Just, the US-based alternative protein business, has linked up with venture accelerator specialist Brinc.

The CEOs of Just and Brinc shared the news at the Food’s Future Summit in Hong Kong, saying their new platform Made Just – and an underlying accelerator – will concentrate on Asia.

Hong Kong and China-based Brinc and San Francisco’s Just – formerly called Hampton Creek – said the accelerator is “a first-of-its-kind approach to bring sustainable and functional tools from the plant and animal kingdoms to the world’s brightest entrepreneurs”.

Brinc will invest more than HKD500,000 (US$64,000) a year in each of ten teams taking part in its Food Technology Accelerator. 

The team will “gain access to a pipeline of discoveries from Just” via the Made Just platform. Just is behind alternative meat and dairy products such as Just Mayo. Just Ranch and Just Scramble. It said the plan is to share knowledge by bringing “sustainable and functional tools from the plant and animal kingdoms to the world’s brightest entrepreneurs”. 

Just – which launched its plant-based Just Egg product in Hong Kong at the start of the year – and Brinc said the programme will extend value beyond cash with access to learning platforms, mentor networks, follow-on funds, service arms and access to the Chinese market.

Those participating in the scheme will be able to develop prototypes and new products by tapping into elements of Just’s toolkit, comprised of raw materials and proprietary data from the plant and animal kingdoms. Finished goods resulting from the collaboration will display a “Made Just” logo.

Josh Tetrick, CEO and co-founder of Just, said: “We’re thrilled to partner with Brinc to help grow a new crop of food founders in the world’s most populous region: Asia. 

“The task of building a more sustainable food system is so enormous that it requires the energies of a generation. Working with mission-driven partners who share our goal of facilitating large-scale, permanent adoption of healthy and more sustainable food is the only way we succeed.”

Manav Gupta, CEO and founder of Brinc. Said: “Delicious, high-quality, affordable food options that don’t require animal ingredients will transform the world and we’re excited to continue Brinc’s philosophy of changing the way we feel, move, live and eat while making a larger, lasting impact on the environment and ourselves.”

Read just-food’s guide Hatching new ideas – Big Food’s incubator and accelerator programmes