THE CULTURAL HEGEMONY OF PROTEIN
Questioning The Narrative Of A Balanced Diet
There are no animal-based foods in which the nutrients provided are not better provided by plants.
The Protein Obsession: Where Did It Come From?
If you think back to who told you how and where to get your protein, and how often to consume protein, what comes to mind? Was it a doctor or a nutritionist encouraging protein consumption in every meal? Was it in school when studying the balanced diet? Or was it just something you gradually came to consider as absolute truth as you grew up? Most people want to be healthy and have every intention to do their best while practicing a balanced diet. However, balance over time needs to be reconsidered and questioned as the origins of the food we consume and the information surrounding what is actually in our food become more ambiguous. While the average American does consume a balanced diet, there seems to be an over-indexation of protein consumption. But why? We are fortunate to generally have an abundance of choices when making our food and meal selections. Is it a fear of being hungry? Or the desire to eat clean? Whatever the question, larger forces have influenced people’s innate need for animal protein as part of a balanced diet.
As an American society, we have been conditioned to be preoccupied with animal protein consumption as the central pillar of "healthy, balanced meals." This belief, while grounded in some scientific truth, has been shaped by the dominant influence of meat and dairy lobbyists who largely frame the narrative in ways that primarily serve their industries. Their reach extends so deeply that medical, fitness, and health professionals often advocate for the consumption of animal protein without questioning its necessity or potential alternatives. Some may claim this to be an extreme view, and it is not without a doubt that this deep-seated influence deserves its own critical examination. However, today, the focus will be on the question that, as a plant-based individual, I have been asked more times than I can count:
"How do you get enough protein as a vegan?"
I have answered this in countless ways, but over time, I realized that the question itself reveals something deeper. It's not simply about my protein intake; rather, this over-indexation of protein is a pervasive, ingrained belief system. Where does this unquestioned belief come from? Is this a question rooted in genuine concern, or does it stem from a lack of understanding of plant-based nutrition? Is it a byproduct of our culture's heavy reliance on animal products? Or is it simply a blind allegiance to an antiquated idea of what constitutes a balanced diet? More importantly, why is this the question people ask every single time?
Breaking the Myth: Where Does Protein Come From?
The moment people learn that the meat and dairy industries operate as oligopolistic, profit-driven systems—thriving on carefully crafted communication and targeted marketing communication through decades of deception—they often react in one of two ways: curiosity or denial.
For many, the idea that they don’t actually need to eat animal products for adequate protein contradicts the way they’ve eaten their entire lives. The knee-jerk response? "But my doctor says..." or "Isn't that what the FDA recommends?" Instead of arguing, I often respond with a question of my own:
"Where does your protein get protein?"
"Have you ever done your own research and brought that into a conversation with your doctor?"
“Who or what institution is funding the study you’re reading on animal protein consumption?”
"Do you really know where your protein comes from?"
“Why do you prioritize animal protein over plant protein?”
The responses vary. Some people pause. Some double down. Some listen.
Unlike animal-based proteins, plant-based proteins offer far more than simply protein. They provide a broad spectrum of essential nutrients that enhance overall health, digestion, and longevity. Plant-based proteins boast more fiber, which supports digestion, gut health, and nutrient absorption. Animal-based proteins, in comparison, contain limited to zero fiber. In addition, plant-based proteins offer more optimal micronutrient density, as they are rich in vitamins, minerals, and antioxidants that play an integral role in supporting immune function, muscular recovery, and overall well-being. Plant-based proteins contain no cholesterol and are significantly lower in saturated fats than their animal-based counterparts, reducing the risk of heart disease and coronary artery disease. Plant-based proteins exhibit numerous anti-inflammatory properties, containing polyphenols, flavonoids, and phytochemicals - plant compounds responsible for combating oxidative stress and inflammation in the body (commonly caused by animal-based proteins). Further, if nutritional density isn’t reason enough, plant proteins offer enhanced digestion and bioavailability, as they provide prebiotics that nourish beneficial gut bacteria and increase nutrient absorption.
Animal protein isn’t superior - it is simply repackaged plant protein that is stripped of its fiber, phytochemicals, and overall nutritional density. In consuming protein directly from whole plant sources like tofu, legumes, quinoa (containing all 9 amino acids), and tempeh, you aren’t just meeting your protein needs, you are fueling your body with a broad spectrum of nutrients that animal-based proteins simply cannot provide.
This begs the question - "what if I eat vegetables with my animal protein?" Vegetables add fiber, antioxidants, vitamins, and minerals that help support digestion, reduce inflammation, and balance out some of the negative effects of animal protein (like oxidative stress or acidity). However, a fully plant-based meal eliminates the intake of cholesterol, excess saturated fat, and certain inflammatory compounds found in animal products altogether — while providing more fiber, phytonutrients, and alkaline-forming foods that promote better gut health, heart health, and digestion.
Animal protein has and continues to play a vital role in human evolution. While humans may have evolved to be herbivores under the modern food system, one can argue the best way to live a long and healthy life is to be plant-based due to industrial farming, pollutants, and broad-scale agriculture. Animal protein offers a hyper-condensed form of plant protein. Though it may be the easiest way to consume protein in density, its consumption - in our modern food system - can lead to later-stage consequences such as high cholesterol that ultimately leads to blockages. The rates of cancer and high cholesterol are more significant in meat-dominant societies around the world. Societies see lower rates of cancer where meat is not dominant or is not consumed.
The bottom line is it is difficult to know the source of animal protein, and considering the number of steps it takes to get that animal protein to your plate should make you think twice when evaluating what kind of animal protein to buy - if any. Animal protein is ultimately a more processed product that is more difficult for your body to break down and use than plant protein.
Historically, animal-heavy diets served a purpose during times like war, western expansion, and population growth, providing the high-calorie sustenance needed for survival and societal development. However, those circumstances have long passed. Today, the industrialization of food has led to extreme processing and mass production, making it difficult to trace the origins of animal products or avoid those raised in factory farms. Animals are often overfed with hormone-laced, inflammatory diets, leading to disease that ultimately impacts the quality and safety of the food we consume.
The Reality of Protein Needs: A Look at the Numbers
In the following notes, NASM CPT and Certified Plant-Based Nutrition Coach, Ariana Jewelewicz, explains how much protein we actually need.
The Recommended Dietary Allowance (RDA) for protein is 0.8 grams per kilogram of body weight or roughly 0.36 grams per pound. This is the basic amount needed to prevent deficiency, not a high-protein athlete’s diet, but sufficient for most individuals.
For reference:
American Dietetic Association (ADA): At least 61 - 110 grams/day
Centers for Disease Control and Prevention (CDC): 59 - 207 grams/day (10-35% of daily caloric intake)
World Health Organization (WHO) safe lower limit: 51 grams/day
For those following a plant-based diet, many plant-based proteins are indeed considered incomplete because they lack one or more of the nine essential amino acids. However, the key to meeting protein needs on a plant-based diet lies in pairing different protein sources to create complementary proteins. Complementary proteins are two or more plant-based foods that, when eaten together over the day, provide all nine essential amino acids in sufficient amounts. Fun fact: quinoa, buckwheat, and goji berries provide all nine all on their own.
For example, legumes (beans, lentils, chickpeas) are typically low in the amino acid methionine, but they are rich in lysine. On the other hand, grains (rice, quinoa, oats) are often low in lysine but rich in methionine. By consuming a variety of plant-based proteins like legumes and grains throughout the day, you ensure that you get a full profile of essential amino acids necessary for muscle growth, repair, and overall health.
It’s important to note that these complementary proteins do not need to be consumed in the same meal. As long as the variety of protein sources is spread out throughout the day, the body can combine the amino acids from different meals to form a complete protein profile. This flexibility makes it easier to meet your protein needs without the need for strict meal planning.
Below is a comparison of two meals: one following a plant-based day of eating and one following a typical omnivorous diet.
Breakfast
Oatmeal with soy milk, peanut butter, hemp seeds, chia seeds, walnuts, banana, and blueberries
~24g protein (Similar protein content as 2 hard-boiled eggs with 2 slices of whole-grain toast)
Dinner
Tofu scramble with black beans, plantains, quinoa, sweet potato, and vegetables
~55-60g protein per bowl serving (A comparable protein intake to 3 chicken breasts for equal caloric density)
This is not to say that plant-based foods inherently have more protein than animal products, but rather to illustrate that obtaining sufficient protein from plants is not difficult—it is just not widely discussed. Furthermore, plant-based protein sources are often more nutritionally dense and easier for the body to digest without the inflammatory byproducts of animal proteins.
In addition, the plant-based meal offers:
Better digestibility: The fiber in legumes and tofu enhances gut health, leading to improved protein absorption.
Complete amino acid profile: Tofu is a complete protein, it naturally contains all nine essential amino acids your body needs for muscle growth and repair.
Micronutrient-rich: High in iron, magnesium, calcium, and zinc, supporting muscle recovery, bone health, and metabolism.
Anti-inflammatory and cardioprotective: Loaded with antioxidants and polyphenols that reduce inflammation and support heart health.
It is also important to consider the nutritional density of the chicken-based meal, which:
Lacks fiber: Unlike plant-based proteins, chicken lacks fiber, which plays a key role in digestion and nutrient absorption.
Lower in essential minerals: Chicken is lower in magnesium, iron, and calcium compared to plant-based sources.
Higher in saturated fat: Chicken can contribute to higher cholesterol and inflammation over time.
By choosing plant-based proteins, you're not just meeting your protein goals—you’re optimizing digestion, maximizing nutrient intake, and supporting long-term health.
How Did We Get Here? The Institutions That Shaped the Narrative
Why has the social fixation with animal protein persisted for so long? The answer lies in a complex web of government policies, lobbying efforts, and historical dietary trends.
Government Legislation & The Food Pyramid
For decades, the U.S. government has promoted meat and dairy as dietary staples, largely due to the lobbying efforts of these industries. The original USDA Food Pyramid, introduced in 1992, placed meat and dairy in a position of necessity rather than optionality. Even today, federal dietary guidelines continue to push animal protein despite growing evidence supporting plant-based diets for both human health and environmental sustainability.
But how has this ideology remained dominant for decades? Is it not ironic that the institutions and professionals determining the ideal nutritional value and diets of the population are also the ones leading the largest animal-producing institutions in the country?
The Power of Lobbyists
Lobbying groups such as the National Cattlemen’s Beef Association and Dairy Management Inc. have significant influence over nutritional recommendations. These organizations invest millions in marketing campaigns and scientific research designed to reinforce the idea that animal protein is a superior form of protein.
Case in point: The "Got Milk?" campaign—funded by the dairy industry—was so effective that many people still believe dairy is essential for strong bones and a key source of Vitamin D, despite mounting evidence to the contrary.
The History of Protein in the American Diet
The modern protein fixation is deeply tied to American history. During World War II, the U.S. government emphasized high-protein foods to sustain soldiers. Post-war, this emphasis continued as a marker of economic prosperity—having meat on the table became a symbol of wealth and health.
Meat and cheese have become staples in the American diet to the point of it being difficult to come across meals without cheese toppings, or meat dominating a restaurant menu.
In reality, societies that historically consumed predominantly plant-based diets, such as Okinawans and certain Blue Zone populations, have consistently exhibited increased longevity and lower rates of chronic disease compared to Western populations that consume high amounts of animal protein.
Animal products in these societies make up 0-5% of all consumption. Of every plate you make, could you confidently say that less than 5% of the plate is made up of meat or dairy calorically?
The Power of Marketing and Packaging
It’s no coincidence that the institutions promoting consumption practices are the same ones profiting from them. Through strategic storytelling and marketing, consumers—starting at a young age—are drawn to imagery and language like "farm-grown" and "grass-fed," evoking visions of small, wholesome farms. In reality, truly sustainable, small-scale farming is rare and seldom represented in mass supermarkets. The wide variety of meat and dairy products available gives the illusion of choice, but decisions are often influenced more by packaging and marketing than by meaningful nutritional differences.
Rethinking Protein for a Healthier Future
The dominant narrative surrounding protein is not just about nutrition—it’s about culture, history, and industry influence. While protein is essential, it is not synonymous with animal products, nor is it the sole pillar of health. True strength, vitality, and resilience come from whole, plant-based sources that nourish both people and the planet. Our understanding of protein is evolving. No longer do we have to rely on outdated traditions or marketing myths. We have the knowledge—and the power—to fuel our bodies in ways that support not only our own health but the health of the planet.
So the next time someone asks, "Where do you get your protein as a vegan?" remember—the answer isn’t just about individual choice. It’s about challenging outdated systems, embracing a more sustainable future, and recognizing the real power of plant-based living. The answers aren’t just surprising—they’re a call to rethink everything we’ve been taught.