The sunflower seed oil is an agricultural raw commodity mainly used for cooking and sold at a price not different to other seed oils and well below the olive oil. Millions dollars have been spent in USA to advertise some commodity goods to increase the consumer loyalty. Medical knowledge and advance in biotechnologies and genomics allows creating new sunflower varieties by changing the mix of fat components to challenge the consumers’ needs. The most profitable market segments of sunflower oil are functional foods for human consumption and oil for the industry
