Just like anything, you have to be careful how companies get to the end product, especially with whole food. We know about super foods, and getting them in powder form sounds like a great idea. However, when you have to use heat to remove the water, be aware of what high temperatures do to the active enzymes. Too much heat is bad. JUICE PLUS uses a patented process that ensures the integrity of the powder/food! We know this because of the results of the studies! Be careful what you get!