Coast Packing, a Los Angeles-based animal fat shortenings supplier, is inviting consumers to let go of their fear of fatty foods by encouraging them to “praise the lard.” The company has recently begun its ‘Taste the Difference’ campaign, which marks out over 50 restaurants in the Los Angeles area that use Coast Packing’s lard or tallow in their dishes.

Though low-fat and no-fat foods have been de rigueur for decades, many nutritionists are coming to see the benefits of eating a reasonable portion of minimally processed animal fats. Coast Packing’s lard and tallow give consumers just those fats while also dishing out delectable taste. The company’s social media campaign is thus an effort to remove the stigma on fat and show its benefits.