Why Grass Fed Matters

Protein Powered helps people prioritize quality protein on their plate, without compromising their values.

Today, many people are going 'plant forward' for the betterment of animals and the environment, but often they underestimate their body's need for the essential amino acids found in animal proteins.

Protein Powered was developed out of my personal need to eat more protein - without eating more meat. As a former vegetarian of 13 years, I was determined to find a compassionate solution that bridges the gap between human nutritional needs, animal welfare and ecology.

As an animal and nature lover, sustainable proteins that consider both the impact on the environment, while also serving human nutritional needs is imperative.

That's why I source New Zealand grassfed whey protein and meat sourced from happy cows, that graze outdoors on grass.


Sustainability & Animal Welfare


We use New Zealand Grass Fed Whey Protein which is produced from grass-fed cattle. Our Grass Fed Whey protein powder is a by-product of the cheese making industry, using valuable nutrition that would otherwise go to waste. 


The New Zealand Dairy Industry is considered the most progressive dairy producer in the world, operating under strict guidelines for the care of its grass fed livestock. The cattle roam outdoors, are exposed to fresh air and sunlight, and feed on green pasture year round. 

Grass Fed New Zealand Whey is sourced from grass-fed cow's raised in their natural environment on lush green natural pastures, where they are allowed to roam freely and are not injected with hormones.


No hormones - It is hormone, antibiotic, GMO and pesticide free. The use of rBGH is completely banned in New Zealand.

Undenatured - New Zealand Grass Fed Whey is produced, using Cross Flow Microfiltration which is a cold filtering process that produces a whey protein product that is 100% undenatured and much higher in immunoglobulins (also known as antibodies) - upwards of 10% compared to 1-5% in other brands.

Grass Fed Whey Is Higher In Protein Than Conventional Whey Concentrate - A regular whey concentrate will be around 80% protein per serving or less, whereas grass fed whey concentrates from New Zealand, can be as high as 90%.

Source: https://academic.oup.com/nutritionreviews/article/79/Supplement_2/36/6457115 

RESOURCE INTENSIVENESS (climate-friendly ranking among protein sources)

Whey Protein is the least resource intensive of animal based foods. It is more efficient than plant proteins when balancing for true biological value  (how amino acids are digested, assimilated and utilized) and their environmental impact (global warming potential).  The following study provides more holistic information for decision making, in terms of choosing quality protein sources that are both nutritionally adequate (best meeting protein needs - including the essential amino acids, and also being the most sustainable by minimizing environmental impacts). 

Arizona State University conducted an evidence-based study of the global warming potential of protein sources, that also took into account the quality of protein provided. They found that peanuts, dry whey and soy protein isolate were most efficient at delivering protein with the least environmental cost, while bread, rice and beef were the worst in efficiency. For example, a  larger amount of wheat needs to be eaten to get adequate protein, than say chicken or pork, which changes the resource intensiveness of wheat when compared to meat on a serving size basis (vs. per 100g which is used in life cycle assessment (LCA) data on the greenhouse gas emissions of products).

"Consumers should understand that these are estimates meant for quick and efficient comparisons that are informative, but not comprehensive and are subject to change. Environmental impacts of a food are influenced by many factors  that vary across regions over time, and many factors influence the nutritional quality and ultimate health impacts of a given food."

See page 7 for Global Warming Potential of common protein sources when comparing actual common serving sizes. Source: https://www.mdpi.com/2071-1050/11/10/2747

The study did not consider how an environmental assessment would differ when comparing organic and regenerative agriculture vs. conventional agriculture. It is important to keep in mind that scores would further change with more sustainable farming practices that can reduce and offset the environmental impacts of both plant and animal foods.