Nicole Schlesinger Turns Her Apartment Kitchen Into a Beef Jerky Brand

While studying at the Institute of Culinary Education, Schlesinger grew frustrated with the hyper-masculine branding and artificial ingredients dominating the beef jerky market. She envisioned a cleaner, chef-crafted alternative that felt modern and approachable. After months of testing recipes, sourcing ingredients, and navigating FDA regulations, she bootstrapped the company entirely on her own.

The early days were defined by trial and error. Schlesinger recalls a high-stakes moment when she discovered a spelling error on 10,000 bags just weeks before the Summer Fancy Food Show. Rather than accept the mistake, she scrapped the entire order and rushed a replacement to ensure the product met her quality standards. This commitment to detail, combined with a focus on repeat customers, helped the brand secure 1,800 pre-orders for its hot honey date and original flavors.

Now working 10 to 14 hours a day, Schlesinger manages everything from retailer outreach to product development. She attributes her early momentum to the Startup CPG community and a willingness to iterate based on direct feedback. Her advice to fellow founders is to prioritize talking to customers over exhaustive planning, noting that the market provides more valuable lessons than any business blueprint.