Stikkord: <span>antioxidants</span>

This is an English translation of the Norwegian article written by a blogger who wants to remain anonymous. The original Norwegian article was taken down from the blog it was posted on due to threats and harrassements from the organization Sjokoservice Norge, a story you can read all about in my blog post Xocai – the nasty tale of a Norwegian chocolate mafia.

Thanks to Marcus Glenton Prescott for the translation!

Note from Marcus: This article is translated to be as close as possible to the original version from 2010. With the exception of editor’s notes (marked with [ ]) I have not changed anything other than the language.

30 things you should investigate before you start as a Xocai distributor

Revet sjokolade 300x225Xocai is a chocolate sold in Norway through direct sales/MLM. The chocolate supposedly has incredible health bringing properties and is made in a special, unique and secret way. [We]’ve looked a little more closely at some of these claims to see whether there’s anything to them and contacted 15 Norwegian distributors in an attempt to clarify some of the following points. Unfortunately none of them wished to shed light on the claims.

Here you can find 30 things you should think about before starting up with Xocai. If you have any information that could help clarify it would be much appreciated if you could leave a comment.


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  • If cocoa contains high levels of antioxidants, this does not mean that our bodies can make use of them. “The amount that is absorbed into the body is low” according to Wikipedia. Bruswick Lab, itself often mentioned in the marketing materials, says “The ORAC assays are performed in vitro, in the test tube, and therefore do not determine the bioavailability within the body”.
  • On their website MXI write: “We were told that it would take two weeks to complete the testing and the cost would be $5,000”. This seems like a marginal cost to a company like MXI, with revenue over a billion U.S. dollars. This test is a major part of the marketing of their products. It seems natural that they would allow other independent labs test the product.

Alternativ medisin Blogger Skepsis Vitenskap

This is an English translation of my Norwegian blogpost which can be found here. After the original Norwegian version of this blogpost went viral on June 26nd 2012 it was shared more than 10 000 times on Facebook and had more than 50 000 pageviews within 24 hours!

Links to all media coverage of this case can be found at the bottom of the Norwegian blogpost.

Thanks to Marcus Glenton Prescott for the translation!

Xoçai – the nasty tale of a Norwegian chocolate mafia

The Norwegian alternative-industry wish to seem like a free group of noble individuals who by supplying different sorts of traditional treatments or nutritional supplements attempt to help people. In this they always make sure they show the contrast to big-bad-pharma; which is purely profit driven and doesn’t actually wish anyone well. Quite a few people buy into this, but as we see time after time when we scratch the surface; these noble suppliers of alternative treatments or nutritional supplements without documented effects are as a rule driven by economic motives.

Not that there’s anything wrong with that in itself. Everyone should be able to earn a living. The problem is that the businesses these people run often are neither honest nor particularly good-natured.

We’ve recently seen Kjetil Dreyer of “Vaksineaksjonen” (anti-vaccine campaign) recommend people suffering from chronic diseases from Lyme disease to AIDS to rather drink his silver water than use conventional medicine. He uses the weakest among us as a means to money through the sale of products from his own web shop, Altshop. That replacing HIV-medication with silver water entails a much quicker death for these people doesn’t matter much as long as he can portray himself as a Health-Messiah and earn a small fortune from selling overpriced silver nanoparticles while he’s at it.

Chocolate mafia

Dreyer is only one among many cynical sharks in these waters. I was recently contacted by a guy who in his desperation asked my advice. That is, this happened in the end of April, but I’ve let it lie for a while to see if anything changed. The case, it seems, has now reached its conclusion, so the time is ripe for sharing this with the world.

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Alternativ medisin Blogger Skepsis Vitenskap