Jason Burke's Recent LinkedIn Posts

You can’t fake belief. Consumers know. A legacy brand just launched “cleaner” versions of their products. Good. That’s a win for the consumer. A win for the supply chain. A win for the category. But one line exposed everything: “Better-for-you is the shiny penny right now…” That was the tell... The posture. Because that sentence says: “We’re participating.” Not: “We believe.” And that gap is where brands lose. 2026 consumers aren’t confused. They don’t just read labels. They read intent. You can: • Clean up ingredients • Upgrade packaging • Mirror the language But you cannot manufacture conviction. Would your product exist if it wasn’t trending? If the answer is no… You don’t have positioning. You have timing. And timing doesn’t build brands. Belief does. — The brands that win this cycle aren’t reacting. They’re aligned. You can feel it in how they: • Make decisions under pressure • Talk about their product • Stay consistent when it’s inconvenient It's not marketing. It is orientation. — I actually like moves like this. They expand the market. They improve inputs. They validate direction. But they don’t earn trust on their own. Trust isn’t built on what you launch. It’s built on what you actually believe. — If you’re evolving, say that. If you’re rebuilding trust, say that. If the consumer changed and you’re catching up, say that. There’s respect in honesty. There’s none in chasing “shiny pennies.” Real food isn’t a trend.

On a plane reflecting on expo west 2026. I have a lot of scattered thoughts I’m trying to turn into a cohesive recap. Maybe tomorrow. Maybe later today. I’ve been exhibiting since 2014 and I think this one tops them all. But it’s not because of the 10 reasons I could easily cite as to why this one was extra special. Allow me to be a proud dad for a minute. Quincy. Quincy C-rushed this show. If you met her, you know. If you walked by attempting to avoid our booth, she stopped you. Her energy, passion, and enthusiasm stole the whole damn event. She grinded the ENTIRE time and kept her smile and energy consistent from start to finish. I had to pry her away from the booth to eat lunch. So many of you were incredibly kind to her and so supportive - I don’t even know how to properly describe how much gratitude I have in this very moment. And THAT tops anything I’ve ever witnessed at this event. Thank you for making her first expo an experience she’ll never forget. She says she’ll never miss it again. 🫶

“I wish I had your life.” Do you? Because you’re not seeing the full P&L. I'm self-proclaimed Professor Burke. Class is in session. You’re seeing the top line. Not the cost structure. The part we don't post is: -Starting with $40k on an AMEX -401k liquidated to buy inventory -Checking account at -$38 -Loans you’d never publicly admit to -Calls all day - Customers. Investors. Brokers. Suppliers. 3PLs. Retail buyers. Team. -First real vacation… a decade in -Business becomes your identity -Losing millions per year - while giving up more equity just to stay alive This isn’t a complaint. It’s a cost breakdown. Every path has one. Most people just haven’t itemized it. Before you say you want “this life,” run the audit: What are you willing to risk financially? How long can you operate without validation? How much control are you willing to give up to keep going? How much of your identity can you tie to one outcome? How many years can you endure asymmetry (effort ≠ reward)? This game doesn’t filter on ambition. It filters on tolerance. Tolerance for uncertainty. Tolerance for pressure. Tolerance for delayed outcomes. The upside is real. But so is the bill. I’ve seen enough cycles to know: The founders who make it aren’t always the smartest. They’re the ones who decided—early—what they were willing to pay… …and kept paying it. Everyone pays. Different currencies. Time. Money. Stress. Control. Pick yours intentionally. And...Keep! Going!

I have a confession. I’ve had an unfair advantage building this brand. Two years after launching New Primal, my first daughter, Quincy, was born. As she grew, so did the company. And as any parent knows — finding snacks you feel good about giving your kids isn’t easy. It wasn’t easy 10 years ago either. So we built one for her. Not a “me too” product. Not something trendy. Something she would actually eat. Ask for. And brutally critique. Kids are the most honest R&D department on the planet. For the last decade, Quincy has been at the center of Snack Mates development. Those chicken sticks everyone’s talking about now? The ones retailers once told me had “no market”? They started with her lunchbox. This year, I’m bringing my secret weapon to Expo West. She’ll be in the booth handing out chicken sticks. And yes — you should absolutely try everyone else’s new chicken stick. But you should definitely come meet Quincy. She’s been part of this innovation for 10 years. And she’s way more interesting to talk to than the bros selling meat snacks anyway 😂 This is a milestone for both of us. I’ve waited patiently until she was old enough to work the show with me. She’s been asking to come for years. This year, she’s the heart of our booth. Come see us. 5531 🙏

Just like last spring when I announced category-defining Rotisserie Chicken sticks - I can’t hold it in any longer. I’ve always firmly believed Expo West is THE place to announce innovation if you’re in the natural products industry. Meat Sticks are the fastest growing category in grocery And… There is SO much room for innovation in this category. We love to push the boundaries with bold, whole-family-friendly flavors. Snack Mates is adding a savory, juicy, craveable mini stick - a Honey BBQ Chicken mini stick. It’s my second favorite innovation ever launched (Rotisserie chicken being the first). And I can’t take credit for it - you, the consumer kept asking for it. So, we took the chance on your requests and made it. I promise you’ll want this in your snack rotation. Launching at Expo West - come try it! Then, rapidly available on Amazon and Thrive Market! Let’s go!

They told us there was no market for mini meat sticks. “No data.” “No demand.” “No proof parents would put this in a lunchbox.” “Multi-packs won’t work.” “Chicken and turkey? The category is beef.” But 10 years ago, parents were emailing us asking for: • Smaller sticks • Less spice • Better kid-friendly flavors • Something beyond beef We already had the animal welfare and clean ingredients dialed. The question was: Why wasn’t anyone building meat snacks with the whole family in mind? Retailers loved the concept. Just… not enough to be first. So we kept pitching. And pitching. And pitching. Today? It’s the highest velocity chicken stick in America. And the game is just getting ramped up. 🔥 New Honey BBQ Mini Sticks 🎨 Refreshed packaging 🚀 Built for families. Backed by velocity. If you’re heading to Expo West, come see it for yourself. 5531 Take a selfie. Post it. Tag me. Let’s celebrate the long game. 🤜🤛

I know. There are a lot of “cool” totes and bags at Expo West. But c’mon. If you’re going to make a Rotisserie Chicken Meat Stick… You might as well put it in a rotisserie bag. Limited supply each day. When they’re gone, they’re gone. So if you want one — come early. We’re at booth 5531 :) Let’s make meat sticks fun again.

Most people don’t start from zero. Some start from minus 20. Let me tell you a story. A kid grew up in Section 8 apartments. Before that, his dad had a roadside produce stand in Virginia. His parents didn’t finish high school. At 12 years old, he started mowing lawns. That turned into a real business. He didn’t play sports. He worked. They called him “J Burke Enterprises.” He bought his own car. Paid his own insurance. Had a cell phone as a teenage “businessman” before that was even normal (just aged myself) Freshman year of college, his parents needed help with rent… so he bought them a house. A modest house but a nice house in a safe neighborhood. He didn’t start at zero. He started at -20. But he outworked most people around him. He kept showing up. Fast forward to today— He’s sitting in rooms with world-class operators, World Series champions, A-list actors, and a peer group he never could’ve imagined. And the best damn team on the planet. Building relationships. Building a business. Building a life. And… our products are now in tens of thousands of retail doors. One of the fastest growing meat snack brands in the country - this category is ruthless But here’s the part no one sees— 10 years pitching Target 10 years pitching HEB 5 years pitching Whole Foods Market 4 years off shelf at Kroger after discontinuing the items they carried 7 years off shelf at Sprouts Farmers Market because I got in en ego battle with the buyer Stress. Equity dilution. High-interest debt. Sleepless nights. Missed time with family. Running out of money. Brokers dropping us. Getting cut without explanation. Competing against companies with more capital, more leverage, more control. Getting sued (don’t worry, they lost) All of it. I’m not saying this to brag. This is year 14 I’m saying it because someone out there needs to hear this— If a kid from the projects who started at negative 20… with no experience, no fancy degree, and no money… can build something that matters— you can too. Keep G(r)owing!

Everyone thinks breakout products are luck. They’re not. They’re timing + taste + distribution + story…all compounding at once. This rotisserie chicken stick is one of the fastest-growing items we’ve ever launched. Not because we got lucky (well, maybe a little). Really, though, we stacked the deck: -The category was ready to move beyond beef -Consumers wanted something familiar (no guessing, no risk) -Chicken demand is/was exploding -We nailed a flavor profile people already trust -We launched into a rising tailwind—not against it But product alone doesn’t win anymore. So we went all in: -Founder-led marketing -Seeded product to creators before launch -Activated Amazon’s creator ecosystem -Built momentum heading into a major trade show -Let real people tell the story before retail ever did 9 months later: 5,000+ stores Top 5 SKU on Amazon for us One of the fastest movers we’ve ever seen No gimmicks. Just aligning product, timing, and distribution…then pressing hard. And next month? If you live in Texas…you’re going to be very happy 🤠

Year 12 at Expo West, and I still don’t recover well. Hall E is dark. No windows. Absolute mayhem for four straight days. ~3,200 brands exhibiting. Energy — unmatched. Optimism — back. ~65k attendees The higher ticket prices clearly kept attendance manageable, and honestly, that was a net positive. Fewer distractions meant more time with the people who actually matter — buyers, investors, brokers, and partners. For the past few years, the industry hasn’t quite felt “back” post-COVID. Capital dried up. Innovation slowed. This year felt like that weirdness is finally behind us. There was real momentum and a lot of new ideas hitting the floor. Protein was everywhere. Some folks were saying we were all modeling the new food pyramid. I couldn’t help but laugh a little. Protein and healthy fats have been central to real food brands for over a decade. Just because consultants and PE firms are talking about it now doesn’t mean it’s new. I know...they were busy trying to make fetch (I mean plant-based meat) a thing. So, excuse them for being distracted. Replacing canola oil with tallow in your frozen French fries...calling that a win. I also predicted chicken would show up in meat stick innovation this year — and it did. But we launched chicken sticks back in 2016 for a simple reason: it brings a new consumer into the category. Women and kids are far more likely to grab chicken than beef. That wasn’t a margin play. It was a consumer play. We launched our Honey BBQ Chicken Mini Stick to much fanfare and previewed our Snack Mates packaging refresh with the world. I got to share my thoughts on stage during a fireside chat with Advantage Solutions. That was cool. My daughter attended and got to work in our booth - a highlight for me personally. I met MANY of you IRL - I'm humbled by how many people find value in the random thoughts I post weekly. Thank you for your ongoing support and encouragement. Loved meeting each of you! I went to zero after parties 🥳 Our team executed flawlessly and installed an entirely new booth this year! What could improve? The Marriott live music - I mean...it's cool until it's midnight and the first 7 floors can't sleep. New Hope wasn’t fully prepared operationally this year. Product shipments arrived incredibly late, and exhibitors had to wait in the hall for many hours into night just to receive freight — in 90°+ heat during setup. Let's turn on the AC during setup...for once. Trash cans were often overflowing, bathrooms struggled to keep up, and security felt unusually relaxed. Nothing catastrophic, but noticeable. All that said — Expo West remains the marquee event of the year. I wouldn't miss it. The relationships, the energy, and the inspiration are unmatched in CPG. And after 12 years, I’m still grateful to be in the arena with you all. The New Year has officially begun. Let's go!

The shelf is full. Your story is empty. I’ve watched hundreds of product launches in the CPG world over the past decade. Some take off. Most quietly die on the shelf. The difference usually isn’t the formulation. Or the packaging. Or the macros. It’s the story. I see this mistake constantly. A founder spends months perfecting a new SKU: New flavor. New ingredient. New format. And when you ask one question — “Why should this exist?” There’s no clear answer. The shelf is already full. Retailers don’t need another product. Consumers don’t need another option. They need a reason to care. Think about the difference between these two launches. SKU launch: “High-protein snack. 10g protein. Grass-fed beef.” Story launch: “We built this because the meat snack aisle was full of junk and families deserved a better option.” Same product. Completely different gravity. Products can be copied. Ingredients can be copied. Packaging can be copied. But stories? Those are much harder to replicate. The brands that win don’t just launch SKUs. They launch belief systems. Before launching your next product, ask yourself one question: What story does this SKU unlock? If the answer isn’t obvious… You’re launching inventory. Not a brand. ________________________________ Curious — what’s the best product story you’ve seen in CPG? Drop it below.

We got pulled off shelves. Not once. Not quietly. Pulled. That’s the part no one posts about. The resets that don’t go your way. The velocity that wasn’t good enough. The feeling of walking into a store and realizing… you’re not there anymore. We had a choice: Blame the buyer. Blame the category. Blame the broker. Or get better. So we did. We simplified. We focused. We built something people actually wanted. Not just another beef stick. But a different take on protein — led by chicken, built for real life. And now… We’re back. Nationwide. On shelves at Kroger. This one means more than the first time. Because we earned it. Let’s gooooo! 📈

I’m still in the middle of Expo West. I don’t have a recap yet. But I do think there is something different in the energy this year. I can’t pin point it yet. But it’s good. Really good. A little photo dump for those of you following along. Jake Karls Mike Fata Matt McLean Melissa Urban Gregory Willis

My friends at Chomps just announced their chicken sticks launching at Expo. Waiting to see my other friends in the category and what they do with flavor innovation around this protein. I want to go on the record to say two things: 1) I’ve been calling this for weeks (who cares what I’ve been predicting, though, right?) 2) I absolutely LOVE it! Truly. Chicken represents 2% of the category sales, yet is America’s favorite protein. Beef prices are soaring. Beef flavor innovation in this category is kind of boring. Let’s be honest. Retailers have been accepting of chicken but most retail sets are dominated by beef offerings making up over 90% of the facings. Having a group of category disrupting brands aligned with a similar message about the importance of chicken to drive new consumers and use occasions to the category is a good thing. A really good thing. Consumers win. Retailers win. Brands win. Cheers to better-for-you meat sticks continuing to dominate growth across all snacking categories. And cheers to more chicken in the category. Come try our new Honey BBQ Chicken sticks at Expo! Let’s. Fking. Go. 🐔

There’s this idea that you need a chip on your shoulder to win. Like you need to prove everyone wrong. Like the only way to build something big is to grind with your teeth clenched. I’ve felt that. But it’s entirely unnecessary. If you’re not having fun… you won’t last. You can push hard for a while. You can run on adrenaline. You can outwork people for a season. But you can’t build something for 10+ years if you hate the process. The best founders I know? They care a lot. They work hard. They take it seriously. But they also enjoy the game. They like solving problems. They like building teams. They like seeing it all come together. You don’t have to choose between intensity and joy. You can be locked in… and still love what you’re doing. Anger burns fast. Joy is steady. I choose joy. I hope you do too.

You can’t control the noise at Expo West — but here's what you can control. With 13 years of mistakes at Trade Shows under my belt, I’ve got a few more tips to help you make the most of your Expo West. 1. Keep your eye on the ball. Learn from what others do well, but don’t waste energy comparing yourself. 2. Remember why you’re there. It’s great to catch up with friends and colleagues, but don’t lose sight of why you invested in this show. 3. Booth envy is pointless. Someone will have a flashier booth. Who cares? - your energy is what attracts people, not your backdrop (but please don’t let it be wrinkly). 4. Party smart (or not at all). Networking is important, but don’t let social events drain you. Hit the cocktail hours, make meaningful connections, then get the hell outta there and get some sleep. 5. Ignore the noise. At some point, you’ll hear about: ✅ A big acquisition ✅ A huge investment announcement ✅ The “next big trend” ✅ Investors, bankers, and media with ideas unrelated to your business (fiber?) ✅ Competitors launching, rebranding, or outspending you ✅ Some strange product that wins a NEXTY (every year) None 👏of 👏that 👏matters. This is one event. Yes, it’s an important one—but it’s just one event. Walk away with momentum, not distraction. 6. Pre, during, and post-show, your head will spin. To keep it straight: ✔ Focus on your core business - don’t pivot ✔ Don’t chase the trends ✔ Stick to your show goals ✔ Get solid sleep ✔ Hydrate and support your immune system ✔ Stretch ✔ Breath mints, water, and comfy shoes are your best friends ✔ Keep a list of top prospects to track your progress You got this. And if you’re around Hall E, stop by and say hi! 5531 #cpg #expowest2026

You’re one win away from cancelling out a bunch of losses. Keep going!

Anaheim! Expo West! This is my 12th year exhibiting. And they let me into one of those fancy marriot ballrooms to speak. So, if you’re not sprinting to my booth to get a rad Rotisserie Chicken bag, come hang with me for a bit and we can walk back to the New Primal booth together, afterwards. Hope to see you there!

The math of success is brutal. Frank Sinatra wrote 1,200 songs. 209 were hits. That’s 17%. Babe Ruth had 8,399 at-bats. 714 home runs. 8.5%. Picasso created 150,000+ pieces. About 1,170 are considered masterpieces. 0.7%. 🤯 We celebrate the highlight reel. We don’t talk about the 83%. The 91.5%. The 99.3%. As founders, we want every SKU to win. -Every retailer to say yes. -Every launch to hit velocity targets…immediately 👀 That’s not how this works. -Category managers know it’s not how it works. -Investors know it’s not how it works. I’ve launched 50+ products. Some crushed. Some crawled (Snack Mates chicken & maple was launched in 2016 😅)…and not a single person thought mini meat sticks would ever be a thing. Not a single person believed multi-pack meat sticks would grow the category. But the only reason we’re standing today, 14 years later, is because we kept swinging after the misses and delays. Success isn’t about batting 1.000. You have to survive long enough for the compounding to show up. You don’t need a perfect record. Keep Going! That packaging refresh tho 🔥

Post-facial I had some thoughts. Entrepreneurship has a self-abandonment problem. No one really talks about it. You pour everything into the business. Every conversation ties back to work. You can’t “turn it off.” You feel guilty when you’re not productive. You stay up at night thinking about: • payroll • cash flow • the next bill • the next fire And most of the time… You suffer in silence. No one sees the weight you’re carrying. Meanwhile, you scroll: Someone raised capital. Someone exited. Someone landed Costco. And the question creeps in: “Am I cut out for this?” There’s a constant buzz in your head. You don’t take vacations. The gym gets ignored. You’re overdue for a haircut. Because there’s always more to do. Always. The consultant says fix your co-man. Your website needs a rebuild. Packaging refresh is looming. Retailer risk. Margin pressure. And it never stops. Take it from someone who struggles with this: If you don’t protect your energy… This will consume you. Two years ago, we made a decision as a team: We moved to a 4-day workweek. And we’re not going back. Are Fridays perfect? No. Do I still take calls sometimes? Sure. But Fridays became sacred. Haircut. Massage. Walks. Gym. Reset. (Yes, I get monthly facials. Highly recommend it.) Here’s what I’ve learned: Work will always be there. There will always be more to do. But if you don’t take care of yourself… You won’t be around to do it. So schedule it. Put it on the calendar: • the workout • the walk • the break • the time off Non-negotiable. You’ll be a better operator. A better leader. A clearer thinker. And honestly… A better human. Don’t neglect you.

Mike Fata once said something that stuck with me: LinkedIn is a 24-hour, 365-day trade show. And he’s right. I love real trade shows. Places where the CPG community gathers in one room. We collaborate. We get inspired. We learn. We teach. We celebrate wins. We build relationships. But if you’re doing LinkedIn right… that same thing can happen every single day. Right here. Ideas shared. Lessons learned. Questions answered. Connections made. I am proof of that. So if you’ve been hesitating to post… Tell your story. Share your insights. Ask the community questions. Celebrate the wins. This platform works when you participate. Consider this your sign. Step onto the trade show floor.

Your success in business depends on how well you control your emotions. Not your IQ. Not your network. Not even your strategy. Your emotions. You dont don’t lose because you’re not smart enough. You lose because you can’t stay steady when things get hard. Pressure hits → you rush. Tension rises → you react. Uncertainty shows up → you spiral. And you don’t even realize it’s happening. — People can feel this. Your team feels it. Your customers feel it. Investors and buyers feel it. If you’re all over the place… people pull back. If you’re calm and steady… people lean in. And usually, The bigger the opportunity, the more pressure comes with it. And if you can’t handle the pressure… you won’t keep the opportunity. — No one modeled this for me growing up. Or even in my first few places where I worked. I had to learn it the hard way. I’m still learning it. And, I’ve messed this up before. I’ve rushed decisions. I’ve let stress take over. I’ve brought the wrong energy into the room. And it always cost me. — Now I try to focus on one thing: Stay calm. Think clearly. Move with purpose. People don’t just follow ideas. Next time things get chaotic, don’t try to do more. Try to be the calmest person in the room. That’s the edge.

Who wants to listen to my recent podcast with World Series Champ Justin Turner? Justin and his wife are a powerhouse team - they host their own podcast, run a charitable foundation, and have become selective and impactful investors in CPG brands they find direct alignment with in their lives. Check it out and learn how they decide which brands to invest in, partner with, and promote to their network.

You’re not unprofitable. You’re just not opening your remittance statements. I’ve seen brands lose hundreds of thousands of dollars to one thing: Deductions. In CPG, deductions are the hidden tax on growth. You ship product. You invoice. You expect to get paid. And then… 15–30% disappears. Administrative fees. Shortages. Trade discrepancies. Chargebacks. Most founders don’t even look closely. Because it’s messy. It’s confusing. And we're sprinting. In my latest podcast episode with Komal Devjani, we unpack: • Why deductions get more dangerous as you scale • The difference between valid vs. disputable deductions • Why “never let a dispute window close” matters • How brands recover up to 85% of disputable claims • Why having a single source of truth for promotions is non-negotiable The devil truly is in the details. And the brands that build real financial discipline win long term. If you’re building in CPG and care about cash flow, margin, and operational efficiency — this episode matters. Link in comments. Listen today. Listen on your flight to Expo West.

I wasted years chasing success I had not defined. It looked like ambition. In reality, I was being vague. “Build a cool brand.” “Scale revenue.” "Get profitable" Sounds good. But none of it told me how to build… or when enough was enough. If that sounds familiar, you’re not off — you just haven't defined it yet. Here’s where it broke for me: I was making decisions fast… but not in the same direction. Saying yes to: Retail expansion New SKUs Bigger inventory bets More overhead All are individually rational. Collectively? Misaligned 😅 I never got specific enough about what I actually wanted. So, here's how you get more clear about what you actually want: 1. What does “enough” actually look like? Not brand revenue. Your outcome. Is it $500K/year in profit? $2M? A $200M exit? If you don’t pick a number, you’ll keep moving the goalpost. 2. What do you want your role to be? This one got me. Don't build something that slowly removes you from the parts you enjoy most. Do you want to operate daily? Lead leaders? Or step back? Growth changes your job — whether you choose it or not. 3. What pressure are you willing to carry? Every path comes with weight: Inventory risk Tight cash cycles Investor expectations Team dependency I said yes to pressure I didn’t consciously choose. That’s where resentment creeps in. 4. What game are you actually playing? This is the one that took me too long: Lifestyle business? Scaled asset? Exit vehicle? All valid. But they require completely different decisions. And then here's the part I had to admit: A lot of what I thought was “my ambition”… was just borrowed. From other founders. From the market. From what sounded impressive. Not from what I actually wanted my life to look like. And that's ok - it's what most of us do...borrow long enough to figure out what works for you. But then, get specific. Things only got clearer when I started filtering decisions through one question: “Does this move me closer to my version of success?” Mine. Not someone else's. If you’re feeling friction right now, it might not be execution. It might be that you and your business are solving for different outcomes. I’ve been there. Most of us are, at some point. Keep G(r)owing.