treedom blog

The Forward Purchase Agreement and the Oud Asset Agreement, Alternative Twins!

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Having your cake and eating it too…then still having your cake but with a lot of extra cake added in.

Chantaburi-mangrove-290608 (35)

The first part of that proverb is one that everyone knows, pretty much. It’s about consumption. Once eaten, the cake is gone. This analogy is often used to describe heavy spenders. Once the money has been spent, there may be nothing left to show for it.

The second part of the above saying is rather more unusual, because how can you have something, then not have it, but then still have it, as well as extra? Confused? Then let me explain as this is what I think, CSR should be.

Shareholders, CFO’s and CEO’s all find it difficult in seeing the benefits of a good CSR program, mainly because they are constantly bombarded with requests for charity. These requests, however noble, do not take into account the bottom line for companies; it doesn’t offer companies’ value. And I don’t just mean for the initial cash outlay, but overall.

In a recent survey by the Economist 42% of executives cited cost implications and unproven benefits (40%) as the two biggest obstacles to implementing CSR programs.

It’s a fine line for CEO’s (who are people too) who want to care about the environment, community or social challenges, to sacrifice company profits for something that will potentially give them nothing but a quick PR hit for his or her company. This is why CSR should be more than that, it should take the needs of the company into account as well as the needs of the cause.

The Treedom Group and the Plant A Tree Today (PATT) Foundation understands this and have joined forces to offer Eco-Fusion. It’s a unique proposition that enables a company, a CSR program with the initial and ongoing cost elements removed. By combining a commercial product and a charity, Eco-Fusion is able to offer something that benefits the local communities, the planet, the charity and companies involved.

Fifty-five per cent of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact, according to a new study by Nielsen. The propensity to buy socially responsible brands is strongest in Asia-Pacific (including Australia) at 64%.


It’s a proven fact that having a CSR program for your company enhances the triple bottom line (The 3P’s People, Profit and Planet), but with the cost element taken out, it has an added benefit of keeping your balance sheet positive.

PATT is a charity that plants local indigenous trees in rural areas of Thailand, with the help of the local community, who inturn receive the rights to the fruit grown from the trees. It has been helping to fight deforestation now for 10yrs and its aim is to plant 1 million trees by 2015.

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The “Sustainable Mainstream”


Fifty-five per cent of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact, according to a new study by Nielsen.

The propensity to buy socially responsible brands is strongest in Asia-Pacific (including Australia) (64 per cent), Latin America (63 per cent) and Middle East/Africa (63 per cent). The numbers for North America and Europe are 42 and 40 per cent, respectively.

“Consumers around the world are saying loud and clear that a brand’s social purpose is among the factors that influence purchase decisions,” global leader of public development and sustainability for Nielsen Amy Fenton said.

“This behaviour is on the rise and it provides opportunities for meaningful impact in our communities, in addition to helping to grow share for brands.

“It’s no longer a question if consumers care about social impact. Consumers do care and show they do through their actions. Now the focus is on determining how your brand can effectively create shared value by marrying the appropriate social cause and consumer segments.”

The Nielsen Global Survey on Corporate Social Responsibility polled 30,000 consumers in 60 countries to understand: how passionate consumers are about sustainable practices when it comes to purchase considerations; which consumer segments are most supportive of ecological or other socially responsible efforts; and which social issues/causes are attracting the most concern.

More than half of global respondents (52 per cent) say they have purchased at least one product or service in the past six months from a socially responsible company, with respondents in Latin America (65 per cent), Asia-Pacific (59 per cent) and Middle East/Africa (59 per cent) exceeding the global average.

Sustainable purchase considerations are most influenced by the packaging in Asia-Pacific (63 per cent), Latin America (62 per cent) and Middle East/Africa (62 per cent) and to a lesser extent in Europe (36 per cent) and North America (32 per cent).

Some 52 per cent of global respondents in Nielsen’s survey say their purchase decisions are partly dependent on the packaging – they check the labeling first before buying to ensure the brand is committed to positive social and environmental impact.

To determine if the sentiments expressed by respondents are supported by actual retail performance, Nielsen also reviewed retail sales data for a cross-section of both consumable and non-consumable categories across 20 brands in nine countries.

These brands either included sustainability claims on packaging or actively promoted their sustainability actions through marketing efforts. The results from a March 2014 year-over-year analysis show an average annual sales increase of 2 per cent for products with sustainability claims on the packaging and a lift of 5 per cent for products that promoted sustainability actions through marketing programs.

A review of 14 other brands without sustainability claims or marketing shows a sales rise of only 1 per cent.


In an effort to separate the passive eco-friendly consumer from the passionate, Natural Marketing Institute (NMI), a Nielsen strategic business collaborator, conducted a nine-country online study to understand how global attitudes and behaviors about sustainability engagement are changing.

Consumers were clustered into five segments to quantify what attracts them to sustainability actions.

The findings reveal that two-thirds of the “sustainable mainstream” population (a cluster of three of the five segments) will choose products from sustainable sources over other conventional products.

These consumers will buy as many eco-friendly products as they can and have personally changed their behavior to minimize their impact on global climate change.

Additionally, these consumers are more likely to buy products repeatedly from a company if they know the company is mindful of its impact on the environment and society.

The findings show that Millennials (age 21-34) appear more responsive to sustainability actions. Among global respondents in Nielsen’s survey who are responsive to sustainability actions, half are Millennials; they represent 51 per cent of those who will pay extra for sustainable products and 51 percent of those who check the packaging for sustainable labeling.

The survey polled more than 30,000 online consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.

Access the full report here.

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The greatest investment ever!



I am not saying that Agarwood is the greatest investment ever (well, yes I am), and that anyone can succeed in investing in forestry. But, my belief in Agarwood as an investment, mixed with my desire to educate people about the benefits of investing in Forestry and especially Agarwood, has led me to create this Treedomblog. In which I try and give you all the information I can for investing in the right company and knowing the risks that are out there. I am hearing too many tails of companies popping up selling trees with no business plan or any knowledge of getting from Tree to Oud oil sale. Can they give you a clear understanding of how they will turn your tree back into money?

The Treedom team has discovered after a decade of producing quality Agarwood and after having hundreds of customers, who have invested, is that this industry does not become a success overnight. Getting to this point in the growth cycle of Treedom has taken a lot of hard work, a few mistakes and some amazing successes.

So what makes a great Agarwood company, well…great? The answer to that is too long a list to attempt to write down here. However, these three things below, I feel set us apart from the rest!

  • A clear business plan to get from Tree to Oud Oil sale,
  • A  great team and knowledge base to call upon
  • Knowledge of the Oud oil market.

A clear business plan from getting from Tree to Oud Oil sale: 

A to Z

Treedom was set up to produce top grade Oud Oil, from the planting of the first tree, setting out the inoculation formula all the way to the setup of the Oud Oil Production facility. Our goals are, and always have been; to be the number one provider of Oud Oil and Oud Oil related products and to give our customers and investors the best service we can.

The business plan that we have is full and complete, that is to say we do not outsource in the area of forestry. The seeds are from our trees, not bought; they are then grown in our own nursery, planted in our own plantations (not leased) and processed in our own factory. The products are then sold by Treedom or our retail brand of Dar Al Oud in the Middle East, Japan and Europe. Effectively, getting our clients’ trees turned back into money!

A great team and knowledge base to call upon

Treedom Inoculation process

Treedom Inoculation process

Treedom Factory Manager

Treedom Factory Manager

Treedom Plantation manager

Treedom Plantation manager



Treedom Factory

Treedom Factory

Treedom at Dubai

Treedom at Dubai

A company is nothing without its people; we are a family of more than a hundred collaborators in Thailand, Dubai, Hong Kong and the UK. Our background, expertise and culture are different, but our daily goal and ultimate goal is the same.

Having a team of experts around is not cheap and is essential for the cultivation and production of Agarwood. The knowledge required takes years to learn and earn and our team of foresters and production technicians have perfected what they know. From the small things such as, how deep to dig the hole for the tree to the big things, like getting the right formula for the best Agarwood and how to finish the product for sale.

But not just the technical aspect, but also the sales team that know the product inside and out and all the back office staff you never see, all go to play a large part in making Treedom the success it is.

An expert team limits your surprises and protects your investment.



Knowing the market is more important than the production of the oil. The objective with market research is to get an accurate read on the supply and demand for your product. This has taken just as much time as growing the trees, to get right and perfected. We now have full knowledge in this area and sell to some of the largest Perfume manufactures in the world, including Chanel and CPL Aroma. But forming these relationships has taken time and patience, especially in the Middle East where business is built on the bonds of respect and friendship. After a decade of building these bonds, we now have over 50 regular oud oil and related product buyers, along with many ad hoc buyers.

Remember, Agarwood is the greatest investment ever, and that anyone can succeed, that means you. All you need to do is choose the right provider and then you can benefit from the oil they call ‘Liquid Gold’.


Happy Investing,


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What is CSR?


Corporate Social Responsibility is a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders. CSR is generally understood as being the way through which a company achieves a balance of economic, environmental and social imperatives (“Triple-Bottom-Line- Approach”), while at the same time addressing the expectations of shareholders and stakeholders. In this sense it is important to draw a distinction between CSR, which can be a strategic business management concept, and charity, sponsorship’s or philanthropy. Even though the latter can also make a valuable contribution to poverty reduction, will directly enhance the reputation of a company and strengthen its brand, the concept of CSR clearly goes beyond that.

Planting trees with PATT

Planting trees with PATT

Promoting the uptake of CSR among companies in South East Asia requires approaches that fit the respective needs and capacities of these businesses, and do not adversely affect their economic viability. Treedom has based its CSR programme (Eco-Fusion) on the Triple Bottom Line (TBL) Approach, which has proven to be a successful tool for companies to assist them in meeting social and environmental standards without compromising their competitiveness.

Treedom Nursery

Treedom Nursery

A properly implemented CSR concept can bring along a variety of competitive advantages, such as enhanced access to capital and markets, increased sales and profits, operational cost savings, improved productivity and quality, efficient human resource base, improved brand image and reputation, enhanced customer loyalty, better decision making and risk management processes.


By fusing a commercial product with a related charitable donation, we remove the ‘cost’ element, allowing you to make a charitable donation without any loss of assets in real terms. All the time giving you the opportunity and added benefit of driving your environmental and social impact PR credentials. So, if your organization is growing, and your one of those companies that have been looking for a CSR program to fulfill your organization’s objective of being socially responsible and to hit the TBL? Treedom is offering the next generation of CSR which can help elevate your corporate image and also provide you with profit sharing at the end of the period.


Not only will this next generation in CSR help your company achieve its social responsibilities, but it will also allow your company balance sheet to remain positive. Your company will no longer need to just give money away for a quick PR exercise, but instead attain a longer term CSR program that will hit the Triple Bottom Line, with extra to spare.

Please come and talk to us at Treedom and we can show you how this can be achieved

Business man smiling giving thumbs up sign pointing to himself


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Asia Plantation Capital (APC Thailand) are sorry!


Thats right, you heard (read) it right… APC (Thailand) are sorry! But what are they sorry for you ask? Well, this company went out of its way to use The Treedom Group’s marketing material and photos as there own. It went so far that they even used a photo of the Treedom Group’s CEO!

No point in me telling you all about it, have a read of the ‘apology’ here;



As we, Asia Plantation (Thailand) Limited have used photographs of Treedom Thailand’s (or Asia Forestry Management being the previous company name) Directors, plantations and factory in our advertisements and PR in online public media or in television programs.

Asia Plantation (Thailand) Limited and People Media Limited on behalf of those advertisement producers would like to clarify that all photos that appeared in the advertisements of Asia Plantation (Thailand) Limited was a mistake of Asia Plantation (Thailand) Limited production processes and may make people misunderstand that Asia Plantation (Thailand) Limited and Treedom (Thailand)  (or Asia Forestry Management) are affiliated but in fact the companies are not related.

Further, Treedom Thailand Directors are not part of the Asia Plantation (Thailand) Limited business and are not involved with Asia Plantation (Thailand) Limited in any way.  Again the mistakes of Asia Plantation (Thailand) Limited and People Media Limited have resulted in people receiving incorrect information.  We wish to advertise to make people understand in the correct way and we are pleased to thank Treedom (Thailand) Limited for understanding our mistakes and reaching a compromise.


Asia Plantation (Thailand) Limited

People Media Limited


The ‘Apology’ appeared in 5 news outlets in Thailand.


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