Just Egg: The Answer to America’s Crisis and the Future of Sustainable Eating
The Great American Crisis has left grocery store shelves empty and restaurants scrambling to source , causing disruptions across the food industry. Traditional egg supplies have been hit hard by inflationary pressures and the devastating impact of avian flu, sending prices skyrocketing and making reliable sourcing a significant challenge. However, amidst this crisis, Just , the award-winning and category-defining plant-based alternative, is stepping up to fill the gaps in the nation’s supply chain.
As egg prices reach record levels, Just is rapidly becoming the mainstream choice for millions of Americans who consume daily. The plant-based alternative has seen an unprecedented surge in demand, growing five times faster in the past month than it did in the same period last year. This surge is a testament to shifting consumer preferences and the increasing reliability of plant-based alternatives in times of traditional supply shortages.
The Crisis Facing America’s Egg Industry
The U.S. egg industry has faced severe disruptions over the past year, largely due to the impact of highly pathogenic avian influenza (HPAI). This outbreak has resulted in the culling of tens of millions of birds, leading to a significant reduction in production. The ripple effects of this crisis have driven egg prices to all-time highs, with some regions experiencing shortages that leave grocery shelves barren.
The average American eats approximately 277 eggs per year, and with eggs being a staple ingredient in households, bakeries, restaurants, and food manufacturers, the supply chain issues have had widespread economic and consumer impacts. For those who rely on for their daily nutrition and meal preparation, finding an alternative has become a necessity rather than a choice.
Just Egg: A Reliable and Sustainable Alternative
Amid this crisis, has emerged as a leading solution, offering consumers an accessible, nutritious, and sustainable alternative to traditional. Unlike chicken eggs, which are vulnerable to disease outbreaks and supply chain volatility, Just is derived from mung beans—an ingredient that remains unaffected by avian flu and is not subject to the same price fluctuations as poultry products.
Just Egg’s success is built on its ability to provide the same cooking versatility, texture, and taste as conventional eggs. Whether used for scrambled, omelets, or baking, Just Egg performs remarkably well, making it an easy switch for consumers looking for reliability in their egg supply.
Chef and Industry Recognition
One of the most significant endorsements for Just Egg has come from celebrated chef and humanitarian José Andrés, who, upon trying the product for the first time, remarked, “It’s not every day you see something that blows your mind.” Such high praise from a respected culinary authority underscores Just ability to deliver on both flavor and functionality.
Just has also received industry-leading recognition, including Clean Label Project Certification, which ensures the product meets rigorous standards for purity and safety. Unlike traditional, which can contain residual antibiotics or contaminants from feed, Just is free from cholesterol, GMOs, heavy metals, pesticide residues, and plasticizers, making it a cleaner, healthier choice for consumers.
Consumer Behavior and Market Growth
Recent data highlights a permanent shift in consumer -buying habits, driven by the growing reliability and availability of Just Egg.
- 56% of Just buyers return for repeat purchases, demonstrating high consumer satisfaction and long-term adoption.
- Just has experienced fivefold growth compared to the same period last year, reflecting increasing consumer demand amid the supply crisis.
- 91% of Just consumers are neither vegan nor vegetarian, indicating that plant-based alternatives are reaching a broad, mainstream audience.
- Over 500 million worth of Just have been sold since launch, proving the brand’s scalability and long-term viability in the market.
The Changing Landscape of Consumption
The rise of Just is more than just a response to the current crisis—it represents a fundamental shift in how consumers think about food, sustainability, and health. Traditionally, plant-based products have been associated with niche dietary preferences, but Just widespread adoption proves that plant-based eating is no longer a fringe movement.
The appeal of Just Egg extends beyond those looking to avoid animal products. Health-conscious consumers are drawn to its cholesterol-free composition, while environmentally conscious shoppers appreciate the product’s lower carbon footprint compared to conventional eggs. By using significantly less water and land and producing fewer carbon emissions, Just Egg aligns with the broader global movement toward sustainable food production.
The Future in American Kitchens
With the U.S. food industry at a crossroads, the role of plant-based alternatives in mainstream grocery and restaurant supply chains is becoming more pronounced. Just Egg’s availability at major retailers, including Walmart, Target, Safeway, and Kroger, ensures that consumers have easy access to a reliable and sustainable egg alternative.
The restaurant industry is also taking note. As many food service establishments struggle to source traditional eggs, Just provides a consistent and scalable option that allows businesses to maintain menu integrity without the supply chain uncertainty that currently plagues the poultry industry. From diners and brunch spots to high-end restaurants, chefs are increasingly incorporating Just Egg into their menus as a solution to both availability and sustainability concerns.
A Message from Eat Just
Joshua Tetrick, Co-Founder & CEO of Eat Just, emphasized the company’s mission and the growing shift in consumer behavior:
“Chicken eggs are harder to find, more expensive, and less reliable than ever before. Meanwhile, Just Egg is fully stocked and growing faster than any time in our history. Americans are shifting how they buy eggs, and we’re here to make sure they have an option that’s better for them and the planet.”
This statement captures the essence of Just Egg’s growing influence—not only as a crisis-proof food alternative but as a forward-looking solution to long-standing issues in the food industry.
The Bigger Picture: Food Security and Sustainability
The American egg crisis has revealed the vulnerabilities of the traditional food system and highlighted the importance of alternative sources of nutrition. Just Egg’s success is a prime example of how innovation can help address food security challenges while also promoting sustainability.
With climate change concerns mounting and resource-intensive industries like poultry farming facing increasing scrutiny, the future of food will likely include a greater reliance on plant-based alternatives. Just Egg’s continued expansion signals a growing consumer appetite for food products that are not only convenient and nutritious but also ethically and environmentally responsible.
The Egg of the Future
The rise of Just marks a significant moment in the evolution of the food industry. What started as a plant-based alternative is now becoming a staple in households across America, proving that food innovation can both solve immediate crises and drive long-term change.
As supply chain disruptions and environmental concerns continue to shape consumer choices, products like Just will play an essential role in ensuring that people have access to reliable, affordable, and sustainable food options. Whether driven by necessity or by choice, millions of Americans are now turning to Just not just as an alternative, but as a new standard in consumption.
With over 500 million sold and counting, Just is not only filling the gaps left by the traditional industry but also redefining the future of breakfast, baking, and beyond.
