CASE­– JUST Inc.: Clean Meat and the Future Protein Alternatives

  Is JUST Inc. best suited to pursue clean meat, plant-based meat, edible insects, or expand its plant-based product line? Which market provides the best business opportunity and why? Is concentrating on further developing the functionality of JUST’s existing products a better strategy than trying to develop a new product within a relatively new and unestablished industry? Why or why not? Given JUST’s and Tetrick’s controversial pasts, would their entrance as a first mover into the clean meat industry increase regulatory and public skepticism and reduce the adoption of clean meat products? Why or why not? How well-suited is the company to enter this market and how might its decision to pursue clean meat affect the industry at large? How do the respective value propositions of clean meat products differ from plant-based meat products or edible insects? How do consumers of each market differ? How can JUST capitalize on these trends? What are the biggest logistical challenges JUST might fact if it decides to enter the clean meat market? What about plant-based meat? Insect proteins? If JUST pursues one of these options, what is its entry strategy and what are the immediate next steps?