Inside Silicon Valley’s Mayo Marketing Madness - The war on eggs started back in the ’70s, not with the company formerly known as Hampton Creek, but with a little cafe-grocery store in Los Angeles.
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In 2013, the San Francisco–based startup Hampton Creek, today known as Eat Just, launched its first product—an eggless, plant-based mayo. The press release claimed it was “the world's first food product to utilize a plant protein that consistently outperforms an animal protein.” This, even though soybeans had been mined for their functional capabilities in foods—for both animal feed and human nutrition—as far back as 1940. Regardless, journalists went wild. It was like people had never seen a condiment before. The Guardian wrote that founder Josh Tetrick wanted to “disrupt the world food industry by replacing eggs with plants.” CBS News noted that the startup “tried 300 different kinds of plants'' before hitting on the formula for this eggless mayonnaise.
Bob Goldberg, cofounder and CEO of Follow Your Heart, used it on everything. He called it his “secret ingredient.” The creamy white spread was so crucial to the café’s success that Goldberg estimates that at one point the café had purchased about 40,000 pounds of the stuff. But Goldberg began hearing a rumor that there were eggs in this supposedly eggless mayo. He reached out to Patton, the owner of lecinaise, who assured him that it was egg-, preservative-, and sugar-free. Patton even sent Goldberg a letter verifying the accuracy of his label. Goldberg was reassured. The California Department of Food and Agriculture was not. In the dark of night, the agency raided Patton’s Lecinaise facilities and found workers soaking the labels off regular mayonnaise to use and sell under the Lecinaise brand name. (Patton was tried and convicted of fraud, earning a 30-day jail term and a fine of $18,500.) Goldberg was floored. Not only did his secret ingredient have eggs, but it was also full of sugar and preservatives. His popular whole wheat sandwiches would become dry husks. So Goldberg looked to other manufacturers for help. “They all insisted that there was no way to make mayo without eggs,” he says.
And.... so it started...
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https://www.wired.com/story/inside-s...=pocket-newtab