Word: beefing
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...much as $12 million a year to more than a dozen countries and stations sales representatives in Tokyo, Moscow and Regina, Saskatchewan, as well as Minneapolis, Minn. Not bad, considering 1) the company was in Chapter 11 only 10 years ago; and 2) its products--meat snacks, especially beef jerky--are traditionally associated with 18-to-35-year-old American cowboys, both real and drugstore variety...
...that's the point. Thanks to Hollywood westerns, cowboy chic has worldwide appeal; John Wayne is the very image of the American to many Asians and Europeans. And U.S. beef has a reputation in many overseas markets for premium quality. So overseas buyers went looking for Link, rather than Link for them...
That was in 1988, when Link had just emerged from bankruptcy. The company, founded about a century ago by an immigrant German sausagemaker, once had an export business in boneless beef as well as in tripe and hearts. But by the mid-1980s it was mainly a supplier to McDonald's. Too many other companies were competing to supply the raw material of Big Macs, though; they forced prices so low that Link could no longer make a profit. It went into a Chapter 11 reorganization in 1986 and emerged two years later as a snackmaker. Its new selling point...
...whom buy tube-shaped sausages 14 in. long and weighing half a pound. But in Japan the yuppies who regard jerky as a prestige snack prefer comparatively dainty 6-in. pieces. "The healthy Midwestern appetite doesn't apply there," says Jay Link. Russians are just beginning to encounter beef jerky. Link's distributors in Russia take care to place the tubes on store racks next to potato chips and small cakes so that shoppers will know they are snack food. Link products sell for 10% to 15% more than competing snacks in foreign stores--partly because of import duties...
Yale: Yale's offensive line is also big, with left tackle Marek Rubin standing at 6-8 and tipping the scales at 280 pounds. Right guard Chris Ryan is 6-5 and 310 pounds, so the Bulldogs have some beef up front...