From Data Analytics to Squid Jerky: How The Hermit Is Bringing Sustainable Protein Snacks to America
Princeton graduate turns personal health journey and love for Asian cuisine into innovative calamari jerky brand
When Steven Shonts encountered calamari during his travels across East Asia, he was surprised to learn that squid is the largest catch of California fisheries. Yet this sustainable, protein-rich seafood was virtually absent from American snack aisles. That observation, combined with his own health transformation through clean eating, sparked the idea for The Hermit—America’s first all-natural calamari jerky brand.
A Personal Health Journey Meets Environmental Passion
Shonts’ path to founding The Hermit in June 2024 was deeply personal. After struggling with an autoimmune digestive condition in his early twenties that resulted in losing six inches of his small intestine, he discovered he could achieve remission through clean eating. “I wanted to combine my passions for sustainability, nutrition, and cuisine,” Shonts explains.
With a BS in Earth Sciences and Environmental Studies from Princeton University and experience co-founding a data analytics business that sold in 2022, Shonts brought both scientific rigor and entrepreneurial experience to his new venture. His two years living part-time in Thailand and exploring Asian protein snacks gave him the culinary inspiration to create something uniquely American.
What Makes The Hermit Different
The Hermit stands alone in the jerky market as the only brand using American wild-caught squid with an entirely natural ingredient list and zero added sugar. While competitors like Epic Provisions and Kamaina Jerky focus on traditional proteins, The Hermit is pioneering the underutilized seafood category.
“We’re the only calamari jerky made using American wild-caught squid, and the only one with an all-natural ingredient list,” Shonts emphasizes. The brand’s mission is clear: delight consumers by helping them discover new sustainable protein snacks that meet their demanding nutritional and flavor needs.
Whimsical Branding Meets Serious Sustainability
True to its name, The Hermit embraces a friendly, whimsical tone with tarot-inspired branding that’s “mildly occult” and eye-catching. This distinctive aesthetic helps the brand stand out while communicating its core values of transparency, sustainability, and premium quality.
The target audience—nutritionally conscious consumers seeking convenient protein options—includes everyone from hikers and outdoorsy enthusiasts to road-trippers and busy parents. With flavors that offer “delectable texture and gourmet appeal,” The Hermit is positioning itself as both a healthy choice and an adventurous eating experience.
Ambitious Growth on the Horizon
Since launching, The Hermit has established a direct-to-consumer presence through Instagram and Google ads, with plans to launch on TikTok Shop this fall. The brand is also expanding into Amazon and wholesale marketplaces like Faire, while pitching to independent retailers across the Mountain West and Pacific regions with a goal of reaching 25 doors this year and 100 in 2026.
Looking ahead, Shonts envisions The Hermit expanding beyond calamari to popularize other hyper-sustainable small fish and shellfish from US waters. “I kept encountering calamari during my travels and was surprised to find it’s the largest catch of California fisheries,” he notes. “I wanted to popularize consuming this local, sustainable protein right here at home.”
The Hermit is carving out a unique space in the protein snack market—one that prioritizes both planetary health and personal wellness, wrapped in a distinctively whimsical package.
For more information about The Hermit’s sustainable calamari jerky, visit thehermit.com or follow @thehermitsquid on Instagram, TikTok, and Twitter.
All images courtesy of The Hermit.
