Sometimes, Josh Tetrick will quiz strangers in the dairy aisle. He’ll strike up a conversation with a fellow grocery store patron and ask if they’ve heard about “this egg that’s made from plants?” He might point out the golden-yellow boxes shaped like milk cartons sitting on refrigerated shelves, not too far from the egg cartons. Generally, he finds that people don’t know what he’s talking about. “Most people will be like, ‘What?’”
The product Tetrick is referring to — which, not coincidentally, he manufactures — is called Just Egg. It’s a liquid vegan egg substitute made from mung beans, a member of the legume family, and it’s designed to scramble just like a real chicken egg when cooked over heat. (The company also sells frozen omelette-style patties that can be heated up in a toaster oven and frozen breakfast burritos.) Along with his best friend Josh Balk, Tetrick cofounded the company Eat Just, formerly known as Hampton Creek, which developed Just Egg over years of testing. On a recent call with Grist, Tetrick described the products — which are meant to look, taste, and cook like real eggs — as “definitely, definitely weird.”
Over the years, Tetrick’s company, which also houses the cultivated meat subsidiary Good Meat, has received criticism for allegedly exaggerating its environmental claims and sales figures. In 2016, Bloomberg Businessweek reported that the company — then called Hampton Creek — removed the climate benefits of its vegan mayonnaise product, Just Mayo, from its website after an external audit found they were inaccurate. Previously, Bloomberg reported that Hampton Creek had instructed contractors to buy back its vegan mayo from stores. Tetrick said that the buybacks were for quality assurance purposes only, but in 2016 both the Department of Justice and the Securities and Exchange Commission launched inquiries into the company for potentially inflating its sales numbers. The following year, both investigations were dropped.
Those in the plant-based industry say that once vegan alternatives taste as good as real meat and cost the same or less, then sales will go up. Entrepreneurs and advocates have focused on developing the technology, supply chains, and economies of scale needed to lower the price of animal-free protein products. But the current situation with vegan eggs suggests that change can also happen when the animal-based option becomes much more expensive. Prices vary from store to store and region to region, but on the online store for the Manhattan West location of Whole Foods, one 16-ounce carton of Just Egg, the equivalent of about 10 small eggs, costs $7.89. Meanwhile, a dozen eggs, depending on the brand, run from about $7 to up to $13.
Didn't know vegans lay eggs but makes sense