KRAVE Jerky
The Complete Brand Guide
Originally published 2021 — Updated April 2026
KRAVE Jerky — The Brand That Started the Craft Jerky Revolution
If you have ever wondered why craft beef jerky exploded into a national phenomenon — the answer has a name. KRAVE Jerky. Founded in 2009 by Jon Sebastiani in Sonoma California wine country, KRAVE did something no jerky brand had done before — it took the leathery gas station staple and turned it into a genuine gourmet snack with culinary inspired flavors, clean ingredients, and a premium positioning that changed the entire category forever.
KRAVE did not just make good jerky. KRAVE led the jerky renaissance.
Visit KRAVE Jerky: kravejerky.com
What Makes KRAVE Jerky Different
KRAVE was born from a simple but revolutionary idea — that beef jerky deserved the same culinary creativity and quality ingredients as any other premium food category. Jon Sebastiani, with deep roots in Sonoma wine country, brought a chef inspired approach to jerky that nobody had seen before.
Clean Ingredients — No nitrates, no artificial flavors, gluten free. KRAVE was among the first major jerky brands to make clean ingredients a core brand promise rather than a marketing afterthought.
Culinary Inspired Flavors — While other brands offered Original and Teriyaki, KRAVE introduced flavors like Black Cherry Barbeque Pork Jerky, Basil Citrus Turkey Jerky, and Chili Lime Beef Jerky. The flavor innovation was genuinely unprecedented in the jerky category.
Premium Positioning — KRAVE proved that consumers would pay a premium for better jerky — paving the way for the entire craft jerky movement that followed.
High Protein Focus — KRAVE positioned jerky as a legitimate health conscious high protein snack rather than just a road trip staple — connecting with a new generation of health focused consumers.
The KRAVE Story — From Wine Country to $220 Million
The KRAVE journey is one of the most remarkable stories in the modern food industry:
2009 — Jon Sebastiani founds KRAVE Pure Foods in Sonoma California. Sebastiani had spent years in the family wine business and brought that same commitment to quality and flavor complexity to beef jerky.
2012 — KRAVE receives a minority investment from Alliance Consumer Growth as the brand gains momentum and national distribution.
2015 — The Hershey Company acquires KRAVE for $220 million — validating the premium jerky category and signaling to the entire food industry that craft jerky was a serious business. KRAVE was generating approximately $35 million in annual sales at the time of acquisition and was named to Forbes 2015 America’s Most Promising Companies list.
2015 to 2020 — Under Hershey’s ownership KRAVE expands its product portfolio to include KRAVE Meat Cuts, KRAVE Pork Rinds, and KRAVE Plant-Based Jerky. Distribution grows significantly nationwide. However the brand struggles to maintain its premium positioning in an increasingly crowded craft jerky market.
2018 — Hershey moves KRAVE’s operations from Sonoma to Austin Texas when integrating the brand with its Amplify Snack Brands acquisition.
2020 — In a remarkable full circle moment — Hershey sells KRAVE back to Jon Sebastiani and his private equity firm Sonoma Brands for an undisclosed amount. KRAVE comes home to Sonoma. Sebastiani states his intention to re-establish KRAVE as a category innovator and premium brand leader.
Today — KRAVE operates under the Triple Peak brand family alongside Chef’s Cut Real Jerky — both owned by Sonoma Brands and focused on bold innovative products in the meat snack space.
KRAVE Jerky Products
Offering a diverse range of protein snacks across multiple categories:
KRAVE Jerky Flavors
Famous for culinary inspired flavors that go well beyond traditional jerky seasonings. Current and past flavors include:
- Black Cherry Barbeque — a signature KRAVE flavor that put the brand on the map
- Chili Lime — bright citrus heat that became a fan favorite
- Basil Citrus Turkey — a genuinely unexpected and delicious flavor combination
- Honey Habanero — sweet heat done right
- Ginger Sesame Pork — Asian inspired and beautifully balanced
- Sea Salt — stripped down and letting quality beef speak for itself
- Lemon Rosemary Turkey — herb forward and surprisingly addictive
Where to Find KRAVE Jerky
KRAVE has nationwide distribution across major grocery, convenience, and specialty retailers. You can also order directly through their website.
Website: kravejerky.com Phone: 877-208-8433 Headquarters: Sonoma, CA
Find KRAVE Near You: kravejerky.com/locations
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KRAVE Jerky’s Legacy
Whether you love KRAVE or prefer a different style of jerky — the brand’s impact on the entire craft jerky industry is undeniable. Before KRAVE, beef jerky was largely an afterthought in the snack aisle. After KRAVE, hundreds of craft jerky producers entered the market — inspired by the proof that consumers would pay premium prices for premium jerky.
Every small batch craft producer listed on JerkyUp.com owes something to what KRAVE started in 2009 in Sonoma wine country.
Explore More Craft Jerky Brands on JerkyUp.com
KRAVE is one of over 471 craft jerky brands listed in our directory. Discover your next favorite jerky right here!
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