While value of protein in diet has been accepted and promoted within athletic community, it has been less well disseminated within very large sedentary population. Currently making up about 25% of Americans[ii] – or 1 in every 4 people – sedentary people are defined as those who undertake less than half an hour of moderate physical activity per day[iii].

A key problem to solve, therefore, is that bulk of these sedentary Americans do not know that they are, or more likely are not, getting enough protein in their diet. This large group of sedentary people reflects myth that protein-rich nutrition is important only for athletes and those who are physically active. The Reference Daily Intake[1] amount for protein is 50 grams, and most sedentary people are not coming close to meeting this standard.

Next to water, protein is body’s most prevalent substance. Protein is essential building block for muscle and tissue, and vital for functioning of critical systems, such as digestion. Protein even helps regulate and control hormones and chemicals that influence mood and coping ability something that has an impact for all people, regardless of physical exercise regimen. In fact, in context of protein deficiency-related mood disorders, one may argue that a sedentary person on dangerous road to obesity might be psychologically better equipped to implement a disciplined (e.g. healthy) eating plan if, among other key factors, a complete protein diet exited from start.

Yet there is another related problem that is arguably more damaging. The little information that most Sedentary Americans are receiving about protein – snippets of facts here and there, mostly from marketers and advertisers – are often outright misleading. This is most clearly seen in world of fast food.

Many sedentary Americans who have some basic awareness of protein’s importance in diet believe, due largely to marketing campaigns, that fast food burgers are a “good source of protein”. Lost in this belief is fact that virtually all fast food burgers are almost thoroughly unhealthy choices that are high in saturated fat, calories, sodium, cholesterol, and list goes on.

In fact, a popular burger contains 52% of recommended daily value (DV) of fat, and over 500 calories, of which 60% are from fat[2]. These clearly unhealthy factors diminish nutritional value from burger’s 24 grams of protein.

The importance of protein in diet is undeniable. Protein creates digestive enzymes, transports other vitamins and nutrients, builds and repairs body tissue, and helps keep harmful bacteria at bay[i]. These are bodily system function that all people need – not just bodybuilders and other athletes.

Eating appropriate composition of protein in meals is, however, proving to be an unusually difficult challenge for many Americans. To begin with, many protein sources are not considered “complete” because they do not provide all of required amino acids necessary in order to build newer proteins. These incomplete proteins are often derived from fruit, grain, vegetable, and nut sources[ii]. However, alternative to these incomplete protein sources – such as meats and dairy – present their own unique dietary challenges.

The first challenge with respect to these meat-based sources of complete protein is that they are not an option for vegetarians. While number of US vegetarians is difficult to pinpoint, educated estimates suggest that there are about 6 million adult vegetarians in US, and number is growing annually[iii]. Therefore, 6 million adult Americans cannot access complete protein through meat sources.

The second challenge is that many meat- and dairy-based meals in US are excessively high in saturated fat, calories, sodium, and other unhealthy elements. As such, while those who frequent fast food restaurants for their source of complete protein may not suffer from protein deficiency, a disconcerting number of these people will suffer from poor health. This includes: obesity, clogged arteries, high blood pressure, and other adverse consequences what medical experts call “social irresponsibility” of fast food industry[iv].

The clear challenge for nutritional experts is to identify a protein source that is both healthy and complete. The consequences of not finding a suitable protein source range from underperforming digestive systems and chemical imbalances to ill effects of a condition called “Kwashiorkor”. More frequent in developing countries but with reported incidinces in US, Kwashiorkor occurs in extreme protein-deficiency situations when when body cannibalizes itself in a desperate attempt to find a source of protein.

Several attempts have been made to find ideal complete protein source: one that is healthy, accessible to all eaters, and convenient. Indeed, this last criterion of convenience is of particular importance, because many Americans in 21st century evidently have less time to eat than ever before.