How Perky Jerky has taken its caffeine-infused recipe to the masses.
Jason Fell | Entreprenuer
Brian Levin loves being called a jerk. Especially when he's roaming the grounds at a NASCAR race while wearing the "jerk suit," a get-up outfitted with up to 900 pull-off bags of jerky. Yes, jerky. Two years ago, Levin founded Perky Jerky, a new meat snack infused with a caffeine kick. Levin says wearing the jerk suit is one part of a larger strategy to give the fledgling brand exposure, and to "get meat in as many mouths as possible."
"Gaining mainstream momentum is difficult when you're working on a startup budget, so we came to the conclusion that we need to win people over by getting them to taste the meat," says Levin, who is 38. "At the same time, we're creating a fun, exciting experience around the brand."