Long a popular spot for sampling wine, will Sonoma soon be known as the place to sample fine beef jerky? Opening just off the Plaza in early 2017, Krave jerky’s “brand experience center” is sure to be the first of its kind.
Krave is headquartered at 117 W. Napa St., in the back of the Index-Tribune building. When developer Kenwood Investments finishes its renovation of that building, Krave’s space will include a retail storefront on West Napa.
Shane Chambers, the new general manager of Krave, reports to the “Head of Snacking” at Hershey, which purchased Krave in early 2015. The company is planning to launch something like a jerky bar at the storefront – though Chambers prefers the term ”brand experience center” for the new endeavor. “Customers will be able to sample and buy our products and we expect to partner with local cheese, cider and wine companies in the space as well,” he said.
Project architect Michael Ross, of Sonoma, added, “This space provides an opportunity for the public to taste Krave and other products and experience this exciting brand. The design intent is to evoke the look and feel of a butcher shop.”
Chambers is excited that the brand known for leading a beef-snack renaissance will also break new ground with the experience it will be offering in Sonoma.
“Krave has honored its commitment to culinary excellence by staying headquartered in Sonoma,” he said. “And because of Sonoma’s position on the forefront of culinary trends, we have the opportunity to think outside the box with ideas like this retail storefront.”
Chambers also said that new products are in the pipeline for later this year, including a Krave Bar, similar to a granola bar. The shelf-stable bar will be all natural, low calorie and contain meat mixed with ancient grains and fruits. “People are sitting down for fewer meals,” said Chambers. “Consumers are changing what and where they are eating.”
Krave has 14 employees in Sonoma right now, most involved in marketing, finance, quality control and supply channels. Three dozen additional employees are in other locations around the U.S, primarily with sales responsibilities.
Most of the company’s marketing is centered on what Chambers describes as the “meat to mouth” experience at culinary festivals, sporting events and tasting at retail locations. “We’ve found that half the people who try jerky have never even tried it before and that half of our customers don’t eat anything else in this category.”
Chambers and his team are optimistic about the future of Krave. “We’re really excited for the changes we’ll be making in the meat snack space,” said Chambers. “It is a $22 billion category that still has tremendous growth potential.”
Email Lorna at lorna.sheridan@sonomanews.com.
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