Brand Tone

Authentic & Traditional, Quality-Conscious & Proud, Appreciative & Customer-Focused, Informative & Straightforward

Brand Values

• •Heritage & Tradition
• •Quality & Craftsmanship
• •Authenticity
• •Customer Satisfaction
• •Family

Best Practices

• •Embrace Heritage Storytelling: Consistently weave the brand's rich history (Kinmen Island, 50+ years, family tradition) into communications. This reinforces authenticity and a connection to tradition.
• •Highlight Quality and Craftsmanship: Always emphasize the 'handmade,' 'small batch,' 'premium ingredients,' and 'USDA-inspected' aspects to underscore the commitment to quality. Use descriptive language that appeals to the senses, focusing on the desirable 'tender' and 'moist' texture.
• •Maintain a Warm and Appreciative Voice: In customer interactions (social media comments, emails), maintain a friendly, respectful, and grateful tone. Acknowledge positive feedback and address concerns professionally.
• •Balance English and Chinese (where appropriate): Continue the practice of using both English and Chinese (老農莊) in branding and select communications to honor its roots and connect with a broader audience that appreciates its cultural authenticity.
• •Educate on the Difference: Subtly educate consumers on what makes Taiwanese jerky unique (e.g., softer texture, specific flavor profiles) compared to more common jerky types, reinforcing the brand's distinctiveness.

Social Perception

Highly Regarded for Flavor and Texture, Trusted for Quality, A Taste of Home/Nostalgia, Good Value & Service, Accessible

Copy Examples

• •Headline: Taste the Tradition: 50 Years of Handcrafted Taiwanese Jerky. Body: From the shores of Kinmen Island to your doorstep. Old Country 老農莊 brings you authentic, tender jerky made with generations-old recipes and the finest ingredients. Experience the difference tradition makes. #OldCountryJerky #TaiwaneseJerky #HandcraftedGoodness
• •Headline: Not Your Average Jerky. Ours is Tender, Flavorful, Unforgettable. Body: Forget tough, dry jerky. Our 老農莊 recipe ensures every bite is moist, savory, and packed with authentic Taiwanese flavor. Made in small batches, because quality takes time. Discover your new favorite snack. #AsianSnacks #TenderJerky #QualityFirst
• •Headline: Generations of Flavor, Delivered Fresh. Body: Old Country 老農莊 has been a family passion for over half a century. We use ancient techniques and premium, USDA-inspected beef to create jerky that’s a true taste of Taiwan. Order online and taste the heritage. #FamilyRecipe #ArtisanalJerky #MadeInUSA
• •Headline: The Secret's Out: Real Ingredients, Traditional Craft. Body: Why does Old Country 老農莊 jerky taste so good? We start with top-quality Black Angus beef and a time-honored Taiwanese recipe, handcrafting each batch with care. No shortcuts, just pure, delicious jerky. #PremiumBeef #AuthenticFlavor #SnackPerfection
• •Headline: Bring Home the Taste of Kinmen: Old Country 老農莊. Body: Craving that unique, mouth-watering jerky you remember? Our family’s traditional recipes, born on Kinmen Island, deliver that authentic, tender, and savory experience. Perfect for sharing (or not!). #KinmenJerky #老農莊 #HeritageSnacks