When it comes to overall health and wellness, we all have those moments that make us stop and really take a look at where we are and what lifestyle changes we need to make. For Jason Burke, the founder and CEO of The New Primal, the moment came when his family faced significant health issues.
Jason Burke's entrepreneurial journey began in his early days, growing up in Section 8 housing in Tampa, Florida. In middle school, he was given an opportunity to go to a better school in the most affluent part of the district. While his classmates enjoyed a more privileged lifestyle, Jason lived a different reality, shuttling between the lavishness of school and the simplicity of his home. This stark contrast fueled his determination for a better life.
Instead of diving into typical extracurricular activities, Jason took a different route. He skipped sports and social clubs to kickstart his own lawn business. His goal? Making money to buy himself a car and help his family. Throughout high school and college, Jason stayed true to his entrepreneurial spirit, driven by the desire for financial independence.
However, a pivotal moment arrived when both of Jason's parents faced health adversities, with his mother diagnosed with cancer and his father with heart disease within a short span. Witnessing firsthand how lifestyle choices affected their health propelled Jason to prioritize a healthier way of living. Seeking guidance from his mother's doctor, he learned about the significance of a clean diet and regular exercise in enhancing overall well-being.
This advice became the foundation of Jason's journey into nutrition. He delved into understanding food labels, learned about inflammation triggers, and discovered the positive and negative aspects of different foods. With this knowledge, Jason not only transformed his eating habits but also found joy in cooking, considering it more than just a chore.
Determined to stay away from sugary snacks, Jason looked for healthier alternatives, leading him to craft homemade beef jerky as a nutritious, high-protein substitute. What started as a personal strategy to curb his sugar cravings soon blossomed into a snack that had his friends and colleagues asking for more.
The widespread demand for his homemade grass-fed beef jerky inadvertently laid the foundation for a business idea that would ultimately redefine healthy snacking. During the initial phases, Jason encountered a significant learning curve while familiarizing himself with food production methods, packaging prerequisites, and the rigorous standards enforced by regulatory authorities.
Seeking to introduce his homemade beef jerky to a wider audience, Jason aimed to participate in a local farmers market in Charleston, renowned for showcasing artisans and food entrepreneurs. However, gaining entry into this highly sought-after market involved undergoing an audition process. The New Primal faced disappointment initially when they were informed that there was no available space for their offerings at the market.
Undaunted by the rejection, Jason pursued opportunities within brick-and-mortar retail spaces. This strategic shift yielded a significant breakthrough when Publix, a prominent regional grocery chain in the Southeast, recognized the potential of The New Primal's products.
During a crucial meeting, Publix not only embraced the concept but also solidified a deal that placed two of The New Primal's offerings in 300 stores. This transformative partnership was pivotal, steering The New Primal toward a trajectory of accelerated growth and granting wider consumer access to its products.
Shortly after, the company received an invitation from Whole Foods, renowned for its emphasis on clean, health-conscious retail. Despite not yet securing national distribution, The New Primal was able to introduce three marinades nationwide at Whole Foods. Whole Foods' decision to collaborate with The New Primal served as a validation of the brand's credibility and its alignment with the retailer's dedication to offering consumers clean and high-quality products.
Over a span of three years, the partnership led to innovation, resulting in the introduction of 33 additional products! This expansion was unprecedented, significantly bolstering the company's presence and diversifying its offerings in the market.
However, the company encountered significant challenges on its path forward. Established legacy brands held a substantial advantage. These established giants had the advantage of massive advertising campaigns during an era where TV commercials held significant sway, shaping consumer perceptions and conditioning preferences.
Unlike conventional items, which weren't mandated to disclose sourcing, ingredients, or production methods, brands like The New Primal bore the responsibility of offering comprehensive information about their products. The emphasis on transparency, sourcing, and quality often led to additional layers of regulatory requirements, necessitating exhaustive verification of claims regarding the product's origins, ingredients, and manufacturing processes.
The company's evolution mirrors the spirit of an underdog, persistently challenging the status quo in an industry dominated by legacy brands with extensive histories. Despite facing initial rejections and navigating a steep learning curve in food manufacturing and regulations, The New Primal pivoted, seizing opportunities.
Looking ahead, The New Primal aspires to continue its trajectory as an innovator in healthier snacking, aiming to redefine the landscape of food choices. The company remains dedicated to its mission, fostering trust and transparency and providing nutritious, clean-label products that resonate with the evolving preferences of health-conscious consumers. For more information, visit thenewprimal.com and shopnoblemade.com.
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