Taste Radio

When we first profiled The New Primal founder and CEO Jason Burke in 2018, his brand was just over five years old and known for its grass-fed, pasture-raised jerky snacks and better-for-you marinades. Since then, the company has expanded into a range of adjacent categories, including seasonings, dressings and condiments and established itself as a platform brand for low sugar products made with responsibly sourced ingredients.  That evolution caught the attention of Vail-based private equity firm Manna Tree, which describes itself as “committed to improving human health through nutrition,” and led The New Primal’s $15 million Series B round in 2021. The investment has helped the company expand distribution, launch new innovation and build out its sales and marketing teams. While The New Primal has a solid foundation on which to build, Burke’s vision of disrupting what he views as “a broken, toxic food system,” is faced with contemporary pressures of inflation and rising costs while simultaneously challenged b