I started using this toothpaste only recently, and I love it. It's got a great taste but none of the chemicals I like to avoid in toothpaste, like sodium lauryl sulfate (a foaming agent that some think may be linked to cancer, though I don't believe there are any definitive studies) and flouride (which has been increasingly controversial, banned in some countries, and may even be bad for your teeth). Basically, I like this stuff because I think I'm getting something more natural than the stuff in Tom's of Maine (which has sodium lauryl sulfate and, sometimes, flouride) and more commerical toothpastes.
Frank M.'s keywords: toothpaste