As a month-long string of food-consuming holidays comes to an end, Jews across the world will unbutton their waistbands and perhaps hop on a treadmill to avoid the looming threat of obesity that afflicts so many
Jewish families. But those with a genetic predisposition to obesity may now have another related monster to fear — colorectal cancer.
It had big-money marketing written all over it. Every detail in the Soho gallery space was futuristically sleek and designed to impress the New Yorkers who, the company hoped, would be sold on shelling out $2,499 to get their DNA tested for 18 disease predispositions — but only after they enjoyed fresh pomegranate juice or a “Navitini,” a cocktail created for the occasion.
Munching on healthy hors d’hoevres, several dozen people milled among the computer monitors showing Navigenics videos of happy customers.