This product is available for pre-order
Ships Late Summer, 2019
Thank you for choosing NewGreens!
NewGreens is a family-owned company that selects real, honest to goodness whole food ingredients for all of its products. We understand that a lot of companies claim to be all-natural or contain raw and whole-food ingredients, and we, like you, are suspect of such claims.
My name is Devin and there’s a dirty secret I want to let you in on…
That green juice product you have up in your pantry, or the ones on the shelves at the grocery or health food store aren’t really all that natural… and, these products are unlikely to contain anything resembling whole food or raw by any definition of the word…
Before I get into specifics, it’s probably important to tell you a little about me:
I have been in the dietary supplement business since 1998. I have a doctorate from the Los Angeles College of Chiropractic, was an early adopter of the internet for getting clinically relevant professional supplement brands direct to consumers, pioneered a technology platform for integrative doctors and their patients to communicate more efficiently, and have been recognized by the Nutrition Business Journal with a product merit award and named in their 40 Under 40.
But these days, I’m a husband & father, and like anyone else, I only want the best for my family. You see, we live in a small coastal area of San Diego where over the years, I’ve seen more and more people flock to the local farmers markets. The embrace of the farm-to-table lifestyle is alive and well here, and it seems to me people all over the country aren’t only insisting on knowing where their food is coming from, they are demanding it.
Here’s where the dirty secret comes in…
While we as a nation become more aware of how to choose good foods over bad ones, organic vs non-organic, etc., it dawned on me that not many people go deeper than what’s on the front of the label. It’s that quick look at a label when shopping that meets certain criteria – For our family, it’s that USDA Organic certification that is most meaningful, followed by other designations that would indicate whether something is gluten free (GF), vegan or simply Non-GMO. Then, maybe you flip to the back of the package and give a glance at the ingredients.
All seems good, right? Not So Fast…Here’s The Deal With Labels.
There’s a lot to unpack here, so let’s start with that Organic Certification in a Q&A format using a typical green drink as an example.
Q: Where Is Each Ingredient From?
A: In the case of dietary supplements, most all are sourced from China. As both a retailer, formulator and manufacturer I can tell you on no uncertain terms that the superfood/green juice powder drink you see on the internet, at grocery stores and pretty much everywhere contains very cheap spray dried juices grown and processed in China.
Q: If It’s Organic, Why Does It Matter…What’s so bad about China?
A: First, let’s define what it means to be organic:
“Organic” certifies a process of how food is grown or produced. It certifies that the farmer doesn’t add pesticides, herbicides, petroleum-based fertilizer, metals or synthetic chemicals to the crop (among other things), and it certifies that the soil must be free from such things for a certain number of years before organic certification is approved.
But organic certification does nothing to address environmental sources of pollution, contaminated irrigation water, and fallout from industrial or chemical factories that might be nearby. A certified organic farmer can use polluted water on their crops and still have the crops labeled “organic.”
Vitamins and nutritional supplements usually use agricultural products as key raw materials. The top vitamin exporting province, Zhejiang, has an alarming level of soil pollution from heavy metal. As matter of fact, one-sixth of China’s farmlands are heavily polluted.
It is estimated that only 2% of imported vitamin and supplement products, including food items are inspected for legitimacy.
Furthermore, vitamin & supplement manufacturers are not required to label the country of origin for any ingredients used on their labels or materials.
Q: Where Does NewGreens Source Its Ingredients?
A: In formulating NewGreens it was very important for us to NOT source anything from China. As history has shown us, if there’s any chance of an ingredient being mislabeled organic when it’s not, or the probability of an ingredient being high in toxic heavy metals, then we want to avoid it. While the other guys source from China, we won’t. EVER!
This was no easy feat for us and this has taken us over 2 years in identifying our predominantly organic American farms.
Our whole-food ingredients are grown in the USA under easily verifiable USDA Organic guidelines.*
Q: You Mentioned Spray Drying-What Is That?
A: Spray Drying on its face isn’t necessarily a bad thing, it’s just not the best.
- Spray Drying Uses Juice Only, omitting the whole-food, thus leaving key nutrients behind
- Spray Drying Uses A High Heat that destroys nutrients
- Spray drying uses high levels of unnatural substances or flow agents
Q: How Do I Know If An Ingredient Is Spray Dried?
A: When reading your product label (The Supplement Facts Panel) on the back and if it says “juice powder” anywhere on that label, then that ingredient was processed using the juice only and processed using very high heat (in excess of 200 F) spray drying methods.
Q: If You Don’t Spray Dry Your Materials, Then What Do You Do?
A: The best way to maintain nutrient density and value is to start with the whole food, not just the juice portion. The best way is also the most expensive way and it’s called Freeze Drying. Freeze drying guarantees that the nutrients in food will stay intact. This method does not use heat and leaves the food in its most natural, healthful raw state.
In addition to freeze drying, we also utilize sprouting for ingredients that would otherwise be difficult for the body to digest.
In essence, our guiding ethos or motto of making NewGreens is:
If we can source our ingredients domestically, right here in the USA, then that’s what we do!
Real sustainability should be more than a tagline or slogan and we recognize that talk is cheap. We don’t ‘Green Wash’ and that’s why we take it seriously from the top, right down to the bottom:
1) Source Organically from American Farmlands With Strict Environmental Controls – Never Mainland China That Has No Environmental Standards or Laws
2) Choose Freeze-Drying & Sprouting Methods Using Whole Raw Food – Never Spray Dried
3) Use Pouches Made of Plants Manufactured in The U.S. – Never Petrochemical-Based Plastic Canisters or Pouches That Pollute and typically are made and shipped from, You Guessed It… China.
By Dr. Chad Larson
As a society we have lost our way. There is a dramatic disconnection between our desire to maintain health and the food choices we make. When I speak with people about their health, there is a definite eagerness on their part to feel better in the present and prevent health issues in the future. However, when we discuss their diet, it is full of junk food, processed grain-based carbohydrates, sweets, sugar, unhealthy sources of oils (processed vegetable oils), unhealthy sources of fats (feedlot CAFO beef), and not enough vegetables. None of that stuff is compatible with our hunter-gatherer genetics.
Due to this dietary incompatibility, debilitating conditions like obesity, diabetes, dementia, cancer, and heart disease are reaching pandemic levels, and rising. The World Health Organization (WHO) states that eliminating bad food, inactivity, tobacco use, and alcohol excess, would lead to at least an 80% reduction of all heart disease, stroke, type 2 diabetes, and rates of cancer. The US ranks 1st in health system expenditure (about 20% of the US gross domestic product, over $3 trillion), but ranks 37th in the WHO international ranking of health systems, just behind Costa Rica and just ahead of Slovenia.
With the 3000+ junk food industry lobbyists fighting hard to perpetuate the standards of bad food consumption, don’t hold your breath waiting for healthier dietary guidelines, public education campaigns, or warning labels on unhealthy food products. For better or worse, you’re on your own. So, I felt obligated to accept the great responsibility of producing a product that you will put into your body. By accepting that responsibility, I was inspired to find the highest quality and sustainability sourced ingredients that are available.
We could have sourced cheap spray-dried juice powders from China, but my intention is to play a small part in reversing some of the negative health trends that you read about above. So, to do that we supply freeze-dried ingredients that capture the flavor and the same nutritional benefits as if you were eating the fruit or vegetable whole. In fact, this method maintains so much preservation of nutrients that we are able to get third-party validation allowing us to claim whole food servings of the USDA certified organic fruits and vegetables when you consume our products.
I want you to be able to make an informed decision about what you put into your body, and I want you to be an educated and savvy health food consumer. From our packaging to our quality of ingredients, we want you and the planet to be healthier. But mostly, I wanted to produce a product that I was excited to give my wife and kids.