PINES Beet Juice Powder is simply a tasty and convenient way to get some of the nutritional benefits of whole beets. The beautiful red-purple color of beet root is evidence of the amazing plant pigments known as carotenoids. While it is believed that there are at least 500 of these natural compounds, only a handful have been analyzed, with betacarotene being the best known. Research on other carotenoids such as lycopene and lutein (both of which are present in PINES Wheat Grass, as well) suggests they do a lot to support optimum health. The more we know, the more the common refrain "eat your vegetables" is proven correct.