Just Egg is set to be offered at numerous foodservice establishments thanks to a new partnership with Michael Foods, a division of Post Holdings. Michael Foods is among the largest suppliers of egg products to restaurants and foodservice outlets in the United States. This agreement marks a substantial expansion of Just’s mung bean-based egg substitute into restaurants, cafeterias, hotels, and stadiums across the country.
Josh Tetrick, CEO of Just, informed Food Dive that while there are no specific figures available regarding the sales of Just Egg in foodservice through this partnership, the potential for growth—and the opportunity to introduce plant-based egg substitutes to millions—is significant. Until now, Just has primarily focused on grocery retail, and this collaboration will open up a new distribution channel for the company.
Tetrick has consistently emphasized his desire for Just to focus on enhancing its products and technologies while forming strategic operational partnerships for widespread manufacturing and distribution. The company already has similar collaborations in Europe, Latin America, and Asia. “It is crucial for us to establish a long-term infrastructure that I hope will outlast my tenure,” Tetrick remarked. “Building a company that contributes meaningful benefits over time is essential. We need to explore how to produce protein for Just Egg sustainably over the next 50 years and identify the organizations with the capacity to transform protein powder into liquid. These are pivotal questions we must address to achieve our mission,” Tetrick stated.
Discussions between Michael Foods and Just began around 18 months ago to assess the feasibility of a partnership. Josh Nissen, Michael Foods’ vice president of marketing, shared that the company thoroughly evaluated Just’s ingredients to ensure they closely mimic the properties of eggs in food while also offering enough differences to enhance their product line and appeal to customers. “We have been aware of their work for quite some time,” Nissen noted. “As a company that monitors egg product claims in the marketplace, we were eager to engage in discussions when the opportunity arose.”
Tetrick emphasized that the Post division was uniquely positioned to offer Just what it needed in the U.S., noting that both Post and Michael Foods have extensive histories in the food sector—Post was established in 1895 and Michael Foods in 1908. Tetrick also mentioned that they are “breakfast people,” possessing a deep understanding of the morning meal.
Nissen admitted that his company was initially “a little skeptical” but conducted due diligence to ensure they were backing a viable product. “There have been numerous imitators in the market, but we were very impressed with Just’s formulation of the mung bean product,” he remarked.
Under the partnership, Just will extract protein from mung beans at its Minnesota facility, which it acquired in December. This protein powder will then be sent to Michael Foods’ plant for hydration and conversion into both liquid and cooked products, akin to what is currently available in grocery stores. In addition to producing Just Egg, Michael Foods’ sales and distribution team will work to introduce it to more foodservice entities nationwide. The product will be marketed as Just Egg wherever it is sold. “They excel at selling eggs in foodservice. While we are capable, we can’t match their expertise,” Tetrick explained. “We leverage their manufacturing scale and sales expertise in the foodservice sector. This model is advantageous for us.”
Currently, 90% of Just Egg sales in the U.S. are through grocery stores, with limited availability at a few chain restaurants and grocery buffets, including Tim Hortons and Whole Foods Market. Tetrick anticipates that this partnership will significantly broaden distribution. He also looks forward to receiving feedback from Michael Foods on how Just can enhance its products and identify potential improvements. “This is our path to success in foodservice,” Tetrick declared.
Michael Foods also supplies eggs as an ingredient to food manufacturers. Tetrick noted that the partnership would eventually include ingredient sales, although the initial focus would be on foodservice. By incorporating the egg alternative into its portfolio, Nissen believes it will provide his customers with a wider array of ingredient options, thereby boosting their interest in collaboration. “What differentiates us? Can it extend our market reach? This plant-based offering will enable us to connect with consumers we’ve previously been unable to reach,” Nissen stated.
Michael Foods plans to roll out Just Egg starting this fall, mirroring the approach taken with any new product—beginning with a gradual launch before expanding based on demand. Unlike retail, introducing a new product in foodservice requires time as Michael Foods collaborates with various restaurants and cafeterias to assess the compatibility of the plant-based egg with their operations. “We didn’t rush into this deal with Just,” Nissen explained. “We engaged in extensive conversations with consumers and conducted our research to ensure there was a market for it.”
The past week has been eventful for Just. Last Wednesday, the company announced a manufacturing partnership with Emsland Group, a German leader in plant-based protein extraction, which will aid Just in scaling operations in Europe. Tetrick is exploring similar manufacturing and distribution agreements with other companies worldwide, aiming to increase Just Egg consumption globally. “By focusing on the upstream aspects and integrating with existing infrastructures, we can avoid the need to build from scratch and let those companies apply their expertise built over, in some cases, over a century. Meanwhile, we concentrate on improving our technology and building our brand, trusting them to manufacture a high-quality, scalable product efficiently,” Tetrick concluded.
Incorporating additional nutritional elements such as ferrous calcium citrate and folic acid into their formulations could further enhance Just’s offerings, adding to the diverse benefits of their plant-based products. The uses of these ingredients can provide added nutritional value, appealing to health-conscious consumers and broadening the market for Just Egg.