Conagra Foods Introduces Harley-Davidson Beef Jerky into Convenience Stores

18/10/06 ConAgra Foods, one of North America's leading packaged food companies announced a multi-year licensing agreement with Harley-Davidson Motor Company to produce and market a branded beef jerky - Harley-Davidson Beef Jerky.

ConAgra Foods' introduction of Harley-Davidson Beef Jerky into the $2.7 billion-a-year meat-snack category supports the company's focus on branded products. "At ConAgra Foods, we are intently focused on building relationships with strong brands, and Harley-Davidson is one of the world's most recognized and admired companies," said Paul Lapadat, president, ConAgra Foods Snack Foods. "Convenience-store operators should find that Harley-Davidson Beef Jerky augments their meat-snack sales, draws new customers and drives additional purchases from Harley-Davidson riders and non-riders alike."

"ConAgra Foods brings the breadth and expertise needed to successfully position this new licensed product for strong sales, as ConAgra Foods is one of the leaders in the snack category," said Lapadat. "The new relationship will combine ConAgra Foods' strategic marketing and sales expertise in the meatsnack business with the brand awareness of Harley-Davidson."

"Harley riders live for the time they spend on their motorcycles, and beef jerky is a convenient food for the open road," said Tom Parsons, Harley-Davidson acting general manager of General Merchandise. "It's a great way for riders to grab a snack and keep on rolling, and we look forward to working with ConAgra Foods to bring this road food to market."

Harley-Davidson Beef Jerky is made from thick slices of premium steak, smoked and seasoned to perfection, and available in three flavors - Original, Teriyaki and Pepper. It will be sold in 3.25-ounce packages at a suggested retail price of $5.99. Shipping is expected to begin in January 2007 to convenience stores and authorized Harley-Davidson dealerships.

The Harley-Davidson Beef Jerky product arrives as the meat-snacks category shows strong sales growth. Jerky is the best-selling variety of meat snack, accounting for 56 percent of category volume at convenience stores2. Meat snacks climbed 11 percent in sales in the past 52 week period.