu, Besiktas - Istanbul, Turkey Tel: +90 (212) 2668234 Fax: +90 (212) 2668236 E-mail: haznita@mpoc.org.my Website: www.mpocistanbul.com
United States of America American Palm Oil Council 1010, Wisconsin Av, Suite 307 Washington D.C. 20007 Tel: + 1 (202) 333 0661 Fax: + 1 (202) 333 0331 E-mail: kassim@americanpalmoil.com Website: www.americanpalmoil.com
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Malaysian Palm Oil Council (192835-K) 2nd Floor, Wisma Sawit, Lot 6, SS6, Jalan Perbandaran 47301 Kelana Jaya, Selangor Darul Ehsan, Malaysia.
T +603 7806 4097 F +603 7806 2272 E-mail: wbmaster@mpoc.org.my Website: www.mpoc.org.my All rights reserved. No part of this booklet may be reproduced, stored in a retrieval system or transmitted in any form or means electronic, mechanical, photocopying, recording or otherwise, without prior written permission of the Malaysian Palm Oil Council.
Publisher MALAYSIAN PALM OIL COUNCIL