Getting Jerky at Wales Rally GB
Spectators at next week’s Dayinsure Wales Rally GB will be greeted by head-turning livery when one particular car zooms past.
The words, “Get Jerky”, will be emblazoned across a high-powered Hyundai i20 R5 driven by Aberdyfi’s Tom Cave and co-driver James Morgan, from Hirwaun.
Rather than a reference to their driving style, the words correspond to a premium food brand that it owners hope to place in the fast lane. Welshpool-based butchers Arwyn Morris and Romas Venys have big plans for their Get Jerky products – marinated strips of air-dried beef that are promoted as a high protein snack alternative to crisps, nuts and sweets.
The pair are in the process of negotiating a series of partnership deals and one of these is with the Dayinsure Wales Rally GB: more than 2,000 marshals will receive complementary packs of the company’s snacks. “There is huge potential,” said Arwyn. “Our aim is to increase exposure of the brand and to develop partnership relationships with wholesalers and distributors.”
In fact Arwyn and Ramos are so passionate about the Get Jerky brand, they bought it from its previous owners.
Originally it was developed by Trailhead Fine Foods, a company launched seven years ago by Kevin Bigland of Cradley Heath, near Birmingham. In 2013 he sold the business to Welshpool couple Jason and Nilgun Howard, who refined the products and won Great Taste Awards in 2016.
Now its latest owners have big plans to take the business to the next level, having based its production at the Welsh Meat Online facility in Welshpool, where both Arwyn and Ramos used to work. Initially the relaunched enterprise will create two jobs.
“We believe in the product so much that we left good jobs to take Trailhead Fine Foods forward,” said Arwyn.
Trailhead’s beef jerky products received an enthusiastic response from potential new customers when the company exhibited under the Cymru/Wales banner at this month’s Speciality and Fine Food Fair at Olympia, London. “We were delighted with the response,” said Arwyn.“We had more than 100 sales leads from potential customers, ranging from farm shops and restaurants to national retailers.”
Trailhead’s jerky is made by marinating lean beef for at least 24 hours to allow flavours to penetrate the meat. It is then air-dried for 12 hours. Next on the agenda is increasing the product range with new and different flavours.
Currently the company uses single cut of beef but Arwyn and Ramos plan to use more of the carcass. “There are opportunities to diversify and use different cuts – and different meats – as well as developing gluten-free products in the future,” said Arwyn.
I discovered your product while browsing at Low Sizergh Barn. Brilliant product, tastes great, scrumptious on the spicy side, and is well packaged. As a fitness enthusiast and clinical researcher, Ive really enjoyed incorporating this into my diet.
- Glenn Carrigan - Fitness Enthusiast and Clinical ResearcherRead more reviews