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It's more to just imbibe completely fresh fruits and vegetables as opposed to the crap I eat usually. I don't really buy into the detox aspect of it, or even know what the claims of 'detoxing' really are. I think it's as much the stuff you aren't eating as what you are. If I stick to some arbitrary goal like 'just juice for a week' it's just easier for me to forgo things like coffee, which I need to drink less of, and meat, which I need to eat less of.
Once the week is done, I'm going to try and cut meat out except for 2 meals a week, and reduce my caffeine intake drastically, and focus on eating non-processed foods.