One lunch in Melbourne illustrated that “All grass fed is not created equal,” and set Lenny Lebovich, founder of PRE Brands, on a path to find the best grass fed beef and bring it the U.S. market.
Lenny interviews consumers to understand what they consider to be great tasting beef. Then he sets out to find it: traveling the world to understand where the world’s best-tasting, most consistent supply of beef exists.
Lenny finds the best beef in Australia and New Zealand, where he began developing partnerships with trustworthy and reliable farmer networks that had extremely high standards for their beef.
After 3 years of research, PRE Brands® becomes a LLC, with the goal of restoring consumer confidence in beef by providing consistently great taste without the health and safety tradeoffs of conventionally raised beef.
The first boxes of PRE steaks and ground beef are shipped to independent grocers. By October 2015, PRE expands to retailers outside of Chicago and is available in stores throughout the Midwest.
PRE also goes digital and begins selling to consumers from coast-to-coast on Amazon Fresh.
After six “offices” ranging from hotel bars to shared startup spaces, PRE opens its first headquarters in the River North neighborhood of downtown Chicago.
Founder + CEO
I loved the idea of disrupting a massive industry that has been loathe to change materially in decades. The gulf between how the industry thinks, and what consumers want, is vast.
Have to say, I love our ribeye when looking to indulge a bit but, day to day, I think our sirloin rocks.
I’m pretty good at grilling steak and preparing its surrounding accompaniments—steamed asparagus and red potatoes with sautéed onions would be 2 of my favorites.
Began my career on Wall Street and ended up in beef. How random is that?
Scuba Diving. Meeting people. Political economy. Reading. Legos (with my kids).
Chief Operating Officer
I have known Lenny for many years. We first met when we were colleagues in a business that launched an organic retail protein business. Lenny’s passion for delivering what consumers want, great tasting beef that is better for you, inspired me to come work with him again on PRE
I love the Chuck Roast – so easy to prepare and I get many compliments for my minimal efforts.
Ok, it was dirt but I wasn’t paying attention and clearly small children should not be allowed to serve you stuff… ever.
I love outdoor activities, skiing (downhill and cross country), biking, swimming, boating, walking/running.
New Zealand is my favorite place right now although Italy is a close second. I love the people, the country, the food and the wine – yes, definitely the wine.
VP of Sales
I was excited about the opportunity to take the skills that I learned working on brands at larger companies and apply them to building a new, game-changing brand.
Saved By the Bell Trivia Contest Winner, National Poetry Contest Winner- 8th Grade Flag Football Team MVP- 6th Grade
Uganda, Venice, Dublin, and Boise, ID.
Played football and track in high school, cheerleading in college (yes, cheerleading). Now play pretty much any rec league sport (volleyball, basketball, softball, football).
Chief Finance Officer
I joined PRE to help solve a massive problem in the industry which is the lack of quality, transparency and trust in most of of the food we eat. I love working for a company that goes to great lengths to deliver an exceptional product.
I play golf, lift weights and practice yoga. I also play centerfield and hit leadoff on PRE’s softball team.
Hoi An, Vietnam (for the Cao Lau and Bun Rieu) and Nosara, Costa Rica for the surfing.
Iron Chef: America
Director of Field Sales and Marketing
I was looking for a challenge and I really like what PRE was bringing to the industry. I am very food focused, and PRE was the first company that matched a lot of my personal ideals, and I wanted to try and change the industry from the inside.
Chocolate covered grasshoppers
I was a competitive gymnast and I was a diver in high school. Then I was a dancer for a long time.
Painting, making baked goods, and singing on tour with Nick Africano.
I love the opportunity to participate in the food revolution. There is so much to learn about the food the we consume and PRE is all about continuing to educate our team so that we can provide the best food and information to others.
92% Lean Ground beef- It’s so versatile. It has enough fat to still make a good burger and a perfect lean point to use in other meals like spaghetti, tacos, nachos, etc.
Seared, basically raw, chicken breast in Japan. Yes, really.
I was offered 200 camels for my hand in marriage in Morocco. Everyone says that is lot of camels but I still passed it up.
It’s so hard to pick one. Top three would be Cape Town, Iceland & Barcelona
Director of Planning & Analytics
Love for the product and mission, working in the Food 2.0 space.
If I had to pick one, it would be the Ribeye.
Alligator or goat brain
Food & wine / restaurants
Director of Operations
Wanted to work for a brand that I’m passionate about and that I enjoy eating and I wanted to work for an entrepreneur that I could learn from as I want to own my own company someday.
Ribeye hands down.
Anthony Bourdain – No Reservations
Cycling (40+ miles), snowboarding and cooking
I wanted a company that aligned with my way of life – healthy, active, forward-thinking, fun, and supportive. This company fits who I am as a person, and I feel passionate towards my work and growing PRE!
Chuck Roast! It is killer in the slow cooker.
I was runner up for Teacher’s Pet.
Getting engaged to my now husband during our first marathon together at mile 20. He pulled me aside and got down on one knee (impressive after running 20 miles). I said yes and then we still had 6.2 miles to go until the finish line!
Too many… My tried and true will always be Gilmore Girls, ever since I was a kid.
Great culture, amazing product, company that is growing and disrupting the industry
Probably the filet (super tender and great taste). Also, love the sirloin if I’m making an arugula salad.
Glacier National Park, Kauai
Tracy Sinclair reached out to me and said, "Here at PRE we strive to fuel our bodies with the right foods... but we also want it to taste good!" I said, "Say no more!" It made me excited to work with a brand that is focused on how their food makes their customers feel, and challenge them to think about the consumer choices they make around sourcing their animal protein.
In high school I was voted to be "most likely to own an empire"
I used to be a classical dancer: ballet, modern, jazz. Now I stick to ballroom dance and do group fitness like yoga, barre, and crossfit.
Homeland... and Girl Boss!
Assistant Marketing Manager
I’m a healthy, active person and believed in the product PRE was bringing to the market. Most importantly, everyone else on the team believes in PRE as well. The team practices what PRE preaches and makes every work day tons of fun.
Sirloin! I love how lean it is.
Playing piano, photography, discovering new bars / restaurants
Carlsbad, California. Nice, quaint little beach town right on the water. And it’s where I learned to surf.
Friends – it never gets old!
Customer Retail Manager
The first time my wife and I tried the Ribeye and ground beef, the flavor was enough motivation for me to accept a position with PRE.
Filet and 92!
All-time favorite hobby is being a die-hard Cubs Fan
Saved a man's life using the Heimlich maneuver.
King of Queens
Logistics & Procurement Manager
The opportunity to join a group of intelligent individuals with a common goal of building a brand from the ground up.
As a steak person I consider myself a ribeye guy, but the PRE Filet Mignon might be the best steak I’ve ever tasted.
Lamb testicles. It was a challenge.
“Most Likely to be on a Reality TV Show”.
Working, reading about the global economy, working out, traveling, and learning new cultures.
Customer Retail Manager
PRE's innovative approach to driving growth in a competitive and well established category with a product that meets the needs of today's health conscious shopper.
I love our Filet!
I play golf and coach for the First Tee of West Michigan.
Reggio Calabria Italy. Southern Italy near Messina.
Biking and Hiking
Field Marketing Supervisor
I wanted to work somewhere innovative in its field and gives me a place to grow as a professional and I thought PRE gave me the best chance to do both.
Ribeye, hands down.
I chipped my own tooth playing tennis, my smacking myself in the face with my racket during a forehand.
Cork city, Ireland
I binge a bunch of shows but some of my favorites are Friday Night Lights, House of Cards, Scrubs, Bloodline, Parks and Recreation, and The Office
Human Resources Coordinator
After being exposed to the corporate world, I knew I wanted to work for a startup company and be a part of a growing business. I wanted to work alongside a close-knit team where my role would have a noticeable impact on the company.
Filet Mignon! So delicious and so easy to prepare! (even for an amateur chef like myself)
I haven't traveled outside of the U.S., yet, but hoping to backpack around Europe in the next few years.
Jerry. This nickname comes from the character Jerry Gergich from the show Parks and Recreation. I am not the most poised person and tend to spill/drop things a lot so my family and friends started calling me Jerry.
Friends. I’m obsessed with this show. Although I’ve seen every episode multiple times I’ll still choose to binge watch it on Netflix.
Field Marketing Supervisor
The idea that people can and should enjoy quality food without worrying about the health consequences of what they are eating. Also, having the confidence the right people are on my team and are willing to work hard.
I have been playing a lot of golf lately and my friends and I play paddle ball in the winter.
Game of Thrones, Breaking Bad, Mad Men, Sopranos, Entourage and any show Netflix comes out with.
Supply Chain Analyst
Start-up culture with a strong emphasis on implementing best in class supply chain practices, strong leadership and young talented individuals.
Most likely to win a pie eating contest.
The time I spilled 5 gallons of Gatorade juice inside my car.
Have traveled to 12 countries . My favorite country is Peru.
I wanted to work somethere that allowed me to grow, use my creativity, and connect people with great food. PRE does just that by creating a great product and educating people how to make it taste delicious.
Most creative. I was always in the photo darkroom.
While working for Fanfoto at Wrigley field, my manager and I got locked in after a game. It took about an hour and a half but we finally found the night guard in a pitch black Wrigley and made our way out.
Bells Oberon in the summer. Lagunitas IPA in the winter.
Chief Business Development Officer
I have followed PRE since I first saw the first LinkedIn post from Lenny over a year ago. When the opportunity arose to be a part of this amazing brand that will re-define the category, I jumped at the chance!
I was voted Best Personality and Most Likely to be a politician.
I have been a lot of places but my favorite is still going home to Long Beach, CA.
Sam Adams Boston Lager or Meritage/ Malbec Reds
For us, life is all about beef. We eat, sleep, and breathe the stuff (emphasis on eat). Before we do anything as a company we think “Will this make for tastier, higher quality beef?” And if the answer is yes, then you’d better believe we spare no expense to make it happen.
Years back we had a steak that changed the course of our lives. That fateful bite was our first step on a path of discovery, disruption, and delicious beef.
This is where the meat magic happens.
Our beef is sourced from the finest Australian farms, with the right breed of cattle, because that’s where the tastiest beef comes from. Our beef is grass-fed and pasture raised with no added antibiotics or hormones, because those methods make it the most delicious. We’ve got taste down to a science.
With great food knowledge comes great food responsibility. And it’s a responsibility we take seriously, so we’ve partnered with Common Threads.Learn more