Additionally, although we try to not go to the same source more than once per day sometimes that's just the way they queue up.
A Silicon Valley CEO aims to prove you can crack an entire market without breaking a single egg
It only took five years for vegan mayonnaise to disrupt the condiments aisle, where it can now be found alongside stalwart brands such as Kraft and Hellmann’s. And even as the company behind that disruption looks to continue a shakeup, it’s also launching into new territory, one that’s far more behind the scenes.
Hampton Creek is the Silicon Valley-based food company that in five years rattled the grocery-shelf status quo—an example of how quickly it can happen. Now its CEO, Josh Tetrick, wants to be an essential supplier of ingredients to the most-mammoth food companies on the planet, for use in potentially hundreds of their products.
“We’ve begun the process of establishing relationships with some of the biggest food-manufacturing companies around the world to use in their systems,” Tetrick tells Quartz, emphasizing his desire for the company’s ingredients to become ubiquitous.
He wouldn’t name all the major manufacturers with which he’s hoping to forge partnerships, but did say General Mills was one of them. The multibillion global food company is using Hampton Creek ingredients in some of its baked goods.
Tetrick’s company has proven its mettle in the baked-good category already. It claims to be the first and third most popular cookie doughs in one of three major retailers. It made the claim citing data from IRI, a firm that tracks sales of consumer goods. The company did not name the retail chain.
Such success has been possible because Hampton Creek has managed to creep into major retail outlets.Earlier from Quartz:
“People who are shopping at Walmart, who are shopping at Target or at the Dollar Tree—they are buying our products more today than they were yesterday,” Tetrick says.
Of course, despite overall success, Hampton Creek has also experienced its own set of growing pains. In 2015, Tetrick did battle with and won a bitter fight with the US egg industry, which saw the company’s vegan mayonnaise product as a threat to traditional mayonnaise (of which eggs are a primary ingredient). The company was briefly under investigation by the US Securities and Exchange Commission over dubious product buybacks from retailers (that investigation was dropped). And this month Tetrick fired three top executives after an attempted coup.
In addition to those speed bumps, the company is figuring out exactly how it wants to reach consumers, including hammering out a marketing strategy. That sort of change is most clear in a recent redesign of its product packaging and website. A shopper wouldn’t know Hampton Creek is actually Hampton Creek anymore by casually scanning the grocery shelves, or even looking at the company site. All the marketing refers to the company as “just.” The new product packaging has relegated the official name of the company to small print, emphasizing the “just.” on bottles of “Just. Mayo,” and “Just. Ranch,” and “Just. Sweet mustard,” among others....MORE
"China is producing way more pork than it actually wants to eat"
We've been snarking at Hampton Creek for years:
Hampton Creek (Just Mayo) Reports an Attempted Employee Coup
Hampton Creek: Remember All Our Vegetarian Talk? Never Mind
Bro Culture Apparently Works Best With An Unending Supply of Other People's Money: Hampton Creek Edition
Hampton Creek CEO Fires Top Execs After Fundraising Struggles
Food startup has raised $7 million toward a $150 million goal
CEO said to terminate chiefs of finance, operations and HR
“Fake it till you make it”: The Dark Side of Bro Culture In Silicon Valley
August 26, 2016
"Hampton Creek Faces U.S. Criminal Probe Over Mayo Buybacks"
This thing has always had a whiff of Frat-boys-do-create-a-corp. about it.
August 4, 2016
"Just Mayo" Guys, Hampton Creek, Used Investor Money To Buy Its Own Product Off Store Shelves
Stay classy bro....
Silicon Valley's Favorite Futuristic Food Company, Hampton Creek, May Be A Bit Fraudy