Now’s probably a good time to say “goodbye” to eggs. With prices for eggs soaring nationwide, NYC bodegas are offering a twist on the staple breakfast sandwich synonymous with NYC — the BEC — (and other sandwiches) sans chicken eggs. For the uninitiated, that’s the bacon, egg and cheese. And, despite my desire to say “B-E-C” it’s pronounced beck, like the singer.
If you’ve stepped into a bodega lately, you’ve probably noticed egg prices have skyrocketed. Some bodegas made the news when they resorted to selling single “loosie” eggs just to help customers who can’t afford full cartons. Others have added surcharges to popular breakfast items to make up for rising costs.
But, the “Bird Flu Bailout” offers a new solution — plant-based egg alternatives that don’t rely on factory farming. Just Egg, the leading plant-based egg brand, has seen a spike in demand as customers look for alternatives. And, who can blame them with prices being what they are?
More than 50 independent bodegas across NYC are participating in the bailout which gives any customer ordering a plant-based breakfast sandwich at participating bodegas a $2 off coupon for JUST Egg products to use at home (while supplies last).
Plantega’s Mission to Keep NYC Fed
The Bird Flu Bailout is powered by Plantega, a NYC-based company on a mission to make plant-based food more accessible across the city’s bodegas. Since 2020, Plantega has been introducing 100 percent plant-based menu options to independent corner stores, showing folks that they’re not missing anything by skipping the animal products in their food.
“In response to the rising cost of eggs due to ongoing shortages, we saw an opportunity to support our partner bodegas while showcasing the delicious, sustainable options available with Just Egg,” says Nil Zacharias, founder and CEO of Plantega. “With the Bird Flu Bailout initiative, we’re not only helping communities access plant-based alternatives but also driving awareness around the future of food — a unique opportunity for our two brands to come together in a creative and compelling way.”
For bodega owners, it’s also about keeping customers happy—and full.
“Folks are coming in and seeing egg prices twice as high as they used to be,” says Sal Nagi, owner of Hungry and Healthy, one of the participating bodegas. “This is a great way for us to introduce people to these better-for-you, plant-based options, like Just Egg. I honestly don’t think anyone can tell the difference.”
A Defining Moment for Plant-Based Eggs
For Just Egg, the Bird Flu Bailout represents more than just a creative promotion. It’s an opportunity to bring plant-based eggs to the mainstream.
“This is the most important moment in our company’s history,” says Joshua Tetrick, CEO and co-founder of Eat Just, the company behind Just Egg. “Millions of Americans are seeing there’s an egg from a plant for the first time —from bodegas across New York City to convenience stores in Pennsylvania to rural breakfast spots in North Carolina. We’ve always believed Just Egg is a product for everyone, and this moment proves it.”
You can find JUST Egg (scramble and folded) at major retailers nationwide. Since the first JUST Egg product launched, the company has sold more than 500 million “eggs”.
Free Sandwiches
Want a free taste? Join the launch event on Thursday, March 20 outside Hungry and Healthy (163 W 72nd St.) from 11 a.m. – noon, where Just Egg breakfast sandwiches will be given out to the public.
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