Beef jerky brand moo-ving at a rapid rate

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Launched in 2012 by northern NSW-based company New World Foods is a snack food company on the move.

According to Managing Director  and the brains behind the brand, Don Nisbet, he always had the ambition to develop a range of snack food products and a legends brand.

Around five years ago, the Local Legends concept came into his head.

“The Bob Marley album Legend inspired me to create the brand as he’s obviously a legendary guy. The first concept artwork featured Mohammed Ali on the back of the packs because the idea was to associate legendary people with the brand.

“A lot of these people came from a difficult background and went on to become household names but we wanted a brand that could connect local people too so as it transpired we brought that in” he said.

The company has seen growth year on year of 25 per cent plus including expanding internationally.

Nisbet and his team became involved with a local grassroots AFL club and enlisted a legendary player, Danny Frawley, to launch the brand.

The company was set up to on the basis of every unit sold meant money was donated back into football allowing the Local Legends brand to connect to local people.

According to Nisbet, jerky is an honest, wholesome and funky product that fit the existing brand.

“I’ve been running New World Foods for many years and with protein being such a necessary staple, it was the perfect tie in to give the brand a healthy image” he said.

“I spent a lot of time looking at the whole sport supplement space and seeing products that called themselves health foods but were loaded full of synthesized protein.

“What we’re offering is a very natural protein” he said.

The company has seen growth year on year of 25 per cent plus including expanding internationally.

As of this month, Local Legends Original Beef Jerky is the brands’ highest selling unit. The company recently signed a deal with Snack Brands Australia to be distributed into their network ensuring increased exposure.

For the future Don said his intention “was to make Local Legends the leading meat snack brand in the country. We’re going to take the brand into other areas including some exciting new products and, in the next calendar year, the brand will take on a refreshed look.”