1. Northwest Bierhaus Jerky
and
Oregon Wine Country Jerky
Weekend Carnivores
Cameron Fifield, Nikola Vucinic, Luke Hayden, Evelyn Herendeen,
Ashley Strom, Donald Berkey, Charlie Spicer
2. Research
Sources include:
Information Resources Inc.
IBIS world “Meat jerky production in the US” November 2014
http://www.garywest.com/Jerky-Jubilee/products/1032/
http://www.tcsjerky.com/
http://shurkyjurky.tumblr.com/post/119027053731/the-split-wanna-go-halfsies-on-
some-sj-girlboss
http://www.shurkyjurky.com/
http://www.bendjerky.com/
http://www.southbeachfishmarket.com/smokedproducts.html
http://whitescountrymeats.com/jerky/
Primary research: 50 face-to-face interviews
3. Dried meat is a traditional source of protein
Consumers ages 35-44 are the main market for jerky.
Traditionally jerky tends to be viewed unhealthy
Artificial flavors
Preservatives
Sodium overload.
Insights
Source: Information Resources
Source: IBIS world “Meat jerky production in the US” November 2014
4. From our interviewees
95% associated Oregon with:
Greenery Forests Trees
Nature Mountains Outdoors
Most consider jerky as:
Convenient
Reliable
A staple go-to snack
Would give as a gift
Primary Findings
5. Most consumers don’t know there is a difference
They’re unaware jerky has a “Premium” category
Need to be made aware that our jerky is “Craft”
Business Problems
6. Reach out more to foodies
Seek new taste experiences and exotic flavor combinations.
Willing to pay for products they perceive being “quality”.
Business Problems
7. Obstacle
The packaging and the label should be changed to reflect a product that
is in more of a gourmet caliber.
8. Guiding Insight
Northwest Bierhaus Jerky and Oregon Wine Country Jerky
is a high end gourmet food that is the perfect accompaniment
to beer, wine, and a sense of adventure.
23. Summary
Your great product just needs recognition
The Sophisticated Lumberjack is recognizable icon
Will help build awareness
Will generate curiosity
