In response to His Majesty’s address, the Energy Ministry announced that it would promote biodiesel through tax incentives. HM the King’s interest in biodisesel became more pronounced in 2000, when petroleum prices started to soar. The Thai government responded by launching the country’s first “car-free” day to conserve oil reserves in an effort to raise public awareness of air pollution and energy conservation. But a symbolic day was hardly going to make a difference: what the country needed was a long-term solution to the problem of the earth’s rapidly diminishing oil reserves. As His Majesty realized, one solution lies in biodiesel, a substitute made from organic matter – in Thailand’s case, palm oil.