Egg group scrambled over eggless mayo maker

NEW YORK (AP) - A California company that makes an eggless mayonnaise alternative has the U.S. egg industry scrambling.

The American Egg Board, which is responsible for the "Incredible, Edible Egg" slogan, waged a campaign to counter the emergence of Hampton Creek's Just Mayo spread, and even tried to prevent its sale at Whole Foods grocery stores, according to documents provided to The Associated Press.

The documents offer a sometimes comic glimpse into the alarm the egg group felt about the startup and its CEO, Josh Tetrick, who has said he wants to make the food system more environmentally friendly by replacing the eggs in an array of foods with plant-based alternatives.

"You want me to contact some of my old buddies in Brooklyn to pay Mr. Tetrick a visit?" one egg board executive wrote to another, presumably in jest.

Publicly, the American Egg Board has sought to downplay Hampton Creek as just another egg substitute and has avoided referring to it by name. But emails showed the board was troubled by the media attention being showered on Hampton Creek, which counts Microsoft co-founder Bill Gates as an indirect investor through Khosla Ventures.

At one point, the egg board commissioned a public relations campaign called "Beyond Eggs Outreach" - a reference to Hampton Creek's previous name. The effort spanned three months and included paying bloggers to tout the benefits of real eggs.

Even lighthearted provocations seemed to cause consternation.

In late 2013, a representative for the PR firm Edelman alerted board executives that Hampton Creek had "just engaged with us directly on Twitter" to challenge it to a bakeoff. The representative advised the board to keep close tabs on reactions to the post - but not to respond.

That was in line with previous advice from an Edelman executive, who compared the situation to a political campaign, where real eggs are the incumbent or "800 lb. gorilla" and Hampton Creek is the insurgent. He said engaging would help legitimize Hampton Creek.