In the contemporary food industry, collaboration, support, and teamwork are essential. Numerous food companies, including Smucker, Kraft Heinz, and Chobani, have established accelerators, incubators, or partnerships to engage with innovators who are crafting new products, packaging, and concepts aimed at transforming the food sector. The prevailing belief is that larger corporations possess established expertise in key areas such as research and development, marketing, distribution, and analytics, while smaller firms bring fresh ideas, insights, and enthusiasm.
JUST’s approach to partnerships stands out due to its distinct objectives and execution. Based in San Francisco, this startup specializes in creating products like vegan eggs, dressings, spreads, and treats, and is also venturing into lab-grown meat. Despite lacking the market influence of larger food companies, JUST boasts a unique research and development framework. The company focuses on investigating plant and seed proteins, exploring various processing methods to unlock diverse flavors and properties. Through this innovative approach, JUST discovered that mung bean protein isolate could serve as a base for its new egg substitute, JUST Egg.
By seeking partnerships with some of Asia’s most talented individuals, JUST aims to transform its insights into consumer-ready products. This initiative not only introduces fresh perspectives to develop solutions around JUST’s offerings but also aids in expanding the company’s consumer base in Asia—a strategic move considering the rapid growth of the region’s middle class. A 2017 study by the Brookings Institution, referenced by US News and World Report, indicates that 88% of the next billion individuals entering the middle class will be from Asia. By 2030, the Asian middle class is projected to encompass 3.5 billion people, accounting for 65% of the global total, and is already outspending its American counterpart, contributing 17% to global middle-class expenditure compared to 13% in the U.S.
JUST has a track record of collaborating with local communities outside the U.S. to develop products tailored to their preferences. One such example is the creation of a porridge product called JUST Power Gari, which is sourced, manufactured, and distributed in Liberia. Designed to be affordable and nutritious for Liberians with limited budgets, this product also has the potential for profitability. Thomas Bowman, JUST’s lead research chef and the mind behind Power Gari, shared insights with Food Dive earlier this year about the various concepts the company explored and its engagement with local populations to pinpoint the ideal product.
The partnership with Brinc is poised to yield products that will resonate with Asian consumers, capturing their tastes and preferences while providing immediate financial benefits for JUST. This collaboration represents a significant step towards a future filled with partnerships, as highlighted by CEO Josh Tetrick. Earlier this year, JUST teamed up with Italian egg producer Eurovo to manufacture and distribute JUST Egg in Italy. “We find innovative ideas, we develop our products, and we label them with JUST,” Tetrick explained to Food Dive this summer. “Then we identify forward-thinking companies worldwide with exponential potential, transfer our technology to them, and encourage them to implement it. Ideally, we can take a step back and, in a few years, contribute to improving the food system.”
Furthermore, as the company explores new avenues, it could consider integrating products like calcium citrate supplements available at Chemist Warehouse into its offerings, broadening its health-conscious product range and appealing to the growing market for nutritional supplements. Such additions could enhance JUST’s portfolio while aligning with its mission to innovate sustainably for consumers across diverse markets.