07.09.20
Sonoma Brands recently announced the acquisition of Chef’s Cut Real Jerky Co., a premium jerky brand specializing in jerky products with a wide range of flavors and meat types, for an undisclosed amount.
Sonoma Brands is a private equity investor and incubator led by Jon Sebastiani, who founded the KRAVE jerky brand several years ago. Since its founding, Krave was acquired by The Hershey Company, before Sonoma Brands’ acquisition of Krave in June 2020, which reunited Sebastiani to the company he founded in a new capacity.
Now, Sonoma Brands jointly has the two chef-crafted premium jerky brands under its meat snacking portfolio.
Chef’s Cut was founded in 2009, built on a roster of products including jerky, meat sticks, and biltong, each made with high-quality ingredients and premium cuts of steak.
“Jon is a true brand builder who has been at the forefront of this category for years and we are excited to have Chef’s Cut join Sonoma Brands for this next chapter,” Bart Adlam, CEO of Chef’s Cut, said.
Sebastiani founded Krave with the goal of elevating the market presence of the jerky snacking experience, which culminated in the brand’s acquisition by The Hershey Company in 2015. Following this, Sebastiani was involved in the formation of Sonoma Brands, which has incubated a number of brands in the food and beverage space, including Smashmallow, Milk Bar, Hum Nutrition vitamins and supplements, Beekeeper’s Naturals, and more.
“Our goal is to reenergize the premium segment of the meat snacks category,” Kevin Murphy, Managing Director of Sonoma Brands and interim Chef’s Cut CEO, said. “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 customers.”
“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,” Rusti Porter, Chief Marketing Officer of Krave, said. “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.”
Sonoma Brands is a private equity investor and incubator led by Jon Sebastiani, who founded the KRAVE jerky brand several years ago. Since its founding, Krave was acquired by The Hershey Company, before Sonoma Brands’ acquisition of Krave in June 2020, which reunited Sebastiani to the company he founded in a new capacity.
Now, Sonoma Brands jointly has the two chef-crafted premium jerky brands under its meat snacking portfolio.
Chef’s Cut was founded in 2009, built on a roster of products including jerky, meat sticks, and biltong, each made with high-quality ingredients and premium cuts of steak.
“Jon is a true brand builder who has been at the forefront of this category for years and we are excited to have Chef’s Cut join Sonoma Brands for this next chapter,” Bart Adlam, CEO of Chef’s Cut, said.
Sebastiani founded Krave with the goal of elevating the market presence of the jerky snacking experience, which culminated in the brand’s acquisition by The Hershey Company in 2015. Following this, Sebastiani was involved in the formation of Sonoma Brands, which has incubated a number of brands in the food and beverage space, including Smashmallow, Milk Bar, Hum Nutrition vitamins and supplements, Beekeeper’s Naturals, and more.
“Our goal is to reenergize the premium segment of the meat snacks category,” Kevin Murphy, Managing Director of Sonoma Brands and interim Chef’s Cut CEO, said. “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 customers.”
“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,” Rusti Porter, Chief Marketing Officer of Krave, said. “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.”
