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Last updated on April 18, 2014 at 1:21 EDT

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

March 4, 2013

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(TM) and Simply Rice, plant-
            ingredient manufacturing expert, creator,
            Oryzatein(R), 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 3(rd) 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


Source: PR Newswire