KRAVE Jerky: It's thyme for some chardonnay...
One exhibitor who understands that fancy foods should be, well, a bit fancy, is KRAVE, which is on a mission to transform jerky from a leathery snack of last resort at the gas station to a high-end gourmet treat.
KRAVE is the brainchild of former Sonoma vintner Jon Sebastiani, who is convinced premium jerky is every bit as enticing as good wine, and has even added chardonnay to his latest product line - an exclusive for Whole Foods - to prove it.
Preserved with sea salt and celery powder, and with flavors including Basil Citrus Turkey; Garlic Chili Pepper Beef; and Black Cherry Barbecue Pork; KRAVE Jerky has a shelf-life of less than a year versus the standard of nearly two years, and is made with whole muscle meat instead of meat scraps.
Marinated for 48 hours and baked, it remains moist and tender, and is targeted at “non-jerky users” (health-seeking snackers, women and “Moms that want to feel good about buying jerky” rather than truckers).
And the strategy is working. Just three years after launch, Sebastiani has secured listings at thousands of natural retailers, drugstores, mass grocery and club stores, airlines, posh hotels, gyms, wine stores and the staff cafes at Google, Twitter and Microsoft.
The new line for Whole Foods is the first jerky certified to the Global Animal Partnership's (GAP) welfare rating standards, and comes in flavors including Chardonnay Thyme and Cabernet Rosemary.
Click HERE to read our interview with Jon Sebastiani.