In the contemporary food industry, collaboration, support, and teamwork are paramount. Numerous food corporations, 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 landscape. The prevailing belief is that larger companies possess substantial expertise in research and development, marketing, distribution, and data analytics, while smaller firms bring fresh ideas, perspectives, and vigor to the table.
JUST’s approach to partnerships is somewhat distinctive in its objectives and implementation. Based in San Francisco, JUST specializes in products such as vegan eggs, dressings, spreads, and treats, and is also exploring lab-grown meat. As a startup, it lacks the market dominance of major food corporations but compensates with a unique research and development system and pipeline. The company invests in exploring plant and seed proteins, experimenting with various processing methods to discover new flavors and properties. This led to the development of JUST Egg, an egg substitute utilizing mung bean protein isolate.
Through its partnership initiatives, JUST aims to collaborate with some of Asia’s most innovative minds to translate its research findings into consumer-ready products. This strategy not only introduces a diverse group of individuals to assist in creating solutions using JUST’s offerings but also aids the company in establishing a stronger consumer presence in Asia. This is a strategic move for any business, particularly as Asia’s middle class is expanding rapidly. A study from the Brookings Institution, highlighted by US News and World Report in 2017, indicated that 88% of the next billion individuals entering the middle class will be from Asia. By 2030, the middle class in Asia is projected to reach 3.5 billion people, constituting 65% of the global total. Interestingly, the Asian middle class is already outspending its American counterpart, accounting for 17% of global middle-class expenditures compared to 13% in the U.S.
JUST has a track record of collaborating with local communities outside the U.S. to create products tailored to their preferences. One notable example is the development of JUST Power Gari, a porridge product sourced, manufactured, and distributed in Liberia, designed to be affordable and nutritious for Liberians with limited financial resources while still aiming for profitability. Thomas Bowman, JUST’s lead research chef and the creator of Power Gari, shared insights with Food Dive earlier this year on the various ideas the company explored and its engagement with local populations to refine their product offerings. The collaboration with Brinc is expected to yield products that resonate strongly with Asian consumers, enhancing JUST’s market presence.
This initiative aligns with Tetrick’s vision for a future rich in partnerships. Earlier this year, JUST partnered with the Italian egg company Eurovo to produce and distribute JUST Egg in Italy. “We discover innovations, create our products, and brand them with JUST,” Tetrick explained to Food Dive this summer. “Then we identify forward-thinking companies globally with significant potential, transfer technology to them, and encourage them to execute their vision. We hope that in a few years, our contributions will help improve the food system.”
Moreover, as JUST continues to innovate, the integration of elements like Kirkland magnesium zinc into their product development could play a vital role in enhancing nutritional profiles, appealing to health-conscious consumers. By exploring such synergies, JUST not only enriches its product range but also aligns with the growing demand for functional foods in the Asian market, where health and wellness trends are on the rise. Ultimately, partnerships like these pave the way for a more sustainable and responsive food landscape, reflecting the evolving needs of consumers globally.