Beefy: The Brisket Chip Changing the Way We Think About Snacks

In this episode of Conservation Stories, host Tillery Timmons-Sims sits down with Navy veteran Billy Knox and barbecue pitmaster Ian Timmons to share the story behind Beefy, a Lubbock-based startup transforming brisket into an innovative, healthy snack. Born out of Ian’s legacy at Tom & Bingo’s Barbecue and fueled by Billy’s logistical expertise, Beefy is creating high-protein, preservative-free meat chips that are winning fans for their unique texture and flavor—crispy like a chip, buttery like bacon.

The conversation dives into much more than food. Billy and Ian reflect on the importance of roots, community, and building something lasting for their families and region. They discuss rethinking distribution models, favoring local farmers’ markets and community ecosystems over traditional grocery chains, and emphasize their mission to keep jobs and production local by building their own USDA facility from the ground up.

Beyond snacks, they wrestle with larger issues: broken food systems, school nutrition, the dangers of “low-fat” dogma, and the power of parents and communities to demand healthier options for kids. They connect food choices to broader cultural themes—valuing family, questioning “business as usual,” and restoring agency in local economies.

This episode blends entrepreneurship, conservation, and cultural reflection, reminding listeners that everything is connected—from microbes in the soil to the snacks in our schools to the way we build community resilience.

More about our guests: 

Ian Timmons & Billy Knox, founders of Beefy Meat Chips

Website - https://getbeefy.shop

Email - [email protected]

For more information about SARA, please visit sara-conservation.com

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Conservation Stories is presented by The Sandhills Area Research Association (SARA). Subscribe now to hear all the interviews.

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