Oberto Snacks Inc.

Oberto

Company type	Private
Industry	Food processing
Founded	January 1, 1918 (1918-01-01) in Seattle, Washington, United States
Founder	Constantino Oberto
Headquarters	Kent, Washington , United States
Area served	United States
Key people	Thomas Hernquist (CEO)
Products	Meat snacks including jerky, pepperoni, charcuterie selections, chicken bites, smoked meat products
Number of employees	200+ (after 1994 acquisitions)
Parent	Premium Brand Holdings Corporation (since April 2018)

Oberto is a U.S.-based enterprise focused on producing meat snacks, including naturally made jerky, pepperoni, charcuterie selections, chicken bites, and smoked meat products. Established in 1918 by Constantino Oberto in Seattle, Washington, the company’s headquarters are now situated in Kent, Washington. Oberto distributes its offerings under multiple labels such as Oberto, Oberto Classics, Lowrey's Meat Snacks, Pacific Gold Beef Jerky, and Cattleman's Cut.

History

The business began as Oberto Sausage Company in 1918 when Constantino Oberto introduced Italian sausage recipes passed down through his family. Following his passing in 1943, his son Art Oberto assumed control while still attending high school, sustaining the company and declining various buyout proposals. By 1955, increased earnings allowed for the establishment of a new manufacturing facility, funded partially through loans from relatives.

Throughout the 1960s, Oberto broadened its core beef jerky line and achieved national grocery chain distribution by entering Safeway stores in 1967. Laura Oberto joined the leadership team as co-chairman in 1990 and became president a year later. The company expanded through acquisitions in 1994 by incorporating Smoke Craft and Lowrey's meat snack brands, which added approximately 200 employees. A distribution agreement with Frito-Lay commenced in 1999 but was discontinued in 2009 due to underwhelming sales.

After parting ways with Frito-Lay, Tom Ennis was appointed CEO and president. By 2012, Oberto had reformulated its products to exclude artificial components such as corn syrup and preservatives. The organization grew its production capabilities with a new facility in Nashville launched in 2013 that created over 300 jobs; however, this plant was shuttered in 2016 resulting in significant workforce reductions. Leadership transitioned again when Thomas Hernquist became CEO in 2015.

In April 2018, Premium Brand Holdings Corporation acquired Oberto, initiating a strategic realignment within the company's corporate framework and expanding its global footprint.

Marketing

Oberto’s unique promotional efforts date back to Art Oberto’s era when he advertised by driving an Oberto-branded Lincoln Town Car—nicknamed the "jerky mobile"—around Seattle during the 1950s. From 1975 until 2015, the company sponsored a Hydroplane race boat, bolstering its prominence within regional markets.

The brand’s "You Get Out What You Put In" campaign highlights professional athletes such as snowboarder Louie Vito; NFL stars Richard Sherman and Rob Gronkowski; members of the U.S. men's national soccer team including Clint Dempsey; and sportscaster Dick Vitale. Additionally, Stephen A. Smith provides voiceover for an internal "stomach voice," using sports personalities to engage active consumers and strengthen brand recognition.

Oberto further diversified its endorsements by enlisting former NFL player Brian Urlacher and fitness expert Harley Pasternak alongside Dempsey and Vito, underscoring its dedication to promoting health-focused lifestyles.

In 2014, the company aligned with Tough Mudder events to appeal to endurance athletes and contributed $100,000 to the Wounded Warrior Project. This collaboration was extended into 2015, reinforcing Oberto’s association with fitness initiatives and charitable causes.

A creative advertising effort was launched in 2015 featuring a Shark Week commercial where the CEO throws jerky into the ocean, prompting a great white shark to leap for it—aimed at expanding brand visibility through imaginative marketing.