Product Innovation in NZ Beef - Jerky in over 1000 American Stores in just 18 months
Just 18 months after launching New Zealand Jerky in America this product innovation is now selling in over 1000 U.S.
stores, with plans to double that in the next 9 months Adding value to our primary produce to enter global markets makes
sense but being able to hold the retail space they hold in the US market after just 18 months makes this product
potentially one of our fastest “to US market” stories for a while
“The US FMCG (fast moving consumer goods) market is highly complex and has many online channels and over 38,000 physical
grocery outlets. A successful go-to-market plan therefore has many pieces to it – particularly how to get noticed
amongst 1000’s of competitors across categories.
New Zealand Jerky has been highly market-savvy to bring a very on-trend product to market, which capitalises on both
premium New Zealand branding as well as adding value to a well regarded US commodity like jerky. Although New Zealand
producers produce many premium products, the complexity of marketing and branding here can put many off. However it is
great to see movement towards value-add in the meat industry - with innovative startups like New Zealand Jerky starting
to make serious inroads into the US Market.” said Adam Bennett Trade Commissioner, USA
Co-founders Steve McKee, Laura Stewart and Chris Chandler, Kiwi professionals, were told by many that entering the US as
their very first international market was a risky and foolhardy idea.
It’s an expensive place to do business when many retail facings require payment to get on shelf with no guarantee of a
lasting space.
As well they found securing a national sales force was something that took them several goes at.
As a “green-fields” or newbie supplier there are not many brokers keen to take you on without runs on the board.
The startup has taken 2 years of full time unrelenting slog for the partners who added additional management stress by
ensuring their product passed full Non GMO project verification.
They can now claim their Jerky is unique because of this.
“It’s a damn hard game to enter, we’ve had to repeat each step in the process two or three times, it’s rare to get
anything right with just one shot “ said Steve McKee co-founder & CEO.
Having just successfully raised their latest round of finance from New Zealand investors the team now plans to focus on
investing in marketing & growth expansion in the US. They aim to ensure the conscious consumer (who cares about food quality & purity) learns of their product
And so far championing their product as the world’s very first Kiwi Non GMO, grass-fed beef, manuka wood-smoked Jerky
appears to be bang on with what the American Jerky consumer is looking for.
Another kiwi start-up to keep an eye on
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