There’s something here

February 2023.

When I tell them, most people think I’m crazy.

They don’t really understand why I’m spending some much time making beef jerky. And to be honest, I’m not sure either. It’s just something that got to me. It’s hard explaining how, or why. I feel the need to know more, maybe rationalize.

What is beef jerky ? Why didn’t I hear about it before ? Where does it come from ?

I learn. Beef jerky is dried beef. It has been made for centuries by tribes all over the world. First as a way to preserve meat. Later it became a popular snack in North America, when it got associated with cowboys. At it’s core; it’s a low-fat, protein-rich, convenient on-the-go snack. It’s still very niche in Europe despite the popularity on other continents.

My intuition tells me there’s something here. I feel like there’s an upward trend for snacking on-the-go and eating more proteins. Then why isn’t this popular here, in Europe ? My belief is that it’s because it hasn’t been properly marketed to Europeans yet.

The industrial beef jerky commonly found around here doesn’t cut it for us Europeans.

We want a clean, natural beef jerky, made using local beef. With an awesome taste. The fact that we can’t find that easily is exactly what triggered me to make my own in the first place.

I felt the mission I began as a hobby a few weeks ago now also made sense from a business perspective.

Sharing more tomorrow.