JUST, Inc.: Clean Meat and the Future of Protein Alternatives

by: Andrew Hoffman

Publication Date: May 7, 2020
Length: 22 pages
Product ID#: 9-972-749

Core Disciplines: Entrepreneurship & Innovation, Social Impact, Strategy & Management, Sustainability

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Teaching Note

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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.

Teaching Objectives

After reading and discussing the material, students should:

  • Analyze the state of industry and market potential for clean meat, insect proteins, plant-based alternatives, and plant-based meat.
  • Examine the implications of JUST’s decision to invest in a new product venture or stay within its current core competency of plant-based alternatives.
  • Discuss the challenges and opportunities associated with each investment option.
  • Assess and compare the environmental impacts and customer value proposition of each investment option.