P‟Nui Sukawat: Sister of Krit Sukawat and a student at Chulalongkorn University Demonstration Secondary School. She assists the management team with administrative tasks. Advisors: Dr. Champ Sirote (5-Star Chef), Dr. Sukanya Sukawat (Food Scientist), Dr. Pornchai Mongkolsri (Marketing Professor)

1. By Montecore Snack Co., Ltd.
AN INTRODUCTION TO MONTECORE SNACKS
CO., LTD. AND HIGHLANDS JERKY

2. Section 1
The Product

3. History Of Jerky
Origins of Jerky
 Comes from the Incan
word “Charqui”
meaning “dried meat”.
 Essential source of
nutrition for explorers
of North America.
 Popular American
snack.
Photo property of Montecore Snacks – Anan Sukumpanumet

4. Introduction to Highlands Jerky
Definition/Attributes Nutrition
 jer·ky [jur-kee].
meat, especially beef, that has been cut
in strips and preserved by drying in the
sun; jerked meat. –Dictionary.com
 Product Category:
RTE (Ready-To-Eat)-
http://www.fsis.usda.gov/regulations/Compliance_Guides_Index/index.asp
Highlands Jerky Attributes:
 A high protein snack.
 Oven-baked (dried), not fried.
 Low in carbohydrate.
 A good source of vitamin B.
 A low fat snack.
Nutrition Fact for Montecore Jerky. Tested by ALS
Laboratories

5. Highlands Jerky - The Recipe
Highlands Jerky Recipe: Was originally developed by Krit Sukawat who later
collaborated with a 5-Star chef, Champ Sirote, of Grand Hyatt Hotel (Bangkok)
producing a uniquely American taste while only using natural ingredients. This recipe
was later tested (bacteria and shelf life) and its production process was improved by
the Food Science Center of Kasetsart University. The result is a meat snack with a
water activity level under .69 that is naturally preserved to last well over six months.

6. Packaging
Packaging Specifications : Packaging Design:
-7 x 4 inch PET LL plastic pack. - Minimalist design with a hint of vintage.
-Thickness- 100 microns. - Thai and English text.
-Predominantly Texas Orange (burnt orange).
-Full color print.

7. Product: Highlands Jerky
 First commercial beef
jerky product to be
produced in a Thai FDA
approved facility.
 First commercial beef
jerky product to be
supported by the Board
of Investment ( B.O.I. )
Photo property of Montecore Snacks – Krit Sukawat

8. Section 2
MEAT SNACK MARKET

9. Meat Snacks Market in Thailand
Weaknesses of meat snacks in current Thai Market
 Small RTE meat snack
market.
 Mainly squid and pork.
 Short Shelf life.
 Mainly fried products.
 Products contain high
levels of fat.

10. Jerky Market - Insight
 Jerky has the largest market share in
the American meat snack market.
Estimated at 80 percent.
 Big U.S. Jerky Brands are beginning to
expand into Asian markets.
 Jerky Giant, Jack Link‟s can be found
in Europe, Japan, Singapore, Hong
Kong, USA, Canada, Middle
East, Korea.
 In Thailand , it is featured in TOPS
super market since September 2012 at
the price of 120 baht per 50 gram bag.

11. American Jerky Market - Insight
Market Size Major Brands
According to the Agricultural Marketing
Resource Center‟s website:
“Retail sales of meat snacks in
convenience stores reached $836
million in 2008. Convenience stores
account for more than 72% of sales
while grocery stores account for about
20%. The Nielsen Company estimates
that the total sale of meat snacks has
grown 65% since 2003 and has reached
about $1.2 billion in 2008”
(http://www.agmrc.org/commodities__product
s/livestock/beef/dried_beef_industry_profile.cf
m)

12. Future growth of Meat Snacks
 Meat snacks market will
grow with the presence
of Jerky.
 75-80% of the US meat
snack market comprises
of Jerky.
 Jerky presence in
Thailand along with
health conscious trend
will increase the size of
the jerky market.

13. Section 3
MARKETING STRATEGIES

14. Launch Event
Soft Launch Event at Sonic Ekamai- July 19, 2012

15. Social Media Marketing
Social Media Marketing Through Facebook
 We will link our events to our social media  Within the first week of launching our fan page – Our
activities, Keeping the Highlands Jerky experience close posts have reached more than 17,600 people and
and personal with our customers. We currently have had climbing. While almost a thousand people are talking
more than 360 “likes” on our page while our product has about our brand. Others have voiced their anticipation of
yet to reach the markets. ( Counterparts such as NK meat seeing our products in stores through post on our fan
and products- producer of Mr. Capp, has roughly 50 likes) page‟s wall.
– August 11th 2012

16. Athletic Sponsorship
 By sponsoring
athletes, we hope to tap
into one of our main
target markets.
 Athletes sponsored by
Highlands are all high
level athletes that
compete at the
international level.

17. Outings
Fairs and Festivals
We set up our booths at music
festivals which exposes the
brand to another one of our
target market; travelers. Since
jerky is very shelf stable, it is a
source of protein that can be
enjoyed anywhere.
Highlands also joins
international school fairs, which
are often events full of people
who are familiar with this
product category.

18. Section 4
The Company

19. THE COMPANY THAT BROUGHT YOU HIGHLANDS JERKY

20. Montecore Snacks Co., Ltd.
Company Profile
Montecore Snacks Co., Ltd. is a Thai owned
and operated American-style beef and pork jerky
manufacturer. Our jerky is produced under the brand
„Highlands Jerky‟. We aim to bring to the market the
largest imaginable range of dried meats processed in many
styles and flavors.
Our production facility, equipment, and
production process is inspected and approved by the Food
and Drug Administration of Thailand ensuring that our
product is always processed in both a safe and hygienic
manner. Our meat is washed with carbon and UV filtered
water and is dehydrated to have a water activity level(aw)
of less that .75 making it shelf stable for well over half a
year; satisfying the strictest of import requirements.
Traditionally, Jerky is sliced into thick pieces
of meat that produces a product that is tough and, as the
name suggests, “jerky”. Our R&D however have found out
that thinner strips of beef are more friendly to customers
who may have trouble chewing, such as those over 65
years of age. Our jerky therefore still retains the tradition
western taste of jerky but is easier to consume.

21. Montecore Production Facility
 Location : 211/226 MuangThong
2/2 Pattanakarn soi 61,
Pattanakarn road, Pravej,
Bangkok , 10250.
 Inspected and approved by the
Food and Drug Administration of
Thailand via SGS Thailand.
 Assistance from BOI approved.

22. Corporate Identity

23. Montecore Snacks Co., Ltd.
History-
 In 2011, 21 year-old Krit Sukawat, founder
and captain of the Chulalongkorn
University Rowing Team, was training his
team to compete in the 2012 Thailand
University Games. He wanted to create a
healthy snack that would not only re-
energize the team during practice sessions
but would also be a great source of protein
that would help aid muscle growth. He
developed a recipe for American-Style
beef Jerky that became an instant hit with
not only his rowing team, but also his
friends and family. Coming from a long
line of entrepreneurs, Krit Sukawat
decided to produce his Jerky
commercially giving rise to Highlands
Jerky.

24. Management Team
 Chief Executive Officer/ Product Manager: Krit  Chief Financial Officer: Thierrawat (Gym)
(Tone) Sukawat: Graduated with first class honors Jungprasert: Co-founder of the company and a law
from the Faculty of Communications Arts, Chulalongkorn student from the Faculty of Law, Chulalongkorn
University. He is the creator of the Highlands Jerky University. His expertise in law and business systems is
Recipe and co- founder of Montecore Snacks Co., Ltd. the main driving force of Montecore Snacks Co., Ltd.
 Chief Marketing Officer: Steven Avram: Graduated  Chief Operations Officer: Anan (Junior) Sukumpanumet:
from the Faculty of Communication Arts, Chulalongkorn A student at the Faculty of Communication
University. With a multicultural background, Steven Arts, Chulalongkorn University. He is the powerhouse of
Avram is an expert in people, languages and trends. He the management team. He is an expert in information
is the “creative genius” behind the unique Highlands organization and is the key player in the company‟s
Jerky Brand. business operations.