JUST, Inc.: Clean Meat and the Future of Protein Alternatives
This case outlines various investment options for the CEO of JUST, Inc., Josh Tetrick, as he attempts to capture market share in the protein industry of the future. JUST, Inc. is a plant-based alternatives company and has been successful with a diverse portfolio of product offerings including JUST Egg. Trends such as worldwide population growth, rising global income, and increased ethical/environmental concerns suggest an ongoing demand for protein, but not from traditional meat. So, Tetrick weighs four main options: clean meat, plant-based meat, insect proteins, and the status quo of continuing product development in the plant-based alternatives space. Students will weigh the benefits and challenges of each option.