Big John's Beef Jerky - From Smokehouse to Snack Icon!
When you think of beef jerky, chances are your tastebuds haven’t experienced the kind of perfection that Bill Lenzer has been crafting for over 25 years. As the President and Founder of Big John’s Beef Jerky, Lenzer turned a family tradition into a nationally beloved brand with an unapologetically bold flavor and an unwavering commitment to quality. From humble beginnings in a small kitchen to perfecting the art of slow-smoking top round beef over real hickory wood, Bill has always believed in one simple principle: If it’s not delicious, it’s not Big John’s. Whether it’s the signature Classic Strips that fans have been devouring for decades, the indulgent Fatty Jerky with its melt-in-your-mouth marbling, or the robust, steakhouse-inspired Steak Fries, every product is a testament to Lenzer’s passion for jerky done right. In this exclusive interview, Delivery Rank dives into the savory story behind Big John’s Beef Jerky and get a taste of Bill Lenzer’s journey—from backyard experiments to building a brand that delivers Jerky Perfection in every single bite.
Big John’s Beef Jerky is known for its bold flavor and slow-smoked perfection. What inspired you to dive into the world of jerky, and what was the flavor vision behind the very first batch?
My story is a bit different."Big John" is my late father in law. He started making our Original flavor back in the mid 1970's after someone offered to buy him a smoker if he would make them beef jerky. Not knowing anything about it, he taught himself how to make jerky and they toyed around with a recipe until he got it just right. Because of that, his jerky making process was completely unique. The product stood out in stark contrast to other mass-produced jerky brands found in stores. He continued making it, selling to family and friends for over 25 years. He was a church paste\or and never had any desire to make it a full time job. However, people would literally spend years searching for him as he moved around opening new churches. Fast forward to 1998 when I married his only daughter. It was on our 1 year anniversary in 2000 when we decided to start our own business. At the time we both worked for the same company in training and supervisory roles. We had both been working in the restaurant business our entire careers and did not want to open a restaurant. That is when my wife, Renee, suggested the beef jerky business. "Big" John had always hoped one of his children would take his jerky recipe and unique process and "commercialize" it as he would say. The problem was I knew absolutely nothing about beef jerky and Renee knew very little. So, to make an even longer story short, I quit my job and started Big JOhn's Beef Jerky with 1 flavor. About 1 year later we got our USDA Grant of Inspection and sold our 1st bag of jerky. And here I am 24 years later with 20 flavors and have devoted customers all over the world. And it is those customers who inspired me to create all of our flavors; many of them started out as requests from regular customers.
From savory strips to hearty steak fries, your product line offers a unique texture variety. How do you decide which cuts or styles to develop next?
A mixture of listening to my customers and seeing what is missing in today's marketplace. For example, our Fatty Strips started because customers asked if I could make a fattier jerky with the added dimension of flavor it brings along with the tenderness farry jerky brings to the table.
Real hickory smoke is a signature of your jerky. What does the smoking process look like behind the scenes, and how long does it take to perfect that flavor?
We use hickory wood chips and our process takes many hours. Think overnight. It takes about 4-5 times longer for our jerky to be properly smoked and dried than most brands. It looks and smells smoky. When a customer walks into our retail shop in the front of the building, they immediately comment about how good it smells. There are even people who stop by just to stand in the store and smell the delicious aroma. While there is adequate ventilation, everything in the production area has to be cleaned regularly to remove the smoke residue. And I smell like a campfire most days. It is in my clothes and everything else. Quite often, when I am in public, people ask "what smells like smoke?" or "wow...you smell good" lol.
Quality seems to be at the core of everything Big John’s does. How do you source your top-round beef, and what standards do you set for your suppliers?
We have used the same distributor for our beef for over 20 years. All of the beef we use is top quality Certified Angus. We get it from one place, so we know it will always be fresh and high quality. The same thing holds true for our spices. We've been purchasing them from the same company, which is known industry wide as being top quality, since day one. That is one reason we are regularly complimented on the remarkable consistency of our jerky year after year. The companies I choose to work with don't need me to set standards for them. They set the standards for the industry.
As a founder, you’ve probably worn many hats. What’s been the biggest lesson you've learned building Big John’s from the ground up?
It is harder than it looks, takes longer than you think, costs more than you thought and won't last as long as you had hoped it would. And that there are some incredible people who really care in this great country we call home.
To read more about Big John's Beef Jerky, please visit https://bigjohnsbeefjerky.com/