Epic jerky. The name conjures images of primal snacking, adventure, and ethically sourced meats. But behind the bold branding and flavorful bites, lies a fascinating story of ownership, acquisition, and the ever-evolving landscape of the food industry. Understanding who owns Epic jerky reveals much more than just a company name; it uncovers the forces shaping how we consume protein and the values that drive modern food brands.
The Genesis of Epic: A Grass-Fed Revolution
To understand Epic jerky’s current ownership, we must first delve into its origins. Founded in 2013 by Taylor Collins and Katie Forrest, Epic was born from a personal quest for nutrient-dense, ethically sourced foods. Both were athletes deeply involved in the Paleo and ancestral health movements. They saw a gap in the market for snacks that aligned with their dietary principles: high protein, low carbohydrates, and sustainable sourcing.
Their initial product line focused on meat bars made from grass-fed beef, bison, and lamb. These weren’t your average gas station jerkies. Epic aimed to elevate the snacking experience, emphasizing flavor, quality ingredients, and animal welfare. The brand quickly resonated with health-conscious consumers and outdoor enthusiasts alike. Epic’s commitment to regenerative agriculture and humane animal treatment distinguished it from competitors.
The duo were passionate about proving that food could be a force for good, supporting both human health and environmental sustainability. They actively sought partnerships with ranchers who practiced regenerative agriculture, a method that aims to improve soil health, sequester carbon, and enhance biodiversity.
The brand’s rapid growth was fueled by its unique value proposition. Epic was not just selling a snack; it was selling a lifestyle and a commitment to a better food system.
The Acquisition: General Mills Enters the Picture
In January 2016, a significant turning point occurred: General Mills acquired Epic Provisions. This acquisition marked a major step for both companies. For General Mills, it represented an entry into the burgeoning natural and organic food market, a segment increasingly appealing to millennials and Gen Z consumers. For Epic, it provided access to General Mills’ vast resources, distribution network, and marketing expertise, enabling the brand to reach a much wider audience.
General Mills, a food industry behemoth known for brands like Cheerios, Pillsbury, and Yoplait, recognized the potential of Epic’s innovative approach to snacking. The acquisition signaled a shift in the food industry, acknowledging the growing demand for healthier, more sustainable options. While some consumers expressed concerns about a small, independent brand being absorbed by a large corporation, General Mills pledged to maintain Epic’s commitment to its core values.
The agreement allowed Collins and Forrest to remain involved with the brand, ensuring that the company’s mission and values remained intact. This was a crucial aspect of the deal, as the founders’ passion and vision were integral to Epic’s success.
The acquisition price was not publicly disclosed, but industry analysts estimated it to be a substantial sum, reflecting Epic’s impressive growth and brand value.
General Mills’ Ownership: Navigating Growth and Values
Following the acquisition, Epic became a part of General Mills’ Natural & Organic operating segment. This segment focuses on brands that align with consumer demand for healthier and more sustainable food options. General Mills integrated Epic into its existing infrastructure while aiming to preserve the brand’s unique identity.
General Mills has made efforts to maintain Epic’s commitment to its founding principles. This includes continuing to source meat from ranchers who practice regenerative agriculture and upholding high standards for animal welfare. However, navigating the complexities of a large corporation while staying true to the values of a smaller, independent brand is an ongoing challenge.
One of the key benefits of General Mills’ ownership has been the expansion of Epic’s distribution network. The brand is now available in major retailers across the United States and beyond, making it accessible to a much wider range of consumers.
General Mills has also invested in marketing and innovation, helping Epic to introduce new products and expand its product line. This includes new flavors of meat bars, as well as other protein-based snacks.
The relationship hasn’t been without its challenges. Some critics argue that General Mills’ involvement inevitably compromises Epic’s original mission. Concerns have been raised about the potential for cost-cutting measures that could impact sourcing practices and animal welfare standards.
However, both General Mills and Epic have consistently stated their commitment to upholding the brand’s values and maintaining its focus on sustainability and ethical sourcing.
Taylor Collins and Katie Forrest: The Founders’ Ongoing Role
While General Mills owns Epic, the founders, Taylor Collins and Katie Forrest, played a crucial role in the brand’s direction post-acquisition. They remained involved in the business for a period of time, helping to guide the transition and ensure that the company stayed true to its mission.
Their continued presence provided reassurance to consumers who were concerned about the impact of the acquisition on the brand’s values. Collins and Forrest served as ambassadors for Epic, speaking at industry events and communicating with consumers about the company’s commitment to sustainability and ethical sourcing.
However, in 2019, Taylor Collins and Katie Forrest announced their departure from Epic Provisions. While they no longer have a direct operational role, their legacy continues to shape the brand.
Their decision to leave Epic was motivated by a desire to pursue new ventures within the regenerative agriculture space. They founded a new company focused on promoting and supporting regenerative farming practices.
Their departure marked the end of an era for Epic, but their vision and values remain embedded in the brand’s DNA.
Epic Today: A Brand in Evolution
Today, Epic continues to operate as a part of General Mills’ portfolio of brands. The company’s product line has expanded to include a wider variety of protein snacks, such as bone broth and pork rinds, while maintaining its focus on high-quality ingredients and sustainable sourcing.
General Mills continues to invest in the brand, seeking to capitalize on the growing demand for healthy and convenient snacks. The company has also made efforts to improve its sustainability practices, aligning Epic with its broader environmental goals.
The brand faces ongoing challenges in maintaining its commitment to its original values while operating within a large corporate structure. It must constantly balance the demands of profitability with the desire to uphold high standards for animal welfare and environmental sustainability.
Despite these challenges, Epic remains a popular brand among health-conscious consumers who are looking for convenient and ethically sourced protein snacks. The company’s success demonstrates the growing demand for food products that are both good for you and good for the planet.
Epic’s journey from a small startup to a brand owned by a major corporation is a testament to the power of innovation and the growing importance of sustainability in the food industry. The brand’s story serves as a reminder that consumers are increasingly demanding more from the food they eat, and that companies must adapt to meet those demands.
The Future of Epic Jerky: Sustainability and Innovation
Looking ahead, the future of Epic jerky will likely be shaped by several key trends. Sustainability will continue to be a major focus, as consumers become increasingly aware of the environmental impact of their food choices. Epic will need to demonstrate its commitment to regenerative agriculture and ethical sourcing in order to maintain its credibility with consumers.
Innovation will also be crucial for the brand’s continued success. Epic will need to develop new products and flavors that appeal to a wider range of consumers, while staying true to its core values. This could involve exploring new protein sources, such as plant-based alternatives, or developing new packaging solutions that are more sustainable.
General Mills’ ownership will continue to play a significant role in shaping Epic’s future. The company’s resources and expertise will be essential for scaling the brand and reaching new markets. However, it will also be important for General Mills to maintain Epic’s unique identity and allow it to operate with a degree of autonomy.
The story of Epic jerky is a reminder that the food industry is constantly evolving. Consumers are becoming more discerning, demanding more from the brands they support. Companies that prioritize sustainability, ethical sourcing, and innovation will be best positioned to succeed in this changing landscape.
Epic Jerky serves as a case study in the challenges and opportunities that arise when a small, mission-driven company is acquired by a large corporation. The brand’s ongoing journey will be closely watched by industry observers and consumers alike, as it navigates the complexities of maintaining its values while growing its business.
The future likely holds even greater emphasis on transparency within the supply chain. Consumers are increasingly demanding to know where their food comes from and how it is produced. Brands like Epic that can provide this level of transparency will have a competitive advantage.
Ultimately, the success of Epic Jerky will depend on its ability to continue delivering high-quality, ethically sourced protein snacks that meet the evolving needs of consumers. And the story of who owns Epic Jerky is inextricably intertwined with the broader story of how we are reshaping the food industry.
Who were the original founders of Epic Provisions, the company behind Epic Jerky?
Epic Provisions was founded in 2013 by Taylor Collins and Katie Forrest. They were driven by a desire to create nutrient-dense, high-quality animal protein snacks that aligned with their Paleo and ancestral health principles. Their initial product lineup focused on jerky made from grass-fed beef, bison, and other ethically sourced meats.
Collins and Forrest’s vision was to revolutionize the snacking industry by offering products that were not only delicious but also sustainable and respectful of animals. They built the brand around a commitment to sourcing from regenerative agriculture practices and promoting animal welfare, distinguishing Epic from conventional jerky brands.
When was Epic Provisions acquired, and by whom?
In January 2016, Epic Provisions was acquired by General Mills, a major multinational food corporation. This acquisition allowed Epic to significantly expand its distribution network and reach a wider audience of consumers interested in healthier snacking options.
The acquisition by General Mills also provided Epic with access to greater resources for research and development, allowing them to innovate and expand their product line beyond jerky. Despite being part of a large corporation, Epic initially maintained a degree of autonomy in its operations and commitment to its core values.
Did the founders of Epic Provisions remain involved after the acquisition by General Mills?
Yes, Taylor Collins and Katie Forrest remained involved with Epic Provisions for several years following the acquisition by General Mills. They continued to guide the brand’s vision, product development, and commitment to regenerative agriculture and ethical sourcing.
Their presence helped maintain the integrity of the Epic brand and ensured that its core values were upheld during the transition. They gradually transitioned out of their day-to-day roles, eventually moving on to pursue other ventures related to regenerative agriculture and sustainable food systems.
What impact did the acquisition have on the sourcing and production practices of Epic Jerky?
The acquisition initially allowed Epic Jerky to scale its sourcing and production, benefiting from General Mills’ established supply chains and manufacturing capabilities. This enabled the company to meet the growing demand for its products and expand its distribution network.
However, maintaining the initial commitment to 100% grass-fed and regeneratively sourced ingredients proved challenging as production volume increased. While Epic continued to prioritize ethical sourcing, some compromises were made to balance cost and availability, reflecting the complexities of integrating a values-driven brand into a large corporate structure.
What is the current ownership structure of Epic Jerky?
Epic Jerky remains a brand within the portfolio of General Mills. While the original founders are no longer directly involved in the daily operations, the brand continues to be marketed under the Epic name and identity.
General Mills maintains full ownership and control over the brand’s strategy, production, and distribution. The company aims to leverage Epic’s success in the healthy snacking category and integrate it into its broader portfolio of food products.
How has Epic Jerky’s product line evolved since the acquisition?
Since being acquired by General Mills, Epic Jerky has expanded its product line beyond traditional jerky to include other animal-based protein snacks. This includes products like bone broth, performance bars, and various flavors and formats of jerky.
The brand has also explored new protein sources, such as chicken and salmon, in addition to its original focus on beef and bison. This diversification has allowed Epic to appeal to a wider range of consumers seeking convenient and protein-rich snack options.
What are some current initiatives related to regenerative agriculture that Epic Jerky is involved in?
Even under General Mills’ ownership, Epic Jerky continues to participate in initiatives promoting regenerative agriculture. They partner with ranchers and farmers who are committed to sustainable land management practices that improve soil health, sequester carbon, and enhance biodiversity.
While scaling regenerative agriculture to meet the demands of a large company is a continuous challenge, Epic Jerky actively supports programs that incentivize and reward farmers for adopting these practices. They also advocate for policies that promote the adoption of regenerative agriculture on a broader scale.