“Had we been fearful of failure in those early days, we would not have found momentum as quickly as we did.”
– Jason Burke, Founder, CEO, The New Primal
In 2009, Jason Burke embarked on a journey to improve his physical health. Unable to find anything that met his high standards for whole food, he soon began preparing grass-fed beef jerky at home. A few years later, he left his corporate job and The New Primal company was born.
The company expanded its product set in 2016 and began offering a single-serve meat stick prepared with the allergen-friendly whole ingredients and responsibly raised meat. The company sold more than one million of these meat sticks last year.
During the course of his entrepreneurial journey, Jason has learned a number of important lessons.
Understand the Market
First and foremost, you must understand the market and truly value the customers. Jason’s company is built on integrity, transparency, and honesty. It aims to help people make better food choices. The company, devoted to the requirements of its consumers, is always looking for ways to make clean eating easier while keeping the flavors tasty.
Jason believes that if you want to convince consumers to make better food choices, those healthier alternatives still have to taste delicious. According to Jason, “We have always made items in which we find delicious utility and we never make something that we, ourselves, wouldn’t eat on a regular basis.”
On how his company competes with much bigger competitors, he further adds, “We listen to our customers and can pivot, innovate, and iterate at a pace unavailable to the big guys.”
Never Fear Failure
Jason has never been scared to fail. Right from the start, Jason and his team have been operating with oodles of enthusiasm. They have an unwavering focus on what their customers want, proactively seeking market feedback and using that as their guide dog. Jason recalls, “Our first-ever meeting with a retailer was in 2013 at the headquarters for Publix supermarkets. We’d never been in a confab of that magnitude, and, looking back, we did EVERYTHING wrong.”
Jason’s company, however, had a unique product that no one else offered. Consequently, the grocery powerhouse gave them a shot to prove themselves in a couple of hundred of their stores.
The experience taught Jason several valuable lessons. Among them was the need to resist feeling unworthy or intimidated.
The New Primal has been on a mission to help people stay on track with their nutrition goals and contributing to a positive global change in public health, animal welfare, and agricultural practice. It has been an incredible journey for Jason, and he hopes to carry on in the same vein.
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