Kerfoot challenges the market to ‘think authentic’ with avocado oil

Kerfoot has challenged the industry to reframe the ingredients supply narrative in favour of authenticity led innovation, in response to the recent findings that 82% of avocado oil sold in the US is mislabelled, rancid or adulterated

The findings from Hilary Green and Selina Wang, food science experts at the University of California, Davis, found significant testing and quality assurance shortcomings in the country’s first in-depth study of commercial avocado oil purity.

In response to the study, Kerfoot has challenged the personal care sector to ‘think authentic’ and take a fresh look at how it’s sourcing ingredients.

Simon Corner, Sales and Marketing Director at Kerfoot, commented: “The avocado oil study will no doubt come as a shock to many, but perhaps none more so than the personal care product consumer."

"A staggering 82% of avocado oil test samples that were labelled as pure or extra virgin, contained almost 100% soy bean oil, an ingredient that’s generally lower quality, cheaper to produce, and is commonly found in food processing applications. Personal care brands are simply not getting what they pay for."

“It’s symptomatic of the more widespread ‘oil fraud’ problem facing both the personal care and food sectors, but is particularly prevalent in markets such as the US, where newer oils on the scene, such as avocado oil, are not subject to any stringent quality standard testing."

"When brands do not maintain a tight grip of the supply chain and ensure full end-to-end traceability, they’re opening their products up to adulteration, labelling issues and risking a breach of consumer trust.”

"Avocado Oil is a particularly contentious challenge, as consumers are choosing it, in part, for its nutritional advantages. No brand in the cosmetics, beauty or personal care space can afford to risk their reputation. That’s why we’re challenging the sector to change its perspective on natural oils to put the same emphasis on provenance and authenticity that consumers do.”

Avocado oil is finding growing popularity in the personal care, cosmetics and therapeutics sectors, as well as rising use in culinary applications.

The oil is hydrating and is believed to have natural skin healing properties. In its portfolio of bulk and specialty oils and ingredients for the personal care, food manufacturing and industrial sectors, Kerfoot offers refined and organic grade avocado oil, with the authenticity and traceability that has become a hallmark of the brand.

Simon concluded: “At Kerfoot, we have a different ethos. We are an ingredients partner, not just a supplier. Our customers rely on us for provenance, quality and authenticity at all times, and the Avocado Oil study highlights just how important this is."

"The fact that 15 out of 22 avocado oil samples oxidised before their expiration dates highlights the potential harm to profitability and food waste, too. With every oil that we supply to our customers, we ensure full accountability and traceability. The natural, organic oil that our customers receive will always be as described with no exceptions.”

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