Plant-based egg company JUST and Michael Foods, one of the largest processors of value-added eggs in the world, announced a new partnership to bring the plant-based JUST Egg to millions more consumers in the United States.
Under the arrangement, Michael Foods will be the exclusive manufacturer, supplier and distributor of JUST Egg to foodservice and food ingredient customers who are already familiar with Michael Foods industry-leading egg brands such as Papetti’s, Abbotsford Farms and Davidson’s Safest Choice and are in search of a unique, plant-based egg product.
“For over 100 years, the Michael Foods family of businesses have leveraged quality ingredients and cutting-edge processes to offer the finest products and solutions to their customers. This partnership adds an innovative new product to their impressive portfolio,” said Josh Tetrick, co-founder and CEO of JUST. “Our companies share a great deal in common. We're fathers and brothers and sisters and mothers, all sharing a belief that the food we eat is one of the most important choices we make. Signing this partnership is one of the proudest moments in our company's journey to build a better food system.”
“We are excited about this new partnership,” said Mark Westphal, president of Michael Foods, a subsidiary of Post Holdings. “Eggs will continue to be a nutritious and affordable staple in America’s diet, and JUST’s plant-based egg products offer a great complement to our value-added eggs by allowing customers to serve every consumer their preference. Working together, we are bringing innovation and options to the food industry.”
JUST Egg comes in two formats: a pourable liquid perfect for scrambles, omelets, quiches, stir-fries and a wide variety of baking applications; and a fluffy, pre-baked folded egg patty, ideal on top of toast or inside a breakfast sandwich. Its key ingredient is protein derived from mung beans, a legume that has been cultivated for thousands of years and is a dietary staple in Asia.
In its first full year of distribution, JUST launched with leading U.S. retailers and grocers such as Walmart, Kroger, Whole Foods, Safeway, Albertsons, Giant, Wegmans, Publix and online via Amazon and Fresh Direct among others. At a top five retailer, sales velocity has quadrupled since its debut, and in grocery, velocity has grown 51% since December with large gains at top national chains. In addition, a growing number of quick-service restaurants and other foodservice destinations like college campuses, amusement parks, hospitals and corporate cafeterias have added JUST Egg to their menus.