Does anyone remember the miracle fruits of yesteryear? The marketing companies have far the last few years been quite eager to sell us various exotic fruit and other herbal remedies that supposedly had miraculous properties and aided us in fighting cancer and sexual disfunction and aging and whatever else we could dream of. Once Aloe Vera was the be-all and end-all in super cures. So were gingko bilboa, ginseng, pomegranate, mangosteen and blueberries at on time or another, to name but a few.
Since this is what we all dream of to some extent; a handy solution to most – if not all – of our problems, this has proved a very profitable market. And so the hyperbole is by now a standard way of grabbing our attention and selling us the idea of this miracle product. Who doesn’t want a berry that can cure cancer and prevent glaucoma and diabetes and fight aging and who knows what else. But the consumer needs to be careful not to believe everything he’s told. Goji berries are very healthy and good for you, but they are not the solution to everything that ails you.