When you consume a seed (with the hull) in your body you might absorb at most 20% of what is inside. Why? The body cannot breakdown the kernel to absorb all of the nutritional benefits. What I found out is that a key characteristic of consuming all of the nutritional benefits of a Chia Seed is in the manufacturing process of the seed after it is harvested. You will want to focus on companies that have patented their manufacturing process to remove the hull. Once the kernel is removed and the seed is sliced up, 90% of the nutritional value is absorbed in the body. You will also want to make sure the Chia Seed has been sent to the FDA for approval and the manufacturer has a third party company test the seed on a regular basis.