Shoppers are becoming more sophisticated and selective about the fats and oils they use, and yet confusion continues to abound – creating opportunities for brands like Marianne’s – that go the extra step to educate consumers about which products to use when and why.
“There is so much data and information out there on oils and tallows, and it can be really confusing for the consumers,” said Megan Lawley with Marianne’s Harvest.
Research from the International Food Information Council reflects that confusion. In a recent consumer survey, IFIC found most Americans say they try to limit fat intake at least some of the time, but opinions on what constitutes a “healthy” fat vary widely. In the survey, 38% of respondents identified avocado oil as the healthiest option, followed by olive oil at 29%.
The order reverses when it comes to Americans’ top choice for cooking – with 56% reporting they favor olive oil, followed by 41% reaching for vegetable oil and 38% for butter, according to IFIC.
But Lawley notes avocado oil and beef tallow are gaining traction thanks to their high smoke points and the new Dietary Guidelines for Americans that call out the latter as a recommended fat for everyday cooking.
Marianne’s Harvest offers a range of both avocado oil and beef tallow to meet rising consumer interest, and which Lawley said stand out from the competition for their clean flavor profiles and purity.
“We have the classic beef tallow and the organic. Our classic is single-source from a third-generation family-owned ranch right out of California, and our organic is one of the only USDA organic and grass fed beef tallows on the market, and it is very neutral, too. A lot of beef tallows are really grassy, and ours is a really mild taste,” she explained.
Certifications address purity and adulteration concerns
In addition to choosing the best oil for different cooking applications, consumers increasingly want products that are pure – or free from contaminants. This sometimes manifests as consumers avoiding seed oils, although science does not support health and safety fears of seed oils. It also manifests as fears about contamination and adulteration.
“Consumers, at the end of the day, they’re just looking for clean oil they can cook with from trusted brands that they know and love,” Lawley said.
To assure consumers of the “purity” of its products, Marianne’s avocado oils are Seed Oil Free verified and have the Clean Label Project Purity Award, which Lawley said underscores that they are free from environmental contamination.
Marianne’s avocado oil further stands out on shelf thanks to a recent rebrand that clearly displays the certifications and prioritizes “bright and beautiful” packaging that instill trust and encourage consumers to have fun in the kitchen, Lawley said.
The brand plans to reinforce its messages of safety and joy through social media posts and work with registered dietitians, including recipe development and nutritional education.
Sustainable sourcing strengthens brand value
Marianne’s goes beyond ensuring its fats and oils are healthier for people – it also strives to create products that are better for the planet.
For example, the company recently launched a Regenerative Organic Certified avocado oil in Sprouts nationwide that was made possible by Marianne’s sustainability work on avocado farms in Africa.
In addition, “on the beef tallow side, we also are really passionate about partnering with these farmers for multi-generations” to ensure sustainable practices for years to come, Lawley said.
