I've encountered an interesting thing in helping some of my small business clients in the consulting work that I do.

Many times people do not value something unless they pay for it.

I think we encounter this when we share the protocol with people. If they read the same information in a book that they paid money for or if they paid $500 to hear some "health guru" speak on these principles, they would assign value to the information and act on it accordingly. But because they heard it from a friend and found it on a forum that we freely giving it out, they find it more difficult to see that it has value.

So now we come to the problem that superfoods can address. The problem is that people do not appropriately value the "regular" food that they eat everyday. They have not been taught the positive impact a well grown, high brix fruit or vegetable can have on their health. If they knew the truth, they would probably be willing to pay more for higher brix produce and this would in turn encourage farmers to figure out how to grow high brix fruits and vegetables.

What could be more transparent than a sign that says "18 Brix Strawberrys, No NPN"? Want to know for sure, you can test them yourself.

Teaching BRIX would have a transformative effect on the way we value food and the farmers we choose to buy food from. No more potentially deceptive labels like "certified organic." No more misjudging the quality of produce by superficial appearance like these apples are really red or look at how large those collard greens are. Higher BRIX equals higher value equals a higher price.

This brings me back to the role that superfoods can play. As people are changing their old thinking patterns, the concept of superfoods can help people assign greater value to high quality food. For example, people may not be willing to pay $7.00 for a basket of 18 BRIX strawberries. But if you took the same strawberries blended them and let some of the water evaporate out, threw some kelp in it and sold it as a superfood, they would be willing to pay much more than $7.00.

If blackstrap molasses was sold in smaller quantities as a superfood called "Power Buffer", people would probably believe that it could benefit their health more than if they just bought a $7.00 bottle Blackstrap Molasses from the grocery store.

In the end, telling people the ultimate truth and dealing with them transparently is the best way to do things but we do need to learn ways to help people properly value the stuff that will really help them.