IF you think of beef jerky as a last-resort protein to be bought at a gas station, Jon Sebastiani wants to change your mind. Enlarge This Image
Jim Wilson/The New York Times Mr. Sebastiani's product line offers all-natural ingredients and sophisticated flavors. Enlarge This Image
Jim Wilson/The New York Times Jon Sebastiani aims to alter perceptions of jerky, the dried-meat snack. Mr. Sebastiani, 42, represents the fourth generation of a Sonoma Valley wine family, and he vividly remembers when “60 Minutes” ran a segment in 1991 called “The French Paradox.” In it, Morley Safer reported that consumption of wine actually reduced the chance of heart disease, then a radical assertion.
“At the time, wine was considered just alcohol — it was bad for you,” Mr. Sebastiani says. After the report, wine sales skyrocketed and the entire industry benefited, including his family’s business.
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