Eat Just

What Eat Just does

Eat Just, Inc. (operating as Just Food Company) is a privately held food technology company founded in 2011 and headquartered in Emeryville, California. The company develops plant-based and cultivated protein alternatives to conventional animal products, operating two principal divisions: JUST Egg, which produces plant-based egg substitutes made from mung bean protein (available in pourable and pre-cooked folded formats), and GOOD Meat, a wholly owned cultivated meat subsidiary that received the world's first regulatory approval for cell-cultivated chicken in Singapore in 2020 and US FDA/USDA approval in 2023. The broader product portfolio includes Just Meat (plant-based chicken, launched at Walmart in November 2025 and H-E-B in May 2025), Just Protein powder, Just Mayo, and Just Ranch.

The company sells through a multi-channel go-to-market model spanning retail grocery (national chains including Walmart and H-E-B plus regional retailers), foodservice and quick-service restaurants (3,300+ distribution points in North America, including accounts such as Peet's Coffee and Franklin Barbecue), and industrial/bulk ingredient channels (9,000+ distribution points in North America). It also has localized retail operations in Germany and a strategic partnership with C2 Capital Partners for China market expansion, with products included in China's national food security blueprint. Geographic markets served include the US, Germany, China, and Singapore.

Eat Just is venture-backed, with cumulative disclosed funding exceeding $400M across rounds from investors including Khosla Ventures, Horizons Ventures, Founders Fund, Qatar Investment Authority, Charlesbank Capital Partners, C2 Capital Partners, VegInvest, and Ahimsa Foundation. Co-founders Josh Tetrick (CEO) and Josh Balk lead the company, supported by a management team covering business development, product development, communications, marketing, and FP&A. Revenue is not publicly disclosed, and the company has not pursued an IPO or public listing.

Name

Eat Just

Legal name

Just Food Company

Website

https://ju.st

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Eat Just is a food technology company developing plant-based egg and meat alternatives and cultivated meat products. Founded in 2011 and headquartered in Emeryville, California, it serves retail consumers, foodservice operators, and industrial food manufacturers across North America, Europe, and Asia.

Ownership category

akta.pro rank

Product category

Plant-based alternative protein foods

NAICS

Poultry Processing (311615), Animal Food Manufacturing (31111)

SIC

Sausages & Other Prepared Meat Products (2013), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO)

akta.pro secondary industries

Plant-Based Poultry Alternatives (Analog Chicken/Turkey) (AFANAKAL), Cultivated (Cell-Based) Protein Foods Manufacturing (AFAKAGAI)

Keywords

• Plant-based eggs
• Cultivated meat
• Alternative protein
• Plant-based chicken
• Food technology

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Consumer-facing retail sales of Just Egg (pourable and folded formats), Just Meat plant-based chicken, Just Protein powder, and Just Mayo condiments through major grocery retail chains including Walmart, H-E-B, Kroger, Sprouts, and other regional retailers.
2. Foodservice/Restaurant Distribution: B2B sales to foodservice operators including quick-service restaurants, hotels, and institutional cafeterias. Products distributed through 3,300+ foodservice/QSR points and 9,000+ industrial points in North America. Notable accounts include Peet's Coffee and Franklin Barbecue.
3. Industrial/Ingredient Sales: Bulk ingredient and industrial sales to food manufacturers for use as components in prepared foods, with 9,000+ industrial distribution points in North America.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Eat Just develops and sells plant-based alternatives to animal products, primarily Just Egg (a mung bean protein-based liquid and folded egg substitute), Just Meat (plant-based chicken), Just Protein (plant protein powder), and condiments (Just Mayo, Just Ranch), distributed via retail grocery, foodservice, and industrial channels. Its GOOD Meat division produces cell-cultivated chicken, becoming the first company globally to receive regulatory approval for cultivated meat (Singapore 2020, US 2023).

Product overview

Eat Just operates as a multi-product alternative protein company with two primary business divisions: JUST Egg (plant-based eggs) and GOOD Meat (cultivated meat). The core product portfolio includes Just Egg (mung bean protein-based liquid egg and folded egg patties), Just Meat (plant-based chicken), Just Protein (protein powder), and condiments including Just Mayo and Just Ranch. The products are distributed through retail (Walmart, H-E-B, and regional chains), foodservice (3,300+ QSR points of distribution in North America), and industrial channels (9,000+ points in North America). The company also operates a foodservice division offering bulk products for restaurants and delis, and has a cookbook section with recipes using their products.

Differentiator

Problem solved

Functional benefit

Brands

• JUST Egg: Plant-based egg substitute made from mung bean protein
• Just Meat
• Just Protein
• Just Mayo
• Just Ranch
• GOOD Meat

Products and services

• Just Egg (Pourable) Plant-based liquid egg substitute made from mung bean protein, used for scrambles, omelettes, French toast, and baking. Free from cholesterol, artificial flavors, and top allergens. Sold to retail consumers and foodservice operators.
• Just Egg Folded Pre-cooked, frozen plant-based egg patty designed for breakfast sandwiches and on-the-go meals; can be heated in toaster, microwave, skillet, or air fryer. Targeted at foodservice and retail consumers.
• Just Meat Plant-based chicken substitute produced via proprietary precision manufacturing technology. Offers 18g protein per serving with no cholesterol. Outperformed conventional chicken strips in blind taste tests across taste, texture, appearance, and overall categories. Distributed in retail and foodservice channels.
• Just Protein Plant-based protein powder positioned as a high-protein supplement, marketed as 'the most protein' product in the Eat Just portfolio.
• Just Mayo Plant-based mayonnaise alternative used in recipes and available for retail purchase.
• Just Ranch Plant-based ranch dressing available for purchase through retail channels.
• GOOD Meat (Cultivated Chicken) Cultivated (cell-based) meat division of Eat Just producing cell-cultivated chicken. Received the world's first regulatory approval for cultivated chicken in Singapore (2020) and FDA/USDA approval for the US market in 2023.
• Just Egg Burritos (Foodservice) Pre-made breakfast burritos using Just Egg, offered for foodservice and quick-service restaurant channels.

Quantifiable outcome

• 80% less land, water, and CO2 emitted vs. animal proteins
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Beyond Meat: Largest pure-play plant-based meat competitor with broad retail and foodservice distribution. Directly competes with Just Meat in plant-based chicken and other categories, and serves overlapping mainstream grocery and QSR customers.
• Impossible Foods: Plant-based meat company with established foodservice penetration (Burger King, etc.) and growing retail business. Directly comparable to Eat Just as a competing plant-based protein brand with similar mainstream consumer targeting.
• Upside Foods: Cultivated meat company that received USDA approval for cell-cultured chicken in 2023 alongside GOOD Meat. Most direct competitor in the cultivated meat regulatory and commercial race, with shared first-mover status.
• Follow Your Heart: Plant-based food brand including VeganEgg, a competing plant-based egg substitute. Direct competitor to JUST Egg in the underpenetrated plant-based egg category.
• Aleph Farms: Israel-based cultivated meat company developing cell-cultured beef steaks. Direct competitor to GOOD Meat in the cultivated meat regulatory and commercialization race with similar first-mover positioning.
• Mosa Meat: Dutch cultivated meat pioneer producing cell-cultured beef. Direct peer to GOOD Meat as one of the earliest cultivated meat companies pursuing regulatory approval and commercial scale.

Emerging players

• NotCo: AI-driven plant-based food company producing plant-based milk, meat, and mayo alternatives across Latin America and growing in the US. Comparable as a multi-category plant-based brand targeting mainstream consumers with similar products (mayo, dairy alternatives).
• Alpha Foods: Plant-based meat company with frozen meals, burritos, and meat alternatives in retail. Comparable as a multi-category plant-based competitor with overlapping retail grocery distribution and product format strategy.

Broad incumbents

• Perfect Day: Animal-free dairy protein producer using precision fermentation. Comparable as a scaled alternative protein company with similar regulatory and commercial milestones, though focused on dairy rather than meat/eggs.

Regional players

• Heura Foods: Spain-based plant-based meat company with strong European retail presence and growing US distribution. Comparable as a plant-based chicken/meat alternative brand targeting similar mainstream consumers, but primarily competing in European rather than North American markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/justegg
• YouTubeyoutube.com/justfoodcompany
• Facebookfacebook.com/JustEgg
• LinkedInlinkedin.com/company/eat-just
• Instagraminstagram.com/justfoodcompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds15 records

Investors33 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eat Just