The Committee notes that some accusations are unjustified, the palm oil producers argued that the industry was moving towards greater sustainability and cited the unique advantages of palm oil: trans-fat free was unhealthy, for example, and requires less land to produce more oil than any known substitute. Asian Agri, an established producer of Indonesian palm oil exporter, had hitherto avoided public scrutiny. The company was a major employer in many rural communities, with extensive experience negotiating complex regulatory environment of Indonesia, and moved to certify its operations in accordance with guidelines established industry sustainability. In 2010, Asian Agri appeared well positioned to capitalize on the growing market for palm oil, but the broad strokes vilification of the palm oil industry is a source of great concern. Faced with great uncertainty, the management team to design a strategy for the future.