MeatEater is a hunting and outdoors brand started by Steven Rinella. It’s grown into a giant company that makes books, podcasts, videos, and also sells outdoor gear and cooking supplies. At its heart, MeatEater is about ethical hunting/fishing, protecting nature, and enjoying the outdoors through food and adventure
Meat Without Middleman
Goal: Position MeatEater as the authentic voice of sustainable protein
The visual focus is placed directly on the meat because it represents the core truth of the campaign:
honest protein with nothing to hide
We live in a world where protein comes wrapped in plastic, pumped through factory lines, and stripped of its story.
That’s not meat. That’s product.
We stand for something older, cleaner, and truer: The hunt.
When we step into the woods, we become rancher, butcher, and chef all in one.
We don’t hunt because it’s easy. We hunt because it’s honest. Because it connects us to the earth, to our food, and to each other.
No feedlots. No shortcuts. No middleman.
A life lived wild. A harvest fully used.
Raised by no man.
Meat Without Middleman.