The health-beneficial effects of long-chain polyunsaturated fatty acids (LC-PUFAs), derived mainly from fish oil, coupled with the growing requirement for an alternative and sustainable source of these compounds, has led to efforts to engineer oilseed crops for their production. LC-PUFA synthesis has been achieved using combinations of heterologous endomembrane desaturases and elongases expressed in model oilseed plants. Two general approaches have been employed that both use endogenous 18 carbon fatty acids as the starting substrates: the Delta6- and Delta8-pathways, which perform desaturation followed by elongation or elongation followed by desaturation, respectively. However, yields above 20% have not yet been realized owing to bottlenecks that become apparent in the endogenous biosynthetic pathways when heterologous genes are expressed. These bottlenecks might be caused partly by inefficient non-native enzymes in the host system or also by suboptimal acyl-exchange mechanisms between the acyl-CoA and lipid class pools. The fine-tuning of the fatty acid flux between the acyl-CoA, phospholipid, and triacylglycerol pools will be essential to maximise polyunsaturated fatty acid yields in seed oils. In addition, efficient substrate channelling and lipid synthesis could depend on specific endoplasmic reticulum subdomain localisation for key endogenous enzymes, and this organization could be compromised in heterologous systems.