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Have you noticed that protein is in everything now? Protein water. Protein coffee. Protein chips. Protein bread, protein flour, protein candy. Walk through any grocery store and half the packages are shouting protein at you.
My clients are asking me about this, and I understand why. The fitness industry is telling people they need 100 to 150 grams of protein a day. Those numbers are hard to hit even with meat at every meal, so people are chugging whey shakes, egg whites, and tubs of cottage cheese just to keep up. They are stressed about a number that was never real in the first place.
Let's navigate this one together, because this is what food propaganda looks like in real time.
Here is what the science actually says. The recommended intake for protein is 0.8 grams per kilogram of body weight. For most adults, that lands between 50 and 70 grams a day. Even athletes and older adults who benefit from more rarely need anything close to 150. Those inflated targets did not come from research on your health. They came from an industry that discovered protein sells.
And protein is not rare. It is in every whole food you eat, including every fruit and vegetable on your plate. Broccoli has it. Spinach has it. Potatoes, oranges, even bananas carry some. The heavier hitters are tofu, tempeh, beans, lentils, whole grains, quinoa, nuts, and seeds. Build your meals around those and protein takes care of itself.
Here is what 50 to 60 grams looks like in an ordinary plant-based day:
- A creamy peanut butter banana smoothie with oats and hemp seeds for breakfast, about 18 grams.
- A smoky BBQ chickpea wrap with avocado at lunch, about 17 grams.
- Sticky sesame glazed tofu over garlic quinoa at dinner, about 25 grams.
That is 60 grams before you count a single snack, and nobody at that table is measuring powder.
And here is the reality: true protein deficiency is almost nonexistent in this country. Meanwhile, over 90 percent of Americans do not get enough fiber. We are drowning in the nutrient we already have and starving for the one that actually protects us. Fiber feeds your gut, steadies your blood sugar, lowers your cholesterol, and reduces your risk of colon cancer. It is found only in plants, and no protein powder on the shelf contains a meaningful amount of it.
There is also a cost to the protein chase. Your body has no storage tank for extra protein. The excess gets broken down, and your kidneys handle the waste. Year after year of megadosing puts a strain on them that you will not feel until much later. And when that protein comes from animal sources, it arrives packaged with saturated fat and cholesterol, the very things that clog arteries and drive heart disease over time. Plant protein carries neither. Your body keeps the receipts.
So the next time a package shouts protein at you, ask what it is really selling. Then reach for the food that never needed a label.
Dr. Ruby 🌿 | With love and light
If somebody you love is stressing over protein numbers, this might be the truth they need this week.
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