// startup autopsy
Hampton Creek
Plant-based mayo unicorn — caught buying its own product off shelves
fraudFraud Explosion
Sudden collapse triggered by fraud exposure · Fatal mistake: Hired contractors to secretly buy products off retail shelves to inflate sales data reported to investors — creating systematic deception to maintain unicorn narrative
| Founded | 2011 |
|---|---|
| Closed | 2017 |
| Country | USA |
| Sector | Foodtech |
| Raised | 220 |
| Founder | Josh Tetrick |
80%
65%
Key Events Timeline
2011-01
FOUNDING
Founded by Josh Tetrick in San Francisco to replace eggs with plants
2013-06
FUNDING
Raises $30M from Li Ka-shing, Khosla Ventures, Bill Gates
2014-06
PRODUCT LAUNCH
Just Mayo launches in Whole Foods, becomes genuine consumer hit
2015-06
REGULATORY ACTION
FDA orders name change; company valued at ~$1.1B; raises $90M
2016-06
PRODUCT LAUNCH
Bloomberg exposes buy-back scheme; SEC investigation launched; board members resign
2017-12
SHUTDOWN
Company rebrands to JUST Inc., pivots to cultured meat narrative
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