Darin Goka personifies everything about modern fitness. He does CrossFit. In fact, he loves CrossFit so much, he competes in a league.
He's up to date on diet trends. Paleo was nice for a while, but he's kicked it up a notch to vegan. "No animals were harmed in my training," he boasts.
So how does this muscle-bound, fat-free specimen of modern manhood get enough protein?
"I feel better," Goka said one afternoon while lifting barbells, jumping rope, and reaching for rings at Valley CrossFit in Los Angeles.
Americans have been on a protein-adding craze, throwing powder into smoothies, sprinkling it on foods. General Mills even added protein to Cheerios. One report suggests the whey protein market could hit $12 billion globally by 2017. Soy protein adds a few billion more.
However, not everyone wants to get their protein from animals, and some have problems with soy. Leeching protein from sources like wheat or peanuts doesn't help those who can't tolerate gluten or have nut allergies.
That leaves rice.