Steven Rofrano

Because I think one of the reasons, and we were talking about this before the show, one of the reasons why a lot of people don't adopt health is because they perceive it as either unpleasurable or inconvenient.

And so people like us will go be healthy either way, but if you want to eat things that taste good and you're prioritizing that enjoyment, which I'm not saying there's anything wrong with, that's 95% of people, if the health foods are unenjoyable, you're not going to eat them.

And so people like us will go be healthy either way, but if you want to eat things that taste good and you're prioritizing that enjoyment, which I'm not saying there's anything wrong with, that's 95% of people, if the health foods are unenjoyable, you're not going to eat them.

And so people like us will go be healthy either way, but if you want to eat things that taste good and you're prioritizing that enjoyment, which I'm not saying there's anything wrong with, that's 95% of people, if the health foods are unenjoyable, you're not going to eat them.

Yeah, I think a good entry point into this discussion is the history of seed oils. So the first commercially available food seed oil for consumption was Crisco. And Crisco is hydrogenated cotton seed oil. And it was, I think, first sold in 1924 or 1912 or something in the early 1900s. And the issue was that Procter & Gamble had a lot of cotton seed oil left over from something.

Yeah, I think a good entry point into this discussion is the history of seed oils. So the first commercially available food seed oil for consumption was Crisco. And Crisco is hydrogenated cotton seed oil. And it was, I think, first sold in 1924 or 1912 or something in the early 1900s. And the issue was that Procter & Gamble had a lot of cotton seed oil left over from something.

Yeah, I think a good entry point into this discussion is the history of seed oils. So the first commercially available food seed oil for consumption was Crisco. And Crisco is hydrogenated cotton seed oil. And it was, I think, first sold in 1924 or 1912 or something in the early 1900s. And the issue was that Procter & Gamble had a lot of cotton seed oil left over from something.

I forget what industry it was that they were in. What were they using the cotton seed oil for? Well, so it was a waste product. So you had the cotton gins, and you would pull the seeds out, because the cotton gin separates the cotton fibers, because that's what you use to make clothing, and you separate the seeds out of it.

I forget what industry it was that they were in. What were they using the cotton seed oil for? Well, so it was a waste product. So you had the cotton gins, and you would pull the seeds out, because the cotton gin separates the cotton fibers, because that's what you use to make clothing, and you separate the seeds out of it.

I forget what industry it was that they were in. What were they using the cotton seed oil for? Well, so it was a waste product. So you had the cotton gins, and you would pull the seeds out, because the cotton gin separates the cotton fibers, because that's what you use to make clothing, and you separate the seeds out of it.

And so you had all these seeds left over, and it was a waste product they didn't know what to do with. And if you are in industry, you will have mountains of waste of whatever kind. If you can sell that, that's a new revenue line, and you want to do that.

And so you had all these seeds left over, and it was a waste product they didn't know what to do with. And if you are in industry, you will have mountains of waste of whatever kind. If you can sell that, that's a new revenue line, and you want to do that.

And so you had all these seeds left over, and it was a waste product they didn't know what to do with. And if you are in industry, you will have mountains of waste of whatever kind. If you can sell that, that's a new revenue line, and you want to do that.

So I think for a long time, they had been trying to sell it for something, but it had never worked, because at that time, Americans did not eat oil. Like, literally, olive oil wasn't a thing. The Italians hadn't brought it over. Mediterranean culture hadn't shown up yet. Coconut oil was certainly not a thing, even though it's solid at room temperature.

So I think for a long time, they had been trying to sell it for something, but it had never worked, because at that time, Americans did not eat oil. Like, literally, olive oil wasn't a thing. The Italians hadn't brought it over. Mediterranean culture hadn't shown up yet. Coconut oil was certainly not a thing, even though it's solid at room temperature.

So I think for a long time, they had been trying to sell it for something, but it had never worked, because at that time, Americans did not eat oil. Like, literally, olive oil wasn't a thing. The Italians hadn't brought it over. Mediterranean culture hadn't shown up yet. Coconut oil was certainly not a thing, even though it's solid at room temperature.

Avocados, no one had even heard of an avocado in the U.S. in the early 1900s. And there were no vegetable oils. There was the only fats that Americans, and I think I heard Max Lucuver talk about this on your podcast too, I think 90% of fat consumption was animal-based fats. That's right. Butter, lard, and tallow. So Americans didn't eat oil at all.

Avocados, no one had even heard of an avocado in the U.S. in the early 1900s. And there were no vegetable oils. There was the only fats that Americans, and I think I heard Max Lucuver talk about this on your podcast too, I think 90% of fat consumption was animal-based fats. That's right. Butter, lard, and tallow. So Americans didn't eat oil at all.

Avocados, no one had even heard of an avocado in the U.S. in the early 1900s. And there were no vegetable oils. There was the only fats that Americans, and I think I heard Max Lucuver talk about this on your podcast too, I think 90% of fat consumption was animal-based fats. That's right. Butter, lard, and tallow. So Americans didn't eat oil at all.

And so Procter & Gamble was unable to sell a liquid oil product to American consumers. So it kind of sat on the shelf for a few decades until some guy invented a process to turn the liquid oil into a solid fat. This is called hydrogenation. Anyone who lived through the 90s knows about hydrogenated fats. Margarines. Yeah, all that stuff.