Business grew out of pandemic-era hobby
Burn Pit BBQ, a small Racine-based barbeque seasoning business, is moving into the world's largest brick-and-mortar retail chain.
Walmart will carry Burn Pit BBQ's garlic seasoning and Memphis-style barbeque rubs at 70 Wisconsin stores starting April 19. It's a dramatic expansion for a business that grew out of a pandemic-era hobby.
Founders Ben Kreple and Greg Fischer, former soccer teammates at the University of Wisconsin-Parkside, bonded after graduation over a shared love for grilling.
"It was a way to continue to get our families together," Kreple told the Milwaukee Journal Sentinel.
During the COVID-19 pandemic, the Racine residents saw more neighbors fire up their backyard grills, some for the first time. So, they started a blog offering recipes and tips.
"When Greg and I first started grilling together, we would reach out to ask questions, and there'd be times you'd get trounced on for asking certain questions," Kreple said. "Our vision was to have something for the newer, beginning grillers to feel free to ask questions."
Soon, Kreple and Fischer began experimenting with their own recipes. They opened an online store, Burn Pit BBQ, in 2020.
Burn Pit BBQ specializes in barbeque sauces, seasonings, and hot sauces. Sauces and seasonings run $12 per bottle, and hot sauces cost $15 per bottle.
The business boasts all-natural ingredients and gluten-free options. Kreple and Fischer said they wanted to offer a healthy, Wisconsin-made option for new grillers and enthusiasts alike.
After a couple years of online sales growth, Burn Pit BBQ expanded to a few local retailers. Among them are Metcalfe's Market in Wauwatosa, Butcher Block Meat Market in Oak Creek, and Harry Hansen Meat Service in Caledonia.
Walmart's Open Call program provided an opportunity
Last spring, a friend made Kreple and Fischer aware of Walmart's Open Call program, which invites small businesses to pitch for a chance to put their products on the retail giant's shelves. They applied online and were invited to meet with a buyer at Walmart headquarters in Bentonville, Arkansas.
"We got 30 minutes to pitch our brand and our products, and after that 30
minutes, we were told that they'd like to give us a shot," Fischer said.
The pair run Burn Pit BBQ with the help of partner distributors and co-packers, but this new expansion has them looking bring on more people in the next few years. If all goes well, they hope to grow regionally.
"We want to focus on our backyard," Kreple said. "That's always been our goal – focus really heavily on Wisconsin, where we're from, and the Midwest."
Kreple and Fischer, both of whom served in the U.S. military, also host an annual "Back Yard Bash" fundraiser at Greendale's Explorium Brewpub to support local veterans' organizations. The event has raised more than $30,000 since it began five years ago.
"Being a veteran-owned business, it's very important for us to continue to remember our service as well as those that have served and continue to serve," Fischer said.
During this period of rapid growth, Kreple and Fischer want to keep accessibility central to Burn Pit BBQ.
Each online product description offers a rundown of flavor profile and which meats are best paired with it. Burn Pit BBQ's blog posts weekly recipes and grilling advice.
It's a part of helping others continue to bond over the grill, they said.
Francesca Pica can be reached at fpica@usatodayco.com.
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