On April 23, plant-based startup JUST—known for its mung bean-based egg replacer JUST Egg—launched a campaign to inspire consumers to take climate action every day by choosing plant-based foods. While recycling, taking public transit, and abstaining from single-use plastics are often the actions associated with sustainability, JUST’s new campaign makes the global food system the center of the climate conversation. “April 22, 2020 marked the 50th anniversary of Earth Day, but here at JUST, we decided to focus on the day after Earth Day, because this is when the work really begins,” the company describes its campaign. “You get to vote for our planet three times every day: at breakfast, lunch, and dinner. Because the single biggest individual impact you can make on our planet is the food you choose to eat.”
JUST is using its website and multiple social media channels to promote climate facts, including that the current food system uses 70 percent of all of the freshwater on Earth, is responsible for generating 37 percent of carbon emissions, and takes up 40 percent of the world’s land surface—numbers that could be greatly reduced with a plant-based shift.
The company kicked off its campaign with a livestream conversation between CEO Josh Tetrick and actor Adrian Grenier—of Entourage fame. JUST will continue its campaign efforts throughout the year with engaging social media content in the hopes that people recognize the need to take climate action every day, not just on Earth Day.
To date, JUST has sold the JUST Egg equivalent of 30 million chicken eggs—the production process of which uses 98 percent less water, has a 93 percent smaller carbon footprint, and uses 86 percent less land than conventional animal egg sources.