“China To Account For Large Part Of Future Growth”: Eat Just Opens Country’s First Plant-Based Culinary Studio

Eat Just, Inc., the food tech behind the famous plant-based JUST Egg, has just announced the opening of its first-ever Future Food Studio in Shanghai. It will be the first 100% plant-based culinary studio to land in China where visitors can learn how to cook delicious vegan dishes from a group of renowned chefs. 

The new Future Food Studio, located in Jing An Kerry Center South Piazza in Shanghai, is the country’s first 100% plant-based culinary studio that will allow customers to learn how to cook dishes featuring the JUST Egg, the food tech’s mung bean-based vegan egg that cooks and looks like conventional chicken eggs but comes with a fraction of the environmental footprint. 

According to the company, its plant-based alternative requires 98% less water, has a 93% smaller carbon footprint and uses 86% less land than conventional animal sources. 

The studio is open to the general public, who can apply for classes via Future Food Studio WeChat Mini Program or simply walk-in when classes are not in session for free tastings. 

It will be operating for a limited time between October 10 to 30 alongside a number of famous chefs in Shanghai, including Brian Tan of Gourmet Library and Jaime Pea of Egg and Maiya who are pioneering new innovative ways in plant-based cooking, and Jonathan He from Bird Wine + Kitchen who specialises in seasonal and local ingredients. 

The move toward plant-based proteins is here to stay and the impact of COVID-19, climate change and food insecurity has accelerated the pace of change faster than any of us could have predicted.

Josh Tetrick, Co-Founder & CEO of Eat Just, Inc.

Chef consultants Franciso Guissani and Evo Ni of the Center of Innovative and Entrepreneurial Culinary Arts and Services of the will also be joining as culinary collaborators, as well as Yi-Wen of The Plant Forward LLAB and young celebrity chef Beichuan Yang, among others. 

The launch of Eat Just’s new initiative comes as plant-based eating is on the rise in China, especially as the coronavirus pandemic elevates consumer concerns about the dangers and vulnerability of the meat supply chain, food safety, health and sustainability. Since the Chinese economy has opened, multiple plant-based partnerships have been launched, from Beyond Meat’s collaboration with fast food operator Yum China to the nationwide launch of Starbucks’ new menu made with Omnipork, Beyond Meat and Oatly.

Speaking about the trend with Green Queen, co-founder and CEO of Eat Just Josh Tetrick said: “The move toward plant-based proteins is here to stay and the impact of COVID-19, climate change and food insecurity has accelerated the pace of change faster than any of us could have predicted.”

We’re seeing more opportunities for collaboration and innovation from an increasing number of food producers and potential partners in China and across Asia. China, in particular, will account for a large percentage of our future growth because consumer demand there is being driven by a desire for healthier, safer and more sustainable food products — both for the individual and collective benefit.

Josh Tetrick, Co-Founder & CEO of Eat Just, Inc.

The growing plant-based demand in China can also be reflected in Eat Just’s sales in the country too. Since the pandemic hit, the company has reported a 40% surge in the sales of its plant-based egg on the country’s biggest e-commerce platforms including JD and Tmall, and the brand’s online store traffic has jumped significantly. 

“We’re seeing more opportunities for collaboration and innovation from an increasing number of food producers and potential partners in China and across Asia. China, in particular, will account for a large percentage of our future growth because consumer demand there is being driven by a desire for healthier, safer and more sustainable food products — both for the individual and collective benefit.”

Earlier this year in August, Tetrick revealed that the company is planning to go public after it reaches operational profitability, which is the aim for the end of next year. Since its inception in 2011, Eat Just has sold the plant-based equivalent of over 50 million eggs – an achievement that translates to saving 7.5 million kilograms of carbon dioxide, 1.9 billion gallons of water and 3,000 acres of land. 

All images courtesy of Eat Just, Inc.