Sometimes a change of perception is required to find a place in the consumer marketplace. If you see yourself as a meat company, you put your meat products out against all the competition and hope for the best. PRE Brands has a large catalog of grass-fed beef products and the expertise that comes from years of experience. However, PRE Brands is not a meat company.
“We view ourselves as a consumer products company,” says founder and CEO Lenny Lebovich. He got involved in the meat industry more than a decade ago when, as an investment banker, he helped a friend whose family owned a long-standing meat processor in Chicago. Through his time with the company, he helped acquire and ran a business that he converted into a grass-fed beef company. Seeing a need in the marketplace, he sold his interest back to the family and started with a clean slate and a clear mission.