Some websites seem to claim ALA (Omega 3 in Chia) is converted to EPA & DHA naturally by the body. Thoughts?
That is what the "omega 3 (ALA) industry" would have you believe and it's true to some extent, HOWEVER, it's an extremely inefficient process AND the conversion rate is only at best 12% or so depending upon the conversion capacity of the individual. Same goes for flax.
Don't even get me started on Udo 
This is straight from his website:
Read with a scrutinizing eye.Proponents of fish oils have claimed for decades that the body cannot convert the basic n-3 essential fatty acid, ALA, into the n-3 derivatives, EPA and DHA, found in fish oils. Is this true? If so, what is the evidence? When questioned, many fish oil promoters modify themselves and say that too little conversion takes place. When pushed further on the issue, they add "in some people", and pushed even further, they'll reluctantly admit that only "a small percentage of the population may not be able to adequately convert".
The question of n-3 conversion is important, because EPA is needed to make health-protecting 'eicosanoid' hormones that keep cell metabolism on an even keel, and DHA is required for brain development, brain function, vision, and sperm formation, and has heart-protective and anti-inflammatory functions as well. If the body converts ALA into fish oil n-3, then fish or its oil is not required in the diet. If the body cannot convert, then we must all look to fatty fish or fish oils (ugh!) for these important n-3 derivatives.
Untrue Claims
The claim that the body cannot convert ALA to EPA and DHA was not true 20 years ago, and is not true today. This claim does, however, serve to protect the fish oil market. You see, if people knew that the body converts the plant n-3, ALA, to the long-chain n-3 derivatives found in fish, they would stop using rancid, contaminated, or partially damaged fish oils and would use n-3 rich vegetable oils made with health in mind instead.
The truth is that most people do not get enough ALA in their diet.
Our n-3 intake is only 1/6th of the amount eaten by people 150 years ago, and intake was far from optimal in 1850. Without sufficient starting material, not much conversion can take place. Zero ALA gets you zero conversion to EPA and DHA. Lots of ALA gets you lots of conversion. Even today, 95 to 99% of the population gets too little n-3 in their diet, making conversion inadequate in the majority of the population. Instead of forcing them to take fish oils, shouldn't we encourage them to increase their intake of ALA?
ALA Re-Introduction to the Diet Changes the Story
That's what began to happen in 1986. Optimum intake of ALA became possible to consumers through the introduction of n-3 rich oils made with health in mind. In 1983, the author of this article developed methods for making oils with health in mind by protecting them from light, air (oxygen), and heat during processing, filtering, packaging, and storing. He then introduced the oil richest in n-3 (and therefore most sensitive to destruction by light, air, and heat), and subsequently developed a blend of several oils to obtain an optimum ratio of the n-3 and n-6 fatty acids essential to health.
Given optimum amounts of ALA, can the body then make all of the EPA and DHA it needs? The answer to this question becomes clear from research findings reported below. Udo's Oil Blend contains about 50% ALA. Fish oils contain about 30% EPA + DHA. The questions about conversion that need to be answered are:
• Can the body convert ALA from Udo's Oil Blend into the n-3 derivatives EPA + DHA contained in fish oils?
• If so, how much conversion takes place?
• Is conversion sufficient for health needs?
Research Hot off the Press
All three of these questions were answered in October 2002, by two studies published in the British Journal of Nutrition (BJN) which measured the conversion of alpha-linolenic acid (ALA), the short chain n-3 essential fatty acid, into the long chain n-3 derivatives EPA, DPA, and DHA. The first study1, carried out with six women, showed that these women converted an average of 36% of the ALA they were given into long chain n-3 derivatives (21% EPA, 6%DPA, 9%DHA).
The second study2, done with six men, showed that the men converted an average of 16% of the ALA they received into long-chain n-3 derivatives (8%EPA, 8%DPA). In this study, the men produced no DHA. However, another study showed that men convert ALA to DHA as well3.
Udo's Comment: Women must be able to convert enough ALA to long chain n-3 to feed two brains, theirs and that of the child growing within them. Men have only one brain to feed, and therefore require less conversion to DHA than women do.
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Estrogen Effect
In the study of conversion, 3 women using birth control pills (estrogen) converted more efficiently than did 3 women not taking 'the pill' who relied only on the estrogen produced by their body. The researchers suggest that estrogen may speed conversion.1 If the researchers are right, increased estrogen intake will help women after menopause, as well as men throughout their life (because men produce only small amounts of estrogen compared to women), to improve the efficiency of ALA conversion.
An easy, natural, and convenient way to do this is to use Wholesome Fast Food Blend, which is the richest source of beneficial plant estrogens called lignans. Lignans decrease high estrogen in women before menopause, and increase estrogen in women after the 'change of life'. Besides their mild estrogen benefits, lignans have anti-viral, anti-fungal, anti-bacterial, anti-cancer, anti-diabetic, anti-oxidant, anti-inflammatory, anti-lupus, and anti-cholesterol benefits. They are therefore highly beneficial to health. Wholesome Fast Food Blend is the richest source of these lignans.
Conversion enhancement by estrogen has biological importance. It optimizes the conversion of ALA into the long chain n-3 fatty acid, DHA, in women up during their childbearing years. Efficient conversion is needed, both during pregnancy and while breast-feeding, to build the child's nerves, brain, and vision (retina).
Rate of Conversion
How much conversion to long chain n-3 derivatives (EPA + DHA) can a woman accomplish from the ALA in Udo's Choice Oil Blend? A 100-pound woman taking the recommended 2 tablespoons of Udo's Oil per day (1 tablespoon/50 pounds of body weight per day) will get about 14grams (14,000mg) of ALA. At the 36% conversion rate found in the study with young women, 14,000mg of ALA produces a total of 5,040mg of long chain n-3 (2,940mg of EPA, 840mg of DPA, and 1,260mg of DHA). 36% conversion of the oil blend produces the equivalent of about 17 large (1,000mg) capsules of fish oil (each containing 300mg of EPA + DHA), which is close to twice as much as the highest recommended therapeutic dose of fish oil.
Using rate of conversion measured in the study with men, how much ALA is converted? A 150-pound man converting 16% of the recommended 3 tablespoons/day (again, 1 tablespoon/50 pounds of body weight/day of Udo's Choice Oil Blend) ends up with 3,360mg of long chain n-3 (EPA + DPA), the equivalent of 11 large capsules of fish oil. This again is more than the highest recommended therapeutic dose of fish oil. The fact that no DHA was produced in the study with men prompted the researchers to speculate that men may need to eat fish or take fish oil supplements, but other studies find that men do make DHA.
Practical Conversion Confirmation The conversion numbers given above confirm what health practitioners see in their practice. Patients readily switch from fish oils to Udo's Oil Blend because they prefer its taste. Used at the optimum dose of one tablespoon/50 pounds of body weight/day, practitioners tell us that the oil blend gives the same kinds but also a wider range of benefits than fish oils. These benefits include lower cardiovascular risk, smoother skin, higher energy levels, stamina, performance and recovery, better insulin sensitivity, lowered cancer risk, lowered inflammation, greater heat production, and improved mood, learning, IQ and calmness, and better ability to handle stress.
Better reading: 
http://www.getbig.com/boards/index.php?topic=165221.0http://www.getbig.com/boards/index.php?topic=240141.msg3377793#msg3377793
