Key Learning's & Takeaways Most people surveyed are not regular jerky eaters – yet after tasting Krave will consider becoming regular users. Therefore figuring out how to get the product into the mouths of new customers is KEY. 2. Some/most people believe jerky is healthy - doesn't seem to be a hot button. 3. Nutritional ingredients a key differentiator. Taste and texture seem to be a driver of quality perception and consumption. Flavor is the main driver. Focus channel roll-out to support these customer drivers.