Communication: What is your marketing strategy to inform the consumer about the benefits of plant-based products with the COVID-19 outbreak as a context?
Our marketing strategy has largely remained the same as it pertains to communicating the value of JUST Egg to consumers. We offer a product that is delicious, healthier and more sustainable than conventional animal-based proteins.
Understanding that people are now cooking and eating at home more than they are visiting restaurants, we have created original content featuring our in-house chefs that is informative and entertaining, and that people are enjoying.
Each episode of our Instagram TV (IGTV series, "JUST At Home,") highlights a simple recipe using ingredients that make the most of your kitchen pantry. The series encourages consumers to showcase their own creativity and demonstrates the versatility and functionality of JUST Egg.
To date, more than 120,000 people have viewed the videos on IGTV and we have shared the content across our other social channels. Keep in mind, these videos have been shot on our chefs' smartphones while we’re all practicing social distancing in an effort to keep our family, friends and neighbors safe and healthy!
We are also moving forward with plans to celebrate the 50th anniversary of Earth Day with a unique campaign that acknowledges that people are rightfully focused on the current crisis, but change often begins at times of great challenge.
Our Earth Every Day effort, which launches the day after Earth Day, emphasizes that the single biggest individual impact one can make for the planet is what you eat. You get three votes for the planet every day -- at breakfast, lunch, and dinner.
This campaign underscores that we're learning now, more than ever, about the interconnectedness of our planet and people and we want to continue to facilitate that important conversation among our consumers.
Operations: How are you prioritizing your resources and optimizing your workforce?
The supply chain for manufacturing of JUST Egg has not been impacted to date. Building a stable business infrastructure that can support long-term growth has been a major focus for the company for quite some time. That includes the international strategic partnerships that we announced earlier this spring.
While COVID-19 workplace restrictions cause delay in our research progress, we've made substantial strides in the first quarter of this year and have found ways to adjust to the current situation.