The Associated Press contacted me about this egg story and I wanted to expand on this a little more to give you some back story. As I reflected on it, I was reminded of an important lesson for all of us in real corporate transparency.
The reminder here is that transparency is a complete commitment in all aspects of a product…at all levels. The point being, it is important for the entire story of the supply chain to be told from the creation, through to the packaging and finally to the shelf.
For example – and without judging in any way – if algae can feed the planet with protein, but is derived from a GMO, then let people know about it. Don’t hide it or risk derailing your real cause of feeding the world with plant-based protein when someone calls you out because you didn’t let people know how the algae was bred.
In a meeting in Chicago years ago with several members of the American Egg Board, they asked my opinion of the Hampton Creek Mayo product. I looked at the jar, noticing the front label had an image of an egg on it and read “Mayo.” I immediately said if their objective is an eggless, plant-based spread, they should celebrate the fact that the product has no eggs. And they should definitely not have an egg and the word “Mayo” on the label.
I’m a big fan of plant-based alternatives and you will find them in my refrigerator, the most prominent being Veganaise. That name tells me exactly what it is…a veggie-based spread, because – as Wikipedia notes – “Mayonnaise is egg-based.”
So I said my opinion was that having a label with the word “Mayo” and the image of an egg was not as transparent as I would like them to be, even though the egg has a small plant in it. That was – and is – my position, because when it comes to transparency on cause-based programs, I feel strongly that your “True North” must be completely transparent.
This article also reminded me of the respect I have for Whole Foods as a gatekeeper when it comes to these issues of transparency. In fact, I don’t think anyone is better at transparency, so I was curious what Whole Foods thought about the “Just Mayo” front label.
I asked some friends at Whole Foods their opinion of the label and I got the answer I would expect from them. They said that they had picked it up to offer an eggless mayonnaise in their deli, but didn’t sell it retail, so the label didn’t matter to them. So I say “Hooray for Whole Foods.” They are still a gatekeeper for honesty in food.
I will continue on an upward quest for transparency.
— Anthony
