People, we have reached Peak Bullshit. I present to you this package of Jack Link’s Small Batch Handcrafted* Beef Jerky.
Several things about that: One, “small batch.” Along with “artisinal,” a term of increasing ubiquity and decreasing meaning, if any there ever was. For instance, an entire shopping rack of something professing to be of limited quantity found prominently displayed in one of the largest grocery chains in the country seems a bit of a stretch vis-a-vis small batchness. Further calling this notion of limited availability into question, the company, Jack Links, claims to be the “leading U.S. meat snack brand.” And you know how Americans love their meat snacks. Small batches will just not do.
But “handcrafted”? Before one pictures a lone yet rugged country farm hand tenderly stroking and pulling his sweet tendrils of beef flesh (or whatever; I’ve just made myself ill), please note the asterisk. Which is to say, the product immediately runs away from its own ad claim. However, trying to find the companion asterisk for the expected disclaimer proved suspiciously difficult. But when it was finally found — in nearly invisible ink almost off the package — there was only more confusion: “*Authentically prepared and hand selected.”
What the what? How does one claim relate to the other? An asterisk traditionally means to look for more information or a caveat. Aren’t all foods, nay, all products, authentically prepared? What does authenticity mean when we’re talking about beef jerky? Or is hand selection what qualifies the handcraft boast? Is to merely select something to also craft it? Meaning, somewhere in the factory a hand was involved? Pulled a lever, pointed a finger, flipped a bird? Who knows? Again, picture that lone, loving farm boy craftsman surrounded by his cherished shards of meat. Ah, can you smell the America?
And teriyaki flavor? Jack Links corporate PR says this small handcrafted batch “celebrates the brand’s rich heritage.” The company was founded in the north woods of Wisconsin in the 1880s, while Japan was barely coming out of its seclusion. Where, please, is this longstanding Wisconsin/Japanese flavored-jerky tradition? I’m generally a fan of the teriyaki, but this jerky flavor, however achieved, was not entirely apparent.
But is there really a market for upscale beef jerky? Or, to put it in the current lingo: Are there opportunities in the jerky space?
Perhaps so. My cat likes it.