Meat + Poultry - October 2009 - 52

JERKY WITH JUICE

portion of Perky Jerky's profitss
to two organizations, the Nation-al Down Syndrome Society and
d
the Parent Projectt
Muscular Dystro-phy, which focus-es on Duchenne
Disease. One of
Levin's three children has Duchenne, another has
MD. "There's definitely a big gap in
what needs to be
done to combat
these diseases," he
comments. "We're
just trying to do
our part."
The marketing
icon for Lightning
Rods is literally a
creature of myth:

"I wouldn't
recommend living
on this stuff, but
for a day it gives
great energy."
a minotaur, which in Greek mythology had the head of a bull and the
body of a man and lived within the
great labyrinth at Knossos in Crete.
"The minotaur had an insatiable
hunger and was extremely strong -
the visual is of strength and power,
which speaks for itself," says Jim
Hawkins. "Plus there's the labyrinth
thing, which is kind of like the lab-

y
yrinth
everything goes though in
llife. We wanted to bring all of that
tto the product."
But does a "performance-enhanced" meat product actually enh
hance performance? Rody Hawkins is
h
a believer. "I was driving from North
Carolina to Texas over Christmas last
year, and we drove all night, finally
reaching Tyler, Texas, at 5 a.m.," he
recalls. "So I tried a stick, and then
I drove through Dallas in rush-hour
traffic - wide awake and singing
songs." He pauses. "I wouldn't recommend living on this stuff, but for
a day it gives great energy." ■
Steve Bjerklie is M&P's East Coast correspondent
based in Franconia, N.H. He has worked as a
journalist covering the meat and poultry processing industry for more than 25 years.
We would like to hear from you - to comment
on this story or to request reprints, contact us
by e-mail at meatpoultry@sosland.com.

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1000 FT. CROOK RD. N #100 * BELLEVUE, NE 68005
402-597-5777 * 800-467-1201
www.mbasuppliers.com * sales@mbasuppliers.com
http://www.mbasuppliers.com http://www.MeatPoultry.com
Meat + Poultry - October 2009

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