Sonoma, CA — Chef’s Cut Real Jerky Co. is now owned by Sonoma Brands’ following an acquisition for an undisclosed sum. The deal comes on the heels of Sonoma Brands’ June 2020 purchase of the Krave jerky brand from The Hershey Co.
“Our goal is to reenergize the premium segment of the meat snacks category,” says Kevin Murphy, managing director of Sonoma Brands, who will be leading the combined entity as interim CEO. “Through a focus on product quality and innovation supported by impactful marketing and a thoughtful promotional strategy, we are committed to driving incremental growth for our retail partners while delivering a great product and experience to consumers.”
The purchasing firm reports Chef’s Cut, which currently produces jerky, meat sticks and biltong, will continue to be developed alongside Krave in a portfolio of premium meat snack products.
“We see tremendous opportunity for continued growth in meat snacking and feel fortunate to lead a second wave of the jerky renaissance with both Krave and Chef’s Cut at the helm,” says Rusti Porter, CMO for Krave. “It is our belief that Chef’s Cut and Krave are complementary brands that engage with different consumers, both the traditional jerky shopper as well as the health and fitness-minded millennial who seeks artisanal flavors and quality ingredients. We are thrilled to grow both brands in tandem here in Sonoma to continue the story we started in 2009 with the launch of Krave.”