3. History Of Jerky
Origins of Jerky
Comes from the Incan
word “Charqui”
meaning “dried meat”.
Essential source of
nutrition for explorers
of North America.
Popular American
snack.
Photo property of Montecore Snacks – Anan Sukumpanumet
4. Definition/Attributes Nutrition
jer·ky [jur-kee].
meat, especially beef, that has been cut
in strips and preserved by drying in the
sun; jerked meat. –Dictionary.com
Product Category:
RTE (Ready-To-Eat)-
http://www.fsis.usda.gov/regulations/Compliance_Guides_Index/index.asp
Highlands Jerky Attributes:
A high protein snack.
Oven-baked (dried) not fried.
Low in carbohydrate.
A good source of vitamin B.
A low fat snack.
Nutrition Fact for Montecore Jerky. Tested by ALS
Laboratories
5. Highlands Jerky- Recipe
Highlands Jerkys Recipe: Was originally developed by Krit Sukawat who later
collaborated with 5-Star chef, Champ Sirote, of Grand Hyatt Hotel (Bangkok)
producing a uniquely American taste while only using natural ingredients. This recipe
was later tested (bacteria and shelf life) and its production process was improved by
the Food Science Center of Kasetsart University. The result is a meat snack with a
water activity level under .69 that is naturally preserved to last well over six months.
6. Packaging
Packaging Specifications : Packaging Design:
-7 x 4 inch PET LL plastic pack. - Minimalist design with a hint of vintage.
-Thickness- 100 microns. - Thai and English text.
-Predominantly Texas Orange (burnt orange).
-Full color print.
7. Product: Highlands Jerky
First commercial beef
jerky product to be
produced in a Thai FDA
approved facility.
First commercial beef
jerky product to be
supported by the Board
of Investment ( B.O.I. )
Photo property of Montecore Snacks – Krit Sukawat
9. Meat Snack Market in Thailand
Weaknesses of meat snacks in current Thai Market
Small RTE meat snack
market.
Mainly squid and pork.
Short Shelf life.
Mainly fried products.
Products contain high
levels of fat.
10. Jerky Market - Insight
Jerky is has the largest market share in
the American meat snack market.
Estimated at 80 percent.
Big U.S. Jerky Brands are beginning to
expand into Asian markets.
Jerky Giant, Jack Link‟s can be found
in Europe, Japan, Singapore, Hong
Kong, USA, Canada, Middle East,
Korea. It Thailand , it is featured in
TOPS super market since September
2012 at the price of 120 baht per 50
gram bag.
11. American Jerky Market- Insight
Market Size Major Brands
According to the Agricultural Marketing
Resource Center‟s website:
“Retail sales of meat snacks in
convenience stores reached $836
million in 2008. Convenience stores
account for more than 72% of sales
while grocery stores account for about
20%. The Nielsen Company estimates
that the total sale of meat snacks has
grown 65% since 2003 and has reached
about $1.2 billion in 2008”
(http://www.agmrc.org/commodities__product
s/livestock/beef/dried_beef_industry_profile.cf
m)
12. Future growth of Meat Snacks
Meat snack market will
grow with the presence
of Jerky.
75-80% of the US meat
snack market comprises
of Jerky.
Presence of Jerky in
Thailand along with
health conscious trend
will increase the size of
the jerky market.
15. Social Media Marketing
Social Media Marketing Through Facebook
We will link our events to our social media activities, Within the first week of launching our fan page – Our
Keeping the Highlands Jerky experience close and posts have reached more than 17,600 people and
personal with our customers. We currently have had more climbing. While almost a thousand people are talking
than 360 “likes” on our page while our product has yet to about our brand. Others have voiced their anticipation of
reach the markets. ( Counterparts such as NK meat and seeing our products in stores through post on our fan
products- producer of Mr. Capp, has roughly 50 likes) – page‟s wall.
August 11th 2012
16. Athletic Sponsorship
By sponsoring athletes,
we hope to tap into one
of our main target
markets.
Athletes sponsored by
Highlands are all high
level athletes that
compete at the
international level.
17. Outings
Fairs and Festivals
We set up out booths and
music festivals which exposes
the brand to another one of
our target market; travelers.
Since jerky is very shelf stable
source of protein that can be
enjoyed anywhere.
Highlands also joins
international school fairs,
which are often events rich
with people who are familiar
with this product category
20. Montecore Snacks Co., Ltd.
Company Profile
Montecore Snacks Co., Ltd. is a Thai
owned and operated American-style beef and pork
jerky manufacturer. Our jerky is produced under the
brand „Highlands Jerky‟. We aim to bring to the
market the largest imaginable range of dried meats
processed in many styles and flavors. Our
production facility, equipment, and production
process is inspected and approved by the Food and
Drug Administration of Thailand ensuring that our
product is always processed in both a safe and
hygienic manner. Our meat washed with carbon and
UV filtered water and is dehydrated to have a water
activity level(aw) of less that .75 making it shelf
stable for well over half a year; satisfying the
strictest of import requirements.
Traditionally, Jerky is sliced into thick
pieces of meat that produces a product that is tough
and, as the name suggests, “jerky”. Our R&D
however have found out that thinner strips of beef
are more friendly to customers who may have
trouble chewing, such as those over 65 years of age.
Our jerky therefore still retains the tradition western
taste of jerky but is easier to consume.
21. Montecore Production Facility
Location : 211/226 MuangThong
2/2 Pattanakarn soi 61,
Pattanakarn road, Pravej,
Bangkok , 10250.
Inspected and approved by the
Food and Drug Administration of
Thailand via SGS Thailand.
Request for assistance from BOI
currently pending.
23. Montecore Snacks Co., Ltd.
History-
In 2011, 21 year-old Krit Sukawat, founder
and captain of the Chulalongkorn
University Rowing Team, was training his
team to compete in the 2012 Thailand
University Games. He wanted to create a
healthy snack that would not only
reenergize the team during practice
sessions but would also be a great source
of protein that would help aid muscle
growth. He developed a recipe for
American-Style beef Jerky that became an
instant hit with not only his rowing team,
but also his friends and family. Coming
from a long line of entrepreneurs, Krit
Sukawat decided to produce his Jerky
commercially giving rise to Highlands
Jerky.
24. Management team
Chief Executive Officer/ Product Manager: Krit Chief Financial Officer: Thierrawat (Gym)
(Tone) Sukawat: Graduated with first class honors Jungprasert: Co-founder of the company, Is a student
from the faculty of communications arts, Chulalongkorn of the Faculty of Law, Chulalongkorn University. His
University. He is the creator of the Highlands Jerky expertise in law and business systems is the main driving
Recipe and co- founder of Montecore Snacks Co., Ltd. force of Montecore Snacks Co., Ltd.
Chief Marketing Officer: Steven Avram: Graduated Chief Operations Officer: Anan (Junior) Sukumpanumet:
from the faculty of communication arts, Chulalongkorn A student at the Faculty of Communication Arts,
University. With a multicultural background, Steven Chulalongkorn University, is the powerhouse of the
Avram is an expert in people, languages and trends. He management team. He is an expert in information
is the “creative genius” behind the unique Highlands organization and is the key player in the company‟s
Jerky Brand. business operations.
Notes de l'éditeur
Future Plans for pages-Page that shows the different posters we offer for free to our buyers- (example design: This poster has a picture of a guy in a professional looking shirt. Its un buttoned showing his riped abs. on the right is a picture of jerky. In the middle are words like 97% fat free, Lean Meat, low carb, with lines/arrows pointing to both the man and the jerky. This can be also done with a girl.) – posters should also be in thai. And a nother poster should be for kids. - Page showing