GREENWOOD VILLAGE — At Perky Jerky Corporate Meatquarters, you can choose your own title. There’s the “director of social meat-ia,” “the real jerk,” “the jerk of all trades.” Brian Levin, founder of the all-natural, “ultra-premium” jerky brand, prefers “chairman of the herd.” It’s listed on his business cards.
“You’ve got to have fun,” Levin said. “If you don’t enjoy what you’re doing, do something else.”
Take the Jerk Suit.
Weighing in at 45 pounds fully loaded, the Jerk Suit is a patented velcro-and-rubber body suit covered in, what else, detachable jerky samples. There are 50.
Levin has worn it while running the New York Marathon — or at least the first 17 miles before passing out — skiing, inline skating and, most recently, working out with the masses at Fitness at the Rocks.
Then there’s the Jerk Mobile.
His primary mode of transportation, the SUV, is wrapped bumper to bumper in Perky Jerky ads. It’s his second since founding the meat snack company in 2009.
“I’m definitely living it — all in,” Levin said.
“You can’t take yourself too seriously, yet I’ve never been more serious about anything in my life.”
For Levin, the more “non-vegetarians with teeth” that bite into Perky Jerky the better, not only for the company’s bottom line but also for the philanthropic causes dear to him and his family.
It’s right there on the back of every bag of Perky Jerky: “A portion of our earnings will be devoted to Muscular Dystrophy and Down Syndrome research.”
Levin, 41, a Denver native, and his wife Allison moved back to Colorado seven years ago to be closer to family as they raised their triplets, Jake, Sam and Lexi, now 11.
Sam was born with Down syndrome. Jake has Duchenne muscular dystrophy, a degenerative disease that strikes boys at a young age, slowly robbing them of muscle strength and mobility.
Perky Jerky earnings, over the years, have benefited Parent Project Muscular Dystrophy, The Jett Foundation and Global Down Syndrome Foundation, among others.
“It’s strange to say, but who knew meat snacks would be my calling?” said Levin, a self-described serial entrepreneur.
“When you’re having fun and controlling your own destiny and are able to use it as vehicle to raise money and awareness for your causes, then why would you ever want to do anything else?”
More than inspiration, Levin’s three kids play a hands-on role in the company.
“They are the jerk scouts,” Levin said.
The triplets come along on business trips and sit in on meetings, listening to discussions about CPM, short for “cost per mouth” in Perky Jerky speak.
Father and son — in this case, Sam — even wore matching Jerk Suits at a recent event in California to benefit the Cure Duchenne Foundation.
Duchenne is a “horrible, horrible affliction” that slowly strips boys of their ability to walk, typically by their teens, Levin said.
“Their muscles just deteriorate over time. Every day it gets a little worse,” Levin said. “The only treatment they’ve had for 200 years is stretching and steroids. Steroids slow it down, but the side effects are terrible.”
In the case of his son, Jake is still pretty mobile, but he’s got a scooter and a service dog now, Levin said. “With muscular dystrophy and Duchenne, it is a race. They will find a cure for this disease,” Levin said. “What can I do to make it happen in time to affect my boy? This is the best tool for us.”
Perky Jerky is Levin’s third business venture and by far his most expansive.
Produced at plants in Utah and Wyoming, the nitrite- and preservative-free beef and turkey jerky is now available in more than 30,000 stores nationwide, including Whole Foods Market, Home Depot, Walmart, Target and King Soopers. In the last year, revenue has nearly doubled to $15 million. (A 2.2.-ounce bag of the product sells for $4.99 on the company’s website).
Levin’s first business, Mobliss, developed the text-message voting service for a little television program called “American Idol.” He sold it for $15 million in 2004.
His second business, another tech startup, focused on location-based services.
“To my 11-year-old daughter, my claim to fame is still ‘American Idol,’ ” Levin said.
He cut his teeth at Sidney Frank Importing, the American distributor of Jagermeister and creator of Grey Goose Vodka. Watching Frank build a high-end vodka brand from nothing was an “apprentice period” for his current career, he said.
“It was better than getting an MBA,” Levin said. “I got an MBA from the University of Jagermeister.”
The idea for Perky Jerky came to Levin by accident. While on a ski trip, a can of Red Bull exploded into an open pouch of jerky in his bag.
Levin ate it anyway. It was tender and had an interesting, tangy kick — of caffeine.
Perky Jerky still counts guarana among its ingredients. The South American berry is commonly found in energy drinks.
“It’s the caffeine equivalent of a chocolate bar or a decaf cup of coffee,” Levin said.
Levin’s entrepreneurial spirit can be traced back to his father, who started a dozen businesses. “I’m a concept person,” he said. “You follow your gut.”
Phil Walton, a friend and fellow business owner, said he has never met a “more passionate driver and executioner” than Levin.
“The amount of energy he has and the steadfastness that he has is beyond the normal person,” Walton said.
“But it’s for the good. He’s not just in it for the buck.”
Emilie Rusch: 303-954-2457, erusch@denverpost.com or twitter.com/emilierusch
