Jerky man parts company with Dragon

An “eccentric” Dragon’s Den contestant will go-it-alone, following an agreement about his Jerky brand with the Dragon who backed him.

Joe Walters has been dubbed the “maverick cowboy” after he appeared on Dragon’s Den with his range of ‘Texas Joe’s’ BBQ products and snacks, which gained him the backing of Dragon Peter Jones, as well as £50,000 of his money.

However, since filming for the show, the Texan has agreed with Jones to launch his range of beef jerky without his help.

Walters said: “When the deal broke down, it was a disappointment. It hasn’t changed anything about the Texas Joe’s business or me; it just means I need to order one less Stetson for the board meetings. I am very thankful for the opportunity that Peter Jones extended to me and hope to have him round for a barbecue some day.”

Although he no longer has Jones’ backing, Walters has the support of BrewDog co-founder James Watt and, together, they have made an agreement with the Jerky Group, which is the market leader for beef jerky.

Walters said: “It’s great to be working with James, someone who is not only a hugely successful businessman but who is also willing to saddle up and pursue a dream without any fear of being bucked. We won’t be constrained by bureaucracy and the status quo. We are going to have a hell of a lot of fun doing things our own way.”

Texas Joe’s ‘Original Texan Jerky’ is available online at and can also be found in BrewDog bars. The company also expects to secure national listings with two major high street retail chains in the coming month.


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