JUST announced today that it is is expanding the sales footprint of its vegan egg substitute by teaming up with Michael Foods. Michael Foods is a subsidiary of CPG giant Post Holdings and one of the largest processors of value-added eggs in the world.
With the new partnership, Michael Foods will be the sole manufacturer, supplier and distributor of JUST Egg to its existing foodservice and B2B customers — those who already buy Michael Foods’ egg brands, such as Abbotsford Farms and Papetti’s. It will begin to roll out JUST Egg starting this fall in select locations.
Made from mung beans, JUST Egg currently comes in two iterations: a liquid for scrambles, and a pre-cooked folded egg patty. Both are meant to cook up just like a chicken egg and contain comparable protein, with no cholesterol.
According to FoodDive, roughly 90 percent of JUST Egg’s sales in the U.S. come from grocery stores. The Michael Foods partnership will allow JUST to massively expand the foodservice footprint of its plant-based eggs in the U.S. In addition to restaurants, Michael Foods also caters to large venues like cafeterias, hospitals and stadiums.
It’s an… interesting time for JUST to juice up its foodservice business, to say the least. Most crowded venues — like concert halls and stadiums — are shut down for the forseeable future and restaurants are operating at reduced capacity, if they’re open at all.
The point of the Michael Foods news is that JUST is putting fuel in its engine to expand rapidly across multiple channels — and geographic regions. Last year the company acquired a factory in Minnesota to increase production. In March they announced a group of new global manufacturing and distributions partners, from South Korea to Colombia. And just last week, the company announced that it was working with Emsland Group, a German leader in plant-based protein ingredients, to help them scale in Europe.
By partnering with Michael Foods, JUST is clearly thinking (far) ahead to pave the way for more sales when major venues and foodservice establishments open again. Some states are slowly opening up restaurants, but large-scale reopenings, especially for big venues like stadiums, seems far on the horizon.
We’ll have to wait and see if JUST’s partnership with Michael Foods pays off post-pandemic.