Dear Loyal Customer:

The current edition of CHOICE, a consumer product advice magazine, features a comparative analysis of nine fruit juices including FreeLife's Himalayan Goji® Juice.   The article compares the TAC (Total Antioxidant Capacity) of each juice and talks about superfruit juices in general.  FreeLife would like to take this opportunity to respond to the article by CHOICE.

FreeLife has always taken the position that TAC (also called ORAC) is not an accurate test for the true antioxidant effect of any product. It is simply a measurement of the antioxidant potential of a food. There can be a tremendous difference between a food's potential benefit and what it actually delivers, and that is because many food-based antioxidants are poorly bioavailable and are not well-absorbed from the digestive tract. The TAC/ORAC test does not take this into account because it is conducted in a test tube, not in a human. That's why it's called Total Antioxidant Capacity. In other words, it has the capacity to perform, but only if the body can find a way to absorb it. Our scientists believe that to really obtain a compound's antioxidant effect, tests should be conducted on actual effectiveness in the human body. Otherwise, consumers can be easily misled by foods that have impressive TAC/ORAC scores but little actual antioxidant performance.

We can surmise that the publishers of CHOICE wrongly assumed that, because our product is a juice, we must be marketing it as an antioxidant. We know better, and so do you. As customers, you understand that the true benefits of Himalayan Goji Juice are attributable to the berry's unique bioactive molecules called Lycium barbarum polysaccharides (LBPs). Numerous published studies have shown that goji's LBPs act as master molecules in the body and that, synergised together, they serve as directors and carriers of the instructions that cells use to communicate with each other. Improved cell-to-cell communication can have a powerful and positive effect on wellbeing.

Goji also has an impressive antioxidant function, but not one that can be measured in a test tube. That's because the LBPs themselves are not antioxidant, but studies have demonstrated that they can dramatically increase the body's production of its three most potent antioxidants, superoxide dismutase (SOD), catalase (CAT) and glutathione peroxidase (GSH-Px). We believe that the body's own antioxidants can do the job better than any dietary antioxidant, and certainly better than one that never gets out of your G.I. tract, FreeLife is the only company that has standardised the LBPs in every serving of Himalayan Goji Juice. You can confirm all of the benefits of these remarkable polysaccharides by going to www.pubmed.org, typing in Lycium barbarum (the Latin name for goji) and reviewing the test results for yourselves.

FreeLife knows goji better than anyone. We created the category, we were the first to identify the LBPs as the source of goji's wellness-giving abilities, and we spent nearly a decade designing our proprietary Spectral Signature Process to ensure consistent potency, purity and authenticity in every bottle. So we say, let others brag about their TAC/ORAC numbers. Himalayan Goji Juice is about results!

Sincerely,

Your FreeLife Team