What started as a backyard obsession turned into one of Ontario’s fastest-growing local food brands.

This week, I’m joined by Chad Steele, founder of Norfolk Barbecue, to talk about how a 14-year passion for barbecue became a full-time business now carried in 80+ stores across Ontario, using ingredients sourced right here in Norfolk County.

We get deep into the culture of barbecue, the science behind smoke and fire, and the realities of turning a passion project into a scalable food business.

In this episode, we talk about:

• How Norfolk Barbecue started during COVID — and why it worked

• The difference between grilling and real barbecue (low, slow, and smoky)

• Regional BBQ styles: Texas, Carolina, Kansas City & more

• Stick burners vs pellet grills — convenience vs tradition

• The science of smoke, wood selection, and clean burns

• Why resting meat is just as important as cooking it

• The realities of food regulations, health inspections, and scaling production

• What it actually takes to turn a hobby into a legitimate brand

Whether you’re into food, entrepreneurship, or building something meaningful from a small community, this one’s for you.

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