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" ... Tolnick: Millennials in particular respond to the naturalness and artisanal nature of our product. Because we are a true craft brand, our audience is much like the audience for craft beer – if you appreciate craft in a beer, you likely would also appreciate it in jerky. We didn’t want to come in with preconceived ideas about customers desiring better quality jerky. So Lawless Jerky is equalitarian: we made it available in a high/low market - from specialty food stores, Wegmans, Walmart, Duane Reade. We want everyone to have access to Lawless Jerky. ... "