Oberto Snacks Inc. facts for kids
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| Subsidiary | |
| Industry | Food manufacturing |
| Founded | 1918 in Seattle, Washington |
| Founder | Constantino Oberto |
| Headquarters | |
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Key people
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Arlie Jacobs, President & CEO |
| Products | Beef jerky, bacon jerky, chicken strips, meat snacks, pork jerky, turkey jerky |
| Brands | Oberto, Lowerey's, Pacific Gold, Cattleman's Cut, Smokecraft |
| Parent | Premium Brand Holdings |
Oberto is an American company famous for making tasty meat snacks. They create all sorts of treats like natural jerky, pepperoni, and other smoked meats. Constantino Oberto started the company way back in 1918 in Seattle, Washington. Today, its main office is in Kent, Washington. You might know their products by names like Oberto, Lowrey's Meat Snacks, Pacific Gold Beef Jerky, and Cattleman's Cut.
Contents
History of Oberto
How It All Started
Constantino Oberto began Oberto Snacks Inc. in 1918. It was first called Oberto Sausage Company. He made and sold handmade Italian sausages in Seattle, Washington. He used old Italian family recipes to create salami, coppacola, and other sausages.
In 1943, Constantino Oberto passed away. He left his company and its two employees to his family. His 16-year-old son, Art Oberto, took charge of the business. Art kept running the company while he finished high school at West Seattle High School. He didn't give in to pressure to sell the family business. By 1954, the company was making enough money to build a new factory. This factory was finished in 1955, with help from a loan from his new wife Dorothy Vennetti's family.
Growing the Business
Oberto kept growing through the 1960s. They started making their main product, beef jerky. In 1967, Safeway stores began selling Oberto jerky. Safeway was the first big grocery chain to carry Oberto's jerky products.
In 1990, Laura Oberto joined her father in a leadership role. She became the co-chairman of the company. The next year, she became the president of Oberto Snacks Inc. In 1994, Oberto bought the Smoke Craft and Lowrey's meat snacks brands. These companies were based in Albany, Oregon. This purchase added 200 new employees to Oberto. In 1999, Oberto teamed up with the Frito-Lay company to help distribute their products. In 2002, Oberto bought Pacific Sun Industries, which made the Pacific Gold brand.
Changes and New Directions
In 2009, Oberto ended its distribution deal with Frito-Lay because sales were slow. Oberto then started distributing its own products. Soon after, Tom Ennis was named CEO and president. In 2012, the company changed the recipes for its main jerky products. They removed corn syrup, preservatives, and other artificial ingredients.
In 2013, Oberto opened a new factory and distribution center in Nashville, Tennessee. This factory added over 300 employees to the company. Tom Ennis left the company in 2014. Thomas Hernquist became the new CEO and president in January 2015. In January 2016, Oberto announced they were closing the Nashville plant. This meant more than 80 people lost their jobs.
In April 2018, Oberto announced that it was being sold to Premium Brand Holdings.
Marketing and Fun Ads
Oberto's unique marketing ideas started with Art Oberto. He often drove an Oberto-branded Lincoln Town Car, which he called the "jerky mobile." He drove it around the Seattle area starting in the 1950s. The company also sponsored a Hydroplane race boat from 1975 until the end of 2015.
The company's "You Get Out What You Put In" advertising campaign features famous athletes. Some of these athletes include snowboarder Louie Vito, Seattle Seahawks cornerback Richard Sherman, and New England Patriots tight end Rob Gronkowski. The United States men's national soccer team and player Clint Dempsey have also been part of the campaign. In these ads, a little voice in their stomachs, played by sportscaster Dick Vitale or Stephen A. Smith, talks to them.
Oberto has also worked with former NFL player Brian Urlacher and trainer Harley Pasternak. They joined Dempsey and Vito to promote the brand and an active lifestyle.
Starting in 2014, Oberto partnered with the Tough Mudder events. As part of this deal, Oberto also gave $100,000 to the Wounded Warrior Project. This partnership was renewed in 2015.
In 2015, the company launched a commercial during Shark Week. In the ad, the CEO throws a giant piece of jerky into the ocean. Then, a Great white shark jumps out of the water to eat it.
