The Good Food CFO podcast · The Good Food CFO

BABOYOT with People's Choice Beef Jerky: Crafting Legacy on Their Own Terms

·52 min·3 clips

Brian says the business is built to make money, not to sell.

1. The Good Food CFO podcast episode focuses on People’s Choice Beef Jerky, a fourth-generation family business with roots in Los Angeles in 1929. 2. Host Sarah Delavan speaks with CEO Brian Bianchetti and VP of Marketing Sarah Binketti, who are siblings and run the company with their parents. 3. The episode asks what it looks like to build a food business on your own terms while keeping family ownership intact. 4. Sarah Binketti says the company still manufactures handcrafted beef jerky from raw materials to finished package product. 5. Brian says the business sells omni-channel through Amazon, its own .com website, wholesale retail, specialty accounts, private label, and co-packing. 6. Brian ties the company’s direction to its great-grandfather John B. Keddie, who started by selling mortadella, chorizo, and sausage. 7. Sarah says less than 3% of family businesses survive to the fourth generation, which is part of why the family sees its continuity as unusual. 8. Brian says the company’s internal line is “we choose to be great and not big.” 9. That phrase connects to their decision to prioritize profitability, sustainable ownership, and long-term family control over an eventual sale. 10. Brian explains that channel decisions depend on margin, fixed manufacturing capacity, and the risk of overdependence on one platform such as Amazon. 11. Brian says the website is the long-term focal point because it gives the company customer relationships and customer data. 12. He also says Amazon matters because it generates cash flow and reaches an engaged audience that already shops there. 13. Sarah describes Jerky Crisp as a thin, circular snack made with beef, salt, and water, and says a 1.8-ounce bag contains 40 grams of protein. 14. She says Jerky Crisp was created for customers who wanted a stripped-down product without junk or fillers. 15. Sarah says their “old school cowboy style” jerky is drier and tougher by design, because the company does not pump it full of preservatives and additives. 16. Brian says that choice took time to understand, because the company once tried to move toward a softer jerky as the market shifted. 17. Brian says the company uses a test kitchen to develop new flavors quickly, including pumpkin spice jerky. 18. Sarah says social media has not become a strong revenue channel for them, even though they have a following and use it to stay visible. 19. The tone is direct, practical, and family-centered, with a long-form interview structure and frequent back-and-forth between the hosts and guests. 20. People building premium food brands, family businesses, or channel strategies will get the most from this episode, while listeners looking for a launch story or fast-growth startup playbook may skip it.

As heard by us

A practical lesson in making a handmade, drier product feel premium and distinct.

The piece lands best when it stays close to the product: drier, handmade, and clearly unwilling to blend into a generic premium story. That gives food founders something useful to study, especially the way it ties differentiation to the actual texture of the product and to the…

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Why you'd press play

You want a real example of premium positioning without the marketing fog.

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