Jess Thomas is the Co-Founder and CEO of True Jerky, a consumer brand of protein snacks. Thomas discusses the challenges and rewards of a start up in the food space including: What it's like to start a business with friends; how to survive in a competitive market with a few large incumbents and a lot of local boutique brands and how to stand out. True Jerky, which was founded by college friends in 2015 and based in San Francisco. makes bold & delicious protein snacks inspired by regional or global flavors, made with 100% domestic meats. Their products can be found in over 2000 stores nationwide, as well as on Amazon and the True website.