A self-confessed "placenta specialist" turns women's afterbirth into a smoothie.
Virginia Maddock, a nutritionist from Sydney, blitzes up the organ with almond milk, frozen fruit, matcha powder and ground flaxseed to make the drink.
She told 7Life : “Some mums record a lot more energy [from consuming the placenta], almost like they’ve had an espresso coffee.
“It can also help boost your mood and ward off post-partum blues and balance hormones.”
The mother-of-two makes various other products using the placenta too – and has worked with more than 400 women.
She has used it to infuse vodka and added it into capsules that can be consumed by mums.
While this may seem like a barmy concept, celebrities like Kim Kardashian have promoted placenta pills in the past.
Virginia said: “I certainly saw a huge boost in business after that."
She doesn't just use placentas for consumption either.
The businesswoman celebrates the foetal organ by making artwork using it.
My pressing the placenta against a canvas, she can give them a print to keep or hang in their homes.
While placenta consumption is more mainstream nowadays, some medical experts have warned against it.
Dr Sarah Tedjasukmana told 7News: “Women have ingested placenta in a variety of forms for centuries.
“Claimed benefits include physical, like replenishing iron levels, and psychological, such as decreasing risk of postnatal depression.
“Unfortunately there is no scientific evidence of benefit. Conversely, there is evidence of risk.
“The process of encapsulation is unregulated, and mothers run the risk of bacterial or viral infection, along with issues such as too much hormone concentrated in the placental tissue.
“These can also cause issues for the baby if breastfed. My advice would be not to risk it.”
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