Coconut oil reputation began to drop in the mid-1980s when the American Soybean Association (ASA) warned Americans about the newly discovered health threat; tropical oil. They claimed that coconut oil was saturated fat and could cause heart disease. Wherever you turned, any product that contained coconut or palm oil was criticized as "unhealthy".
All of the campaigns were carefully planned by ASA to get rid of imported tropical oil rivals. During the decades of the 1960s and 1970s, researches showed that some forms of saturated fat increased cholesterol in the blood. Since cholesterol rise is known to be a risk factor for the development of heart disease, saturated fat was also considered undesirable components in diet, and we were encouraged to reduce their intake. The general opinion that appeared is that the less you consume saturated fat, the better your health is.
Using the community's "fear" of saturated fat and a feeling of connection with heart disease, the American Soybean Association (ASA) set out to create a health crisis. The planned crisis was horrible that it literally scared people and made them avoid the use of tropical oil. In 1986, ASA sent Fat Fighter Kits to soybean farmers to encourage them to write to government officials, food companies, and so on, contents protesting against "saturated tropical fatty fats such as palm and coconut oil ".