Ferment this:: The transformation of noni, a traditional Polynesian medicine (Morinda citrifolia, Rubiaceae)

Research on the use of plants and other complementary medicines in Hawai'i drew our attention to Morinda citrifolia (Rubiaceae). Noni, as it is commonly known, is representative of both currently popular medicinal plants in Hawai'i and the pharmacopoeias of traditional cultures of this polyethnic population. It is also prominent among the increasing number of botanicals currently promoted by the "herbal" and "health foods/supplements" industry. Noni is unique in view of the large number of medical indications that characterize claims for its efficacy, the little that is known about its pharmacologic potential compared with other popularly used botanicals, and its rapidly evolving commercial success. This paper explores how the cultural novelty of noni, in conjunction with its equivocal pharmacology, contribute to its explosive market success in contemporary Hawai'i, and worldwide.