EWPA, which stands for European Whey Processors Association, is a European organisation that works to promote truthful communication and understanding of whey to the industry and consumers, supporting in developing markets based on scientific knowledge.
EWPA's mission: to educate the public on the importance of protein
To kick off 2020, EWPA has built up a B2C online presence to educate the public on the benefits of protein and to inspire factually-based and scientifically-driven discussions on protein ingredients.
Wheyforliving.com was taken over by EWPA in December 2019 to convey the true power of protein, specifically to everyday European consumers.
The platform now spans across multiple channels including Instagram, Facebook and YouTube, specialising in providing protein tips, recipes and videos that offer unique ways to include protein as a part of a regular consumers daily diet.
Incorporating protein into the lives of everyday consumers
It is a common misconception for consumers that protein is used mostly by athletes and those wanting to build muscle.
Protein is, in fact, essential for the growth and maintenance of bones and muscles for every person. EWPA says approximately 17% of the body is made of protein. With 9 of 20 amino acids (the building blocks of protein) being supplied through diet alone, general consumers must be fueling their bodies with enough protein to support daily body functions.