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Long before direct-to-consumer brands and digital storefronts reshaped the food industry, People's Choice Beef Jerky was built on something far more enduring: a deep understanding of people and what they value.
Founded in Los Angeles in 1929 by Italian immigrant John Bianchetti, the company began as a way to serve a growing community of newcomers searching for familiarity in an unfamiliar place. For Brian Bianchetti, now the fourth-generation CEO, that origin story isn’t just history—it’s the blueprint.
“My great-grandfather noticed something simple but powerful: people missed the tastes and traditions of home,” Bianchetti said.
What started as handcrafted meat products for a local neighborhood quickly became something more meaningful: a business rooted in connection, culture, and consistency. Nearly a century later, that same philosophy—being relentlessly customer-centric and solving real problems—continues to guide the company’s growth.
But sustaining a family business across generations requires more than preserving tradition. It demands evolution. When Bianchetti stepped into leadership just over a decade ago, he faced a familiar but complex challenge: how to modernize the company without losing what made it special.
“You have to honor tradition while adapting to a changing world,” explained Bianchetti.
In an era often defined by speed and scale, [Bianchetti] emphasizes fundamentals that don’t change: know your customer, stay true to your purpose, and invest in relationships.
That balancing act led to strategic investments in systems, expanded product offerings, and stronger e-commerce and retail partnerships. At the same time, the company held firm to its roots—maintaining its small-batch, handcrafted approach to jerky-making even as it scaled.
Like many manufacturers, People’s Choice has also faced external pressures, from supply chain disruptions to rising costs and increased competition. What helped the company navigate those challenges wasn’t a single breakthrough, but a consistent mindset: focus on the customer, make disciplined long-term decisions, and invest in people.
Today, the results are tangible. The company remains family-owned and Los Angeles–based, but its footprint has expanded significantly. Over the past decade, revenue has grown fivefold, the workforce has tripled, and the brand now spans retail, e-commerce, and private-label channels.
At the center of that growth is a philosophy passed down through generations—one that has shaped how Bianchetti approaches scale.
“Choose to be great instead of big,” said Bianchetti.
For People’s Choice, that means focusing on what it does best: delivering high-quality, traditional beef jerky to a loyal and growing customer base. It also means resisting the pressure to chase rapid expansion at the expense of long-term strength.
That perspective carries through in Bianchetti’s advice to other entrepreneurs. In an era often defined by speed and scale, he emphasizes fundamentals that don’t change: know your customer, stay true to your purpose, and invest in relationships.
In the end, the company’s longevity offers a powerful reminder. Trends will come and go, markets will shift, and challenges will evolve—but businesses built on quality, discipline, and genuine human connection are the ones most likely to endure.
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