As an actor of a supply chain, seed producers must take into account the impact of their work on sustainability. This is particularly true when one works on oil palm, a highly sensitive crop which is questioned on its social and environmental impact. Breeders act directly on yield, thus increasing profitability, while for the same production decreasing land-use pressure. In addition, breeders act on duration of the plantations - which is critical for a perennial crop - making strategic choices by selecting for durable lasting resistances to diseases. They can seek rustic selections, which help the work of small holders and enable them to a better social insertion in the supply chain. In the long trend, the promotion of sustainable palm oil is an excellent opportunity for palm oil seed distributors.