With a focus on quality, tradition, and innovation, this partnership marks a significant milestone in the global expansion of the Mighty Good Food Group. As Jim’s Jerky finds its place in Vietnam’s dynamic market, both leaders share insights into the journey, challenges, and the future of this unique Australian snack in Southeast Asia.

Q: First of all, welcome, Emily, your father Jim, to Vietnam, and to the IPP Travel Retail Office. What is your first impression of the Vietnamese market regarding healthy snacks?

Emily Pullen: Thank you! It's great to be here. It's clear that Vietnam already has a strong presence of beef jerky products. In fact, around the world, every culture has its unique way of preserving protein, whether it’s beef, shrimp, or pork. Jim, my father, was a cattle farmer in Australia for 35 years before he decided to venture into making jerky. He loved beef and felt that the snacking options in Australia didn’t truly capture the rich flavor of good beef. That’s what inspired us to start Jim’s Jerky.

Q: Transitioning from a farmer to a businessman must have been a significant change. How does it feel?

Emily Pullen: It was indeed a huge transition. We had to learn so much, especially about marketing, which was the biggest challenge for me. Manufacturing and producing the product was within my expertise, but marketing was entirely new territory. Understanding how supermarkets and value chains work, and now, even export markets-there’s been a lot to learn.

Q: Vietnam is Jim’s Jerky’s first market in Asia and its first footprint in the global market, correct?

Emily Pullen: Yes, that’s correct. We’ve been operating in Australia for 20 years, and this is our first export market. It’s a significant milestone for us. About four years ago, we decided to explore exporting our product, given the excellent reputation of Australian beef. We believed that we could bring that quality into the snacking space globally.

Q: So, you’ve been preparing for this moment and waiting for the right partner?

Emily Pullen: Exactly. We had to ensure we were ready and fully compliant with each country’s requirements. Vietnam, in particular, has its own specific regulations for importing products. Fortunately, we found fantastic partners in IPPG and IPP Travel Retail, who have been instrumental in navigating the local landscape.

Q: Why did you choose Vietnam as the first place for your global market entry?

Emily Pullen: There were several reasons. Firstly, the Australian government supports businesses looking to export, and Vietnam was identified as a key market to watch. Secondly, Vietnam already has a culture that appreciates protein snacks, so we weren’t introducing a completely new concept. Most importantly, meeting Phillip during his visit to Australia really solidified our decision. We recognized a great partnership opportunity.

Q: Phillip, could you tell us about your first meeting with Emily and Jim?

Phillip Nguyen: Certainly! It was two years ago, right after COVID. My wife, Linh Rin, and I visited Australia to explore more supply opportunities. That’s when we met Emily and Jim, and they introduced us to Jim’s Jerky. I immediately saw the potential because Vietnamese people love jerky. It’s a versatile snack, and I knew it would resonate well here.

Q: Why did it take two years to bring Jim’s Jerky to Vietnam? Were there any challenges?

Emily Pullen: Unfortunately, just as we were about to finalize the contract, our factory was destroyed by a fire, setting us back by 12 months. It was an incredibly challenging time, but Phillip and his team were supportive throughout. They reassured us that when we were ready, they would be there, and they were. This really strengthened our partnership.

Q: I understand that you’re now building a new factory as a result of this setback.

Emily Pullen: Yes, that’s right. And it’s going to be five times bigger-thanks to Vietnam! (laughs). Phillip has been very encouraging about the potential here, and we’re preparing to meet that demand.

Q: What are your expectations for the Vietnamese market?

Emily Pullen: We’re starting off in airports with Phillip, and it’s going to be a learning experience. We need to understand what products resonate best here and whether we need to adjust anything to suit the local market. It’s important to keep the unique qualities of our Australian product while adapting to local preferences.

Q: For readers who haven’t had the chance to taste Jim’s Jerky, how would you describe it?

Emily Pullen: Jim was always focused on making beef the hero flavor. When you taste our jerky, you’ll get a strong umami flavor of beef. We use premium Australian beef, which is known for its quality, and the process we use-dry seasoning and dehydration-keeps it clean and high in protein.

Q: What’s the unique selling point of Jim’s Jerky compared to other products, both in Australia and here in Vietnam?

Emily Pullen: We use only the best Australian beef, which is known for being raised in a safe and clean environment. Our jerky is made from whole muscle cuts, dry-spiced, and dehydrated, giving it a very authentic flavor. We don’t compromise on quality, even if it means higher costs. It’s important to us that our customers get the best possible product.

Q: How did it feel when you first saw Jim’s Jerky in IPP Travel Retail stores at Noi Bai and Tan Son Nhat Airports?

Emily Pullen: It was incredibly exciting. From the 12 kilograms that Jim made in our first month of business to seeing our product in international airports-it’s a surreal moment. This is our first global sale and a huge milestone for our small family business.

Q: Phillip, is this the first Australian brand you’ve brought to IPP Travel Retail?

Phillip Nguyen: In terms of snacks, yes, Jim’s Jerky is the first. We’ve also introduced other Australian brands like Cotton On. We’re exploring more opportunities, particularly in health and beauty products. Jim’s Jerky is our priority right now because of the excellent working relationship we’ve developed.

Q: Emily, do you see IPP Travel Retail as a gateway for Jim’s Jerky to reach the world?

Emily Pullen: Absolutely. It’s a fantastic opportunity for us to showcase our product globally. The way Phillip’s stores are set up is just beautiful-they really highlight the products they carry. We feel extremely privileged to be part of this journey and are excited about the future.

PV