Taste Radio

If it feels like you’re navigating constant shifts in how retailer buyers measure traction and determine metrics for success, you’re not alone. Jason Burke, for one, has been wrestling with the issue for years. Jason is the founder of The New Primal, a better-for-you meat snack brand that debuted in 2013, and also sauce and seasoning brand Noble Made, which launched in 2023. The New Primal is best known for its 100% grass-fed beef sticks, along with all-natural chicken and turkey varieties, and is carried at retailers nationwide including Whole Foods, Sprouts, Giant, The Fresh Market and Lazy Acres. Noble Made markets a range of clean ingredient products including reduced-sugar BBQ sauces, dairy-free buffalo sauces, meat seasonings and a “Sloppy Joseph” skillet sauce, many of which are available at the same retailers as The New Primal. Although Jason and his team have built The New Primal into one of the best-selling natural meat snack brands in the U.S., he is consistently evaluating its retail strategy and