Have you ever noticed that there’s an unspoken divide when it comes to starting a business from scratch – from the kitchen, that is? Women, for some reason, seem to gravitate towards cupcakes or cakes or jams, but men? Men? They go straight for the meat. Specifically, jerky. Any man will think, “Yeah, I can make better jerky than this supermarket rubbish”. And maybe they’re right. Or maybe it’s just stubborn pride wrapped in teriyaki marinade.

Lately, it feels like jerky has become the craft beer of the snack world – artisanal everything. Take South Africa’s biltong, for example. It’s not just jerky, it’s an experience. People say it’s softer, richer, more… primal. Or take a look at Ricky Hirsch, founder of Think Jerky in Chicago – he is reinventing jerky with wild flavours like black garlic and chilli, while promising “no nasties”. Honestly, he might as well say, “We’re better than Jack Link’s,” because deep down, that’s what everyone thinks. (I mean, does anyone actually like the taste of preservatives?)

But it’s not all smooth sailing in the world of jerky. For every success story, there’s a poor soul who realises halfway through that, they’ve made 40 pounds of rock-hard leather with too much salt. It’s trial and error, isn’t it? Like when a guy tried making mango habanero jerky in his kitchen last year, his mates said it tasted “interesting”. Translation? Not great.

Still, there’s something strangely romantic about making jerky. Isn’t there? It’s rough, messy and a little crazy. A far cry from delicate cupcakes with perfectly piped icing. Maybe that’s the appeal. The meat is raw, chewy and unapologetic. And it’s thriving in 2024. You’ve got guys like Ricky, competing with brands as big as Old Trapper. Even influencers are getting in on the act, with TikTok full of videos of home recipes and taste tests.

When you think about it, jerky has always been about survival – cavemen drying strips of meat to get through harsh winters, or explorers packing it for long journeys. Nowadays, it’s less about survival and more about indulgence. But who knows? With inflation and all, maybe we’re just one energy crisis away from beef jerky being the next gold standard.

Oh, and if you’re curious about where this trend is going, check out the story behind the brand Think Jerky. They even have vegan jerky now. I don’t know whether to laugh or applaud.

Want to give it a try?