Over the past several years, Janow has been investing time and energy into building a rice protein empire. Once the independent scientific consultancy Increnovo confirmed his original studies – that Axiom Foods’ rice protein isolate offered the same muscle-building properties as whey protein – his investment began to take off. Their brown rice protein Oryzatein can now be found in top brands such as Garden of Life, Jarrow and NOW Foods.
So what’s the benefit of brown rice protein to whey? For one, it’s cheaper. “A comparable bottle of whey protein on the store shelf costs 1.5x to 2x more than my rice protein. And if the rice is good quality and I can show that it’s proven to increase muscle mass, I think that’s huge,” says Janow. Brown rice protein is also gluten- and lactose-free, vegan, hypoallergenic, and doesn’t give you gas as whey does.
While the majority of the sport nutrition products Janow focuses on are conventional, one of his companies, Growing Naturals, features a line of organic rice protein. The market is aimed toward people like himself – middle-aged men or women looking to get in shape after years of taking off. As Janow states, “My fiancé and I are doing the Tough Mudder run in June, so we’re trying to get a team together—but this is stuff I never would have done 10 years ago. I think that’s the person we’re trying to attract.”
And the taste? “Neutral. Even easier to work with on taste than whey,” says Janow. So if you’d like to try brown rice protein from Growing Naturals, give it a shot today!