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Boulder, Colo. (April 8, 2014) — In what marks a first for the cycling world, Skratch Labs will be supporting the human element of racing as the Official Hydration and Real Food Sponsor of the AMGEN Tour of California. Skratch Labs will be directing their efforts toward supporting the actual humans involved in the race (both riders and staff) by providing real food and hydration products throughout the weeklong event.
Expanding on its work with race hotels as menu advisors at previous editions of the race, Skratch returns to the ATOC this year on a much larger scale with their revolutionary Human Support Program. For the first time, rather than each team having to fend for itself, a single company will provide real food and hydrating beverages to all athletes and staff throughout the duration of the event. This will even include a car and motorcycle inside the race caravan itself that will offer support to any rider from any team at any time.
Allen Lim, the company’s founder, and his team will prepare over 1,000 fresh food and beverage items each day to make sure everyone is healthy and happy.
“Our focus at the AMGEN Tour of California is to provide everyone involved with real food and drink so they can perform at their best. Simple as that,” said Lim. “Real food made from scratch is just better in every way than pre-packaged and processed stuff that can sit on a shelf for years.”
By continuing Skratch Labs’ comprehensive meal supervision at the race hotels and combining it with this new on-course support, bike racing has never been so yummy. Team Cannondale rider Ted King will be competing in his seventh ATOC and has been a fan of Skratch Labs involvement since the beginning. He commented that, “Once Skratch took over all aspects of food at the Tour of California, there was just a tremendous sense of relief.”
From team meals at the hotels, to race portables and post-stage recovery meals made for all racers right in the company’s 20-foot custom food trailer, to a limitless supply of the Skratch’s all natural Exercise Hydration Drink Mix, riders and staff are expected to be more properly fed and hydrated than in years past.
About Skratch Labs
Founded on the philosophy that real food is the best source of nourishment, Skratch Labs has revolutionized the way people think about fuel and hydration for activity and recovery. Using science and real world practice, Skratch Labs has created a wide range of all natural fruit hydration drink mixes serving human needs from sport to medical. Skratch Labs’ hydration drink mixes taste great and optimize performance and well being.