I work in the supplement industry and there is no real way of being able to measure statements that claim a serving to be equivalent to a certain amount of fruits or veggies . It may be based on ORAC value , which powder companies sometimes compete on , but ORAC value is only really a measurement of how well the product can preserve itself not oxidize . We still have so much to learn ! An issue with these sorts of statements is that people may take such a product and consume less actual fruits and veg because they think they ' re getting X amount of actual fruits and vegetables which they are not . The process used to create these products are a huge factor because if there is any heat at any point , nutrients are lost . Plus if the product is made from conventional fruits and veg , then you ' re also enjoying a serving of concentrated pesticides as well . All things to keep in mind !