Last month, I watched someone at Whole Foods spend fifteen minutes comparing protein powders while her cart held exactly three vegetables. She eventually chose something called “Complete Plant Warrior Blend” for $47. Meanwhile, the woman next to her grabbed a bag of hemp hearts for $12 and moved on.
This is the paradox of plant-based protein: the people who’ve actually figured it out aren’t the ones posting about it. They’re not making TikToks about their morning routine. They’re buying from ethnic groceries and restaurant suppliers while everyone else pays premium prices at specialty stores.
After falling down this particular research rabbit hole, I’ve discovered there’s essentially a parallel economy of high-protein plant foods that most people have never heard of. Not because they’re secret, but because the people who know about them learned what happens when something gets “discovered” by the wellness industry: the price doubles or triples overnight.
Lupini beans: the Mediterranean’s worst-kept secret
Lupini beans have 26 grams of protein per cooked cup—comparable to a serving of chicken. They’ve been a bar snack in Italy and Portugal forever, served in brine like olives. But in American health food stores, they’re marketed as a “superfood discovery” at premium prices.
Here’s what nobody mentions: these beans have been cultivated since ancient times, with evidence found in Egyptian tombs from the 22nd century BC. Mediterranean and Middle Eastern groceries typically sell them jarred for $4-$6, while dried ones cost even less—though prices vary by region and availability.
The crucial safety note : Bitter lupini beans contain toxic alkaloids and must be properly prepared. The jarred ones are safe—someone else did the work. If you buy dried bitter lupini, they require days of soaking with multiple water changes. Sweet lupini varieties have lower alkaloid content but still need proper preparation. Never eat unprepared lupini beans.
Once prepared, they taste like firm chickpeas with a slightly tangy edge. Pop them like edamame or toss them in salads. One cup provides not just protein but also 4.6 grams of fiber.
TVP: the ingredient hiding in plain sight
Textured vegetable protein sounds unappetizing and looks worse—like dehydrated crumbles. But at 50-52% protein by dry weight, it’s one of the most protein-dense foods available. A quarter cup of dry TVP contains about 12 grams of protein and costs under a dollar.
Here’s the revelation: TVP is in many vegan meat substitutes, just rehydrated and seasoned. Those expensive plant-based crumbles? Often TVP with oils and flavoring added. The markup can be 800%.
Asian markets sell it as “soy curls” or “dried bean curd” for $3-5 per pound. Restaurant supply stores carry it in bulk for even less. TVP was invented by Archer Daniels Midland in the 1960s and has been a food service staple since then.
To use it : Pour boiling broth over TVP (1:1 ratio), let sit 10 minutes, then season and cook like ground meat. It absorbs whatever flavors you add—taco seasoning, Italian herbs, Asian sauces. The texture is remarkably meat-like when properly prepared.
Hemp hearts: when bird food becomes boutique
Hemp hearts provide 10 grams of complete protein per three tablespoons, taste like mild sunflower seeds, and typically cost $15-$25 per pound at wellness shops. They’re marketed with wellness buzzwords in minimalist packaging.
But here’s what I learned from researching agricultural suppliers: some sell hemp hearts as animal feed for significantly less. However—and this is important—products sold for animal consumption may not meet the same processing standards as food-grade products, despite being the same raw ingredient. If you’re buying from agricultural suppliers, verify they’re selling food-grade products.
Costco offers them at reasonable prices ($10-$15 per pound), which explains their popularity among budget-conscious plant-based eaters. Sprinkle them on everything—yogurt, salads, smoothies. They add a nutty crunch and all nine essential amino acids.
The foods nobody talks about
Sacha inchi seeds : Native to Peru, these seeds (from star-shaped seed pods) contain 9 grams of complete protein per ounce. They taste like earthy peanuts crossed with fresh peas. Wellness shops charge $30-$40 per pound; direct importers sell them for $12-$18. Toast them lightly to enhance flavor.
Pumpkin seed flour : A byproduct of pumpkin seed oil production that’s 65% protein by weight. The same product sells as “gluten-free flour” ($6-$10/pound) or “premium protein powder” ($30-$45/pound). Mix into pancakes, smoothies, or energy balls. Tastes nutty and slightly bitter—use sparingly.
Perilla seeds : Common in Korean cooking, these seeds are 17-20% protein. Korean groceries sell them roasted for $4-$8 per pound, while specialty stores rebrand them as specialty items for triple the price. They taste like sesame seeds with a mint undertone. Grind them for salad dressings or sprinkle on rice.
Watermelon seed kernels : About 30% protein, popular across Africa and the Middle East. International markets sell them for $5-$8 per pound; wellness stores charge $15-$20 for “activated” versions. They taste like mild almonds when roasted. Eat them like nuts or blend into spreads.
Why the gatekeeping happens
Every affordable protein source follows the same pattern: traditional food gets “discovered,” blogs write about it, prices spike, and the communities that relied on it get priced out. Quinoa’s journey from Andean staple to expensive “superfood” is the template.
The people shopping at Korean markets for perilla seeds and Mediterranean stores for lupini beans aren’t being secretive—they’re being practical. They’ve watched this cycle enough times to know that publicity equals price inflation.
There’s something uncomfortable about watching foods that sustained entire cultures get repackaged as expensive wellness products. The Lebanese family that runs my local market has sold lupini beans for twenty years at consistent prices. Now they struggle to keep them stocked because they’ve been “discovered.”
The actual secret
The real high-protein vegan foods aren’t supplements or powders. They’re traditional foods available at ethnic groceries and restaurant suppliers, sold without fanfare while identical products in different packaging cost three times as much at specialty shops.
The gatekeeping isn’t about exclusivity. It’s about preservation. Every person quietly buying hemp hearts from Costco instead of Whole Foods understands this economy.
Want to find these foods? Skip the wellness aisle. Visit your local Korean, Mediterranean, Middle Eastern, or South Asian grocery. Check restaurant supply stores. Buy in bulk when possible. Store properly—most seeds and legumes keep for months in airtight containers.
And maybe don’t Instagram your finds. Some things are better kept quiet.
