jaxie alt & stryve

jaxie alt & stryve

From Corporate Giant to Startup Pioneer

we're creating space for the brains behind the brands we love, and asking good questions along the way. the result is a deep dive into the how and why of brand-building, from blueprints to launch day, customers as community and the detours in between. big lessons, easy listening.

In this episode of Read Receipt, we are excited to welcome Jaxie Alt, the dynamic co-CEO of Stryve, a brand on a mission to revolutionize healthy snacking with Biltong, an air-dried meat snack from South Africa. Jaxie’s journey from a long career at Dr Pepper Snapple Group to leading a startup in the healthy snack industry is both inspiring and enlightening. With Stryve, she’s bringing a new, nutritious alternative to traditional jerky, emphasizing higher protein content and no added sugar. Join us as Jaxie shares the story behind Stryve, the challenges of launching a new product in a competitive market, and her vision for the future.

Tune in to discover Jaxie's entrepreneurial journey, the inspiration behind Stryve, and what's next for this innovative brand.

Sit back, relax, and enjoy the conversation!

the Show Notes


Jaxie Alt, co-CEO of Stryve, shares her inspiring journey from a long career at Dr Pepper Snapple Group to leading a startup focused on healthy snacking. Stryve offers Biltong, an air-dried meat snack from South Africa, as a nutritious alternative to traditional jerky. Jaxie discusses the evolution of Stryve, the importance of high-protein, sugar-free snacks, and the challenges of building a brand in a competitive market. The conversation explores her entrepreneurial experiences, the development of Stryve's products, and her vision for the future.


healthy snacking, entrepreneurship, brand building, Biltong, Stryve, Jaxie Alt


  1. Jaxie Alt’s journey from the corporate world to co-CEO of Stryve is driven by a passion for healthy snacking and innovation.
  2. Stryve focuses on creating high-quality, nutritious Biltong that promotes overall well-being and offers a healthier alternative to traditional jerky.
  3. Building a brand involves understanding market needs, listening to customer feedback, and maintaining a clear vision.
  4. The COVID-19 pandemic has presented unique challenges, but also opportunities for brands like Stryve to adapt and thrive.
  5. Jaxie’s dedication to innovation and healthy ingredients drives the success of Stryve.

Sound Bites:

  • "Stryve started as a way to create high-protein, sugar-free meat snacks that combine taste and health benefits."
  • "Our goal is to provide high-quality, nutritious Biltong that people can trust and enjoy."
  • "Building a brand requires understanding market needs and staying true to your vision."
  • "The COVID-19 pandemic highlighted the importance of adaptability and innovation in business."
  • "Stryve is about providing healthy, delicious meat snacks that people can trust and feel confident using."


00:00 - Jaxie’s Background and Journey-
Jaxie introduces herself and shares her journey from Dr Pepper Snapple Group to co-CEO of Stryve.

08:01 - The Inspiration Behind Stryve-
Jaxie discusses the personal and professional experiences that inspired her to join Stryve and the early days of the brand.

12:30 - Transitioning from Corporate America to Healthy Snacking Entrepreneurship-
Jaxie explains her transition from a corporate giant to leading a startup and the lessons learned.

23:17 - The Importance of High-Protein, Sugar-Free Snacks-
The conversation delves into how Stryve emphasizes high-protein, sugar-free snacks in its products.

25:30 - Challenges and Opportunities During the Pandemic-
Jaxie talks about the challenges of pivoting during the COVID-19 pandemic and the opportunities it presented.

27:26 - Commitment to Quality and Innovation-
Jaxie highlights Stryve’s dedication to creating high-quality, nutritious meat snacks.

31:23 - Building a Strong Brand Identity-
The discussion explores the importance of a strong brand identity and connecting with consumers authentically.

36:02 - The Vision for Stryve-
Jaxie shares her vision for the future of Stryve and her goals for the brand.

47:37 - Patience and Persistence in Entrepreneurship-
Jaxie emphasizes the need for patience and persistence in achieving long-term success.

51:43 - Final Thoughts and Insights-
Jaxie wraps up the conversation with final thoughts and valuable insights for aspiring entrepreneurs.

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