A common question I hear from Navitas field team members as well as our customers is, “Can you tell me more about the benefits that superfoods provide?”
This is, of course, a fair and reasonable question to ask. After all, our organic superfoods are 1) ‘super’ and 2) sold at a premium price compared to some conventional alternatives. Shouldn’t our products list all their outstanding nutritional and health benefits? Don’t we want to inform our customers that these foods have high nutritional value? Let’s revisit an important distinction made in A Guide to Navitas Organics' Updated Nutrition Facts: Part 1: we are proud to offer our superfood products as food rather than supplements. This means that we display a Nutrition Facts label on our packaging, and conform to FDA Nutrient Content and Health Claim Guidelines.
Navitas Organics superfoods have some remarkable properties with regards to nutrient density, nutrient complexity and rare nutrients. They are also associated with an extensive list of impressive health benefits. However, the FDA is very clear on what can and cannot be stated about food.
For instance, nutrients that are not included on a list that the FDA recognizes (declared as Daily Values or DV%) cannot be specified as having a particular function or benefit (i.e. antioxidants including flavanols, resveratrol, ellagic acid and catechins). The only antioxidants that can be identified as such include vitamins A, C and E, and there must be a minimum of 10% recommended DV% reflected on the Nutrition Facts label to include them (more on this later). Still, nothing can be stated about the benefits of these antioxidants – only that they are contained within the food. Supplements, on the other hand, can purport almost any benefit of both nutrients and compounded products. These claims should be substantiated by scientific research but are often not. Again, referring to part one of this blog, supplements are not reviewed by the FDA for safety or effectiveness.