Although there are many consumers who are making the switch to a plant-based diet, JUST's Clean Meat aims to be an eco-friendly and economically sensible alternative to conventional meat. As JUST describes: "We think it’s unlikely that families in Alabama (or anywhere in the world) will consistently choose plant-based alternatives over chicken, beef, pork, and seafood." Since industrialized animal agriculture consumes tons of resources, JUST is developing clean meat and seafood alternatives made from cells.
The animal-free products that JUST is working on will require significantly less land, water and energy and produce much fewer emissions.
JUST has stated that is plans to introduce its first clean meat product to consumers by the end of 2018.