Last week, I attended RT2024 – the flagship yearly event for the Roundtable on Sustainable Palm Oil (RSPO), in Bangkok, Thailand.

I got a huge amount out of the conference. New knowledge. Ambitious new standards. A fresh perspective on palm. Hearing about new projects, market transformation, and all the progress the industry is making. Being part of discussions by passionate people making genuine attempts to find solutions to some of the many challenges that remain. Amazing networking and lots of new connections. 

But…

My biggest takeaway from the conference? 

The industry is still terrified to talk about palm oil. 
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Ingrained Perceptions - The State of The Narrative on Palm

In 2008, when I started speaking to journalists and consumers about sustainable palm oil, the reaction was universal disgust. “Palm oil is bad” was already firmly ingrained in the media and society.

Today? Things have changed…but only a little bit.

Many industry and sustainability journalists now understand that palm oil can be a responsible choice when produced in the right way. They’re open to nuance and will cover credible, positive stories about palm oil. 

Unfortunately, the same can’t be said for the rest of the press or consumers, who remain overwhelmingly anti-palm! 

For those in the industry who have made tremendous progress and positive changes over the last 15 years and those of us who have been talking about that progress, the negative perceptions can be extremely demoralising!

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What Growers Had to Say

I knew that growers were reluctant to talk about palm oil – so I made it my mission to find out why. But when I spoke with palm oil growers about our work promoting sustainable palm oil and changing perceptions in the UK and Europe, I wasn’t prepared for the responses.

One laughed in my face – incredulous that someone would even bother. Another told me directly that what I was doing was “completely pointless”. 

When I asked them why they didn’t talk about the progress they were making, the answers were equally negative.

“It’s a waste of time. The media made up its mind a long time ago.”

“I’m tired of defending the industry. Better to say nothing.”

“We’ve tried, and all we got was bad press.”

“There is no changing consumer perceptions – it’s too late.”

And my personal favourite?

“What’s the point in talking about oil palm to ignorant Europeans who have already made up their minds? I’d rather just deal with the Chinese and Indian markets.”

For someone who has spent 15 years actively working on palm oil comms, with some success, this was a reality check. 

We still have a long way to go!
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Ongoing Challenges - In Defence of Staying Silent

“The early bird catches the worm…

…but the second mouse gets the cheese!”

I understand why palm oil growers and many others in the industry are so reluctant to talk. Palm has been the poster child of unsustainable agriculture for three decades – it’s been firmly in the sights of activists, NGOs, the media and the government. 

A journalist I spoke with at RT2024 told me they often contacted growers for comment but rarely got anything back. I asked whether they had ever written a positive story about palm oil or got in touch with a grower about anything positive. 

The answer was no.

A major multinational food business told me that palm oil was the number one source of negative feedback.

Why should the industry want to talk about palm oil when the media and consumer landscape is so hostile? Why keep trying to change things when the narrative is so established? Why not keep a low profile, stay under the radar, and let other people take the shots? 

The problem with this thinking?

Nothing will change until the palm oil industry unites and communicates the positive progress that is happening!

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Shared Responsibility or Shifted Responsibility?

The RSPO talks a lot about Shared Responsibility – what members at every step of the supply chain need to do to help achieve the vision of “a global partnership to make palm oil sustainable.”

On comms, part of this responsibility is to “transform the negative perceptions of palm oil” (p25 of the Shared Responsibility Requirements and Implementation). 

Many people I spoke to at the conference did not think this was or should be part of their responsibility. Their sincerely held belief was that the RSPO, the NGOs and retailers were responsible for communicating with consumers. They felt the risk was too high and the rewards completely absent. They thought they would always be scapegoats.

I think they are wrong.
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EUDR and the Changing Times

The comms landscape is changing – and EUDR is creating a positive environment for palm oil that we have never seen before. 

Why?

Because for the first time in decades, palm oil is sharing the spotlight and is being talked about in the same sentence as other forest risk commodities. The industry can capitalise on this because there’s something to compare it to now. It’s no longer alone; it’s in a league – and on many sustainability and traceability metrics, it’s at the top!

At the same time, the media landscape is changing. Legacy media no longer influences narratives in the way it once did. Social media and independent media have never been more influential, and there are opportunities to speak to friendly, influential outlets for those brave enough to take them. 

I know firsthand that there has never been a better time to talk positively about palm oil (my clients can attest to that!). Over the past year, our team has reached an audience of millions with articles talking about products that use RSPO certified sustainable palm oil. 

We’re not alone. Other initiatives, like Chester Zoo’s award-winning Sustainable Palm Oil Communities campaign, directly challenge consumer perceptions. 

People are talking positively about palm oil, and you can, too.

Here’s how. 

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Practical Solutions to Change the Narratives

For too long, the palm oil industry has been on the back foot when it comes to PR and comms. It has been playing a game it cannot win – constantly discussing the past and defending itself from the same accusations.

Defence doesn’t change perceptions. 

I believe it is time for those in the industry doing the right thing to come together and go on the offensive with a confident, positive and forward-looking message about sustainable palm oil.

Talk about the changes that are happening. Talk about the projects you’re investing in. Talk about your smallholder initiatives. Talk about traceability. Talk about what the vision for the future is. Talk about the investments I know you’re making in sustainability and carbon reporting. Talk about reforestation and wildlife corridors. Talk about peat. 

You don’t have to be perfect. You just need to be moving in the right direction.

The time has never been better to open up and tell the world that sustainable palm oil is a force for good – and if you need support, the One Nine Nine team is always happy to help. 

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Need Help With Your Sustainability Marketing?

If you’re struggling to understand sustainability and how it can positively impact your marketing, One Nine Nine is here to help. We work with a wide range of clients including KTC, Daabon and Axiom across a wide range of sustainability issues. Our team of experts specialises in sustainability marketing and can assist you in crafting genuine, compliant, and impactful green claims.

By staying informed and proactive, your business can avoid penalties and position itself as a leader in sustainability. Let’s work together to make your green claims credible and compelling.

To learn more about how we can help your business with sustainability comms and marketing team at 01138444111 or email us at contact@oneninenine.agency today.

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