Brian Jeffrey
Embarking on a journey of quality, tradition, and innovation, the collaboration between Jim’s Jerky and IPP Travel Retail signifies a significant step in the global reach of the Mighty Good Food Group. As Jim’s Jerky makes its mark in the vibrant market of Vietnam, key figures delve into the story, obstacles, and the prospects of this distinctive Australian snack in Southeast Asia.
Emily Pullen shares, “Vietnam has a rich history of beef jerky products, each culture having its unique way of preserving protein like beef, shrimp, or pork. Inspired by Jim, my father, a cattle farmer for 35 years in Australia, we saw a gap in the snacking options and thus began Jim’s Jerky to capture the true essence of quality beef.”
Reflecting on the transition, Emily notes, “It was a massive shift, particularly understanding the nuances of marketing which was unfamiliar territory. While production was in my domain, the intricacies of marketing and navigating the export market posed new challenges that we had to embrace.”
After twenty successful years in Australia, Emily mentions, “Venturing into our initial export market is a significant milestone for us. We saw the potential to bring the excellent reputation of Australian beef to global snacking.”
When delving into the partnership reasons, Emily notes, “Australia’s support for export businesses combined with Vietnam’s existing culture that appreciates protein snacks made it an ideal expansion choice. Meeting Phillip during his Australian visit solidified the partnership and highlighted the opportunity.”
Phillip Nguyen reflects, “Vietnamese people have a penchant for jerky as a versatile snack. When we were introduced to Jim’s Jerky during our Australia trip a couple of years back, we immediately recognized its potential in Vietnam.”
Emily shares a challenging moment, “A fire destroying our factory just before finalizing the contract setback our plans by a year. However, the unwavering support from Phillip and his team reinforced our partnership, making us resilient.”
Looking ahead, Emily mentions, “We are gearing up to meet the escalating demands, which are set to multiply fivefold, thanks to our presence in Vietnam. Phillip’s encouragement and vision for the market are propelling us forward.”
Starting at airports with Phillip marks a learning curve for Jim’s Jerky, as Emily emphasizes, “Adapting our Australian product to resonate with the local preferences while retaining its unique qualities is pivotal for us.”
Highlighting the premium quality of their jerky, Emily states, “We pride ourselves in using the finest Australian beef known for its quality, ensuring a rich umami flavor. Our process of dry seasoning and dehydration upholds the clean and protein-rich attributes.”
Committed to excellence, Emily underlines, “We source only the best Australian beef, utilizing whole muscle cuts, dry seasoning, and dehydration techniques to deliver an authentic flavor. Quality remains non-negotiable, even if it entails higher costs.”
Celebrating the global milestone from their small family business beginnings to international airport presence, Emily expresses, “It’s incredibly fulfilling to witness this progression, marking our inaugural global sale.”
Phillip Nguyen highlights, “Jim’s Jerky stands as the first Australian snack introduced into the Vietnamese market. While exploring avenues in health and beauty products, Jim’s Jerky remains the focal point due to our exceptional collaboration.”
Emily concludes by expressing, “Being part of Phillip’s stores and witnessing the profound product display is an honor. We are thrilled to embark on this journey and eagerly anticipate what lies ahead.”
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Jim’s Jerky is available at IPP Travel Retail stores in 5 Airports: Tan Son Nhat, Noi Bai, Da Nang, Cam Ranh, Phu Quoc; Also in Co-opXtra, Co-op Finelife, Tiki, Lazada, and Shopee. Mighty Good Food Group, established in 2004 by Jim and Cathie Tanner, is a renowned Australian company excelling in high-quality, healthy snack brands like Jim’s Jerky, Grazers, Jimmie’s, and The Aussie Chip. Headquartered in Toowoomba, Queensland, the company is dedicated to innovative healthy snacking, utilizing sustainable practices to create nutritious foods from premium Australian beef and other ingredients. Under CEO Emily Pullen’s leadership, Mighty Good Food Group has evolved into a globally acknowledged brand committed to quality, transparency, and integrity in every production stage. The company’s expansion into international markets aims to establish itself as the most trusted brand in healthy protein snacking worldwide. |
