Plant based egg company JUST Egg is attempting to benefit from the egg industry’s high prices and low supply.

The company recently ran advertisements in the New York Times that state, “plants don’t get the flu,” an apparent attempt to take advantage of the egg industry’s highly pathogenic avian influenza (HPAI) outbreak.

In addition to the New York Times advertisements, JUST Egg is also running advertisements on the digital displays of over 800 Volta electric vehicle charging stations outside of grocery stores across the U.S.

According to Ad Age, JUST Egg has expanded its distribution and increased shelf space in grocery stores to compensate for the lack of egg supply. The company also said its sales have never been higher.

The suggested retail price of JUST Egg is $3.99 per bottle. A 12-ounce bottle of JUST Egg is equivalent to eight eggs, which is equivalent to $5.99 per dozen. Currently, this is still more costly for consumers than what retail prices have been for shell eggs in most states.

The shortage is due to the country’s HPAI outbreak that began in late 2021 and has yet to subside. According to the U.S. Department of Agriculture’s (USDA) Animal and Plant Health Inspection Service (APHIS), over 43 million table egg layers were depopulated due to HPAI in 2022. No table egg layer cases have been confirmed in 2023.

The combination of higher demand and limited supply has sent the U.S. egg industry into “shock mode,” according to media company Urner Barry’s December 2022 Forecast Webinar. During the webinar, economists explained that the ongoing inflation the industry is seeing is pushing consumers to look for lower priced protein options, however, plant-based eggs weren’t one of the suggested alternatives.

Whether you believe that JUST Egg’s actions are ethical or not, capitalism is how a lot of companies grow in the U.S. It just doesn’t usually involve pandemic caused losses.

Egg prices are predicted to decline as 2023 goes on and layer flocks are repopulated. Then, we’ll know if JUST Egg’s extra advertising was worth it.