United States (San Francisco)
A vegan mayo CEO wants to change the world by making the right thing easy and sexy: “The thing that, if you’re an evil person you still eat it, if you’re a poor person you still eat it, if you’re too busy and you don’t give a damn you still eat it.” And who are we to argue with that?
Josh Tetrick always wanted to make a difference through bold business. In 2011, he founded Hampton Creek (now Just) to focus on a system that affects every human being on the planet every single day – food – with the goal of flipping the system on its head using technology. His company cooks up scrambled eggs, pancakes, waffles, muffins, Caesar dressing and mayonnaise… and all without eggs.
Within a few years he generated $120+ million in capital investment from the who’s who of Silicon Valley, including Bill Gates, Google, cofounders of Facebook and Yahoo and various multi-billionaires.
That’s because Just (which is not without haters and Dallas-like controversy, including coups) doesn’t ‘just’ develop plant-based products with the goal of eventually replacing eggs, as well as sugar and trans fats. It aims to use those products as a platform for change, to ensure every person on the planet can afford to eat sustainable, healthy, nutritious food, and to shift the eating habits of climate-conscious millennials in a more environmentally sustainable direction. That’s why it calls the products ‘Just‘. (Get it?)
We asked the former American football player which came first – the idea to scramble the future of food or the eggless egg – and why he wants to change the world: “Wake up and realise we shouldn’t throw our lives into soul-sucking jobs. You can drain from the world or make things a bit better.”
► Caution: food porn. Our pleasure.
Josh Tetrick, Founder and CEO