Des Moines, Iowa – Consumer demand for protein has reached a frenzy at the intersection of the Make America Healthy Again movement, the increase in GLP-1 drug use, and the recently updated Dietary Guidelines for Americans, which doubled daily protein recommendations. For farmers, this growing demand is creating tangible opportunities across both animal and plant protein sectors. In the dairy industry, years of maximizing components in milk are paying off, while pulse crops—dry peas, chickpeas, dry beans, and lentils—are gaining attention for their protein, fiber, affordability, and rotational benefits.
In the dairy sector, protein has overtaken butterfat as the highest-priced milk component, rewarding farmers for producing more protein. Corey Geiger, lead dairy economist for CoBank, noted that the average butterfat content in the nation’s milk supply increased from 3.66% in 2010 to 4.29% in 2025, an unprecedented shift. Beginning in the fall of 2025, protein took the lead in price per pound, and Geiger expects it to hold that position for the next couple of years. “Since September, protein has been higher per pound, so the reward in the milk check is for making more protein,” he said. Dairy farmer Jonathan Lamb of Oakfield Corners Dairy in New York said the protein boom is being felt at the farm level, with the lion’s share of processing capacity investments taking place in higher-protein products. “It’s not going away anytime soon. It’s not a short-term fad,” Lamb said.
On the plant side, U.S. growers are committing more acres to pulse crops. Comparing estimated acres planted in 2026 with those planted five years ago, lentil and dry pea acres increased 13–14%, while chickpea acres increased almost 37%. Tim McGreevy, CEO of USA Pulses, said pulses are desirable because of their affordability and fiber content. “You’re not going to get your fiber content from dairy and meat. Pulses can help fill that gap,”
he said. The number and variety of pulse-based products continue to grow, with brands like Banza, Cheerios, and Barilla incorporating pulses into new products. McGreevy emphasized that plant and animal proteins are not in competition. “This isn’t an ‘us vs. them’ thing. It’s basically a market segmentation,” he said. “All these foods—they all have their place.” The demand for protein holds promise for future generations of farmers, with Lamb noting the messaging from processors has changed. “The message being given today is: ‘We’re open for business. Let’s grow together.'”
