Lies, Damned Lies, and Ingredient Labels: How We Made The Best Organic Plant Based Protein Powder
So, today I want to take you behind the scenes of how I developed our new Organic Plant Based Protein Powder.
The development process has been brutal. And if I’m being honest with you, I’m disgusted.
I’ve discovered that a lot of ingredient labels are LIES.
One of the ingredients in the product is pretty common, and many other people use this same ingredient.
“This should be easy to source,” I thought.
Me: “Hi, I’m looking for this ingredient. Are you certified USDA organic?”
Me: “Great! Do you also pass the strict Prop 65 guidelines for heavy metals?”
Me: “Okay, great. Please send over a sample for testing…”
And that’s when I’d discover that their ingredient was BAD. It would fail the tests.
This exact conversation played out… not once… not twice… not three times…
FIFTY TWO TIMES.
I contacted 52 separate sources for the ingredients in our new product.
Most of them failed our initial questioning, and the few that passed our initial questions sent over a sample for testing… and each source failed the heavy metals test.
None of them lived up to the standards I had set for ingredients at Truvani.
And I couldn’t believe it.
You see, our new product at Truvani is an Organic Plant Based Protein Powder, and the ingredient that was giving us the most trouble to source was none other than Organic Pea Protein.
This was a COMMON ingredient.
For years I fought for change in our food system from the outside. But now that I am creating my own product line, I now see how bad things really are… from the inside.
Organic Pea Protein IS common. Why couldn’t I find a clean source?
So, I did something crazy…
I bought similar Plant Based Protein Powders that also used Organic Pea Protein, and I sent them off for independent testing.
When you are contaminated by heavy metals in California, you are required to include a warning label on your product. So I made sure to only send off competitors that didn’t have the warning label.
And that’s when I was horrified.
One of these competitors had 22x more lead than the “limit,” and they had NO WARNING LABEL on their product.
“Because they were granted a naturally occurring exemption.”
Meaning, they were allowed to have lead in their product, without warning about it, because it was naturally occurring. But come on! Naturally occurring or not. LEAD IS LEAD. I always believed in labels without lies and here’s a big fat lie.
Think about this for a second…
As someone who cares about their health, you know you deserve the right to know what’s in your food… whether it’s naturally occurring or not. LEAD IS LEAD!
And here, people are granted “special exceptions,” that allow them to sidestep the rules.
And That’s Why I Almost Canceled Our Product…
After all the failed tests, I put our product on hold. Even though we invested a lot in developing it, I coudln’t in good conscious use an Organic Pea Protein that failed the heavy metals test.
So, naturally, I was feeling disheartened. I was feeling defeated. But the fact that these other companies would release a product with 22x more lead than the “limit,” without putting a warning label on the product, was maddening. And it gave me the strength to keep searching.
And Then I Got Lucky…
I found one unique source for our Organic Pea Protein. The “problem” ingredient that failed so many other tests.
This supplier did something different than the other sources.
Most suppliers would turn the entire pea – pod and all – into Organic Pea Protein. But this supplier took the pea out of the pod first, and turned just the pea into the Organic Pea Protein.
“This is different,” I thought. So, I tested it. And it came out CLEAN.
It passed our strict standards at Truvani.
And it made our new product possible.
It wasn’t cheap. And if you look at our Organic Plant Based Protein by price alone, you may think, “This is a little more expensive…”
But I can promise you this:
Each ingredient was hand-selected by the Truvani team. And we believe they are the best ingredients available. Hands down.
And that’s why I’m happy to introduce you to our NEW PRODUCT today.
Introducing Our New Organic Plant Based Protein Powder
This product almost didn’t happen, but I’m glad I kept searching for high quality, clean ingredients.
There are many plant based protein powders on the market, and you might be wondering, “Why Truvani’s Plant Based Protein Powder?”
The answer is simple…
Take a look at these two ingredient labels.
On the left is our label. On the right is what the label of one of our typical competitors looks like. See how simple and streamlined our label is compared to a typical competitor?
We don’t use unnecessary additives. We avoid artificial sweeteners. We don’t use any preservatives.
One of the things I’ve always believed is as simple as this: as a producer of healthy products, we should use the least amount of added ingredients as possible.
It’s not always about each ingredient being bad. It’s about the fact that sometimes the ingredient just doesn’t need to be in the product, and if it doesn’t need to be there, the company should do its best to eliminate it.
With Plant Based Protein Powder as an example, many of these additional ingredients are added to make the product more friendly to the business. It’s not about nutrition.
Now, if they were 100% required, and safe, I would understand why it would be okay to use them. But as you can see… they aren’t required… because we spent MONTHS figuring out a simple way to eliminate them.
And The Most Important Part?
Mark Twain said it best, “It’s not the size of the dog in the fight, it’s the size of the fight in the dog,” and I know we have the fight in us for so much more.
I never set out to create my own product line, but after years of fighting against Big Food, I realized I had no other choice.
The only way to make real lasting change in the food system is to fight these companies head-to-head as a competitor.
And that’s exactly what I’m going to do.
Our new Plant Based Protein powder is vegan. It’s non-GMO. It’s USDA Organic.
I’ll also share some other delicious recipes that you can make with this product.