IN MARKET GROWING DEMAND JIM’S JERKY SINKS TEETH INTO NEW MARKETS “However, consumers are “This project looked becoming more discerning at new ways for and want alternatives to sugary, high‑carbohydrate consumers to snacks – they want healthy, engage with beef tasty products backed by quality and provenance.” and reinforced that This is where a premium beef isn’t a one‑trick Australian red meat pony – it’s a great product can tick the product that can be boxes, domestically and internationally. eaten in many ways,” “Australia has the world’s best Emily said. red meat production systems, and we aim to let the core MLA’s Japan team also ingredient – beef – shine. helped Jim’s Jerky connect The man behind the brand: Jim Tanner with his daughter, We only use quality topside with a Japanese company Jim’s Jerky CEO Emily Pullen. and don’t cheapen it with to map the sensory profiles Photo: Wayne Davis sugar and preservatives,” (umami, bitterness, saltiness, Emily said. sourness, sweetness) CA home‑grown beef jerky company is stakinga claim in the rise of snacking.hips, lollies and chocolate – move over.positioned to take advantageRed meat is also wellof current Asian meatsnacks and Jim’s Jerky’sconcept product. of the growing protein Queensland‑based Jim’s Executive Officer Emily snack market and deliver The research showed red Jerky partnered with MLA Pullen recalls how important on consumers’ health and meat must compete with all Donor Company (MDC) to this was to her parents. wellbeing requirements. snack foods (not just other test the market for red meat “They bred Droughtmaster proteins), as it’s increasingly snack foods in Japan and “A red meat product like beef common for consumers South‑East Asia, where cattle for 20 years and were jerky is a ‘better‑for‑you’ committed to producing to eat by occasion, not consumers already have an snack, as it contains the by product. Therefore, quality beef, so Jim saw essential nutrients of appetite for dried fish, pork the opportunity to continue innovative Australian red and duck. protein, iron and zinc,” meat snacks are needed working with red meat in Emily said. Jim’s Jerky is the brainchild a way that maintained the to grow the overall market of Jim and Cathie Tanner, integrity of a great raw Market opportunity share of red meat. central Queensland cattle product,” she said. The MDC co‑funded project Emily is the 2019 Beef producers who became beef Fast forward 15 years, and revealed the Asian snacking Industry Rising Champion of value‑adders when they Jim’s Jerky has grown from market is established and Cattle Council of Australia purchased a Darling Downs producing just 12kg of beef consumers are familiar (CCA), a role that includes butcher shop in 2004. jerky in the first month to with meat‑based snacks. the chance to sit in on selling jerky, biltong and Countries such as Japan CCA’s marketing, market The previous owner made are already a key market access and trade committee. biltong (a South African beerstick (dried sausage) for Australian beef, and dried beef snack with a beyond its own retail She said this opportunity and online outlets. The consumers recognise builds on her experience higher moisture content Aussie beef as a quality with beef production and than traditional jerky) and products have been sold in product backed by safe when Jim tasted it, he had Woolworths in Queensland value‑adding by giving her from 2017 as well as national production systems. a better understanding of a revelation. industry policy. ■ independent grocery, liquor, These two factors It was the first time he’d convenience and fuel outlets. combine to create an tried a jerky that captured opportunity for protein Emily Pullen the taste and quality of beef,“Snack foods tend to be an snacks such as beef jerky, E: emily@jimsjerky. unlike other products which impulse buy, such as when as well as new red meat you’re paying for fuel and com.au he felt were over‑processed. you see a packet of chips products – something Jim’s jimsjerky.com.au Jim and Cathie’s daughter and think ‘I feel like that’,”Jerky is now exploring. and company Chief Emily said. 41