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Life Extension Magazine

Life Extension Magazine December 2010
As We See It

Do Consumers Really Want Healthy Food?

By William Faloon

Why We Don’t Use Cans

Do Consumers Really Want Healthy Food?

There is a growing concern that the lining of canned foods with bisphenol-A or BPA (found in 57% of canned foods) represents a health risk.145,146 It has been shown to be an “endocrine (hormone) disruptor,” which raises concern about potential cancer risk.147,148

The FDA says bisphenol-A is safe, but we have little confidence in a government agency that is so beholden to the financial interests of processed food companies.

We have therefore decided to package Life Extension’s new Vegetable Soups in an advanced BPA and phthalate-free polymer pouch to not only preserve the integrity of the cruciferous vegetables, but also protect our members against bisphenol-A exposure.

Do Consumers Really Want Healthy Food?

The title of this editorial is “Do Consumers Really Want Healthy Food?”

I ask this question because the price of cruciferous vegetables and extra-virgin olive oil is higher than pasta, potatoes, rice, corn, and the other cheap ingredients found in vegetable soups sold by processed food companies.

What’s Missing From Cooked Vegetables?

For the first production run of Life Extension’s Vegetable Soups (described fully at the end of this article), we need to charge a retail price of $11.95 per two-pound pouch. Members pay $8.96 for either of these Vegetable Soups. If six pouches are purchased of any assortment of these two soups, the member price drops to $8.44 per pouch.

Even at the discounted member prices, these vegetable soups are higher priced per pound than what is typically found in grocery stores. The question is: do consumers want to continue buying vegetable soups laden with sugar-starches and other mediocre ingredients?

I frankly don’t know the answer. After all, for $5 nowadays, you can buy a big submarine sandwich and believe the advertising that eating one every day will enable you to lose weight and stay healthy.

As far as taste is concerned, I believe these soups are superior to anything on the market. But I am a poor judge of taste, as I have subconsciously trained myself to enjoy eating foods that are healthy.

I look forward to hearing feedback from members who try our new Cruciferous Vegetable and/or Asian Cruciferous Vegetable soups. If these are well received by the membership, we will expand into a broader line of health promoting foods… and lower the price in the process.

What’s Missing From Cooked Vegetables?

There is one important caveat that I have to tell you here. During the cooking process required to make any soup, some of the beneficial compounds contained in the vegetables are invariably lost.

Those concerned about certain cancers often rely on supplements that contain standardized potencies of nutrients found in healthy vegetables such as indole-3-carbinol,127-130 diindolymethane,131-135 sulforaphane,136-140 and apigenin.141-144

Even when including cooked vegetables in your diet, it is still important to obtain standardized potencies of cruciferous and other vegetable extracts from your supplements and/or carefully steamed vegetables.


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