Rise of the “Lifestyle Prepper”

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They’ve been called “casual survivalists” and “prepper-lite.” Now, a phrase has started popping up around the preparedness industry highlighting the rise of the “Lifestyle Prepper,” particularly in American cities.

Unlike “Doomsday Preppers,” those who can be classified as Lifestyle Preppers aren’t building bunkers or living off-grid. They don’t can their leftovers for long-term storage and they probably don’t own a freeze dryer. But they’re concerned about potential future emergency scenarios and they do not trust government agencies to do more than give them beans and rice during sustained supply chain disruptions.

“Basically, these Lifestyle Preppers want to live well through apocalyptic situations,” said Jason Nelson, co-founder of Prepper All-Naturals. “They don’t just want to survive, they want to ‘surthrive,’ as I like to put it.”

The biggest concern facing millions of Americans who are starting to stock up on survival gear is the coming presidential election. Regardless of who wins, many believe it’s likely that the losing side will cause massive disruptions through riots and possibly even acts of domestic terrorism. The FBI has warned of such possibilities as well.

Any major disruptions to the supply chain in major metro areas could prompt grocery store runs that could empty the shelves in a matter of hours. Those who do not have enough food will become dependent on government organizations like FEMA to supply them. This is what Lifestyle Preppers hope to avoid by stocking up on high-quality long-term storage food rather than living off poorly made survival food for weeks or even months at a time.

“The whole reason we launched with Ribeye, NY Strip, and Tenderloin was because we’ve personally eaten the ‘beef crumbles’ being offered by survival companies and we couldn’t imagine trying to live off of that for a long time,” said Nelson. “I ate military food for two decades and it’s far better than some of the stuff that passes as ‘survival’ food today.”

Being a Lifestyle Preppers means having well-made, nutritious food as well as water and other essentials on hand in case of “bug-in” scenarios. These aren’t people who are necessarily wanting to live off-grid but they also do not want to be reliant on living within a system that breaks under the weight of world events.

Still others are more concerned specifically about beef. It’s not emergency situations that concern them as much as the ongoing war on ranchers and American beef. It seems more and more likely every day that quality steaks and other beef products will be either priced beyond the reach of average Americans or removed as a protein option altogether.

The survival steaks offered by Prepper All-Naturals have shelf lives of 25+ years. They are made from all-American beef, which is the only ingredient. They don’t even add salt which allows the beef to be used in a wide variety of dishes and cater to most diets.

“We want our beef to not just get stuck in a closet for emergencies,” Nelson said. “People certainly can do that but they can also eat it normally just because it’s great.”

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