Long before Dale Earnhardt Jr. became the face of modern NASCAR, he was just a kid staring at a photo of his father taped inside his locker. That image, a freeze-frame of Dale Sr.’s harrowing Pocono crash, wasn’t just decoration; it was a symbol. It reminded young Dale of the grit and courage that defined the Earnhardt legacy. But more than just idolizing his dad, Dale Jr. tried to understand him through racing, through business, through silence. Their relationship had gaps, but Dale Jr. carried forward what he could: lessons in resilience and the fire to build something lasting.

By the time Dale Jr. carved his own path through NASCAR’s ranks, it was clear he had more in mind than just winning races. He wanted to build something that lasted. His father’s early start in team ownership left a blueprint, but the sharpest lessons came later. Rick Hendrick, his former boss at Hendrick Motorsports, gave him the best business advice he’d ever heard. In an interview with Entrepreneur, he said, “Rick Hendrick, my former boss at Hendrick Motorsports, told me it’s all about the people. He would say the business works and succeeds because of the people who work there, from the top to the bottom.”

That idea stuck. Dale didn’t just become a team owner; he became a builder. Dirty Mo Media. JR Motorsports. High Rock Vodka. His empire now spans media, motorsports, and more. His worth sits somewhere north of $300 million, making him the richest figure involved in NASCAR today. Hendrick taught him how to trust teams, value each role, and build something bigger than himself. That lesson is echoing once again. But this time, Dale Jr. isn’t just betting on that advice; he is betting on the inner foodie he has and stepping up into a market that drives America.

Dale Earnhardt Jr. bites into a booming market!

In a recent episode of his Bless Your Hardt podcast, Dale Earnhardt Jr. pulled back the curtain on his latest business move. It’s food. Specifically, jerky. Yes, Dale Jr., the man who conquered speedways and boardrooms, is now betting big on a small-batch jerky business out of Nashville. His decision, fueled by his inner foodie and long-standing friendship with entrepreneur Blake Koch, hints at his growing hunger for more than just success.

On the latest episode of his weekly podcast, Jr said, “I gotta tell you a quick story. You know, Blake Koch, from Filter Time… His brother started making jerky in Nashville, Tennessee. It’s their grandfather’s recipe, and I tried it… I’m like, this is the best I’ve ever had—ever. Not even close. And I was like, Blake, we gotta invest in this, this is awesome… Now we’re getting into jerky. We really haven’t gone out and publicized that, Blake and I invested. We bought almost half of the company, and so we’re partners with Blake’s brother, making jerky.”

The same instinct that drove Filter Time’s success is now driving this venture. No corporate spin, just a guy who loves jerky and knows a good business when he tastes one. Notably, Dale Jr. isn’t the only one seeing green in dried meat. The jerky market is exploding. According to The Food Institute, in 2024, sales in the U.S. hit $3.29 billion, up more than 10% from the previous year. Experts expect the global jerky snacks market to soar past $6.5 billion by 2027.

Why? Simple. Americans want protein-packed, on-the-go snacks. Jerky fits that bill perfectly. Over a third of the country enjoys it, and new flavors plus health-conscious options are bringing even more people in. Even inflation hasn’t stopped the jerky craze. While turkey jerky took a hit from bird flu and rising costs, beef jerky kept climbing. The demand for low-carb, high-protein snacks is just too strong to ignore. Dale Jr.’s investment isn’t just a hobby, it’s a well-timed strike into a growing market.

But this move is no one-off. It fits right into a pattern. Dale Jr. is building a legacy beyond NASCAR. JR Motorsports is a staple in the Xfinity Series. Dirty Mo Media turns out hit shows and podcasts.  He co-founded Filter Time, helped launch High Rock Vodka, and still finds time to back grassroots racing through the CARS Tour. His portfolio is as diverse as it is sharp. He’s not chasing fads, he’s creating brands that stick. But even as he chews on business moves, Dale Jr. hasn’t lost his fire for racing. In fact, he’s got strong thoughts about where NASCAR’s Xfinity Series is headed, and where it shouldn’t go anymore.

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Dale Jr. targets Martinsville Speedway!

Dale Earnhardt Jr. isn’t shy about his opinions, especially when it comes to the sport he helped shape. On his Dale Jr. Download podcast, he recently made headlines with a surprising call to drop Martinsville Speedway from the Xfinity Series schedule. “That [expletive] we’re doing at Martinsville is for the birds. I don’t love taking my cars over there and watching them get destroyed and watching our drivers destroy each other,” he said.

It’s not just frustration speaking. Dale Jr. has a deep investment in the Xfinity Series through JR Motorsports. He’s worried about its direction, especially with older car parts becoming obsolete. “I believe that the parts and pieces that we’re all using… are a bit obsolete and I wish they weren’t,” he said. With North Wilkesboro Speedway now back in the mix, Dale Jr. sees a better option. “There’s been a lot of conversation about the Xfinity Series racing at North Wilkesboro… If they put a race there, I’ll run it,” he added.

This comes after NASCAR’s three years of successful racing in North Wilkesboro. And this year’s All-Star race proved that the track has something that NASCAR fans crave. However, it’s up to NASCAR how they would utilize the iconic track without messing with Martinsville, which has been around since 1947. Meanwhile, Dale Earnhardt Jr.’s stance isn’t new, but the urgency is growing. For Dale Jr., it’s about protecting what works and walking away from what doesn’t. That includes Martinsville, no matter how historic the track may be.