Epic Jerky, a brand synonymous with premium, grass-fed meat snacks, carved a unique niche in the crowded market. Its innovative approach to protein, focusing on ethically sourced ingredients and ancestral eating principles, resonated with health-conscious consumers and outdoor enthusiasts alike. But the story of Epic Jerky isn’t just about its product; it’s also about its acquisition. So, who ultimately bought this revolutionary snack company?
The Acquisition: General Mills Enters the Jerky Arena
The answer is General Mills. In January 2016, the multinational food giant announced its acquisition of Epic Provisions, the parent company of Epic Jerky. This move sent ripples through the natural foods industry, signaling a significant shift in how established corporations were viewing the burgeoning market for healthier, more sustainable snack options.
General Mills, known for its household brands like Cheerios, Pillsbury, and Häagen-Dazs, saw Epic Jerky as a strategic investment. It was a way to tap into the growing demand for protein-rich snacks made with responsibly sourced ingredients, a category where General Mills had limited presence at the time.
Why General Mills Wanted Epic Jerky
Several factors contributed to General Mills’ decision to acquire Epic Jerky. The acquisition wasn’t just about adding another product to their portfolio; it was about embracing a new philosophy and reaching a new demographic.
The Rise of the Conscious Consumer
Consumers were becoming increasingly aware of the impact their food choices had on their health, the environment, and animal welfare. They were actively seeking out brands that aligned with their values. Epic Jerky, with its commitment to grass-fed beef, bison, and venison, as well as its focus on holistic land management, perfectly embodied this conscious consumer movement.
The Protein Craze
The popularity of high-protein diets, driven by fitness enthusiasts and those seeking weight management solutions, fueled the demand for convenient protein snacks. Jerky, a naturally protein-rich food, experienced a resurgence in popularity. Epic Jerky distinguished itself by offering a more premium and health-focused alternative to traditional jerky products.
Growth Potential in the Natural Foods Market
The natural and organic foods market was experiencing significant growth, outpacing conventional food sales. General Mills recognized the opportunity to capitalize on this trend by acquiring a brand with a strong foothold in this sector. Epic Jerky’s innovative product line and dedicated customer base made it an attractive acquisition target.
Innovation and Brand Differentiation
Epic Jerky wasn’t just selling meat snacks; they were selling a story. The brand’s commitment to regenerative agriculture, animal welfare, and ancestral eating resonated with consumers looking for authenticity and purpose in the products they purchased. This strong brand identity and unique positioning differentiated Epic Jerky from its competitors and made it a valuable asset for General Mills.
The Impact of the Acquisition
The acquisition of Epic Jerky by General Mills had a significant impact on both companies and the broader food industry.
Increased Distribution and Reach
One of the immediate benefits for Epic Jerky was access to General Mills’ extensive distribution network. This allowed the brand to expand its reach beyond specialty stores and reach a wider audience through mainstream retailers. This increased visibility helped Epic Jerky further solidify its position as a leading player in the premium meat snack market.
Maintained Brand Identity and Values
Importantly, General Mills allowed the founders of Epic Provisions, Taylor Collins and Katie Forrest, to continue leading the brand after the acquisition. This ensured that the core values and brand identity that had made Epic Jerky successful were maintained. This autonomy was crucial in preserving the brand’s authenticity and preventing it from being diluted by corporate influence.
Influence on General Mills’ Portfolio
The acquisition of Epic Jerky also influenced General Mills’ approach to product development and sustainability. The company began to explore other opportunities in the natural and organic foods market and to incorporate more sustainable practices into its operations. Epic Jerky served as a model for how to build a successful brand with a strong commitment to social and environmental responsibility.
Evolution of Epic Jerky Under General Mills
While the core values remained, some changes were inevitable. Production scaled up, and new product lines were introduced. The overarching philosophy, however, remained largely unchanged. The spirit of innovation that had propelled Epic Jerky to success in its early days continued to drive its growth under General Mills’ ownership.
The Founders: Taylor Collins and Katie Forrest
The story of Epic Jerky is inextricably linked to its founders, Taylor Collins and Katie Forrest. Their passion for regenerative agriculture and ancestral eating principles shaped the brand’s identity and fueled its rapid growth.
A Background in Endurance Sports and Holistic Health
Taylor and Katie were both endurance athletes who followed a Paleo diet. They were dissatisfied with the available snack options, which were often processed and lacked nutritional value. This inspired them to create their own meat-based snacks using ethically sourced ingredients.
A Vision for Regenerative Agriculture
Beyond just creating a healthy snack, Taylor and Katie were passionate about promoting regenerative agriculture, a farming system that focuses on improving soil health, biodiversity, and water conservation. They believed that food could be a force for good and that businesses had a responsibility to support sustainable farming practices.
Building a Brand with Purpose
Taylor and Katie built Epic Jerky with a clear purpose: to create a brand that not only provided healthy and delicious snacks but also contributed to a more sustainable and ethical food system. This purpose-driven approach resonated with consumers and helped Epic Jerky stand out in a crowded market.
Continuing the Vision After Acquisition
After the acquisition by General Mills, Taylor and Katie remained actively involved in the business, ensuring that the brand’s core values and commitment to regenerative agriculture were maintained. They played a key role in guiding the brand’s growth and expansion, while also advocating for more sustainable practices within General Mills.
The Legacy of Epic Jerky
Epic Jerky’s impact extends beyond just the meat snack market. It has influenced the way consumers think about food and the way businesses approach sustainability.
Pioneering the Premium Meat Snack Category
Epic Jerky helped to pioneer the premium meat snack category, demonstrating that consumers were willing to pay more for high-quality, ethically sourced ingredients. This paved the way for other brands to enter the market with similar offerings.
Promoting Regenerative Agriculture
Through its commitment to grass-fed beef, bison, and venison, Epic Jerky has raised awareness of regenerative agriculture and its benefits for the environment. The brand has also supported farmers and ranchers who are implementing regenerative practices.
Inspiring Other Brands
Epic Jerky’s success has inspired other brands to adopt more sustainable and ethical business practices. The brand has demonstrated that it is possible to build a successful business while also making a positive impact on the world.
A Model for Conscious Capitalism
Epic Jerky serves as a model for conscious capitalism, a business philosophy that emphasizes the importance of creating value for all stakeholders, including customers, employees, communities, and the environment. The brand’s success demonstrates that businesses can be both profitable and purpose-driven.
The Future of Epic Jerky
While the future is always uncertain, Epic Jerky appears poised to continue its growth and expansion under General Mills’ ownership. The brand remains committed to its core values and is continuing to innovate with new products and flavors.
Continued Focus on Sustainability
Epic Jerky is expected to continue its focus on sustainability, working with farmers and ranchers to promote regenerative agriculture and reduce its environmental impact. The brand may also explore new ways to source ingredients more sustainably.
Expansion into New Markets
Epic Jerky has the potential to expand into new markets, both domestically and internationally. The brand’s unique positioning and strong brand identity make it well-suited for appealing to health-conscious consumers around the world.
Product Innovation
Epic Jerky is likely to continue innovating with new products and flavors, catering to evolving consumer preferences and dietary trends. The brand may explore new protein sources and develop snacks that meet specific dietary needs, such as keto or paleo.
Maintaining Authenticity
The biggest challenge for Epic Jerky will be maintaining its authenticity and brand identity as it continues to grow. The brand must remain true to its core values and avoid diluting its message in order to appeal to a wider audience.
In conclusion, the acquisition of Epic Jerky by General Mills represents a significant moment in the evolution of the food industry. It highlights the growing importance of sustainability, ethical sourcing, and conscious consumerism. While General Mills ultimately bought Epic Jerky, the heart and soul of the brand, its commitment to quality, purpose, and regenerative agriculture, continues to drive its success. It serves as a testament to the power of a purpose-driven brand and the potential for businesses to make a positive impact on the world.
Who ultimately acquired Epic Jerky?
Hormel Foods Corporation acquired Epic Provisions, the parent company of Epic Jerky, in 2016. This acquisition was part of Hormel’s strategy to diversify its portfolio and expand into the rapidly growing market of natural and organic foods. Hormel Foods saw Epic’s commitment to sustainable sourcing and its focus on animal welfare as a valuable asset that aligned with evolving consumer preferences.
The purchase price was never publicly disclosed, but industry analysts estimated it to be in the range of $50 million to $100 million. This acquisition gave Hormel access to Epic’s established brand presence, distribution network, and innovative product line, allowing them to quickly gain a foothold in the premium meat snacks category.
Why did Hormel Foods want to buy Epic Jerky?
Hormel Foods was looking to expand beyond its traditional processed meat offerings and capitalize on the increasing demand for healthier, more sustainable food options. Epic Jerky, with its focus on grass-fed beef, bison, and other unique protein sources, perfectly fit this strategic goal. They aimed to acquire innovative brands that resonated with health-conscious consumers.
Furthermore, the acquisition of Epic Jerky provided Hormel Foods with access to a younger demographic of consumers who were actively seeking out brands that aligned with their values. By incorporating Epic into their portfolio, Hormel could tap into a new market segment and future-proof their business against shifting consumer trends.
What made Epic Jerky an attractive acquisition target?
Epic Jerky differentiated itself in the market by emphasizing sustainable sourcing practices, humane animal treatment, and the use of unique ingredients like bison and venison. This positioned them as a premium brand within the jerky market, appealing to consumers willing to pay more for high-quality, ethically produced products. This resonated strongly with the growing consumer focus on transparency and sustainability.
Additionally, Epic Jerky had successfully built a strong brand identity and loyal customer base through its engaging marketing efforts and emphasis on storytelling. This combination of a differentiated product, a compelling brand narrative, and a dedicated following made Epic Jerky a highly attractive acquisition target for larger food companies looking to expand into the natural and organic space.
What happened to the founders of Epic Jerky after the acquisition?
After the acquisition, the founders of Epic Jerky, Taylor Collins and Katie Forrest, stayed on with Hormel Foods to help guide the brand’s continued growth and maintain its core values. They played a key role in integrating Epic into Hormel’s operations while ensuring that the brand’s commitment to sustainability and animal welfare remained intact.
However, in 2019, both Taylor Collins and Katie Forrest left Hormel Foods to pursue other ventures within the sustainable food and agriculture sector. While they were instrumental in the initial transition and growth of Epic under Hormel’s ownership, they ultimately decided to dedicate their efforts to new projects aligned with their passion for regenerative agriculture and ethical food systems.
How did the acquisition affect the quality and sourcing of Epic Jerky?
Following the acquisition by Hormel Foods, there were initial concerns among some consumers about the potential impact on the quality and sourcing practices of Epic Jerky. Hormel, however, maintained Epic’s commitment to using grass-fed beef and other high-quality ingredients, and to adhering to its animal welfare standards, at least in the short term.
While some subtle changes in product formulations and manufacturing processes may have occurred over time to optimize efficiency and scalability, Hormel generally worked to preserve the core attributes that made Epic Jerky successful. However, consumer perception of the brand evolved, with some feeling the products diverged over time from the original brand ethos.
What was the overall impact of the acquisition on the jerky market?
The acquisition of Epic Jerky by Hormel Foods signaled a growing trend of larger food companies acquiring smaller, more innovative brands in the natural and organic space. This demonstrated the increasing mainstream appeal of premium meat snacks and the willingness of consumers to pay a premium for products with a focus on sustainability and ethical sourcing.
The acquisition also put pressure on other jerky brands to innovate and differentiate themselves in order to compete with Epic Jerky, which now had the backing and resources of a major food corporation. This ultimately led to a broader range of options for consumers and a greater emphasis on quality and transparency within the jerky market as a whole.
What lessons can be learned from the Epic Jerky acquisition?
The Epic Jerky acquisition highlights the importance of brand values and differentiation in attracting larger companies. Epic’s focus on sustainable sourcing, animal welfare, and unique ingredients made it an attractive target for Hormel, which was looking to diversify its portfolio and appeal to a younger, more health-conscious demographic. This demonstrates how a clear brand identity and a commitment to ethical practices can create significant value.
However, the acquisition also underscores the challenges of maintaining brand integrity and consumer trust after being acquired by a larger corporation. While Hormel initially maintained Epic’s sourcing standards, the long-term impact on the brand’s perception highlights the importance of transparency and continued commitment to core values in order to avoid alienating loyal customers.