You know how when you buy a car, and then you notice your model of car everywhere on the road? Yeah, where am I going with this? Well, about a month ago I was perusing the cool and interesting food items at World Market, and on the little hooks in between shelves sat some beef jerky–called Krave. And I was struck immediately by the flavors–Chili Lime, and Sweet Chipotle. I must have this jerky, I thought. And so I did. I took it home and tried the chili lime first, and it was love at first bite. Not only was this jerky bursting with flavor and spice, it was extremely tender, the direction that many commercial jerky varieties seem to be going in–that is, away from chewy meat that takes an hour to chew, to a more tender, almost fresh type.

Anyway, the Sweet Chipotle kind of paled in comparison to the Chili Lime, which I inhaled almost in one sitting. Then I did what I do a lot of these days–I looked up Krave online, and contacted them to profess my undying love. And when I perused the site, I found out they have several cool flavors–including Basil Citrus and Orange Pineapple. But the cool thing is that they match the flavor profile to type of meat–so the Basil Citrus is for turkey jerky, as is Lemon Garlic. The other beef flavors are Garlic Chili Pepper (my new favorite that I am gnawing at like a caveman as I am writing this–tastes like beef teriyaki Chinese takeout) and Pineapple Orange. And their smoked teriyaki flavor uses pork as its canvas, and it’s also tender and delicious and one of my other faves.

Right now I have a big bag of Krave that I’m working through a little at a time, since my wife got me the 5-jerky sampler pack for Valentine’s Day, and the fine folks at Krave sent me the Pineapple Orange to try. I also keep finding Krave in stores–in Target, Walgreens and other places (back to my original point, you see). And if I see the Chili Lime, Chili Garlic or Smoked Teriyaki variety, I can’t walk past it without grabbing a bag. And so my bag O Krave is never empty.

My only complaint is that they got rid of the Curry flavor before I had a chance to try it. And when I went to order some of the Garlic Chili Pepper flavor yesterday, they were out of stock. Luckily I stopped at World Market yesterday and stocked up. But they also told me a new flavor is being developed–Black Cherry Barbecue. I love that this company is coming up with new, bold and interesting flavors and maybe rotating them out. And rotating is fine so long as I know I can stock up on my faves.

My point is, if you see Krave, buy it and eat it! You will Krave it just like I do now.