• FILE - In this Dec. 3, 2013 file photo, Hampton Creek Foods CEO Josh Tetrick holds a species of yellow pea used to make Just Mayo, a plant-based mayonnaise, in San Francisco. The American Egg Board, which is responsible for the “Incredible, Edible Egg” slogan, waged a campaign to counter the rising popularity of Hampton Creek’s eggless Just Mayo spread, and even tried to stop it from being sold at Whole Foods, according to documents provided to The Associated Press. (AP Photo/Eric Risberg, File)

    FILE - In this Dec. 3, 2013 file photo, Hampton Creek Foods CEO Josh Tetrick holds a species of yellow pea used to make Just Mayo, a plant-based mayonnaise, in San Francisco. The American Egg Board, which is responsible for the “Incredible, Edible ... Egg” slogan, waged a campaign to counter the rising popularity of Hampton Creek’s eggless Just Mayo spread, and even tried to stop it from being sold at Whole Foods, according to documents provided to The Associated Press. (AP Photo/Eric Risberg, File) (The Associated Press)

  • FILE - In this Dec. 3, 2013 file photo, Hampton Creek Foods CEO Josh Tetrick bowl of a species of yellow pea used to make Just Mayo, a plant-based mayonnaise, in San Francisco. The American Egg Board, which is responsible for the “Incredible, Edible Egg” slogan, waged a campaign to counter the rising popularity of Hampton Creek’s eggless Just Mayo spread, and even tried to stop it from being sold at Whole Foods, according to documents provided to The Associated Press. (AP Photo/Eric Risberg, File)

    FILE - In this Dec. 3, 2013 file photo, Hampton Creek Foods CEO Josh Tetrick bowl of a species of yellow pea used to make Just Mayo, a plant-based mayonnaise, in San Francisco. The American Egg Board, which is responsible for the “Incredible, Edible ... Egg” slogan, waged a campaign to counter the rising popularity of Hampton Creek’s eggless Just Mayo spread, and even tried to stop it from being sold at Whole Foods, according to documents provided to The Associated Press. (AP Photo/Eric Risberg, File) (The Associated Press)

APNewsBreak: Egg group scrambled over eggless mayo maker, tried to halt sales at Whole Foods

Government And Institutions Associated Press

A California company that makes an eggless mayonnaise alternative has the U.S. egg industry scrambling.

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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 group felt about the startup and its CEO, Josh Tetrick, who has said he wants to make the food system more environmentally friendly.

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