First Double Blind Study Results Comparing Plant-Based Rice Protein To Dairy-Based Whey Protein Revealed Saturday March 9, 2013 At Natural Products Expo

CULVER CITY, Calif., March 4, 2013 /PRNewswire/ --

WHAT:       

The findings of a ground breaking study comparing plant-based rice protein to dairy-based whey protein will be revealed for the first time during the Natural Products Expo. Researchers who conducted the study will discuss the findings and top fitness and nutrition experts will comment.




With advancement of environmental, athletic performance and food technologies, the race is on to find ways for humans to get back to their most natural state and avoid illness. The natural foods industry is leading the way teaching consumers how their body can flourish, grow and compete without the use of drugs and animal products. The results of this study may change how the fitness and bodybuilding industry sees muscle repair and building. 



WHO:          

Dr. Ralf Jaeger, FISSN, CISSN, MBA, co-author of the study, titled "Rice Protein Increases Lean Body Mass, Muscle Hypertrophy, Power and Strength Comparable to Whey Protein Following Resistance Exercise." " Inventor/speaker, Olympian consultant.




David Janow, JD/MBA, CEO, Axiom Foods, Inc., Owner, 4 in 1 Nutrition, Growing Naturals™ and Simply Rice, plant-ingredient manufacturing expert, creator, Oryzatein®, industry standard for chemical-free whole grain brown rice protein.




Dr. Douglas S. Kalman PhD, RD, FACN – involved in over 200 clinical trials in nutrition, worked with Olympic athletes, co-founder of The International Society of Sports Nutrition.




Kevin Hill, MFA, raw food bodybuilder, nutrition/fitness educator, Founder ShopVitalChild – believes that "creating exceptional children changes the world."




Gina Lombardi, Host, Discovery Channel's Health & Fit, Author of Deadline Fitness, contributing Editor for MSNBC, celebrity trainer.



WHEN:

Saturday, March 9, 2013


1:30 pm – 2:30 pm



WHERE:      

Hilton Hotel,777 West Convention Way, Anaheim, CA   92802, Catalina Room



WHY:     

"Whey protein has been the gold standard of the fitness industry," said Axiom founder, David Janow, "but that may be changing. Intolerance to lactose affects nearly 70% of the world's population. Hormones used in cow farming are passed on in larger concentrations through dairy products than through cow meat. We've heard how hormones in cow milk is affecting early puberty. Soy protein is losing popularity after learning about phytoestrogens. Allergen-free plant-based protein is now being proven to rival whey protein."




"As a leading sports nutrition research facility at the University of Tampa, Department of Health Sciences and Human Performance, we've worked with NFL, MLB and IFBB athletes," said Dr. Jacob Wilson who oversaw the double blind study at the University of Tampa. "Rice protein can assist muscle adaptations in a way that was not scientifically proven until now."

SIGNIFICANCE:

  • Annual US sales of sports nutrition products are over $2.7 billion (Consumer Reports)
  • Rice is the 3rd largest crop in the world (next to corn and wheat)
  • Top food that accounts for 90% of all allergic reactions is milk (Food Allergy & Anaphylaxis Network)
  • Veganism is listed as number 4 of the top 5 health trends for 2013 (National Consumer Research Institute)
  • Lactose intolerance affects 70% of the world's population; only 2% of Northern Europeans develop intolerance and almost 100% of Asian and American Indian adults are lactose intolerant (Livestrong.com)
  • The US Dairy Industry is estimated at $140 billion and responsible for 900,000 jobs
  • U.S. gym memberships top 50.2 million, growing at a rate of 10% per year (International Health Club Trends)

CONTACT:  Credentials required:
Alyson Dutch / Rigi Haro 
BROWN + DUTCH PUBLIC RELATIONS, INC.
310.456.7151, rigi@bdpr.com
alyson@bdpr.com, rigi@bdpr.com

SOURCE Axiom Foods



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