Eat Just Inc.: Food tech and cultured meat for a new food system

Eat Just Inc. was potentially one of the most disruptive companies at Silicon Valley. Their goal was to revolutionize food production, by producing nutritious and planet friendly food, with exceptional taste. Under the leadership of Josh Tetrick, the founder, Eat Just Inc. was preparing in 2019 the launch of Just Meat: cultured meat made from stem cells. Would it be accepted by consumers? Would Eat Just manage to reduce production costs and reach commercial viability? What were the right production, communication, branding and sales strategies? How to build a sustainable competitive advantage in a growing ecosystem of food-tech start-ups that also promised a food revolution?