His Grandpa’s Jerky Recipe Made Dale Earnhardt Jr. A Partner

About this episode

Dale Earnhardt Jr. liked Christian Koch's grandpa's no-sugar beef jerky so much he bought into the company. Grandpa never wanted to sell it, so Christian found the recipe in his mom's family cookbook and built the business himself, from a 12 tray dehydrator to 210 convenience stores. Christian chased music for 13 or 14 years before it ended. Getting USDA approved took 17 months, and his first food safety plan was a PowerPoint. At his first farmers market he brought 50 bags that took 3 weeks to make and sold out, and 9 out of 10 people who tried it bought it. When Dale talked it up on his podcast, close to 1,000 orders hit a guy who could make 25 bags a week. It took 3 or 4 months to fill them, and Christian called almost every customer himself. Then we got into what farm kids hear all the time: you had a head start. His dad, his brother and Dale are all partners, and Christian doesn't dodge it. He says the help is real and the goal is to turn around and help the next person start a business. We also got into why there's no work-life balance when you're building something, and what he learned from a dad who left Hollywood and never worked for anyone again. Also in this one: the n