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David Zilko, CEOA plant-based protein diet offers a nutritious and environmentally friendly alternative to meat consumption. Its significance has skyrocketed in recent years as its increasing mainstream appeal compliments the already legion vegetarians and vegans who prioritize their well-being and the planet’s health.
Skinny Butcher caters to both plant-based veterans with a super-premium line of chick’n nuggets, patties, breasts and tenders—all 100% soy free and featuring the only double breaded , or “Crazy Crispy” items on the market—as well as those new to the category with a paradigm busting brand aesthetic that doesn’t take itself too seriously.
“Our aim to build a world with a skinnier carbon footprint,” says David Zilko, CEO of Skinny Butcher, “all the while putting a smile on your face. Why can’t plant-based be fun?”
Zilko and his partners, Mike Griffin and Jack Aronson, founded Skinny Butcher a few years after selling their previous venture, Garden Fresh Gourmet, launched in the back of Aronson’s bankrupt restaurant just outside of Detroit, which they built into the #1 brand of fresh salsa in the United States, to the Campbell’s Soup Company.
Zilko chronicled their Garden Fresh adventures in a national best-selling book: “Irrational Persistence: Seven Secrets That Turned a Bankrupt Startup into a 231,000,000 dollar Business.”
“We’re taking the same approach to Skinny Butcher that we did at Garden Fresh,” Zilko maintains. “We want to win on branding and win on flavor profile, then execute at the highest level at retail.”
We’re taking the same approach to Skinny Butcher that we did at Garden Fresh. We want to win on branding and win on flavor profile, then execute at the highest level at retail
“Mike and I do all our creative collaboratively,” Zilko states. “And by that I mean I tell him what we need, he gives it to me, then I tell him how brilliant it is, which it truly is; the response we’re getting to the packaging is nothing short of startling.”
This “Only in America” story took a tragic turn when Aronson suddenly passed away, due to an unexpected cancer diagnosis. That compelled the remaining stakeholders to partner with LA-based Golden West Food Group., which manufactures the line and distributes it nationwide.
In addition to appetizing and sustainable meat alternatives, Skinny Butcher demonstrates a deep obligation to social responsibility. This commitment to “giving back” is exemplified by the company’s permanent, progressive partnership with No Kid Hungry, entitled “Wink it Forward.”
“Our beloved Butcher is winking on the package, directly at the consumer at the point of sale. Why? There’s an old joke that says ‘Never trust a skinny butcher,’ but ours is saying ‘this is so good even I’m eating it. Trust me!”
“Since that wink is such an important part of our branding,” Zilko explains, “we’re having celebrities posting pictures of themselves winking and asking their social media followers to donate $5 to No Kid Hungry, and if they do they’ll be eligible to win weekly prizes, which we’re dubbing “Wink of the Week!”
More than a food company, Skinny Butcher represents innovation, authenticity, and a dedication to building a better world.
“We’re not to “Me Too,” Zilko insists, “instead we’re breakthrough; breakthrough branding, breakthrough flavor profile, breakthrough cause related campaign. Skinny Butcher elevates and differentiates any plant-based set.”
