Chicago-based Fair Oaks Farm Brands Chief Executive Officer Steve Jones knows the importance protein plays in a balanced diet. Jones notes that as people exert themselves, they can become fatigued and lose protein and then need to find a way to supplement that loss. “To be strong, you have to get protein back in your body, and your body doesn’t generate protein fast enough [so] you have to ingest it to get the protein back into the muscles,” he says.
Although Jones recognizes the efficacy of other protein powders and liquid supplements on the market, he notes that because of evaporation and cooking processes, taste sometimes can be sacrificed. Acknowledging this need in the market, Fair Oaks Farm Brands, with the help of equity stakeholder Select Milk Producers, Artesia, N.M., developed a high-protein milk shake that matches its efficacy with great taste, Jones explains.