FROM THE BEGINNING
As a kid growing up in Tampa, Florida, Jason figured it was normal to have extended family and, at times, half the neighborhood drop by for dinner on the regular. It didn’t occur to him to wonder why the Burkes weren’t guests around someone else’s table… his mom was always the best cook in the room. And why mess with the best, especially at mealtime?
After college, a move to the burgeoning food mecca of Charleston, South Carolina proved a decent sub (but never a replacement), for Mama Burke’s Cuban-influenced recipes. The vending machine at work, however, was a different story. Health-minded but ever-carnivorous, Jason began making his own jerky – with grass-fed beef, simple spices, and a countertop dehydrator – to keep in his desk drawer. Officemates took notice (by sight and by smell), and when a handful of favors turned into dozens of orders, the seeds of a bona fide start-up were planted. Enriched with a crackerjack team, clever branding, and a test kitchen the stuff of food-taster dreams, The New Primal launched in 2012. In short order, the meat-eating masses were devouring its humanely-sourced, insanely-good jerky.
As The New Primal’s placement expanded across the country, so did its lineup of portable protein. Tender meat sticks found rockstar status among previously jerky-shy snackers. Then a scaled-down size (with whimsy-ed up packaging) of the popular sticks put tasty Snack Mates into little hands. And with the introduction of cooking sauces, The New Primal even found a way to bewitch vegetarians with its impossibly healthy flavor profiles. Moving along an intentional but organic trajectory, the young company continued to uncover ways to better feed snack-seeking carnivores, tiny-fingered omnivores, and prep-weary herbivores.
Today, it is with principled and patient innovation that The New Primal aims to offer irresistible ways to get more hands in the kitchen and faces around the table. As the company’s flagship jerky continues to peek out of pockets and pocketbooks, its Noble Made sauces are pouring into crock pots, cast iron, and condiment caddies – and conspicuously encouraging little food communities. The New Primal’s pursuit is ever-forward on delicious food, but now also firmly-focused on shared swooning. As Jason says,