Protein-maxxing needs higher standards.
Real deal. Elevating animal proteins while cracking down on processed foods, new dietary guidelines are accelerating a shift away from protein-fortified UPFs toward whole, nutrient-dense sources.
At the same time, rising concern over pesticides and toxins is pushing regenerative agriculture into the mainstream — backed by evidence of healthier crops and livestock, including meat with up to 3x more omega-3s and anti-inflammatory fatty acids than conventional options.
Steakholders. The USDA earmarked $700M to support regenerative farming, but wellness-focused eaters are going direct — paying a premium for quality and transparency.
Stepping in, Oakland’s Cream Co. Meats raised $8M to connect consumers with ranchers, 99 Counties is scaling a Midwest-focused marketplace, and Radius set up an all-regenerative butcher shop in Austin. Courting food as medicine, Force of Nature became HSA/FSA eligible.
Snack pack. Bringing regenerative farming to familiar formats, Maui Nui Venison turns ecological stewardship into nutrient-dense snacks, and StarWalker Organic Farms touts certified regenerative beef and bacon jerky. Stacking SKUs, Lineage Provisions extends transparent sourcing to steak bites, nose-to-tail collagen, and beef tallow.
Punchline: As Big Food protein-washes unhealthy products, quality becomes the differentiator. Macros matter more than ever, but sourcing, standards, and trust will define protein’s continued rise.
