A meat snacks baron and his son turned a failing Wisconsin business into a $1.6 billion-a-year empire. Here's how

A meat snacks baron and his son turned a failing Wisconsin business into a $1.6 billion-a-year empire. Here's how

Chris Morris

Thu, July 30, 2026 at 7:35 PM GMT+3 4 min read

Few foods were as well-positioned as jerky to take advantage of the recent wave of interest in protein-rich foods. And few companies in that industry have seen a spike in sales like Jack Link's jerky.

But despite the company's current market leadership position (brick-and-mortar retail sales reportedly topped $1.6 billion in 2025), it once was struggling to find direction after filing for bankruptcy.

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In 1978, Jack Link (yes, there really is a Jack Link) bought a slaughterhouse from family members, but was forced to file for bankruptcy protection just seven years later.

Convinced that one big product could turn the tide, he began experimenting with ideas. Nothing seemed like a winner.

His 15-year old son then went on a hunting trip and brought his father back some convenience store beef jerky. Jack Link couldn't stop looking at the price tag and wondering if a more affordable version could be made.

With his background in raising cattle and selling meat, he decided to give it a try.

An industry (and a company) takes off

Today, the beef jerky industry takes in $5 billion per year — and Link Snacks is a market leader. It has also remained a private company, allowing the Link family to be innovative.

Link's decision to focus on jerky was a success right out of the gate, selling at a profit at local grocery and convenience stores. Emboldened, the company bought smaller Midwestern competitors and expanded its footprint, riding the first wave of popularity for protein-heavy foods, thanks to the Atkins Diet. By the early 2000s, Link Snacks was seeing $300 million in annual sales.

Jack Link is no longer running the company on a day to day basis, but remains chairman at age 80. His son Troy, the one who brought him that convenience store jerky all those years ago, is now CEO. And under him, the growth has continued.

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The bigfoot connection

In the early 2000s, when Troy was president, the company launched a marketing campaign that tied the jerky to a Sasquatch, using the tagline "Feed your wild side." Sales grew by 47% the first two years those ran.

In 2014, after he became CEO, the company bought the meat snack business of Unilever. Last year, it opened a $450 million manufacturing facility in Perry, Ga. More facilities are on the way, including in other countries.

"We should be doubling the company, minimum, every 10 years. I'm hoping to be faster than that," Troy told CNBC.

An international expansion has risks, especially at a time when beef prices are soaring, but big growth could mean big rewards. The U.S. currently accounts for 62% of global beef jerky consumption, according to market data company Market Reports World. Europe, though, is seen as a burgeoning market.

Along with experiencing fast growth, Jack's Links has attracted some very high-profile fans. In an interview with Fox 9 Minneapolis, Jack noted that President Donald Trump is a big fan. Troy added that President Barack Obama also enjoyed their products. "Politicians seem to buy a lot of protein because they're always on the go," he said.

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This article originally appeared on Moneywise.com under the title: A meat snacks baron and his son turned a failing Wisconsin business into a $1.6 billion-a-year empire. Here's how

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