Steven Rofrano

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.

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.

And so that guy invented this process that allowed them to turn cottonseed oil into a solid. And now all of a sudden, people, because it was consistent with American culture, hey, we can eat this, it looks like lard, it looks like tallow, it's a solid thing, I can scoop it out, that's familiar to me. And so they began selling that, and it was obviously so cheap, right?

And so that guy invented this process that allowed them to turn cottonseed oil into a solid. And now all of a sudden, people, because it was consistent with American culture, hey, we can eat this, it looks like lard, it looks like tallow, it's a solid thing, I can scoop it out, that's familiar to me. And so they began selling that, and it was obviously so cheap, right?

And so that guy invented this process that allowed them to turn cottonseed oil into a solid. And now all of a sudden, people, because it was consistent with American culture, hey, we can eat this, it looks like lard, it looks like tallow, it's a solid thing, I can scoop it out, that's familiar to me. And so they began selling that, and it was obviously so cheap, right?

Because you're taking this waste product, it's basically free. Or you'd even pay to get rid of it in some cases. So you have this thing that's basically free, and now you're selling it to compete with something that actually costs money, whether it's lard or tallow or something. So you can undercut everyone else on price.

Because you're taking this waste product, it's basically free. Or you'd even pay to get rid of it in some cases. So you have this thing that's basically free, and now you're selling it to compete with something that actually costs money, whether it's lard or tallow or something. So you can undercut everyone else on price.

Because you're taking this waste product, it's basically free. Or you'd even pay to get rid of it in some cases. So you have this thing that's basically free, and now you're selling it to compete with something that actually costs money, whether it's lard or tallow or something. So you can undercut everyone else on price.

And a lot of their marketing at the time was touting this whole futurist, modernist idea of developed technology. It's sort of that dirty animal fat with those smelly farmers who have pig poop on their boots. Eat this thing made by science in a lab with guys in white coats. And that sort of idea, which is kind of the opposite today, most people think, if it's made in a lab, I don't want it.

And a lot of their marketing at the time was touting this whole futurist, modernist idea of developed technology. It's sort of that dirty animal fat with those smelly farmers who have pig poop on their boots. Eat this thing made by science in a lab with guys in white coats. And that sort of idea, which is kind of the opposite today, most people think, if it's made in a lab, I don't want it.

And a lot of their marketing at the time was touting this whole futurist, modernist idea of developed technology. It's sort of that dirty animal fat with those smelly farmers who have pig poop on their boots. Eat this thing made by science in a lab with guys in white coats. And that sort of idea, which is kind of the opposite today, most people think, if it's made in a lab, I don't want it.

Back then, it really resonated with the American culture, who was like this forward-looking, like, scientific, like, we want this kind of technology in our lives. So that's kind of how it got started, and then that was a very, very big success for them, obviously because the inputs are so cheap, and ultimately led to them starting to sell liquid seed oils, starting in the 50s and beyond.

Back then, it really resonated with the American culture, who was like this forward-looking, like, scientific, like, we want this kind of technology in our lives. So that's kind of how it got started, and then that was a very, very big success for them, obviously because the inputs are so cheap, and ultimately led to them starting to sell liquid seed oils, starting in the 50s and beyond.

Back then, it really resonated with the American culture, who was like this forward-looking, like, scientific, like, we want this kind of technology in our lives. So that's kind of how it got started, and then that was a very, very big success for them, obviously because the inputs are so cheap, and ultimately led to them starting to sell liquid seed oils, starting in the 50s and beyond.

So anyway, all of that's to say that this entire category of products was invented. There was a point in time in history when people did not eat this at all. That's not true about corn. That's not true about wheat.

So anyway, all of that's to say that this entire category of products was invented. There was a point in time in history when people did not eat this at all. That's not true about corn. That's not true about wheat.

So anyway, all of that's to say that this entire category of products was invented. There was a point in time in history when people did not eat this at all. That's not true about corn. That's not true about wheat.

Well, at least in recent memory, people have been eating all these things, you know, butter, they've been eating, they've been drinking water, for example, eating sugar for at least hundreds of years, if not thousands. Cedar oils. were not eaten in any form or fashion, like these types of oils, the industrial processed ones, prior to, say, the early 1900s.

Well, at least in recent memory, people have been eating all these things, you know, butter, they've been eating, they've been drinking water, for example, eating sugar for at least hundreds of years, if not thousands. Cedar oils. were not eaten in any form or fashion, like these types of oils, the industrial processed ones, prior to, say, the early 1900s.

Well, at least in recent memory, people have been eating all these things, you know, butter, they've been eating, they've been drinking water, for example, eating sugar for at least hundreds of years, if not thousands. Cedar oils. were not eaten in any form or fashion, like these types of oils, the industrial processed ones, prior to, say, the early 1900s.