Producing animal proteins without animals | Josh Tetrick

Just Egg Origins

The journey of Just Egg began with Josh Tetrick seeking a plant-based alternative to traditional eggs. He initially pitched the idea to investors in 2011, emphasizing the environmental and health benefits of a plant-based egg 1. Despite the challenges, including finding the right protein and raising capital, Just Egg launched in 2018, marking a significant milestone in plant-based innovation 2. Josh's determination was fueled by a desire to address global food system issues through capitalism, inspired by his experiences and a pivotal book he read in South Africa 3.

I thought my way out of my situation was to be a professional football player. When you grow up in Alabama, you're very encouraged to think like that.

--- Josh Tetrick

The product's initial version faced taste and texture challenges, but improvements led to its current success in the market.

   

Strategic Expansion

Eat Just's market strategy for Just Egg involves leveraging existing food industry infrastructure and partnerships. Josh Tetrick explains that their facilities in Minnesota and Singapore are crucial for scaling production and ensuring widespread availability 4. Collaborations with companies like Michael Foods have been instrumental in distributing Just Egg to cafes and fast-food chains, tapping into established networks to reach a broader audience 5. Within Eat Just, a diverse team of scientists and chefs work tirelessly to innovate and perfect their products, reflecting the company's commitment to quality and accessibility 6.

We've got to figure out a way for someone who's developing a cell line to work well with the chef.

--- Josh Tetrick

This strategic approach has positioned Just Egg as a leader in the plant-based egg market.

   

Industry Dynamics

Navigating the competitive landscape, Eat Just has faced both opposition and collaboration from the traditional egg industry. Josh Tetrick recounts how the American Egg Board's scrutiny led to a USDA investigation, highlighting the tensions between innovative startups and established industries 7. Despite these challenges, partnerships with companies like Michael Foods demonstrate a shift towards cooperation, leveraging existing supply chains for mutual benefit 8. Josh believes that capitalism, when aligned with the right intentions, can drive meaningful change in the food system, reducing harm and promoting sustainability 9.

If I can figure out a way to plug into that infrastructure, if I can figure out a way to harness some of that energy to increase the probability of an egg from a plant being the most consumed egg over the long term, I'm going to do it.

--- Josh Tetrick

This dual approach of competition and collaboration is key to Eat Just's strategy.