We like to be as clear as possible with everything we do so here is a bit more information on some of the long words you might find on our site!

Cholesterol ("good" vs "bad")

Cholesterol is an essential structural component of animal cell membranes that is required to establish proper membrane permeability and fluidity. Animal fats are complex mixtures of triglycerides, with lesser amounts of phospholipids and cholesterol. As a consequence, all foods containing animal fat contain cholesterol to varying extents. Fat intake plays a role in blood­cholesterol levels – lesser levels of cholesterol and lipoproteins are synthesized by the body if the fat intake is reduced. Cholesterol can’t dissolve in the blood it has to be transported to and from the cells by carriers called lipoproteins. Low­density lipoprotein, or LDL, is known as “bad” cholesterol, whereas the high­density lipoprotein, or HDL, is known as “good” cholesterol.


When too much LDL (bad) cholesterol circulates in the blood, it can slowly build up in the inner walls of the arteries that feed the heart and brain, and, together with other substances, it can forma thick, hard deposit that can narrow the arteries and make them less flexible, causing atherosclerosis. But if a clot forms and blocks a narrowed artery, the result can be a heart attack or a stroke.


About one­fourth to one­third of blood cholesterol is carried by high­density lipoprotein(HDL). HDL cholesterol is known as “good” cholesterol, because high levels of HDL can even protect against heart attack.


The lignans are estrogen­-like group of chemical compounds found in plants, which also act as anti­oxidants. Flax seeds contain the highest levels of lignans of all foods, and sesame seeds are comparatively rich in lignans also. Other sources of lignans include cereals (rye, wheat, oat and barley rye being the richest source), soybeans, cruciferous vegetables such as broccoli and cabbage, and some fruits, particularly apricots and strawberries.Lignans have shown anti­-inflammatory and anti­-oxidant activity.


Flavanoids are a class of plant secondary metabolites, found in buckwheat in relatively large quantities. Some flavonoids have exhibited inhibitory activity against organisms that cause plant diseases, and generally they have proved to have a wide range of biological and pharmacological activities in studies in vitro, such as anti­allergic, anti­inflammatory, antioxidant, anti­microbial(antibacterial, antifungal, and antiviral), anti­cancer, and anti­diarrheal ones.


Rawism is a dietary practice of only eating uncooked, unprocessed, often wild and largely organic foods. Varieties of raw foodism can include veganism, vegetarianism and even animal food diet. A raw vegan diet consists of unprocessed, raw plant foods that have not been heated above 40°C.Typical foods included in raw food diets are fruits, vegetables, nuts, seeds, and sprouted grains and legumes. The idea of eating raw is based on the conception that heating food destroys its nutrients and natural enzymes (and we need the enzymes to boost our digestion and fight chronic disease).


Carotene is an orange photosynthetic pigment important for photosynthesis. The beta­carotene is a precursor of vitamin A the human body converts beta­carotene into vitamin A(retinol), which is an essential nutrient.

Vitamin A is needed for healthy skin and mucus membranes, our immune system, and good eye health and vision. Beta carotene is also an antioxidant: by way of diet they help people’s immune systems, protect against free radicals, and lower the risk of developing cancer and heart disease.