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"Start JERF-ing"

Vukoo Protein Bars

What’s the best thing you can do to give you a better body?

To lose stubborn fat?

To fuel peak performance?

And to ramp up your productivity and provide you with unlimited energy?

Everyone seems to have an answer to this, but it’s seldom they get it right.

Folk tend to think that they have to go low-carb, get rid of meat from their diet, follow some sort of detox plan, go super-low on calories, or hit the gym every day. 

None of that helps.

The truth?

If you really want to maximize your body’s capabilities, raise energy levels and alertness, get lean, fit and strong, you need only do one thing:


Stick with me here, I will explain.

JERF is an acronym.

It stands for:

Just. Eat. Real. Food. 

And it’s the #1 piece of advice any busy working professional like you needs. 

Let’s face it:

You don’t have time to follow any crazily restrictive diet plan.

You don’t want to have to prep and carry all your meals with you for a week-long business trip.

Battling with Tupperware containers and shakers full of protein powder at airport security is not fun.

And try finding a Paleo restaurant at 11pm in a far-flung city – it’s not going to happen.

That’s why I don’t like recommending nutrition plans or set diets. Rather, for people like you and I, the best nutritional approach is JERF, as it’s so easy to follow. 

JERF Guidelines

The concept of JERF is simple –

  • Eat mostly single-ingredient foods.
  • If your grandma wouldn’t recognize the product, it doesn’t get eaten.
  • Look at the nutrition label: Anything you can’t pronounce? Then avoid it.
  • Consume only foods that are perishable.

That last point might sound a little odd.

I mean, if we’re busy and constantly on-the-go, surely we don’t have time to always be buying fresh fruits and vegetables, or taking coolers of meat and fish around?

But it’s a vital part of JERF.

Processed foods that last for years are like a poison within your body.

The effects start slowly, but they build up.

All those additives, chemicals, preservatives and artificial ingredients really take a toll on your system.

Your brain becomes foggy.

You get intense cravings.

You start to lose your natural sense of taste, as you desire more salt and more sugar thanks to over-consumption of packaged goods.

Not just that, but even your typical “healthy” convenience foods (think protein bars, beef jerky, canned meats, cereal bars and low-calorie cookies) have a drastic effect on your body composition –

  • They raise insulin levels, contributing to body fat storage.
  • The additives can lead to inflammation.
  • Bloating and gas are common side effects.
  • The high carb content and low protein mean you lose lean muscle mass.

Selling Myself Short

When I created Vukoo, I knew I didn’t want the bars to conform to all the stereotypes above. 

I needed something that fit the JERF principle.

But it was hard – how do you make a tasty, convenient, portable snack that lasts long enough for business trips, vacations and long days of networking that is JERF-friendly, but doesn’t turn bad in hot weather, or go off in your suitcase?

Vukoo bars also needed to be –

  • High protein
  • Gluten-free
  • Soy-free
  • Perishable (Real Food)

AND not contain a load of sugary, processed carbs or body-wrecking trans fats.

After a LOT of trial and error, and a staggering amount of experimentation and help from my outstanding team of chefs and nutritional advisors, we managed it.

The secret was in the ingredients –

We sourced natural ingredients such as oats, honey, carob, cocoa, high-quality soy-free protein, and nuts.

These could keep for up to a week and still taste amazing – as if they were fresh from the wrapper.

Once we found the right way to combine these, we knew we were on to a winner.

All Vukoo bars can be refrigerated or frozen, and have a 1-week shelf-life on the go.

And, most important of all – you can get your JERF on with them.

A Day in the Diet

So, as much as I love and promote Vukoo, man (and woman) cannot live on bars alone.

So what other foods fit the JERF principle?

To give you an idea, here’s a rundown of what I tend to eat on a daily basis.


Organic eggs cooked in coconut oil, with spinach, mushrooms and an apple.


A Vukoo bar.


Baked sweet potato with free-range chicken breast, and a large mixed salad dressed with olive oil.


A handful of nuts (almonds, walnuts, macadamias, etc.) or another Vukoo bar if I’m seriously busy.


A huge steak or delicious wild salmon fillet, along with broccoli, zucchini, butternut squash and roasted corn.


I’ll snack on a little coconut yogurt mixed with grass-fed whey protein, or make a protein pudding using protein powder, avocado, berries and cocoa.

The food sources and quantities change depending on my schedule, whether I’m working out or not, and my goals.

But one thing remains constant:


Join the JERF movement, and I assure you – you’ll look and perform better than ever before.

"Start JERF-ing"; by Vukoo®

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