For centuries, humans cooked with fats derived from animals and plants, such as butter, lard, olive oil, and tallow. These fats were staples in kitchens around the world, providing not only flavor but essential nutrients for health. Yet, in the latter half of the 20th century, the American public underwent a dramatic shift. Suddenly, vegetable oils—particularly seed oils like soybean, corn, and canola oil—were marketed as healthier alternatives. But how did we go from using animal fats and traditional oils to embracing these new, industrialized cooking fats? The answer lies in a complex web of advertising, science, and a changing food industry, all of which have significantly altered our perceptions of health and cooking.
The Rise of Seed Oils
The story begins in the 20th century when the American food industry was undergoing massive transformations. With the rise of factory farming and mechanized food production, new technologies allowed for the mass production of oils from seeds like soybeans, corn, and sunflower. These oils were relatively cheap to produce, making them an attractive option for food manufacturers. But while the oils were economical, they were also highly processed and often contained trans fats, which were considered a byproduct of their refinement.
However, what really started the shift from traditional fats to seed oils was the widespread public campaign fueled by industry interests and an emerging narrative about heart disease and cholesterol. In the 1950s and 1960s, studies began to emerge suggesting a link between saturated fats (found in butter, lard, and animal fat) and heart disease. These studies, many of which were flawed or incomplete, were eagerly embraced by the food industry, which saw a lucrative opportunity to market a new product: vegetable oils.
The Marketing Blitz: "Heart-Healthy" Oils
One of the most influential marketing campaigns came in the 1970s when companies began promoting oils like Crisco—derived from cottonseed oil—as a "healthier" alternative to traditional fats. Advertisements began touting these oils as the solution to prevent heart disease, which was becoming an increasing concern in the United States. The narrative was simple: if you want to avoid clogged arteries, you need to avoid saturated fats and replace them with the "heart-healthy" unsaturated fats found in vegetable oils.
In reality, many of these seed oils were far from the health solutions they were marketed to be. While they contained unsaturated fats, they were also highly processed, often refined using chemicals, and frequently oxidized during their production. These oxidized oils could contribute to inflammation in the body, an underlying factor in many chronic diseases. But none of this was widely known or discussed in the ads.
As the food industry pumped millions into convincing the public that these oils were healthier, the American Heart Association (AHA) also began promoting the idea that replacing saturated fats with vegetable oils would help reduce the risk of heart disease. By the 1980s, this message was embedded in public health recommendations, and the idea that seed oils were "better" than animal fats took root.
The Public’s Trust in "Science"
One of the major drivers of the shift toward seed oils was the widespread belief in science, particularly when it came to nutrition. In the 1960s and 1970s, medical research was still in its infancy, and the science around fats and oils was often oversimplified. As the study of fats and cholesterol became a focal point, many studies focused solely on the correlation between saturated fat intake and heart disease. The idea that plant-based oils were “better” because they contained polyunsaturated fats (such as omega-6 fatty acids) fit well with the prevailing scientific narrative.
Unfortunately, the complexities of fats and their impact on human health were largely overlooked. The rise of seed oils as the "healthy" option was based on an incomplete understanding of nutrition. A diet that was high in omega-6 fatty acids and low in omega-3 fatty acids—a combination typically found in many modern processed oils—has been linked to increased inflammation and a variety of chronic diseases, including heart disease.
The Industrial Food Revolution
In addition to health claims, the rise of seed oils was also tied to the broader industrialization of food production. Processed foods, which became more common in American homes in the latter half of the 20th century, often relied on cheaper ingredients that could be mass-produced and had a longer shelf life. Seed oils fit this model perfectly—they were inexpensive to produce, stable, and easy to incorporate into processed foods. The food industry could sell more products at a lower cost, and consumers could stock up on longer-lasting items.
What many people didn’t realize, however, was that the shift to seed oils was not just about health—it was about profit. The agricultural industry, with its vast soybean and corn fields, had an interest in seeing seed oils become the dominant cooking fat. This economic incentive only further pushed the idea that seed oils were superior to the traditional fats people had been using for millennia.
The Real Cost of Seed Oils
As the decades went on, seed oils became a dominant feature in American kitchens and in the processed food industry. But the health consequences began to emerge. The rise in heart disease, obesity, and other chronic conditions that have plagued the American public over the past several decades coincided with the increased consumption of these highly processed oils.
What many people don’t realize is that traditional cooking fats—such as butter, lard, tallow, and olive oil—are nutrient-rich and naturally occurring. These fats contain beneficial compounds like vitamins A, D, E, and K, and are more stable during cooking. On the other hand, the modern seed oils that took their place, especially when subjected to high heat, became prone to oxidation, creating harmful free radicals that contribute to cellular damage and inflammation.
More recently, there has been a growing body of research that questions the "heart-healthy" narrative surrounding seed oils. Scientists have started to investigate the negative effects of omega-6 fatty acids, which are abundant in seed oils, and their potential link to inflammation, oxidative stress, and chronic disease. This has led to a slow but steady shift in the conversation around fats, with more people returning to traditional fats like butter and animal fats as healthier options.
Conclusion: A Return to Real Fats with Fat of the Land
As we’ve seen, the shift to seed oils in our diets has been driven by a combination of marketing, scientific misconceptions, and economic incentives. But as we start to realize the true cost of these highly processed oils on our health, many of us are returning to the traditional fats that have nourished human beings for millennia. At Fat of the Land, we believe in going back to the basics—using the fats that nature intended and that our bodies have thrived on for generations.
As parents ourselves, we know how hard it can be to find snacks that are both convenient and healthy for our kids. Our children are big-time snackers, but we never felt comfortable giving them packaged snacks loaded with vegetable and seed oils. So, we set out to create something different—a product that we could feel good about them eating. At Fat of the Land, we make snacks cooked in real fats—animal fats—that have been used for cooking since the dawn of humankind. It’s a simple, wholesome return to what’s been proven to be good for us, without all the harmful additives and processed oils.
We believe that real food made with real fats is the way forward, not just for us, but for the next generation. So, whether you're snacking with your kids or cooking for yourself, you can feel good knowing that Fat of the Land is all about embracing the traditions that have nourished us for thousands of years, one snack at a time.