10x Longer lasting cool (vs. a leading fluoride toothpaste). Colgate-Palmolive has built a tradition of sourcing mint from local mint farmers over several generations (levels of American Mint vary). Most people don't know that the great taste of their Colgate toothpaste might have started on a farm from where they live. Thank you for helping us support all of our American mint farmers. Proudly working with American Mint Farmers.