experts say it’s far from the Official I survived hurricane ian Florida T-shirt in addition I really love this first. Previously hard to find outside of Indian grocery stores, it now lines shelves at big American chains. Ancient Organics, a Northern California-based brand started by two white men, says on its website that it makes ghee according to traditional ayurvedic methods. It also features Sanskrit script on its jar packaging. In a statement to NBC News, Ancient Organics’ representatives said Indian ayurveda practitioners were the inspiration behind their brand. “Our intention is not to diminish a culture by celebrating and sharing it, we feel that through educating the Western market over the last 20 years we have actually made space for more ghee purveyors,” a representative for Ancient Organics told NBC News. “We believe that the rising tide lifts all boats.” Similar ventures, like Iowa-based Spring Sunrise Natural Foods, also say vedic properties are used to make their ghee products, which range from $10 to $20 per jar. In contrast, a jar of ghee at Indian grocery store Patel Brothers is sold for as low as $5.49. “The point of it is to make profit, and then you make whatever claims you need to make,” Ray said. “I’m totally skeptical of the gimmickry and the exoticism and the marketing of stuff that we probably don’t need.” After NBC News reached out to Spring Sunrise for a statement, managing partner Donald Revolinski said they would be removing references to ayurveda from the brand’s marketing. People go overboard in this quest for exotic foods, ‘superfoods.’ One day, it’s turmeric. Next day, it’s ghee. And the day after maybe it’s quinoa. It’s basically a marketing ploy. I don’t see
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