Golden Rapeseed Oil Case Study

Clare Rapeseed Oil Ltd wishes to launch a new value-add product to the Irish food market. Golden Rapeseed Oil with added vitamin D is fortified cooking oil which has been enriched with vitamin D an essential micronutrient. This product is available to purchase in the main Irish supermarkets at €4.75 (€0.95 per 100ml) in 500ml plastic bottles.
Value-Add Being Proposed:
Rapeseed oil is a natural source of essential polyunsaturated fatty acids omega 3, 6 and 9 (1). These fatty acids lower cholesterol levels in the blood and therefore have been associated with a decreased risk of heart disease and stroke (2). Vitamin E is also naturally present in rapeseed oil in significant amounts (2). This micronutrient is a natural antioxidant preventing damage
It functions include maintenance of calcium homeostasis, normal blood calcium levels, maintenance of normal bones and normal muscle functioning (8). There is also recent evidence to suggest that vitamin D can play a role in the prevention of chronic disease such as cardiovascular disease and diabetes mellitus (9). Vitamin D deficiency can cause rickets in children and osteomalcia in adults (8). The recommended dietary allowance for vitamin D for children aged 3 years old and younger is 5ug and 10ug for adults(10). The majority of vitamin D is produced by the action of sunlight on the skin. Due to Ireland’s northerly latitude (510-550) very little Ultra violet rays from the sun reach the earth surface especially during the winter months (11). There are very few natural dietary sources of vitamin D. The lack of dietary sources combined with poor synthesis of vitamin D on the skin means that the Irish population are at risk of being deficient in vitamin D. Therefore, enhancement of food with vitamin D provides a platform for increasing consumption and thus improving the status of vitamin D.
Vitamin D has been a fortificant in margarines however it has not been added to vegetable oil a vital food commodity. The fortification of vegetable oil with vitamin D can be an effective way to deliver vitamin to deficient populations. Fats and oils are necessary for absorption of fat soluble vitamins such as vitamin A, D, E and K. Fats and oils
Due to large evidence suggesting pregnant mothers have low vitamin D status a Vitamin D supplementation policy for Infants has been implemented in Ireland by the Department of Health(15). This policy states that all infants from birth to 12 months whether breastfed or formula feed should be given a daily supplement of 5ug of vitamin D3 per day. This policy has been implemented due to poor vitamin D status of the population and therefore seeks to prevent the deficiency diseases that result from a lack of vitamin D