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" ... Franken figures that microbiomic products like his are a natural evolution from earlier healthy cleaning brands like Mrs. Meyers (now owned by S.C. Johnson) and Seventh Generation (now owned by Unilever) that shook up the industry in their day. “Twenty years ago, it was the first wave of natural and eco-friendly products. That’s a great first step,” he says. “But we are bringing health and wellness to a place it hasn’t existed, and using ingredients in their original form. We could actually put nutritional information on the bottles of our cleaning products.” To come up with the formulations, he worked with a senior food formulator from General Mills on the cleaning line and a former beauty formulator from a large beauty company he declines to name to on the pest products, as well as with ethnobotanists, who study plants that can promote natural healing. "We wanted the products to have more of a beauty feel and aroma," he says – a big difference from the big bug-killing brands like Raid. “In pest, the market is dominated by very old, kill-oriented brands. That category has not been reinvented for 70-plus years.” ... "
" ... Further, one can (and should) argue that any 2019 survey of reproductive genetics will overstate the connection between DNA and disease (or DNA and destiny) and place too little emphasis on the post DNA dynamics: the regulation of transcription and translation and how different environmental, microbiomic, metablomic, proteomic, and -omics to be named later. We should approach calculating polygenic risk (and, more importantly, acting on these calculations) with caution. Applying (and therefore implying) digital precision to analog definitions of disease (or talents) is a good way to do the wrong thing for the right reasons. ... "