PICTURE this: golden olive groves stretching across Mediterranean hills, their ancient trees whispering tales of heritage and purity.

Now picture oil palm: too often associated with deforestation, exploitation and corporate greed. The contrast is stark and deeply unfair.

This isn’t due to a lack of merit, but perhaps our failure to share oil palm’s powerful story.

It’s time to recognise the true value of this remarkable tropical crop.

Rebranding palm oil isn’t just desirable – it’s essential. We’ve talked long enough. Scientific research and over a century of cultivation confirm its lasting value.

It’s time to rebrand oil palm and its key products: palm oil and palm kernel oil.

The olive oil industry turned its product into a symbol of health and indulgence – “liquid gold” from the Mediterranean.

Can palm oil do the same? I believe it can.

A brighter future is within reach but it requires a mindset shift, investment, collaboration and a strong narrative. Let’s redefine the story, sharpen the facts and present palm oil as the tropical gem it truly is.

Case for rebranding

Palm oil and palm kernel oil are more than commodities – they’re natural powerhouses.

Nutritious, versatile and used in countless products, they’re also the world’s most efficient edible oil crop.

Palm oil sustains billions and has lifted millions from poverty. Yet its image remains tarnished – criticised for the misdeeds of a few.

It’s like a whiteboard with scattered black dots – we fixate on the blemishes, not the clean expanse.

By contrast, olive oil enjoys glowing stories of purity and cultural pride. Yet both aim to produce edible oils sustainably and profitably.

The difference? The narrative.

While olive oil is celebrated, palm oil’s unmatched productivity, quality, livelihood impact and potential for improvement are often overlooked.

No industry is perfect – and imperfection should drive progress.

The palm oil sector is evolving. Good actors deserve credit, laggards must improve and wrongdoers must be held accountable.

We need to shift focus to the bigger picture: a future where palm oil stands as a model of sustainability, innovation and community upliftment.

The world needs all edible oils – including palm oil. It’s time to reshape the narrative, counter misinformation and build respect for our palm oil industry.

Learning from the olive groves

Olive groves are more than farms – they’re immersive experiences. Through “olive-tourism,” visitors explore rich history, taste authentic products and connect with a culture deeply tied to the land.

This blend of agriculture, heritage and tourism has left a lasting legacy across the Mediterranean.

Can oil palm estates offer something similar? Imagine “palm tourism” with homestays where guests wake to vistas of lush, orderly landscapes. They learn the journey from seed to oil, discover sustainable practices and hear real stories. Picture guided walks through conservation areas, conversations with growers and insights into lives shaped by the industry.

Such experiences can reveal palm oil’s human side – transforming perceptions and showing a deeper truth: palm oil is not just about production, but about people, ecosystems and shared stewardship of the land.

Power of connection

I was once involved in the “Walk with the chief executive officer” event at my organisation – an immersive weekend that highlighted the social, environmental, and economic dimensions of oil palm cultivation.

Participants included non-governmental organisations, journalists, academics, diplomats and families.

They visited estates, mills, the research and development centre, workers’ homes, schools and conservation sites – fostering dialogue and mutual learning.

This initiative provided firsthand insight into the industry’s full scope and real-world impact.

Similar efforts elsewhere can deepen engagement and understanding.

These visits were more than educational – they built trust and sparked meaningful conversations.

As guests saw sustainable practices and met the people behind palm oil, scepticism often turned into appreciation.

We lived by the Malay saying, “Tak tahu, maka tak cinta” – “If you don’t know, you can’t love.” We also embraced “agreeing to disagree without being disagreeable”, keeping conversations civil despite differing views.

The impact went both ways. For our staff, these encounters sharpened storytelling, built confidence, and deepened pride.

To truly shift perceptions, we must cultivate a new generation of passionate oil palm ambassadors. In the end, authentic connection and honest dialogue remain our most powerful tools – reshaping the narrative with truth, heart, and conviction.

Beyond crude

For years, planters have asked - half-seriously - why we still call it “crude palm oil” (CPO), while olive oil enjoys terms like “virgin” and “extra virgin.”

“Crude” implies something raw or dirty - hardly fitting for an oil that’s naturally nutrient-rich and extracted with only heat and pressure. Worse, it echoes “crude petroleum”, reinforcing negative stereotypes. Palm oil deserves better.

Unlike soybean, canola, sunflower, or peanut oils, often extracted using chemical solvents like hexane, palm oil is truly natural. It requires no chemicals, just mechanical pressing, and is rich in carotenoids, tocotrienols, and antioxidants. Why stick with a label that undervalues its purity?

It’s time to move beyond “crude”. While “virgin” may not yet be ideal, names like natural palm oil (NPO), pure palm oil (PPO), or fruit palm oil (FPO) better reflect its clean extraction and wholesome character.

These names set it apart from chemically processed oils and meet consumer demand for clean, sustainable products.

Though red palm oil has found a niche in health markets, a broader rebrand is overdue.

Positioning palm oil as a premium, naturally extracted oil can reshape global perceptions and reclaim its place among the world’s best.

Palm oil isn’t just extraordinary – it’s deliberately unrefined at origin, a choice that preserves its purity.

From mill to kitchen, it’s a tropical treasure ready to be recognised not for what it’s called today, but for what it truly is.

Collective action

Rebranding palm oil must go beyond image – it should spark a renewed commitment to excellence across the value chain. This isn’t just marketing; it’s a movement that starts upstream with owners, planters, workers, and communities building a sustainable, resilient industry.

Palm oil drives rural economies – creating jobs, supporting enterprises and fostering growth in underserved regions. These stories of transformation and stewardship deserve to be told.

Palm-tourism can help. Estates rich in history, biodiversity, and sustainability can become destinations where guests witness the harmony of oil palms in nature.

Downstream players – marketers, retailers, policymakers – must also embrace this new narrative.

Palm oil’s health benefits, environmental contributions, versatility and role in food security must be recognised and communicated.

Plantation companies are making real strides in sustainability, but technical progress often feels distant to the public. Curated visuals and personal stories can bridge that gap - humanising palm oil’s journey.

This is a united call to action. Whether in science, sustainability, tourism or shifting from “CPO” to more fitting terms, this is about changing mindsets. Only shared commitment can reshape perceptions and establish palm oil as a vital, responsible global resource.

Joseph Tek Choon Yee is the past president of the Malaysian Estate Owners Association and former chief executive of the Malaysian Palm Oil Association. The views expressed here are the writer’s own.