On the inside of the box was a print of a little house. These people know who their audience is: guys who love barbecue. I started looking at the guide and realized each step was designed to include consumption of a six-pack of beer. When it arrived, I opened up the box, and I realized I had received a personal letter from Jeremy Andrus, the CEO of Traeger. I always had this resistance against Traegers, but so many of my family and friends have them. It’s pretty incredible what they’ve done. With a Traeger, you can just pull up the app, push play, and it runs. When I was doing competitions at the time, people would show up with Traegers, which I thought was crazy because they’re too easy. We ran through the struggles of the times, we sold it, and we moved on. In 2008, my brother came to me wanting to start a barbecue catering company and because I love food, I decided I was in.
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