Whole Foods Market

The egg industry launched a secret two-year war against a vegan mayonnaise competitor

The egg industry launched a secret two-year war against a vegan mayonnaise competitor

With its egg-free recipe, Just Mayo had become a darling of vegans, a hot investment for Silicon Valley venture capitalists and an avatar for alternatives to industrial agriculture.

But to the nation’s $7-billion egg industry, Just Mayo posed an existential crisis so serious that a federally supervised trade group launched a secret two-year campaign to thwart the San Francisco start-up that makes it.

The campaign against Beyond Eggs, the original name of company behind Just Mayo, included flirting with an offer from a consultant who bragged he could rid the product from Whole Foods’ shelves “with one phone...

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