Harley-Davidson Inc. is selling a new source of fuel, one that goes into mouths instead of gas tanks and comes in flavors including teriyaki and pepper.
The iconic motorcycle maker is joining forces with one of the largest U.S. packaged-foods companies, Omaha-based ConAgra Foods Inc., to sell beef jerky and tap into the growing meat-snack business.
It’s the first time that Milwaukee-based Harley-Davidson has lent its name and black-and-orange logo to a food product.
The product is slated to be sold at convenience and grocery stores, Harley-Davidson dealerships and truck stops. Shipments of the three varieties -- teriyaki, pepper and original flavor -- will begin Jan. 8, ConAgra said.
Harley-Davidson has in the past considered making edible products such as barbecue sauce and spices, but nothing fit with the brand and its image like jerky, spokesman Tom Parsons said. Riders are always looking for good food on the go, he said, so the jerky will be billed as “Road Food.”
“It’s high-protein, low-fat, good stuff,” Parsons said. “You put it in your pocket, keep on eating and keep on riding.”
Sales of meat snacks increased 75% last year from 2004, to $2.7 billion, according to the National Assn. of Convenience Stores’ 2006 survey.