Eat Just

Eat Just, Inc. is an American company that specializes in developing and selling plant-based alternatives to egg products. Founded in 2011 by Josh Tetrick and Josh Balk, the company initially focused on creating sustainable and ethical food products. Eat Just's flagship product is a liquid egg substitute made from mung beans, marketed under the name "Just Egg." This product is designed to mimic the taste, texture, and cooking properties of chicken eggs, offering a vegan and environmentally friendly alternative.

History

Eat Just was established with the goal of addressing some of the major issues related to animal agriculture, including animal welfare, food security, and environmental sustainability. The founders, Tetrick and Balk, aimed to create food products that could compete with animal-based foods in terms of taste, price, and convenience, thereby reducing reliance on traditional animal farming.

In its early years, the company focused on research and development, exploring various plant-based ingredients that could replicate the properties of eggs. After several years of experimentation, Eat Just introduced its first product, Just Egg, which quickly gained popularity among consumers looking for plant-based options.

Products

The main product of Eat Just, Just Egg, is made primarily from protein extracted from mung beans. This product can be used in a variety of traditional egg dishes, such as scrambles, omelets, and baking. In addition to Just Egg, Eat Just has expanded its product line to include folded plant-based egg products suitable for sandwiches and other quick meals.

Eat Just also ventured into cultured meat, under the brand name GOOD Meat. This line of products involves growing meat from animal cells, without the need to raise and slaughter animals. This innovation represents a significant step forward in sustainable and ethical meat production.

Sustainability and Impact

Eat Just places a strong emphasis on sustainability and the environmental benefits of plant-based diets. The production of Just Egg uses significantly less water, land, and energy compared to traditional egg production, and generates fewer greenhouse gas emissions. By offering a tasty and convenient alternative to chicken eggs, Eat Just aims to reduce the environmental footprint of our diets and promote animal welfare.

Challenges and Controversies

Despite its successes, Eat Just has faced challenges and controversies. Regulatory hurdles have been a significant obstacle, particularly in getting approval for its cultured meat products. The company has also faced scrutiny over its marketing practices and the accuracy of its environmental claims. However, Eat Just continues to work towards its mission of transforming the food system into one that is more sustainable and ethical.

See Also

• Veganism
• Sustainable agriculture
• Cultured meat
• Plant-based diet