To promote the market expansion of Malaysian palm oil and its products by enhancing the image of palm oil and creating better acceptance of palm oil through awareness of various technological and economic advantages (techno-economic advantages) and environmental sustainability. • To enhance trade opportunities in the market place by identifying and meeting the latest opportunities in the market. • To encourage product diversification by using Malaysian palm oil as the key ingredient, thus gaining a prominent role in new and reformulated products. • To improve understanding of palm oil, enhancing its application and elucidating its numerous strengths and benefits. • 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. • To safeguard Malaysian palm oil as the most dominant vegetable oil in terms of market coverage, nutritional benefits, environmental sustainability and commercial success.