Coco loco

LONG part of Asian beauty and culinary traditions, coconut oil has in recent years become a health food fad, attracting new age-y celebrities like Gwyneth Paltrow and Shailene Woodley as fans. And the trend has gone full circle, as health enthusiasts here lap up the product as part of an oil pulling routine, a health supplement, moisturiser or even a treatment for pets. And while health chains, natural food stores and supermarkets are now stocking an extensive range of coconut oils, a slew of indie, homegrown businesses are now producing or distributing the sought-after elixir.

"When we first launched in 2012, the response to our product was really terrible because the majority of consumers did not know the benefits of coconut oil and had the misconception that coconut oil is bad for our health due to its high cholesterol and fat content," says Irwin Toh, one of four founders behind organic food retailer Value Wellness Organic, which also produces and sells a range of organic coconut oils under the same name.

Today, demand for the brand's organic certified coconut oil has grown ten-fold and Mr Toh sells about 600 bottles of coconut oil a month, cold-pressed at the company's plant in the Philippines, which has received certification from the US Department of Agriculture (USDA) and Philippines Coconut Authority.