Reuters citing various food-interest publications reported that Josh Tetrick the CEO of Eat Just Inc. is considering an IPO.  Obviously stimulated by the July 31st debut of Vital Farms, Tetrick seized the opportunity to capitalize on demand for vegetable-based protein. EGG-NEWS previosly commented on the surge in promotion articles extolling the business accumen of Tetrick and questioned the value of his egg substitute. The appearance of adulatory articles relating to his company are interpreted as “setting bait” for  private venture capital investors although he now is suggesting an IPO. As a lawyer he should realise the scrutiny to which he and his Company will be subjected in the event of a filing.

Josh Tetrick Founder of JUST

Over the past decade Tetrick has made unsubstantiated claims of imminent production of cell-cultured meat, his intention of displacing the entire shell egg industry and extensive market demand for mayonnaise and other products throught  the various iterations of his company. The past history of Tetrick and his companies can be retrieved from the web or by entering “Tetrick” or “Just” in the search feature of this website. 

His major product appears to be an ersatz egg substitute extracted from mung beans imported from East Africa and Asia. Industry observers suggest that sales of Just Egg liquid product through the first six months of 2020 have not exceeded $7 million with approximately a million units sold, representing a retail price of $7 per pack.  Unfortunately prices have not been verified since despite visits to numerous supermarkets neither Just Egg liquid nor Just Mayonnaise were available for review.

A significant comment by Tetrick is that he hopes to “hit operating profitability sometime before the end of 2021.”  Operating profit and net profit can be widely different especially with start-ups” that burn capital on R&D and G,A&S at a prodigious rate. In the event of an intended IPO filing analysts and underwriters will naturally look at market growth and profitability, along with other parameters including “character” as used to evaluate an enterprise. It is doubtful that Tetrick would care for the questions and disclosure associated with an IPO.

For the record, Vital Farms (VITL) priced at $22 and by close of trading on July 31st rose to $34.  VITL peaked at $43.30 and closed at $35.87 on August 20th.  Analysts consider the share to be  “overpriced”. Vital Farms has a market capitalization of $1.41 billion.  In contrast, Cal-Maine Foods, the largest egg producer in the world, has a market capitalization of $2.04 billion and has traded in a 52-week range of $30.74 to $46.66 with a 50-day moving average of $44.55.