This article is part of the Natural Products Marketplace Science Series. To take the self test for this module, click here.
Natural products shoppers spend a lot of time thinking about “green." They wish the economy would get better so more green would appear in their wallets; they wish they had more choice when it comes to green and eco-friendly products to help the environment; and they struggle to get more green plants in their diets. We all know green foods are healthy. Our moms told us to “eat our greens," and even Popeye got in on the game with his can of spinach. Yet, most people do not eat the three weekly cups of dark green vegetables nor the five to seven daily servings of total fruits and vegetables recommended by USDA.
“People know, by their instinct, green is the vital color of life itself," said Kazie Uyama, N.D., president, C'est Si Bon Co. “And people know it's cardinal for our body/mind, although they tend to skip those easily, but at least they know they have to take those greens to get their lives going."
Yes, green is good, and consumers are trying to reach their green goals by coming into their local natural products store. Retailers, thankfully, have quality options to offer the green seekers who are pressed for time. “Green foods and good nutrition are thus viewed as synonymous, and green-food supplements provide a convenient way to obtain the many valuable nutrients commonly associated with green foods," said Guinevere Lynn, director of operations, Sun Chlorella USA. “Green-food supplements are especially beneficial for those who normally do not obtain a daily serving of vegetables, or want to ensure they consume more."
The reason the surgeon general, our moms and our conscience tell us to eat more greens is due to the myriad health benefits they provide the body. “Consumers are becoming more educated in the benefits of green foods," said Brendan Brazier, formulator of Sequel Naturals’ Vega products. “Greens are packed with vitamins, and have the highest percentage of amino acids per ounce than any food, so consumers really do get more bang for their buck. Dark green leafy vegetables are a rich source of chlorophyll, which is important in offsetting stress by alkalizing the body. It also cleanses and oxygenates the blood, which contributes to endurance and less fatigue."
Many product formulators speak of the benefits of chlorophyll. In fact, Lynn calls it “the most important ingredient that can be found in all green foods." Chlorophyll, as we all remember from seventh-grade science, is the pigment that gives plants their green color. It’s vital for photosynthesis, the process that allows plants to get their energy from the sun. For humans, chlorophyll is known as nature’s detoxifier because it removes impurities and harmful elements from the body. Studies have shown it exhibits anticarcinogenic activity,1 so much that, in 2001, a group of researchers recommended it as means to prevent the development of liver cancer as well as other environmentally induced cancers.2
Green foods, being that they are green, contain the most chlorophyll. Brandon Bert, co-founder and president, Amazing Grass, noted, the deeper color green, the more chlorophyll a green food will contain. “Chlorophyll is an amazingly therapeutic nutrient, and very easily assimilated into our bloodstreams," he said. “It helps deliver oxygen and nutrients through our bloodstream to our cells."