The company was founded in 1999 by Bob Gartland, after twenty years working in Sales with Pepsi. He began selling beef jerky out of his pickup, adding products as his customers requested it. His daughter Ashley began helping at 11 years old, eventually becoming a driver while in high school and college. Phil Cassette, a childhood friend of Bob’s, acted as a business and accounting consultant.
Bob ran the company for seven years with the help of only his wife Kate, daughter, and long-time friend.