If you allow me to be facetious for a moment, if I sell iron bolts, I could claim that my product has the most iron by weight of any supplement in the market, and I have the lab analysis to prove it! But if you actually were able to eat a bolt, you would find that the iron in your body did not change much, and the reason is, the body cannot digest and absorb an iron bolt.
When people buy a supplement, their primary intent is not to brag about levels of X, Y or Z; they buy it because they expect that it will make a positive impact in their body.
Oxygen Radical Absorbance Capacity (ORAC) is in a similar situation; it is a lab test which attempts to quantify the antioxidant capacity of individual foods, but it should not be interpreted as an indication of the benefit it can bring to the user.
Our research so far shows that Juice Plus+® increases antioxidants in the blood serum, and that is the best tool we have to sell it.
Carlos F. Madero, Ph.D. | Director, Quality Assurance