In 2003, I launched BanTransFats.com to campaign against trans fat-laden partially hydrogenated oils. I have spent the last four years waging war against trans fat. While the campaign is not over, it is definitely a success. Everyone in the food industry now accepts that partially hydrogenated oils are on the way out.

I am doing my level best to provide accurate and useful information to government officials, politicians, and the food industry to help the transition to a zero trans food supply. Unfortunately, my efforts have not been mirrored by food industry trade associations.

Exploiting the fact that politicians, many government officials, and the public know virtually nothing about frying oils and baking shortenings, these trade associations have been stirring up baseless fears about supply, price, and taste. They also press the emotive 'freedom of choice' button, which is sure to get the politicians all 'charged up,' especially in the United States.

In one respect, these trade associations have been successful. The media parrots their conclusory statements that trans fat-free oils are in short supply, cost more, and taste worse than partially hydrogenated oils (they produce 'soggy fries'). These canards are now part of the conventional wisdom of the media.

Thankfully, these trade associations have scored only a hollow victory. New York City and Philadelphia ignored their non-credible arguments and passed trans fat bans, and many other states and cities are working on bans too. Meanwhile, manufacturers and restaurants are removing partially hydrogenated oils.

In 2006, I created FryTest.com, a comprehensive information resource about zero trans cooking oils. The centerpiece of FryTest.com is a zero trans cooking oil contest, which compares nine zero trans oils and a partially hydrogenated oil. Partial results of the contest are now available on the website and full results including consumer evaluations will be published soon.

As the CEO of FryTest.com, I am in contact with most of the leading cooking oil manufacturers on a regular basis. They tell me that if there is demand there will always be a sufficient supply. Farmers will grow the necessary crops if they are paid to do so.

However, one major food industry trade association claims that there will be insufficient supply of zero trans oils in 2008 and beyond, citing 2006 and 2007 low lin soybean and high oleic canola acreage figures. (Those oils are only part of the solution.) The acreages for 2006 and 2007 are based on demand for oils in those years, not future years. How can the trade association know what will be grown in 2008 and beyond when no growing decisions have been made yet? It depends on demand. Many oil company executives are deeply frustrated with food industry trade associations making baseless assertions about the supply of their oils, and wish they would stop.

In my frequent conversations with reporters, they invariably tell me that they understand that zero trans oils "cost more". Each time I ask the reporters how much more? In every instance, they have admitted that they have no clue and have never even asked the question.

I have conducted an informal estimation of how many servings of McDonald's medium sized French fries (weighing 4oz) can be cooked with one 35lb case of heavy duty zero trans oil. My rough estimate is 3,000 to 4,000 servings. Let's say for the sake of argument that the case costs $23 if it's partially hydrogenated oil and $28 if it's zero trans oil. The $5 price difference per case will be spread over 3,000 to 4,000 servings. Any restaurant that cannot afford that miniscule price difference should not be in business. When I mention this to journalists, they are usually astounded and feel that they have been misinformed about price.

As for taste, 49 to 50 consumers evaluated each of the ten oils in the FryTest.com zero trans fat cooking oil contest. The results have not yet been announced, but we should not be surprised if the zero trans oils were preferred by consumers. Partially hydrogenated oils taste dreadful when compared to zero trans oils and that is confirmed by consumer taste tests. The fact is that zero trans oils produce wonderful tasting crispy fried food.

I believe that if food industry trade associations actually took the time to thoroughly research zero trans fat alternatives, they would be forced to admit that supply, price and taste are non-issues. This applies equally to cooking oils and baking shortenings.

As for freedom of choice, I doubt that any consumer anywhere has ever asked for 'a portion of trans fat please.' It's not a choice that people make or can make. Partially hydrogenated oil is an ingredient, not a menu choice. Consumers can still order French fries, fried chicken, donuts, or whatever.

Any food industry trade association trying in good faith to serve the best interests of its members should be providing useful information about alternatives to partially hydrogenated oils. Unfortunately, that is not what we are seeing.

I am only aware of one state food industry trade association trying to inform its members about alternatives. Major trans fat conferences have been held by health organizations, not food industry trade associations. The American Heart Association held an excellent trans fat conference in 2006, bringing together all affected segments of the food industry.

I hope that food industry trade associations will finally recognize that partially hydrogenated oils are vanishing and that it is time to 'get with the program'. I believe that they will find that most food manufacturers and restaurant owners disagree with their retrograde approach on this issue and believe that it is time to remove trans fat from the food supply.

Food industry trade associations have a moral responsibility not to perpetuate the existence of a very harmful food ingredient. They should be taking the lead on public health, not dragging their heels.

Stephen Joseph is a lawyer and CEO of BanTransFats.com and FryTest.com. In May 2003, he filed a lawsuit against Kraft regarding trans fat in Oreos. As a result, Kraft agreed to remove trans fat from its cookies. He also filed a suit against McDonald's for reneging on its promise to reduce the amount of trans fat in its cooking oil. This resulted in an $8.5 million settlement in 2005.