LAS VEGAS – Omaha, Nebraska-based packaged food company ConAgra Foods announced yesterday at the NACS Show 2006 a multi-year licensing agreement with Harley-Davidson Motor Company to produce and market a new branded beef jerky for the convenience retail industry: Harley-Davidson Beef Jerky.

ConAgra’s introduction of Harley-Davidson Beef Jerky supports the company’s focus on branded products and is a new addition to the convenience store industry’s $872 million meat snacks category, according to the 2006 NACS State of the Industry Report.  

“At ConAgra Foods, we are intently focused on building relationships with strong brands, and Harley-Davidson is one of the world’s most recognized and admired companies,” said ConAgra Foods Snack Foods President Paul Lapadat, adding, “Convenience store operators should find that Harley-Davidson Beef Jerky augments their meat-snack sales, draws new customers and drives additional purchases from Harley-Davidson riders and non-riders alike.”

Lapadat noted in the release that ConAgra Foods “brings the breadth and expertise needed to successfully position this new licensed product for strong sales, as ConAgra Foods is one of the leaders in the snack category. The new relationship will combine ConAgra Foods’ strategic marketing and sales expertise in the meat-snack business with the brand awareness of Harley-Davidson.”

Tom Parsons, Harley-Davidson acting general manager of general merchandise, added in the release the Harley riders “live for the time they spend on their motorcycles, and beef jerky is a convenient food for the open road. It’s a great way for riders to grab a snack and keep on rolling, and we look forward to working with ConAgra Foods to bring this road food to market.”

Harley-Davidson Beef Jerky will be available in three flavors, Original, Teriyaki and Pepper, and sold in 3.25-ounce packages. Shipping is expected to begin in January 2007 to convenience stores and authorized Harley-Davidson dealerships.