Beyond the demand for a tasteful, finished oil product, there’s another driver behind the growth in the expeller-pressed oil market: consumers see the brands they support as extensions of themselves. This is particularly true of the social media-savvy millennial generation (ages 19-35).

Shopping for food or visiting a favorite restaurant with friends and family is about quality nourishment, but it’s also a reflection of values. One of those values is “authenticity”—namely, reconnecting to origins, to what got us here, to what will last. One answer to that call for authenticity is the expeller press, which is deeply ingrained in America’s agricultural heritage. Consumers want to be a part of that.