Coconut oil thus far is the coconut industry's biggest revenue generator, particularly in the Philippines. It competes in the international market with 16 other fats and oils where major players are soybean oil. palm oil, rapeseed oil, sunflower oil. The World Trade Organization has created one big market for various products and services including fats and oils. Rules have been set in this regard for a smooth flow of trade between countries of the world. In the process, competition is enhanced and to stay in the game, one has to be very competitive. Against this milieu new issues have come about with far reaching implications on the various players.