Procter & Gamble (Crisco makers) became major AHA funders in the 1940s-1960s. The AHA subsequently promoted seed oils as heart-healthy alternatives to animal fats — coinciding with the sugar industry's campaign to blame fat. US seed oil consumption increased over 1,000% in the 20th century. Growing research suggests highly processed seed oils may contribute to inflammation. The debate remains active, with mainstream organizations still recommending them while critics cite industry funding bias.