When looking to shake things up, some people turn to brains. Others, to brawn. Jason Burke turns to beef…jerky.
Challenging convention seems like no small order, but Jason thinks it’s possible with just a two-ounce serving of beef jerky from his company The New Primal.
Of course, it’s not just any beef jerky. Jason only uses grass-fed, grass-finished beef sourced from the Pacific Northwest. It’s hand sliced and marinated in a mixture of all-natural ingredients that took Jason about two years to perfect. You won’t find preservatives, additives or MSG in this jerky.
Don’t understand Jason’s beef with conventional convenience store beef jerky? Go pick up a package, read the label, and get back to him.
“Anyone who makes the decision to be creative and then assumes the risk of taking that creation and setting it at the feet of the public is inviting scrutiny,” explains Jason. “We’ve made the decision to go in and clean up one of the top three dirtiest food items.”
Of course this means he’s jockeying for position with big name brands like Oberto and Links, which has challenged Jason nose to tip.
Starting a beef jerky company and returning beef jerky to its pure, former glory wasn’t something he ever planned to do with his life.
“I was on a mission to change my own eating habits,” he says. “I fell into this by accident.” Jason realized he “might have something here” when he was running six dehydrators at once in his home just to keep up with the demands of his friends.
(His wife complaining that their home constantly smelled like a barbecue joint may or may not have further prompted him to find a new space for his burgeoning beef jerky venture.)
Now, roughly two years later, Jason sees The New Primal and its jerky as a way to educate the masses on healthier options.
“The New Primal feeds my appetite for helping others change their relationship with food,” says Jason. “It’s hard to pay attention; we’re all looking for what’s quickest, easiest, fastest. Mind you, I make a product designed to fill this need,” he jokes.
But The New Primal isn’t just about making a buck. Jason truly believes that while he can’t change the fact that a lot of us “sit behind computers and phones all day,” he can advocate for playtime and being outside in the sunshine through the brand that he’s built. The New Primal isn’t just about making a healthy, high-quality product. It’s about encouraging others to live a healthy, high-quality lifestyle.
“We need sunshine and community,” he says.
And maybe some beef jerky.
Words by: Annabel Jones
Photography by: Mark Stetler