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Freedom Healthy Cooking Oils campaign on adulteration in edible oils
Thursday, 29 October, 2020, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Freedom Healthy Cooking Oils has now unveiled a campaign to spread awareness on edible oils. The company said that edible oil is one of the most important components in cooking food.

The campaign comes close on the heels of the recent crackdown on adulterated edible oil in India. The Food Safety and Standards Authority of India (FSSAI) commissioned a pan-India survey, which covered over 4,500 samples and 16 varieties of edible oil, including mustard, coconut, palm, olive and blended oil.

The whole exercise is aimed at ensuring the availability of pure and safe mustard and other varieties of edible oil in the country. The tests were conducted as an initiative to educate the consumers and make them conscious of the adulteration present in the loose oil currently available in the market.

Every household uses edible versions of sunflower oil, mustard oil, groundnut oil, palm oil and so on in preparation of their day-to-day meals. Although everyone uses edible oils, there is a lack of knowledge about features and benefits of different oils and the impact they have on our health.

The pack designs, use of images on packaging, celebrity endorsements and pricing play a critical role in the choice for edible oils. Sometimes, consumers are lured into purchasing sub-standard products by using graphic representations on packs to mislead buyers and encourage purchase with huge discounts on pricing.

It is observed that some manufacturers are selling adulterated edible oil. They collude with the vendors and resort to supplying adulterated products and pack them in counterfeit designs, colours, logos, and letters resembling the standard brand packs of some popular companies. These fake products are being supplied in packs, which look like originals. Though the text ‘Refined Sunflower Oil’ is written on these packs, mostly inferior quality oil is placed inside, according to the company.

Speaking about the seriousness of this issue, P Chandrashekhara Reddy, VP, sales & marketing, Freedom Healthy Cooking Oils, said, “We are making a cautious effort in informing the consumers about the benefits of different oils, the flavours and aroma. Besides this, we are also making the consumers aware that all pouches with an image of sunflower oil, might not contain the desired quantity of sunflower oil, even if it is being sold at a lower price.”

“Freedom Refined Sunflower Oil is manufactured hygienically in a state-of-art plant. Each batch undergoes 100 periodic and 24 batch level quality checks to ensure quality assurance,” he added.

Binu Davis, south zone sales head for Fortune Sunlite Oil brand, said, “It has been observed that, some of the brands of edible oil copy the image of sunflower oil and sell sunflower oil mixed with other cheaper oils. This practice will increase, as the price of imported sunflower oil is increasing. We advise the customers to only trust the brand they prefer like – Fortune or other standard brands and be sure of the quality.”

“The practice of selling sunflower oil blended with other cheaper oils is more prevalent in rural areas, interiors as in major towns most of the distributors ensure availability of standard brands at the retail outlets. Extensive spread of modern retail with in-house quality protocols also helps filter out spurious oils. Our sincere request to the consumers is to purchase the brand of oil like Vijaya that you have trusted for many years by carefully checking the brand name and pack design to stay safe and be assured,” stated P Thirumalesh Reddy, marketing manager, Vijaya Refined Sunflower Oils.
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