In 2006, TIME magazine called the “Himalayan Goji Berry the Superfruit of the Year!”

In 2007, it got even better. The Oprah Winfrey Show, the highest-rated talk show in television history, recommended goji to Chicago Bulls leading scorer Ben Gordon to maintain high energy levels and prevent post-workout crashes.

Calling the goji berry “. . . the most potent antioxidant fruit that we know,” America’s Doctor, Dr. Mehmet Oz, author of the bestselling YOU: The Owners Manual, and Vice Chairman of Surgery at Columbia University, gave the recommendation on the October 1 episode, seen by approximately nine million viewers around the world.

Ben Gordon, leading scorer for the Chicago Bulls, needed some nutrition information. “I’m a professional athlete. I train anywhere between two and three times a day. … What kind of foods can I add to my diet to help me maintain high energy levels throughout my diet and not crash after I’m finished working out?” he asked.

Dr. Oz recommended that Ben eat more foods with antioxidants. “What happens to a lot of great athletes is they are creating so much oxidation in their body from working out all the time, especially if you’re working out for more than two hours a day—you’re doing this for sure—that you don’t have the oxidant stores to keep up with that. So you’ve got to build up those antioxidant stores by taking leafy green vegetables.”

Bright colored fruits, like goji berries, are also great, Dr. Oz said. “They grow in the Himalayas. They’re the most potent antioxidant fruit that we know. Remember, foods are drugs. They work just like that. But especially for an athlete that’s moving fast all over the place, you’ve got to keep the antioxidant stores in your body high and the best way to do it is through the foods you eat.”

This original article compared the TAC (Total Antioxidant Capacity) of each juice and criticised the health claims and lack of research surrounding these popular products. FreeLife would like to take this opportunity to respond to these criticisms that are again being promoted by CHOICE as part of their self-promotion.

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 that which is actually delivered, 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. CHOICE declined to do such testing which would have given them radically different results.

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 attributed 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 antioxidants, 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.

CHOICE’s published verdict was that all of the most popular selling Superfruit juices were just a fad, with little scientific evidence to back-up any of the claims that were “purely anecdotal.” CHOICE’s allegations of “few clinical trials” and “very little evidence to back them up” is a surprising professional estimation considering all of the information publicly available on scientific websites such as Scirus (www.scirus.org) and PubMed (www.pubmed.gov) where there are currently hundreds of ratified clinical studies on the recognised and accepted benefits of these highly-regarded superfruits.

Goji ‘Lycium’ alone returns 536 journal results on Scirus and 168 studies on PubMed, not to mention the numerous other studies returned by the other superjuices tested. All these publicly available studies were largely dismissed by CHOICE, even when they were directed to these studies by superjuice manufacturers previous to their published report.

There leaves little doubt as to the ethics and integrity of CHOICE when part of their correspondence to us over this matter states “We agree, however, that an ORAC score is just one aspect of a food, and that a high antioxidant score doesn’t necessarily guarantee benefits in vivo [in body].”

Even with this admission, CHOICE spokespeople have continued to use words such as “fad,” “scam,” “pyramid,” and “snake-oil” to describe all of the superjuices that remain strongly endorsed by many of the worlds leading doctors, scientists, nutritionists, and other health-care experts.

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. FreeLife has little concern for TAC/ORAC numbers, as “it is all about the polysaccharides.”

Soon FreeLife will be sharing with the world one of the most revolutionary announcements in FreeLife history that will take your FreeLife business to a whole new dimension in 2008. This announcement will accelerate FreeLife to faster growth than ever before and push us years ahead of any competition. Himalayan Goji Juice is about results!

• British Journal of Nutrition
• International Immunopharmacology
• European Journal of Pharmacology
• Chinese Oncology Magazine
• China Pharmacology and Toxicology
• Cell Biology International
• Journal of Chinese Herbal Medicine
• Journal of Ethnopharmacology
• Journal of Experimental Therapeutics & Oncology
• Research Communications Molecular Pathology and Pharmacology
• Chinese Patent Herbs
• Nature Reviews Drug Discovery
• Physiology Academic Journal
• Chinese Stomatology

• More doctors and health practitioners are using and recommending Himalayan Goji Juice as a natural, high potency dietary supplement than any other goji product in the world.

• FreeLife® is the company that created the goji berry phenomenon and the entire category. We are the category creator!

• FreeLife invested years of scientific research on the goji berry before bringing it to market

• FreeLife is the company that identified goji’s unique polysaccharide molecules, not found in any other plant on earth, as the primary source of its nutritional benefits

• FreeLife is the first and only company that has developed a “spectral signature,” or fingerprint, to identify goji’s polysaccharide molecules

• FreeLife is the first and only company that has designed a standardised goji berry juice that delivers high-potency polysaccharides in every bottle

• FreeLife’s Himalayan Goji Juice is certified by its spectral signature to ensure potency, purity and authenticity in every bottle

• FreeLife is the only company that offers a 90-day, 100% money-back, unconditional guarantee on every bottle of Himalayan Goji Juice sold

The Himalayan Secret®

If you have not yet heard of goji, you are not alone. While it has occupied an important place in traditional Asian medicine for countless generations, the secrets of its nutritional benefits have remained a mystery to most of the world. Through the ages, legends abound about this miraculous fruit and festivals are held to celebrate its goodness.

The First Healers

It is said that the Himalayans were the first natural healers, and that they shared their wisdom with the ancient herbalists of China, Tibet, and India. One of their most prized secrets was the fruit of the native goji vine, which had been flourishing in the Himalayan valleys since the beginning of time.

Those who came there to learn took the goji home with them and planted it in their own valleys, thus spreading the legend of this most marvelous fruit. Since its discovery in the Himalayas, those who know of the remarkable goji berry are awed by its unmatched ability to maintain wellness.

Dr. Earl Mindell’s Most Important Wellness Discovery Ever

Widely regarded as the world’s #1 nutritionist, Earl Mindell’s research has resulted in many important discoveries. He was largely responsible for creating the “nutritional revolution” with the publication of the Vitamin Bible; the biggest-selling nutritional book ever.

A Dream Come True

“As a pharmacist and nutritionist dedicated to helping others optimise their well-being, it is a dream come true to bring the miraculous goji to the world. I believe that Himalayan Goji ® Juice will have more powerful benefits on well-being than any other product I have seen in the last 40 years.” Dr. Earl Mindell

In Search Of The TRUE Goji

Just as there are many varieties of grapes for wine making, there are many varieties of goji, as many as 41 species growing in Tibet alone! Dr. Mindell knew he must exhaustively analyse the dozens of varieties to find the one true goji that had been discovered by the early Himalayan healers.

In the same way that human fingerprints can be used to distinguish one person from all others on the planet, a spectrometer can detect even subtle differences between berries at the molecular level. This technique results in the generation of a graph; a unique fingerprint for whatever is being tested – a Spectral Signature.

After years of dedicated scientific research, FreeLife® is the only company in the world to have developed a Spectral Signature to identify, isolate, and harvest only those special goji berries with the exact nutrient profile of the legendary goji from the Himalayas.

Try Goji today

The Detox Lounge recommends Himalayan Goji Juice and serves it to clients as a post treatment beverage. Our naturopath endorses it as a great nutritional product and we encourage you to drink goji daily. Backed by scientific evidence, it is rich in anti oxidants and a delicious tasting drink the whole family can enjoy.