Companies & Industries

Niche economy: eat your own placenta

Not for everyone.


The idea: Pure Birth Services, owned by Calgary mom Susan Stewart, will turn your own placenta into pills or tinctures for your own consumption. The practice of eating one’s afterbirth, espoused by celebrities including January Jones, is purported to help combat post-partum depression.

The reaction: The medical community knows of no benefits to placentophagy, but no risks either. Comments to media stories have ranged from a variant of “ick” to “with some fava beans and a nice Chianti.” For Pure Birth and other service providers, however, business continues to grow.