Learning Task 2: Food Marketing Controversy Analysis

MOS/FN 4427A/B Food Marketing

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The Issue:
The debate surrounding seed oils. Seed oils are extracted from the seeds of plants such
as sunflower, soybean, rapeseed (canola), and cottonseed. These oils are favoured in the food
industry for their cost-effectiveness and versatility in cooking and food production (Liao, 2022).
The controversy arises from potential concerns regarding these oils' high omega-6 fatty acid
content, potentially linked to inflammation and chronic diseases such as heart disease, obesity,
and diabetes (DiNicolantonio & O'Keefe, 2018). The food industry defends seed oils for their
economic benefits and functional properties in food processing. At the same time, critics argue
for the potential long-term health risks and advocate for the use of alternative fats. Some of
these alternative fats include olive oil, avocado oil, ghee, and coconut oil, and these are
considered better alternatives due to their lower Omega-6 to Omega-3 ratios (Grothjan, 2022).
The controversy surrounding seed oils is not something new, and has been going on
ever since seed oils were first introduced into the American diet in the early 1900s in the form of
Crisco, a solid cooking fat made from hydrogenated cottonseed oil (Kresser, 2023). This marked
a pivotal change in the American diet and initiated the widespread use of seed oils. Over time,
the consumption of seed oils, such as soybean and corn oil, increased dramatically, driven by
clever marketing and the perception of these oils as healthy alternatives. This shift was
accompanied by rising concerns over the high omega-6 content in these oils and its potential
link to inflammation and chronic diseases (DiNicolantonio & O'Keefe, 2018). However, despite
the controversy, there is common ground in recognizing the importance of a balanced dietary
intake of fats, and both sides agree that maintaining a proper balance of omega-6 to omega-3
fatty acids is crucial for health (Hanan, 2023).
This situation presents complex challenges for food marketing, requiring strategic
adjustments in targeting, messaging, and the marketing mix to navigate consumer perceptions.
Understanding and addressing this controversy is crucial for marketers aiming to align product
offerings with consumer health concerns and preferences, influencing product formulation,
positioning, and promotional strategies.

The Food Marketing Ethical Matrix Framework:

To effectively apply the Food Marketing Ethical Matrix framework by the Food Ethics
Council to the seed oil controversy, we need to analyze this issue from multiple perspectives,
including the well-being, autonomy, and justice of all involved stakeholders, which include
consumers, producers, and the environment. Please go down to pages 8 and 9 to check the two
exhibits showcasing the food ethics matrices from the business and societal perspectives. After
applying the Food Marketing ethical matrix framework by the Food Ethics Council in the two
exhibits below, I have concluded that there are complex tradeoffs between health, economic
and environmental considerations for the seed oil controversy.
From a business perspective, seed oils are a great option due to the economic viability
and job security provided by the seed oil industry, alongside its role in ensuring food affordability
for all of society (Damude & Kinney, 2008). The business perspective also emphasizes the
industry's ability to adapt to market trends and consumer preferences due to the versatility of
seed oils in food production. It highlights the importance of maintaining fair competition and
sustainable agricultural practices. A switch from seed oils would drastically impact food prices
and even the viability of producing certain foods, and that would have a very negative effect on
all of society, hence why they want to keep using seed oils to ensure food affordability and
diversity for people across all income levels.

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 For society, the primary ethical concern revolves around the right to access healthy food
options and the health implications of seed oils, mainly due to their high omega-6 fatty acid
content and potential link to chronic diseases (DiNicolantonio & O'Keefe, 2018). This is
especially concerning because seed oils are heavily used in the North American diet. Ensuring
that dietary practices promote rather than compromise long-term health is crucial. From their
perspective, transparent information regarding the actual health impacts of seed oils is needed,
and the lack of transparency regarding these health impacts hinders consumers' ability to make
informed choices when grocery shopping, which is a major ethical concern. Additionally, societal
criticism touches on whether seed oil production is environmentally sustainable, highlighting its
impact on biodiversity due to large-scale single-crop farming, the heavy use of pesticides, and
deforestation for agricultural expansion (Nobbs, 2021).

Societal Position:
The societal stance on the seed oil controversy is primarily against the mass use of seed
oils across the food industry due to its high omega-6 fatty acid content, which has been
potentially linked to inflammation and chronic diseases such as heart disease, obesity, and
diabetes, as previously stated (DiNicolantonio & O'Keefe, 2018). Seed oils, including soybean,
corn, and sunflower oils, have become staples in the modern diet due to their affordable prices,
versatility in food production, and perceived health benefits (Gunnars, 2023), but are they
healthy?
For the longest time, people were told that consuming polyunsaturated fatty acids and
reducing saturated fatty acids was beneficial for their health. That is, in fact, the case according
to multiple studies, but that does not tell the whole story (Hooper et al., 2020). Because of the
widespread use of seed oils in food products, the intake of omega-6 fatty acids, especially in
comparison to omega-3 fatty acids, is through the roof and has led the omega-6 to omega-3
ratio to be up to 20:1, a ratio that used to be 1:1 in the past (Gunnars, 2023). Many scientists, as
well as health advocates, have hypothesized that too much omega-6 relative to omega-3 may
contribute to chronic inflammation, which, as previously stated, has been potentially linked to a
series of chronic diseases (DiNicolantonio & O'Keefe, 2018). That is why, in recent years, many
people have started to stand against seed oils and their mass use in the food industry.
When looking at the strengths of the societal position, it is clear that their stance is
deeply rooted in a growing number of new scientific evidence that highlights the potential health
risks associated with the disproportionate consumption of omega-6 fatty acids (DiNicolantonio &
O'Keefe, 2018). This perspective shows the importance of a balanced diet and advocates for
reducing the mass use of seed oils to mitigate the potential risk of chronic diseases linked to
inflammation. The push for more transparency in food labelling and comprehensive dietary
guidelines reflects a proactive approach to public health. The societal position against the mass
use of seed oils raises a bigger call for the food industry to prioritize health over cost and
convenience, advocating for a shift towards more sustainable and health-conscious food
production practices.
On the other hand, the weaknesses of the societal position come from the complexity of
nutritional science and the broader implications of drastically reducing seed oil consumption.
The demonization of seed oils from the societal point of view overlooks the economic viability
and accessibility that these oils provide, particularly in lower-income communities where
affordable, healthy foods are limited (French et al., 2019). Also, the singular focus on the
negative impact of omega-6 fatty acids disregards the complexity of nutrition, where the overall

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balance of nutrients and the context of an individual's total diet play crucial roles in determining
health outcomes.

Business Position:
The business position on the seed oil controversy mainly supports the continued use
and production of seed oils within the food industry. This stance is supported by the recognition
that these oils provide economic viability and accessibility that cannot be found across some of
their alternatives and their versatility in food production, allowing businesses to keep up with
market demands (Damude & Kinney, 2008). Seed oils are a popular option in food production
and cooking due to their cost-effectiveness and functional properties, which include high smoke
points suitable for cooking and neutral flavours that do not overpower food products (Damude &
Kinney, 2008). These attributes have made seed oils a staple in food manufacturing and
cooking, catering to consumer demands for affordable food options.
The strengths of the business position lie mainly in the fact that, economically, the seed
oil industry is a significant contributor to job creation and market stability. It offers a dependable
income source for farmers and workers throughout the supply chain, from agriculture to retail,
while ensuring food security and affordability for consumers worldwide due to its production
being able to meet global food demands (Damude & Kinney, 2008). Additionally, the versatility
of seed oils in culinary applications and food processing highlights their irreplaceable role in
developing a wide range of food products, from baked goods to salad dressings, thereby
supporting consumer choice and food diversity (Kresser, 2023). Although new studies are
coming out showing the potential harms of seed oils, it cannot be forgotten that there is also a
wide range of studies that support the fact that omega-6 consumption could be beneficial for
people's health, hence why many businesses advertise seed oils as such (Liao, 2022).
The main weakness of the business position comes from overlooking the potential health
problems associated with the overconsumption of omega-6 fatty acids caused by the mass use
of seed oils, as highlighted by recent studies (Damude & Kinney, 2008). Although many studies
have shown positive effects from the consumption of omega-6 fatty acids, neglecting the new
findings could be a significant mistake and end up causing severe negative health effects on our
population's long-term health. Prioritizing the cost-efficiency and shelf stability of seed oils
without considering the potential health impacts overlooks the ethical responsibility to offer
healthier food choices to consumers.

Personal View:
In this debate over seed oils, I see valid points on both sides, but I lean more towards
the business side for several reasons shaped by many of my personal values. The debate
around seed oils is not just a matter of health implications but also about accessibility,
affordability, and practicality in everyday life. These are aspects that I resonate with strongly, as
I believe in making health-conscious decisions that are realistic for people.
First, current science does not conclusively prove that seed oils are harmful (Grothjan,
2022). This uncertainty guides me to reject the demonization of seed oils and avoid suggesting
drastic changes in our diets or the food industry, as seen in the societal position. I value
decisions based on solid evidence, and right now, the evidence against seed oils needs to be
stronger to start making big changes. My stance is grounded in the principle of evidence-based

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decision-making, and since the current evidence is not strong enough, I prefer to side with the
business position for now.
Secondly, I am a big fan of using healthier oils like olive oil or avocado oil, which have
less Omega-6 fatty acids. However, I recognize these are pricier options. Not everyone can
afford them, so it is not fair to say they are the only healthy choice, especially when the research
on the harms of seed oils is not yet conclusive. Moderation is key. Using seed oils less often,
especially if one cannot afford alternatives, is a balanced approach that I am all for. This
perspective reflects my preference for better, healthier alternatives and my commitment to being
realistic and acknowledging many people's financial constraints.
Thirdly, cutting down on ultra-processed foods is a smart move. Many foods containing
seed oils are ultra-processed foods that are also high in sodium, sugar, fats, and calories, and
we know that overconsuming these leads to serious health problems (Grothjan, 2022). These
foods are a big reason our omega-6 intake might be too high. By eating less of these and using
seed oils sparingly, we can keep our diet balanced without demonizing any specific foods.
Having a balanced diet is key for me.
Lastly, I am open to changing my mind as new research comes out. If more evidence
against seed oils starts to appear, I am ready to reconsider my stance. For now, moderation and
informed choices guide my view, emphasizing that not everything needs to be all or nothing. As
new research comes out, I will keep an eye on it so that I am up to date on what is going on,
and if stronger evidence eventually comes out, I will change my stance and side with the
societal position.
In summary, I support the commercial argument but emphasize balance, informed
choices, and staying up-to-date with science. It is about making the best decisions with the
information and resources we have now while being ready to adapt as we learn more. Keeping
an open mind and being willing to adjust our perspectives considering new evidence is crucial,
not just in the context of seed oils but in all aspects of dietary and lifestyle decisions.

Recommendations:
A few recommendations could be made to address the seed oil controversy while
balancing social and commercial interests. First, it is important to understand that this
discussion is not just about health. It is also about ensuring that people know what they are
eating and that businesses act fairly. By making things more transparent and teaching people
about seed oils, including what is good and what is not, we can start to fix this issue. At the
same time, we need to remember that nutrition science can be complicated, and what works for
one person might not work for another. Starting with these recommendations, we can create a
better conversation and guidelines around using seed oils.
1. Promote Transparency and Education: Increase transparency about seed oil production
and its health impacts. Implement educational campaigns to inform consumers about the
benefits and potential risks of seed oils and healthier alternatives. This action addresses
societal concerns for informed choices and health, allowing businesses to maintain trust
and credibility.
2. Support Research: The commercial sector and government agencies should keep
funding research into the health effects of seed oils and potential alternatives since they
play such a significant role in the food industry. This could lead to more definitive
answers and guide consumers and producers toward healthier options.

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 3. Encourage Product Diversification: Food manufacturers should be encouraged to
diversify their oil usage, incorporating oils with better omega-6 to omega-3 ratios when
possible. Offering products catering to health-conscious consumers can satisfy societal
demands for healthier alternatives and make manufacturers more money without
completely removing seed oils from food processing.
4. Enhance Labeling Practices: Improve food labelling to include detailed information on
the types and ratios of fatty acids present. This empowers consumers to make informed
decisions based on their health preferences and needs, addressing societal demands for
transparency and health while allowing businesses to differentiate their products in the
market.
By taking these steps, the balance between social and commercial interests can be better
achieved. This approach recognizes the importance of economic stability provided by the seed
oil industry while addressing the societal demand for healthier dietary options and greater
transparency. Adopting these recommendations can lead to a more informed public, healthier
dietary choices, and a more responsible and responsive food industry. It paves the way for a
future where consumers and businesses work together towards better health and sustainability.

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References
Damude, H. G., & Kinney, A. J. (2008). Enhancing plant seed oils for human
nutrition. Plant physiology, 147(3), 962–
968.https://doi.org/10.1104/pp.108.12168
DiNicolantonio, J. J., & O’Keefe, J. H. (2018, September 26). Omega-6 vegetable oils as
a driver of coronary heart disease: The oxidized linoleic acid hypothesis. Open
Heart, 5(2). https://doi.org/10.1136/openhrt-2018-000898
DiNicolantonio, J. J., & O'Keefe, J. H. (2018, November 26). Importance of maintaining a
low omega-6/omega-3 ratio for reducing inflammation. Open heart, 5(2),
e000946. https://doi.org/10.1136/openhrt-2018-000946

French, S. A., Tangney, C. C., Crane, M. M., Wang, Y., & Appelhans, B. M. (2019,
February 26). Nutrition quality of food purchases varies by household income:
The shopper study - BMC public health. BioMed Central.
https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-019-6546-2

Grothjan, S. (2022, August 31). 4 seed Oil Alternatives We Love. Avocado Green®
Magazine. https://magazine.avocadogreenmattress.com/seed-oil-alternatives/
Gunnars, K. (2023, June 9). Are vegetable and seed oils bad for your health? Healthline.
https://www.healthline.com/nutrition/are-vegetable-and-seed-oils-bad#omega-6
Hanan, M. (2023, April 19). Is the omega-6 to omega-3 ratio important? Thriva.
https://thriva.co/hub/wellness/omega-3-6-ratio
Hooper, L., Martin, N., Jimoh, O. F., Kirk, C., Foster, E., & Abdelhamid, A. S. (2020, May
19). Reduction in saturated fat intake for cardiovascular disease. The Cochrane
database of systematic reviews, 5(5), CD011737.
https://doi.org/10.1002/14651858.CD011737.pub2
Kresser, C. (2023, August 24). How industrial seed oils are making us sick. Chris
Kresser. https://chriskresser.com/how-industrial-seed-oils-are-making-us-
sick/
Liao, S. (2022, May 31). Do seed oils make you sick? Via @consumerreports.
Consumer Reports. https://www.consumerreports.org/health/healthy-eating/do-
seed-oils-make-you-sick-a1363483895/
Nobbs, J. (2021, March 30). The environmental impact of vegetable oils. Jeff Nobbs.
https://www.jeffnobbs.com/posts/the-environmental-impact-of-vegetable-oils

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Exhibit 1 (Business Perspective):
Wellbeing
(Health & Welfare)
People in the Industry Income & working
conditions.
 Job security in sectors
relying on seed oil
manufacturing.
Autonomy Justice
(Freedom & Choice) (Fairness)
Freedom of action Fair laws and practices
 Freedom to quickly  Fair competition with
adapt to market trends other oil producers.
and consumer
preferences due to the
versatility of seed oils.

Citizens Food safety and quality of Democratic, informed choice Availability of affordable
life  Freedom to choose food
 Access to affordable based on price and  Equal access to food
food products and availability. products, regardless of
versatile cooking oils economic status.
that provide healthy
fats.

Farm Animals Animal welfare Behavioral freedom Intrinsic value

X X X

The Living Environment Conservation Maintenance of biodiversity Sustainability

 Seed oil production  The cultivation of  Sustainable use of
often utilizes less water different types of crops natural resources.
and land compared to used in seed oils can
animal-based fats. support biodiversity.

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Exhibit 2 (Societal Perspective):
People in the Industry
Citizens
Farm Animals
The Living Environment
Wellbeing Autonomy
(Health & Welfare) (Freedom & Choice)
Income & working Freedom of action
conditions.  Reliance on just seed
 Premium prices for oils can limit
more seed oil diversification and
alternatives can lead to leads the industry to
better wages. prioritize only efficiency
over health
considerations.
Food safety and quality of Democratic, informed choice
life  No transparency
 Concerns over health regarding the actual
implications of high health impacts of seed
omega-6 fatty acids. oils on nutrition labels.
Animal welfare Behavioral freedom
X X
Conservation Maintenance of biodiversity
 Concerns over  Reduction in
environmental impact biodiversity due to
of high pesticide use in large-scale single crop
seed oil production. farming.
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Justice
(Fairness)
Fair laws and practices
 Alternatives promote
more sustainable and
ethical farming
practices, leading to
better labor conditions.
Availability of affordable
food
 Reliance on cheap
seed oils may
compromise nutritional
quality, affecting low-
income populations
more.
Intrinsic value
X
Sustainability
 Detrimental to
environmental
sustainability due to
deforestation for
agricultural expansion.
By: Luiz Antunes De Souza Neto
251201477

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